( Originally Published 1902 )
The advertising of sweetmeats-over the counters and through the mails—have received quite an impetus within the past few years.
There is no earthly reason why candy cannot be advertised as well as anything else, and candy retailers, wholesalers and manufacturers, are rapidly realizing this fact.
Such adjectives as "delicious," "piquant," "palatable," "pure," "tempting" "choice," "toothsome" and "mouth-watering" are called into great requisition by the advertising writer when he wiggles ink across paper in his efforts to give publicity to saccharine specials.
Every town—no matter how small-has its confectionery store, which should be advertised. Friday evening or Saturday morning are good times to advertise confectionery, (1) for money is plentiful on Saturday (2) many Saturday shoppers like to bring home a box of candy (3) the store is usually open Saturday evening (which, of course, is the best evening).
The local paper should be a good friend to the confectioner. For it should carry the bulk, if not all, of his advertising—set it up in good shape—give it a good position—give him such assistance in the way of suggestions, writing and illustrations as may be valuable from time to time, and in short, be of service to the confectioner and itself.
Speaking about local papers, it is wonderful how many different kinds of advertising and business managers there are. Some such men are of distinct value to advertisers, as they are bright, cheerful and helpful, while others are not. The development of advertising in a town rests almost altogether upon the managers of the local papers. I have seen some " managers" who, if they were hired to turn away business from their papers, could do the turning away process no better than they daily do in the course of their "managerial" duties. However, this phase of advertising is discussed elsewhere under the caption of " advertising assistance from papers."
The advertising of a confectionery store should be put on a systematic basis. Once the " plan of operation" is decided upon, then about all the labor of running the advertising consists of writing the advertisements and passing upon the proofs. This is worth the proprietor's attention, but if he (or she) has neither the time nor inclination, the bright young lady who weighs out chocolates with a smile, may be induced to attempt the advertising writing. I have noticed that young ladies are very superior advertisers of candies. Why this is so I do not know, unless it is due to the fact that they make a deep study of and like to contemplate candy, very much as a man likes to consider and study cigars.
Boxes, paper bags and packages that enclose candy should be exceptionally well printed, with the concern's name, and address. A catch phrase is a good idea to use on all packages, stationery and advertising. Whatever circular or card advertising that is sent out should also represent excellent printing. On such occasions as Thanksgiving, Christmas, New Years, etc., special sales should be gotten up. Newspaper advertisements and store displays are then in order.