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Author: 
 
 Mahin, John Lee 
 
 Title: 
 
 Advertising; selling the 
 
 consumer 
 
 Place: 
 
 [Garden City, NY] 
 
 Date: 
 
 1919 
 
94-P)zyo3-z. 
 
 MASTER NEGATIVE # 
 
 COLUMBIA UNIVERSITY LIBRARIES 
 PRESERVATION DIVISION 
 
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 ORIGINAL MATERIAL AS FILMED - EXISTING BIBLIOGRAPHIC RECORD 
 
 ■ USiN 
 
 263 
 
 M27 3 
 
 Ei 3 S 
 
 4npMH|f 
 
 Mahin, John Lee, 1869- 
 
 Advertising ; selling the consumer, by John Lee Mahin. 
 [Garden City, New York] Pub. by Doubleday, Page & com- 
 pany for the Associated advertising clubs of the world 
 t^i91€i 1919. 
 
 xxvi, 298 p. plates. 20J«-. $2^ 
 
 "First edition, 1914; second edition, 1916." 
 "References" at end of most of the chapters. 
 
 1. Advertising. 
 
 Library of Congress 
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C^l) 
 
 ADVERTISING— SELLING THE CONSUMER 
 
ADVERTISING 
 
 SELLING THE CONSUMER 
 
 BY 
 
 JOHN LEE MAHIN 
 
 PUBLISHED BT 
 
 DOUBLEDAY, PAGE & COMPANY 
 
 FOR 
 
 THE ASSOCIATED ADVERTISING CLUBS 
 
 OF THE WORLD 
 1919 
 
,*1 
 
 
 CONTENTS 
 
 Copyright, lOlJ^ and 1916, by 
 
 The Associated Advebtising Clubs of the World 
 
 AU right, reserved, including that qf 
 translation into foreign languages, 
 including th* Scandinavian 
 
 3a 
 
 IT Ol 
 
 CHAPTER I 
 
 Advertising Can Only Appeal to Free 
 
 Dollars 
 
 Creation of style is salesmanship — ^No one 
 is compelled to spend a free dollar — 
 The free dollar builds big business — The 
 consumer enjoys being cultivated — Para- 
 sites live on mortgaged dollars — ^Little 
 businesses die on mortgaged dollars — Big 
 business thrives on free dollars — The auto- 
 mobile industry thrives on free dollars — 
 The free dollar is the consumer's greatest 
 protection and the advertiser's real oppor- 
 tunity — ^Advertising makes possible small 
 capital and reduced selling cost — ^Advertis- 
 ing not a material substance but service 
 to a group. 
 
 CHAPTER n 
 
 How Markets Benefit Both Consumer 
 
 and Producer 
 
 The markets based on the group — Profes- 
 sional services enhanced by the group — 
 
 
 12 
 
Ml 
 
 vi CONTENTS— CorUtnuei 
 
 Marketing a young man's tim^The 
 buyer not an expert judge of intrinsic 
 vaJues^-Sentiment is the basis of satis- 
 faction — ^Disaster follows price competition 
 — ^The salesman's judgment must be re- 
 spected — ^Market control a money-making 
 occupation — ^Publicity will correct all evils 
 of market control — Consumers should pre- 
 fer goods bearing the producer's trade- 
 mark—The dangerous position of some 
 manufacturers. 
 
 CHAPTER in 
 
 Salesmanship Is Service 
 
 Men succeed as they are able to induce 
 others to accept their views — ^Advertising 
 is organized salesmanship — The most suc- 
 cessful salesman is he who gives his cus- 
 tomer the most service — The intelligent 
 salesman appreciates that his responsibility 
 does not end with the sale — The service 
 that merchants give more attractive than 
 the goods — Merchandise plus advice and 
 ideas more valuable than merchandise 
 alone — ^Advertising is service salesmanship 
 directed at a group — ^Advertising should 
 create desires that benefit the consumer 
 — ^Publishers fast realizing their respon- 
 sibility to readers — The days of advertis- 
 
 CONTENTS—Con/mwcrf rfi 
 
 PAGS 
 
 24 
 
 ing "mystery" and fake advertising fast 
 passing — Censorship of advertising a nec- 
 essary service. 
 
