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EDITORIAL PAGE Ad vertising—Light of Business and Economy § I', ■ ' • .-- r: i,: ; wwi'laO..-I I gflHßr • 7 -Mr' ft lAI /F* Fl ■« a » . I • /till/) f IU I u Vtl\ I I YINf ! 1 IWIW I Wigorar. • \-m . Im -HSL <sajfci XKr 'i* * A i» <2® ~Ssa.- -,,.’ll viT 'TTmiBHb ss®» l> I -!; ;■ Wfff -'MMHWfBTO W HL H«WES'. ~' :, ,g 33 > .H I WW B Ftni ■ feaa ffCEI! Hmwj A " M.-« MMmM&sB Mair ■• - ; - ■ 'MI" r, . BSa <s ■ ..wWM i HHon riMHMHllflHlHHHi^nKMnhMi^^^s^|rgi|r hm «,I MmMWr f mMMiiIIHIttWIM UO MBI IMMMW * '’tlWW WlmlllwPnmWwtHMl -igfeg^HffiiMi^MKMMialMiwlßiißiirrLL ll L < HfffffiHHM v ••tW.-?" 11 Vll‘i 11 FIT ... -. j •JHaDMBBHUE SUBJJLAiIMdwIMMBBBBBBBUBBBinMLv _. - - uj: iu.TifrT.~i---■--*■—.*• ,— ' ? ’“ r' ,;yW*'“! , *-**^'" ,, ~•" .■■,■— r.ynT"rr. -,>■ iuTjy<r^.*K'J | " l jrJ>!pw mil TilLl'--Q t nLJ , .II.~JPW l > -~vir ' : ’ " ■- ■■• - 1 • ; - •• •nrffgKgynuv irpuia**-nCM-.'-Tt^lW* llll r ~ '? ill cago, showed his under standing of the important event, interesting himself in the laying of the corner stone and in all of the proceedings, and from all over the United States men earnest and able in the work of promoting business and multiplying possibilities accepted the invitation to attend, ft ft ft Not alone business men, merchants, adver tising men or editors are interested in adver tising. The whole country, every citizen, every woman, every child, derives benefit from the advertising art, which has been developed within the present generation. Every schoolboy knows how the human race has begun its mental development since language was discovered. Before men could speak they could not tell each other their ideas or help each other. What language is to the human race, AD VERTISING IS TO BUSINESS, INDUS TRY, COMMERCE, MANUFACTURING AND ECONOMY. Advertising is the language of trade, the language if energy, the language of prosperity, the language of the man of to-day determined to do in his life what in former years cduld not be done in fewer than half a dozen generations. Advertising, as the word indicates, is GIV ING INFORMATION. Literally translated, the word means, "to turn to,” from the Latin of ad —to-rand verto —turn. The advertisements turns the public to the thing wanted. Advertising, the voice of commerce, tells the work that the thinkers, fighters and inven tors of industry are doing. ft ft ft Very old, indeed, is advertising. The rain bow in the clouds, according to the Scriptures, was one of the early advertisements. It prom ised that men should not be destroyed with a flood again. In that advertisement, brilliant in color, magnificent in size, supreme power announced the fact that that particular flood was to be the last flood. Caesar used the advertisement when, fight ing the patricians and using the bulk of the people against his enemies in the Senate, he caused the proceedings of the Senate to be ad • vertised or the walls of Rome. That was the first semi modern advertising. The object of men that create is to make their creations known. And the task that advertising accomplishes, and that nothing else CAN accomplish, is to make known to all the efforts, the results, the inducements of the individual. Many and ingenious have been the advertis ing methods of men since the beginning. It w ,s Solomon’s advertising of his wisdom —in various very respectable ways that brought the Queen of Sheba to see him. It was iidvertising, undoubtedly, when young Cleopatra, hoping to get the Roman power behind her weak kingdom, had herself wrapped up in a rug and, thus wrapped up, de livered in Caesar’s private apartment. She was disappointed, in the result of that adver tisement. for, although she became the mother of Little Cesarion, Caesar’s son, she was not ■ile to influence or control him. And when she , took Antony as second best, she failed and died. k It was good advertising when Canonicus, &ST aay set in Chicago for laying the corner stone of the first great building de voted exclusively to the SCIENCE AND LITER ATURE of advertising. Mayor Harrison, of Chi- The Atlanta Georgian Have You Thought What Advertising Means to the Life of America ? Do You Understand that it is a Guarantee of Quality, and the Agent of Economy? Do You Realize that if You Are to Succeed in Any Business or Any Profession, ADVERTISING WILL HELP YOU? Advertising is the LANGUAGE ot Business. It is the Bright Light by Which Commerce and Industry Find their Way Throughout the Nation the Indian chief, intending to frighten the lit tle group of New Englanders, filled a snake skin with arrows and sent it to Governor Brad ford. And it was still better advertising when that same Governor filled the snake skin with powder and bullets and sent it back to Canoni cus. This Indian gentlemen looked at white man’s advertisement in the snake skin'' thoughtfully and decided to put off the fight indefinitely. A ft ft It was excellent advertising of her courage, and of woman’s power to fight, when