THE Liquor Book

THE LIQUOR BOOK. 7
people will beg-in to have doubts about your truthful-
ness.
Use space enoug-h to properly display all you have to
sa}'. Be careful not to crowd your space. People are
too busy, nowadaj-s, to read fine print in advertising-.
They will almost invariably skip an ad that looks
crowded and hard to read.
Upon this question of display, 3'ou should bear in
mind that g-ood display does not necessarily mean big-
type. It all depends upon the surrounding-s of the ad.
If the newspaper in which you advertise uses a great
deal of big-, black type, and if the ads around you are
displayed in that manner, 3'ou will g-et the best effect by
having- your ads printed in light, clear t3'pe with no
black display whatever, but with plent\' of white space
around it. A light, white ad of this kind stands out
wonderfully when it is surrounded with ads which are
full of big-, black type.
On the other hand, if the advertisers in your paper
do not use much heav}- display tj'pe, you will g-et the best
effect by using- the heaviest headlines you can consistently
use. Get 3'our display all into the headlines of your
ads. Do not run display lines all throug-h them, as it
spoils the appearance of the ad, uses up valuable space,
and discourag-es perusal.
Have the body of the ad all set in one kind of tvpe
without any display unless it is the name and price of
the article you are offering-. When it is possible g-et the
name of the articles into the heading-.
Do not make the common mistake of displaying your
name too heavily at the bottom of the ad. Many
advertisers have their names set up as large, or even
larg-er, than the headline. This is all wrong-, and a sad
waste of space.
It is a g-ood plan to have the name in the same kind
of type as the heading-, but much smaller. People are