 CHAPTER IV 
 
 How THE Salesman Becomes a Producer 33 
 Personal salesmanship enhanced by advertis- 
 ing — The salesman produces satisfactions 
 — The essence of real values — Satisfactory 
 shoes are produced by salesman as well as 
 by shoemakers — ^Identical automobiles 
 have radically different reputations — ^How 
 a paper salesman made his goods more 
 valuable — ^A dealer in ranges, with twenty- 
 nine years* experience, learns something 
 new — ^What a range will do, and not what 
 it cost to produce, determines its value. 
 
 CHAPTER V 
 
 Advertising Is Selling the Group . . 41 
 Salesmanship converts storekeepers into 
 merchants — Getting the confidence of a 
 group is the department store idea — The 
 group is composed of those who think 
 alike — Groups as viewed by philosophers 
 — Groups are really cooperative organi- 
 zations — Cities, fast trains, publications, 
 good examples of the group — Conven- 
 
dii 
 
 CONTENTS— Confonuci 
 
 CONTENTS— Confonwei 
 
 iences, luxuries, and education made avail- 
 able for aU because of groups— Member- 
 ship in any group largely a matter of 
 voUtion-lte tremendous proportions of 
 certain groups— In reaching groups ad- 
 vertising multiplies salesmanship-Out- 
 door, street-car, and pubUcation advertis- 
 ing — ^an appeal to a group — Sensing the 
 keynote of group harmony brings success 
 to the salesman and writer of advertise- 
 ments. 
 
 What the Manufacturer Owes the Con- 
 sumer 
 
 Every one is a consumer and should be a 
 producer — ^A successful newspaper pub- 
 Usher is an exemplary manufa^turer-A 
 complete plan of production and distri- 
 bution essential-What tiie consumer 
 thinks is a merchandising factor— Con- 
 sumer groups can be organized — The 
 manufacturer cannot escape merchandis- 
 ing responsibility— Unproven superiority 
 of no value to eitiier manufacturer or 
 consumer— A merchandising audit should 
 be made by every manufacturer— Never 
 trust professional work to untrained men 
 —How to decide whetiier or not an article 
 may be profitably advertised. 
 
 51 
 
 CHAFTER Vn 
 
 What the Consumer Owes the Manotac 
 
 TUBER 
 
 Preference of a group creates and maintains 
 every big business— How tiie newspaper 
 has increased the purchasing power of tiie 
 penny— Modern merchandising has re- 
 duced prices— When a manufacturer gains 
 by reducing prices— The consumer should 
 not be too sure of reduced prices — Con- 
 sumers should appreciate that the adver- 
 tiser is an educator— Advertisers usuaUy 
 reliable — ^Well-advertised articles usually 
 tiie most valuable-The merchants who 
 can usurp the manufacturer's functions 
 are few. 
 
 CHAPTER Vm 
 
 The Tools of Advertising ..... 
 Successful iUustrations must tell the story in 
 less space than words — ^Ideas that appieal 
 to the buying group must usually be given 
 to the artist — Mechanical limitations 
 must never be overlooked — Using words 
 to convey ideas — Keep the words simple — 
 The successful use of type — ^Let the master 
 compositor work out details of layout — 
 Building an advertisement likened to 
 
 60 
 
 67 
 
CONTENTS— C(m<mw«i 
 
 building a house — How type is used in 
 printing a newspaper — How type is used 
 in printing a magazine — The making of 
 engravings — Cheap engravings are poor 
 economy — Making the most of advertising 
 space — Space buying a job for a man of 
 long experience — How to get good print- 
 ing — "Look before you leap" in ordering 
 printed matter — ^The postage-saving ex- 
 pert a coming profession — Paper stock 
 and printing inks — Judge paper stock and 
 inks by this test — Does it emphasize itself 
 in the story — Greatest of all advertising 
 tools are brains and common sense. 
 