Hannah Dustin, of Haverhill, Mass., being captured by the Indians who murdered her baby, and being led away to be tortured, returned on foot bring ing with her the scalps of ten Indians that she had killed in their sleep. It was good advertising, although not meant as such, when Agassiz, the great naturalist, said, "I have not time to make money.” It was good advertising when Marc An tony pointed out the holes that the daggers made in Caesar’s clothing —and even better advertising when he mentioned with pretended reluctance how much of his money and prop erty Caesar had left to the howling mob. AAA The history of the world has been a history of advertising, conscious or unconscious. This generation of ours is the first that sees advertising as a science and an art. And even this generation does not realize the importance of advertising, the dignity of the advertising profession, the extraordinary part that advertising is destined to play in the industry, the commerce, and especially in the economy of the country. The advertisement is to the industry and business of the nation what the bright electric light is to the big engine producing the power. The little electric bulb tells what the engine is doing. The brilliantly worded advertisement tells what industry, commerce, manufacturers are doing. In the olden days everything was slow. A man with great difficulty managed to place his little store on a street where many passed. The people only could know what he was doing if they PASSED HIS store. Now a man puts his factory in a distant town, nobody has seen it, nobody knows per haps where it is. But that man puts his name, his purposes, his accomplishments, IN THE HANDS OF TENS OF MILLIONS OF HU MAN BEINGS. He does not wait for the man to pass his door. He goes through the door of the house in which the man lives, and in this monthly, or that weekly, or in many dailies, presents to the man the story that he has to tell. - Therein lies the power of advertising. You can work to-day and to-morrow you can tell the whole world what you have done. You can have a new idea this week, and next year that idea can be in the minds of fifty millions of human beings. You are not bound by your location, limited by the strength of your voice. Your voice is the voice of the printing press. No man need waste a day if he has the right SATURDAY. NOVEMBER 23. 1912. idea and the energy, and knows how to talk for publication. ft ft ft It is important that the public know what advertising means. Especially important is the fact that plenty of advertising almost invariably means AN EXCELLENT AND HONEST PRODUCT. If you read that a man had invested a mil lion dollars in a factory of brick, stone and iron, you would not need to be told that he would refrain from setting fire to that factory—es pecially if it were not insured. There are many business men that have put not one million, but five millions, and ten mil lions into an advertising reputation. They have put their millions into words and have created by them a reputation as solid as any brick or any iron. That reputation IS THEIR FORTUNE. That reputation is their life work. It is not insured, it cannot be in .sured. « For the man who has put his millions into advertising, to lower the quality o fhis goods, to deceive the public, would be like setting fire to his millions without any insurance. The man who advertises gives hostages to the public, and proves that it is his intention to succeed by giving value, by living up to that which he has promised. A ft A There are, of course, fraudulent advertisers, although they are constantly becoming fewer. And they are becoming fewer, thanks TO THE POWER OF ADVERTISING ITSELF. For the advertising of honest men and of honest goods has made the work of deceitful advertising more and more difficult, less and less remunerative. There is one gentleman in this country who formerly made a fortune by advertising shot -01 sa le, "like this picture,” and then sending a gun made of wood that would Shoot 1,8 1S n °? « business in a nent M ’ 7 ‘ he W ' “ a promi V 6 ?' that first advertised a com- And whe^.K , ° r f ” n ? ture ’ "“•"■y Uluatratio “• inc coup to th • T er ' sent in his money and hav hi h r a two -horse team, applied for eovld h»v^ e J° U k d t • tt ud Set of toy furn iture which he o d have taken back in his overcoat pocket. ♦ Ut tbat conc ? rn - n <> w in the control of an honest and niteuigemt man, is doing a business of almost or.e han dled minions a year, and doing a business absolutely hou ora. ’ a managed so economically that it saves millions annually to the farmers of this country—it is one of the greatest mail order houses in the world. • Advertising is no longer used to sell wooden nutmegs, or to sell *‘ a fine steel engraving of George Washington for fifty cents,” which turns out to be a United States two-cent stamp with George Washington’s face upon it. Advertising builds up the honest man and kills off the