 CHAPTER IX 
 
 Advertising Mediums 
 
 Choosing the medium of greatest prestig< 
 A case in point— Buying space requires 
 careful analysis — The intrinsic value of 
 mediums and aggressive salesmanship — 
 Service by the representative of a me- 
 dium is an important factor — One large 
 group vs. several small groups — The dif- 
 ferent mediums used in advertising- 
 Groups of advertisers who find news- 
 papers the best medium— The daily news- 
 
 78 
 
 contest:^— Continued 
 
 paper ideal for advertising the local store 
 — The newspaper best medium for satisfy- 
 ing immediate needs — Fiction magazines 
 as advertising mediums — The national 
 weekly as a combination newspaper and 
 magazine medium — Technical, trade, and 
 class publications — Farm papers, the trade 
 publication of a great class — How to judge 
 a class publication. 
 
 CHAPTER X 
 
 Advertising Mediums {Continued) . . . 
 Street-car advertising analyzed — The use, 
 checking, and cost of street-car adver- 
 tising — The fore-runners of modern post- 
 ing — ^The evolution of the twenty-four 
 sheet poster— BiUposting service as stand- 
 ardized in United States — ^Painted bulle- 
 tins — ^Bulletins and walls compared — The 
 comparative cost of "paper" and "paint" 
 — Electric signs — Window displays — Store 
 demonstrations — Sampling — House-to- 
 house canvassing — Form letters, mailing 
 cards, folders — Cards and other printed 
 matter used to assist salesmen — Calendars 
 and novelties — Selling ideas used by nov- 
 elty salesmen — ^Adding value to novelties 
 -Moving-picture sUdes. 
 
 Zl 
 
 87 
 
 if 
 
HI 
 
 CONTENTS— Con^mwei 
 
 CONTENTS-^Continued 
 
 
 CHAPTER XI 
 
 Building and Testing an Advertisement 
 What the copy writer should know— The 
 copy writer an interpreter between ad- 
 vertiser and buying group — Writing and 
 illustrating advertisements with a strong 
 group appeal — a natural gift — Diagram- 
 ming the advertisement — Brevity not 
 necessarily good — Advertisements must 
 attract and create desire to buy. 
 
 CHAPTER XII 
 
 Application of the Five Tests .... 
 Institutionalism as embodied in newspaper 
 advertisements — Cities have institutional 
 characteristics— The distinctive Chicago 
 character — A big store is a big group — 
 Every detail carefully studied— Sentiment 
 is always the basis of action — A store 
 without a sign— The five tests applied to 
 magazine advertising — ^The secret of suc- 
 cess in Eastman Kodak advertising — 
 Keeping the demand active for Old 
 Dutch Cleanser — ^Advertising to enhance 
 confidence — Focussing demand on Swift's 
 Premium Ham— The subtle handling of 
 Hydraulic Press Brick advertising — Ap- 
 
 PAOK 
 
 99 
 
 113 
 
 peal to the sentiment by the National 
 Lead Company — Quaker Oats advertising 
 is well rounded — The mail-order idea in 
 general publicity advertising — Comments 
 on mail-order advertisements — The five 
 tests can be appHed to any kind of adver- 
 tising. 
 
 CHAPTER Xm 
 
 Advertising and Selling Through the Or- 
 dinary Channels of Trade .... 
 The retailer — the biggest link in the mer- 
 chandising chain — The functions of a 
 wholesaler — The wholesaler as an aid to 
 the retailer — The exclusive jobber plan — 
 The advertiser must create his market, 
 the jobber is a distributor — SelUng the 
 retailer direct — Reasons for selling direct 
 — The third middleman: agent, broker, 
 importer, or exporter — Broker and agent 
 practically the same — The broker sells the 
 wholesaler — Selling the consumer direct — 
 Introducing goods to consumers by solici- 
 tors — The manufacturer who operates re- 
 tail stores — The mail-order house — The 
 middleman essential in almost all sell- 
 ing systems — The middleman's functions 
 should be clearly defined — The consumer 
 
 PA(S 
 
 130 
 
t! 
 
 nv CONTENTS— Continued 
 
 is the final test— Advertising confers a 
 double benefit. 
 
 CHAPTER XIV 
 
 How THE Middleman Serves the Consumer 
 The middleman is not a consumer — The 
 jobber and advertised goods — When priv- 
 ate jobbers' brands are justified — ^Each 
 distributing factor should educate the 
 consumer — Better understanding will elim- 
 inate waste — ^Retailer and consumer have 
 identical interests — ^Advertising should 
 never coerce — ^Advertising should be mer- 
 chandised. 
 
 CHAPTER XV 
 
 Retail Advertising — Preparation . 
 
 A stable labor market necessary to successful 
 retailing — The location within the locality 
 — ^Buy from competent salesmen represent- 
 ing reliable houses — Comparative value of 
 advertised and unadvertised products — 
 Exclusive agencies should be carefully 
 considered — National prestige aids local 
 standing — Well-advertised lines cost less to 
 handle. 
 
 144 
 
 151 
 
 CONTENTS— Continued 
 CHAPTER XVI 
 
 XV 
 
 VAGX 
 
 Retail Advertising—Methods and Mediums 158 
 Groups make retailing possible — Show win- 
 dows are silent salesmen— The local news- 
 paper is the retailer's best medium— Treat 
 your advertising appropriation as a trust 
 fund — ^Plan your work and work your 
 plan— How suburban dealers can cash in 
 on local newspaper advertising-— Dealers 
 should and can discriminate — The plan 
 more important than the medium. 
 
 CHAPTER XVn 
 
 Retail Advertising — ^Making Good 
 Retail dealers are expected to be squar. 
 Maintaining confidence increases the deal- 
 er's assets — Inviting the return of mer- 
 chandise increased profits-" Taking Back" 
 goods the dealer did not sell— The power 
 of service— Price cutting benefits nobody 
 — ^A square deal for every one is the 
 dealer's best asset— The difference be- 
 tween intrinsic, real, and commercial value 
 — Will service become too costly? — The 
 desire for luxury stimulates industry- 
 Service competition invites co5peration 
 — ^Advertising will bring needed reforms — 
 Stable conditions insure prosperity. 
 
 168 
 
XVI 
 
 CONTENTS— Con/inwei 
 
 CONTENTS— CoTifinwec? 
 
 XVll 
 
 t 
 
 CHAPTER XVIII 
 
 Price Maintenance 
 
 The field of tremendous accomplishment — 
 The Supreme Court and the fixed price — 
 Two ways of maintaining price — both ef- 
 fective — Selecting the salesman able to 
 stop price-cutting— Cut price to one may 
 destroy confidence of many — ^Plus service 
 vs. cut prices — Persuasion vs. coercion — 
 Confidence vs. price-cutting — ^Advertising 
 the strongest ally of price maintenance. 
 
 CHAPTER XIX 
 
 Cooperation Between Salesmen and Ad- 
 VERTisiNG — Salesman, the Closer — ^Ad- 
 vertising, THE Missionary .... 
 Creating the buying impulse — Team work — 
 Increased income for the salesman — 
 Service to the consumer— The stability 
 test of both advertising and salesmanship 
 — The salesman with a medieval mind — 
 Reducing the selling cost — Utilizing the 
 modern machinery of selling — ^Advertising 
 and seUing cost no more than salesmanship 
 alone — The salesman works on a bigger 
 scale — ^Advertising as insurance against 
 the future — Let the wholesale salesman 
 cooperate with the advertising of branded 
 
 PAGE 
 
 180 
 
 190 
 
 staples to set higher standards for the 
 retailer — ^It is the salesman's job to edu- 
 cate his trade to cooperate — ^Responsi- 
 bility — Cooperation — You are bound to 
 get more than you give no matter how 
 much you give. 
 
 CHAPTER XX 
 
 Advertising Opportunities 
 
 Three distinct types of men needed — 
 Thought must be expressed to be valuable 
 — The publisher — The advertising solicitor 
 — The advertising writer — The buyer of 
 advertising space — Printers, plate makers, 
 and typesetters — Big advertising oppor- 
 tunity with the publishers — ^Advertising 
 courses in universities. 
 