dishonest man. There is more profit in bunding a great grocery business and selling the best of nutmegs at a fair small profit than there could possibly be in selling wood en nutmegs. ft * ft Advertising has ceased tc be misrepresentation, and it has become the honest voice of commerce, the agent of economy—AND THE ECONOMY MUST BE CLEAR TO ALL—it can be made clear in a very few words. You have a merchant who does not advertise. He pjys a clerk two dollars a day. And the clerk sells ten dollars worth of goods. THE HOME PAPER Naturally, that merchant must first pay the clerk his two dollars out of the ten dollars that you pay for jhe goods. That means twenty per cent profit, to start with, for the clerk alone. And then the store, which represents high rent, must take its part of your purchase money for rent, for heat, for taxes, insurance. And the proprietor must take his part. Where the man who does not advertise pays two dol lars to the clerk and two dollars for rent and a dollar for insurance and delivery and sells ten dollars worth of goods, HE MUST TAKE FIVE DOLLARS FOR EX PENSES AND AT LEAST THREE DOLLARS FOR HIMSELF—AND YOU GET TWO DOLLARS WORTH OF GOODS. A man with the same clerk and the sama store, AD VERTISING, can sell one hundred dollars worth of goods, so that out of one hundred dollars he can pay the clerk and the rent and the taxes and the overhead, and take the profit that he wants —and the whole thing amounts to less than one-tenth, of the amount taken in. ADVERTISING DOUBLES THE EFFICIENCY OF THE CLERK, THE VALUE OF THE STORE, THE POWER OF THE MERCHANT’S ORGANIZATION. Only a child under five years of age could fail to see that the man who advertises persistently, intelligently and truthfully is saving the money of those that purchase from him—inasmuch as he is making ft possible for the SAME organization, the same equipment, to do many times the amount of business that it would do without advertising. And he can take for himself three or four or five per cent profit on his sales —instead of forty per cent, as the non-advertiser must do—and with his small percentage of profit he can become an infinitely richer man. Nothing is more foolish than the fast-disappearing be lief of the ignorant that when they buy goods, “they pav for the advertising. ” They do nothing of the kind The advertising pays for part of the goods and makes it pos sible to deliver the goods cheaper. ft ft ft If we had the room to do so, it would be interesting here to emphasize the importance of the really able ad vertising man, advertising agent, or advertising writer. The business man who grudges a commission to an ad vertising agent who thinks ‘‘he ban do it himself” is usually about as intelligent as he would be if he grudged the commission of the architect and decided to build his store for himself. He would save the commission of the architect, but ruin the store. This is the age in which one man DOES ONE THING You can run your BUSINESS. Find a man who can RUN YOUR ADVERTISING. And the advertising agent, able to get and manage and place business, is foolish if he underestimates the man that can WRITE ADVERTISING. To write an ad vertisement is more difficult than to write anything else, for he who writes an advertisement competes with thou sands of writers, and he is trying to do the most difficult thing, which is TO INTEREST ANOTHER MAN IN THAT WHICH INTERESTS YOU. The writer of an editorial, the writer of fiction, the winter of jokes, has a task that is easy. He amuses the reader; it is easy to get such a reader. ft ft ft The advertiser, the man who prepares the advertising is THE CLERK V7HO TALKS TO ALL OF THE CUS TOMERS. And the merchant especially should remem ber this. If any merchant hatl a clerk who talked to every cu« tomer before that customer came, to the store, the mar chant would consider no price tco great to pay for effi cient service of that kind. How many merchants and other business men fail to remember that the advertising man IS THE CLERK THAT TALKS TO ALL? More than that, he is the man who forms public opinion as to the policy of the mer chant or the other business which he represents. He is the voice—the man who represents not merely the bargains, the cash inducements, BUT THE CON SCIENCE OF THE BUSINESS. It would be possible to write many pages concerning the difficulties of the art of preparing advertising. For to-day, it is sufficient to indicate the four great points in advertisement writing. First, Your advertisements must be seen If it is not looked at, it is lost. Make it CONSPICUOUS. Second, Your advertisement must be read If it is n. t lead, it is wasted. Make it S’NP’LE. Third, Your advertisement must be understood. N.” is not understood, it is aga in wasted. Make i F'L ' And, fourth, WHAT YOU WRITE MUST EE Fr LIEVED. The power of convincing is the greatest P oue ;, He who can make others believe and who is sincer? ; believes himself, first cf ah i the ruccj.sfTJ niar cveiy line,