 CHAPTER XXI 
 
 The Advertising Manager 
 
 The advertising manager should direct sales 
 — The advertising manager can create new 
 policies — The four epochs in a business 
 career — Second epoch, working without 
 supervision — Delegating to subordinates 
 is epoch number three — Commanding co- 
 operation of big men is fourth epoch — 
 Good judgment more important than 
 handling details — The business should be 
 an open book to the advertising manager — 
 
 PAG2 
 
 109 
 
 207 
 
 i 
 
^ 
 
 PAflS 
 
 219 
 
 |i 
 
 xviii CONTENTS— Con^mwei 
 
 The strong advertising manager must be ' 
 mature in development— Knowing where 
 to get the best the secret of success — ^Ad- 
 vice to advertising manager in a concern 
 new to advertising— Getting saturated 
 with information essential-Get a good 
 printer — The advertising manager must 
 command good-wiU in his organization- 
 How to get all that callers can give. 
 
 CHAPTER XXn 
 
 The Advertising Solicitor ..... 
 A first attempt at soliciting — ^Advertising can 
 harm as well as help — ^A solicitor should 
 know what he is selling — ^Writing the ad- 
 vertisement once the dealer's prerogative — 
 A solicitor must give service — The new 
 order of sohciting — Turning down business 
 a royal road to future business— Soliciting 
 is a serious job — A solicitor should be 
 sociably serious, never clownish — ^The so- 
 licitor must know, bluffing doesn't go — 
 Criticism of your house is fatal to your suc- 
 cess — The hunt for good men — ^The so- 
 licitor's fate lies largely in his own hands. 
 
 CHAPTER XXin 
 
 Mail-order Advertising 230 
 
 Plenty of room for both mail-order and dealer 
 business — ^Mail-order business natural and 
 
 CONTENTS— Con<mwe(i 
 
 legitimate — The live, wide-awake merchant 
 has no fear of mail-order competition— The 
 field that mail-order advertisers serve bet- 
 ter than any one else — Many nationally ad- 
 vertised lines started in a mail-order way- 
 Follow-up systems necessary in every mail- 
 order business— Choosing the mediums for 
 mail-order advertising-Sales-producing 
 matter of high quality used by mail-order 
 houses — Creating confidence, the constant 
 aim of the mail-order house-MaU-order 
 copy must more than offset the prestige, 
 displays, and personal salesmanship of the 
 store— Every word must be carefuUy 
 weighed in writing a mail-order advertise- 
 ment — The change of one word made a 
 wonderful advertisement out of a mediocre 
 one — Good mail-order copy should be re- 
 peated — Getting the names of possible 
 buyers — Mail-order advertising to focus 
 the attention on the catalogue — Writing 
 mail-order copy a true training. 
 
 CHAPTER XXIV 
 
 National Advertising and Exclusive Deal- 
 ers 
 
 An arrangement between manufacturer and 
 retailer for the benefit of both — The man- 
 ufacturers must contribute all possible sell- 
 
 XIX 
 
 PAGE 
 
 341 
 
 ll 
 
« 
 
 COlSiTENTS— Continued 
 
 mg help, the retailers actively push the 
 sale — Manufacturers that fail to give 
 proper selling assistance to retailers — ^Local 
 advertising by dealers to connect up with 
 national advertising— Drawing inquiries 
 through national advertising to refer to 
 local dealers — Selling to one dealer appeals 
 particularly to manufacturers of high- 
 grade merchandise — How the magazines 
 are protecting the dealer by censoring the 
 advertising of the manufacturer-The 
 advertising manufacturer gets the prefer- 
 ence with live dealers — Failure to handle 
 advertised goods a reflection on the dealer 
 — ^Advertising in restricted territories — 
 Advertising service furnished dealers in. 
 eludes a variety of different kinds. 
 
 l^xlAJr 1 ilrfXv AA. V 
 
 Trademarks 
 
 What is our amateur judgment worth?- Co- 
 operation between manufacturer and 
 dealer a benefit to consumer — Greater 
 profit to producer, lower cost to consumer 
 — The trademark means stability — ^Do not 
 hide your trademark under a bushel — 
 Backing up the trademark with advertising 
 -The stronger the competition the greater 
 
 PAGl 
 
 XXI 
 
 PAGB 
 
 249 
 
 257 
 
 CONTE^TS—Continued 
 
 the benefit to the trademarked product — 
 The legal aspect. 
 
 CHAPTER XXVI 
 
 Prestige-building Advertising .... 
 The salesman's part in establishing prestige — 
 Prestige, the impression of quahty without 
 question — Constant reiteration gains pres- 
 tige — ^Prestige depends as much on the 
 manner as on the matter of your story — 
 The price of silence — ^A pointed instance — 
 Old masters made new by the master hand 
 of publicity — The prestige-building story 
 and the telling of it — ^Publicity without 
 prestige — Masters of prestige building — 
 The penalty, "Make Good" — ^Advertising 
 makes the goods live up to the prestige 
 gained — ^Where a rise in price built prestige 
 — ^Advertising brings the deciding vote — 
 Building prestige on prestige — ^Prestige is 
 substantial, not built upon snobbishness — 
 The price of confidence — ^A house of cards 
 — As Omar says: "A hair perhaps divides 
 the false and true." 
 
 CHAPTER XXVn 
 
 Can the Commercial Value of Good-will Be 
 
 Accurately Appraised? 268 
 
 Constant appraisal necessary to value good- 
 
J*]!]. 
 
 CONTENTS— Con^inwei 
 
 Mia 
 
 wiU properly— The new factory did not 
 possess the good-will of the old lumber 
 yard — Customers do not care where things 
 are made — Good-will is attached to that 
 which identifies the service — Two clearly 
 defined objects for all advertisers — ^A mer- 
 chandising audit will reveal marketing pos- 
 sibilities — The engineer or accountant pref- 
 erable to salesman or copy writer for mak- 
 ing merchandising audits — ^How a merchan- 
 dising audit should be made — ^Representa- 
 tive groups of people must be canvassed — 
 Chart your competitors' advertising but 
 don't advertise them — The wonderful 
 effect of minor points in advertising — ^Ac- 
 counting that provides a ready basis for ad- 
 vertising deductions — ^Proper distribution 
 of overhead expense — Checking up results 
 should be made easy — The executive should 
 be able to know anything he wants to 
 know at a moment's notice — Successful ad- 
 vertising defined. 
 
 CHAPTER XXVm 
 
 The Advertising Agency 282 
 
 The early days of the agency — ^The era of 
 spUt commissions and agents' net rates- 
 The lowest bidder secured the business — Of 
 
 COl!^TENTS— Continued xxiii 
 
 present-day agencies there are four types — 
 The agency that sells copy — ^The agency 
 which places business at publishers' rates — 
 Agents of types two and three cannot fully 
 represent the advertiser — The evils of the 
 agency system which does not represent the 
 advertiser — The highest type of agency 
 sells service to its customers — The best 
 system of compensation — ^The four definite 
 functions of the advertising agency of the 
 fourth type — The advertising agent a 
 trustee of the customers' money — ^The 
 agency of the highest type will advise 
 against advertising if advertiser is not 
 ready for it. 
 
 CHAPTER XXIX 
 
 How Much More Can Be Given the Con- 
 sumer? . 293 
 
 Advertising makes the dollar larger — The 
 Iowa hen is a paradox — Our wasteful dis- 
 tributive system — Through advertising the 
 consumer gets luxuries at the price of 
 necessities — Scientific merchandisin'g bene- 
 fits greatly both producer and consumer — 
 When big business men compete intelli- 
 gently in advertising the consumer will be 
 best served — MisappKed energy is the 
 greatest economic waste. 
 
INTRODUCTION 
 
 . In the spring of 1910, Dr. Willard R. Hotchkiss 
 asked me to take an evening class in Advertising 
 at the School of Commerce, which the Northwestern 
 University had just established in Chicago. 
 
 Grouping the subject matter under ten heads, I 
 devoted one evening to the discussion of each 
 and the class was encouraged to ask questions 
 freely. 
 
 The chapters which follow were based upon notes 
 made at these classroom talks and from lectures 
 delivered before the Universities of Chicago, Wis- 
 consin, Michigan, Illinois, Minnesota, and Wash- 
 ington. 
 
 The second edition of "Advertising— Selling the 
 Consumer" is practically identical in purpose and 
 scope with the first. Some of the chapters in the 
 first edition have been replaced by editorials on 
 merchandising which I wrote for James Keely, 
 editor of the Chicago Herald, As he published 
 them in January, 1916, under his own copyright, his 
 permission to use them here is duly acknowledged. 
 
 It is gratifying to note the growing demand for 
 this kind of a book which is an attempt to intro- 
 duce to earnest, thoughtful men a work which is 
 
 XXV 
 
XXVI 
 
 INTRODUCTION 
 
 constructive and fascinating and is rapidly becom- 
 ing a profession worthy of the best minds. 
 
 To give due acknowledgment to all who have 
 helped me in this work would require a volume 
 larger than the book itself. Nearly thirty years of 
 business experience and close contact with successful 
 men in every part of the United States have developed 
 the ideas which justify presentation and preserva- 
 tion in this form. 
 
 John Lee Mahin. 
 New York City, 
 April 15, 1916. 
 
 ADVERTISING— SELLING THE CONSUMER 
 
 \. 
 
CHAPTER I 
 
 ADVERTISING CAN APPEAL ONLY TO FREE DOLLARS 
 
 THE dollar that buys the absolute essentials — 
 food, clothing, and shelter — ^is a mortgaged 
 dollar. It must be spent, because the posses- 
 sion of these things is absolutely necessary to exist- 
 ence. 
 
 But even these necessities must be merchandised 
 to free dollars if design, style, location, or the form 
 and maimer of delivery are determining factors in 
 making specific purchases of them. 
 
 Clothing is commonly regarded as a need. Yet a 
 considerable percentage of the clothing business is 
 created by a merchandising instinct which develops 
 the want which it wishes to supply. 
 
 Nothing is more artificial than that something 
 which we call style. Style entirely upsets the 
 economist's theory that wealth is the product 
 of raw material and labor. A smart hat to-day 
 contains the same amount of raw material and 
 labor that it did two years ago, or will two years 
 hence. But it was commercially impossible two 
 years ago, and will be impossible two years from 
 now. 
 
 If J 
 ■<<] 
 III 
 
 (11 
 
 » 1 
 
 I 
 
C'lJ 
 
 4 ADVERTISING^ELLING THE CONSUMER 
 
 Why? The value of the hat depends entirely 
 upon whether or not it is "in style." It is "in style" 
 
 CreaUon ^ *. '^^^^ cnough number of women can 
 of Style Is be induced to think it is. Changes in 
 Saiesmin. g^yi^ ^^^ controlled by the merchandising 
 ability of men and women who profit finan- 
 cially by these frequent changes. Styles are created 
 by those in position to benefit by their acceptance. 
 The ability to create style and get it accepted is 
 a subtle form of salesmanship worthy of careful study. 
 The freest dollars in the world are those con- 
 stantly being paid to the individual worker. They 
 No One Is ^re the dollars that are spent only when the 
 t7j^d ^^^^5^3 choose. They are not needed to 
 a Free provide f ood, shelter, or raiment. They may 
 ^'^'' be deposited in the bank or used to gratify 
 whims. Most of the "necessities" for which they 
 are spent are fancied rather than actual. 
 
 When we say "big business" we think of oil, 
 tobacco, beer, moving pictures, newspapers, auto- 
 mobiles. But who can say that any of these kinds 
 of business have been built up by dollars which the 
 consumer had to spend? 
 
 It may seem paradoxical, but it is certain that 
 
 the most strongly entrenched businesses are those 
 
 The Free which givc the consumer's dollars back 
 
 MMs *^. ^^ ^ ^^ ^^ ^0* thoroughly satisfied 
 Big with his purchase. 
 
 unness j£ ^j^^ merchandising of the savings 
 habit were directed as intelligently and prosecuted 
 
 ADVERTISING APPEALS TO FREE DOLLARS 5 
 
 as vigorously as is the merchandising of chewing 
 gum, 554 out of every 1,000 (the percentage for 
 Switzerland) citizens of the United States would 
 have savings accounts, instead of our present poor 
 showing, which is only 99 out of every 1,000. 
 
 The choice of the possessor of the "free dollar" 
 is the determining factor. 
 
 In disposing of the mortgaged dollar the consumer 
 
 merely hands over to the producer and distributor 
 
 money for the necessaries of life — shaving 
 
 turner En- HO great amount of satisfaction in their 
 
 ^*l^^ possession— because he has to have them. 
 
 But the producer or distributor who wants 
 
 to get the attention of and sell to the free dollar has 
 
 to make the consumer positively and actively want 
 
 what he has to sell. 
 
 The consumer has to be "sold" the things he 
 spends his free dollars for. The capture of the free 
 dollar calls for more in the way of inventive genius, 
 organizing abihty and persistently skillful catering 
 to the whims, fancies, and sentiments of human 
 beings than anything else in the world. 
 
 I cannot see how we can escape two conclusions: 
 (1), that the American people do not need to put 
 a curb on any big business which appeals directly 
 to free dollars; and (2), that any attempt to build a 
 business on the mortgaged dollar alone has within 
 itself elements which will finally destroy it. 
 
 For some time Chicagoans have been watching 
 the career of a politician who could go back to his 
 
It 
 
 II ADVERTISINGS-SELLING THE CONSUMER 
 
 constituents every two years, appealing to a free 
 ballot, and secure power, prestige, and preeminence 
 —because he was willing to stand that test con- 
 tinually. This same man made a dismal failure of 
 banking, because he tried to apply to it an entirely 
 different set of principles. The best bank depends 
 upon no political pull for its deposits and considers 
 only genuine merit in making loans. 
 
 There is business that can become a parasite, 
 
 clinging to large, successful enterprises, because 
 
 Parasites f ^^^^^^^ ^^^^^ that a mortgaged dollar 
 
 Live on IS as Valuable and as serviceable as a free 
 
 ^^^f one. Many firms do all their own print- 
 
 ing, because they are erroneously supposed 
 
 to save money in that way. An unbiased audit 
 
 and a correct division of overhead expenses generally 
 
 show that these excrescences are unprofitable. 
 
 The practice of business reciprocity, i. e., trading 
 back and forth, has such a hold on some communities 
 that practically all the consumer's dollars are mort- 
 gaged. 
 
 The retailer who believes that his store ought to 
 be "supported" because he pays taxes and spends 
 his money at home is in a wrong mental attitude for 
 successfully combating mail-order competition, or 
 even for establishing his own business upon a service- 
 to-the-consumer basis. Cities which give free sites 
 or bonuses to manufacturing institutions are doing 
 an injury to the consumer, who must finally pay the 
 cost of all economic waste. A business which can- 
 
 ADVERTISING APPEALS TO FREE DOLLARS 7 
 
 not exist without such an artificial stimulus is not 
 profitable to any community. 
 
 The publisher who asks for "patronage" instead 
 of merchandising his service on its merits and re- 
 liiUe fusing any income which is not made up 
 ^""mTm ^^ ^^^^ dollars, is well started on his own 
 Mortgaged toboggan. The merchant who encourages 
 long credits, believing that he can thus 
 force his customers to buy things they would not 
 buy otherwise, is making them less valuable to them- 
 selves and is, therefore, curtailing the ultimate ex- 
 pansion of his business. 
 
 Twenty-three years ago it was supposed that the 
 wholesale clothing business had to give credits of 
 
 Big Busi- *^^^ ^^^^ *^ ^^^ months. The best 
 ness Thnves known clothing house in the world (located 
 
 ^^^ in Chicago) started out by giving cash 
 discounts of 7 per cent. This firm soon 
 secured the best dealers, those who discounted their 
 bills, and has built up a tremendous volume of busi- 
 ness, having practically no accounts to carry now. 
 
 As soon as the executives of this firm were sure 
 that advertising was the most economical form of 
 salesmanship they began to advertise. Within 
 fifteen years advertising multiplied their volume by 
 ten. Their selling expense is lower than that of 
 their competitors, because their salesmen (the best 
 paid in the trade) put all their time on selling and 
 let the advertising do the missionary and follow-up 
 work. 
 

 8 ADVERTISING— SELLING THE CONSUMER 
 
 Business has been bad in the farm implement 
 
 line where long credits to the farmer and to the 
 
 The Atdo- dealer have been carried by the manufac- 
 
 mobtle In- . *' 
 
 dustry turer. Yet one man in every fifteen in 
 '^^'^Frer ^^w^ owns an automobile—and from the 
 
 DoUars beginning the manufacturer of automobiles 
 has insisted on having cash before surrendering title 
 to his car. 
 
 When the consumers' dollars are free and he and 
 she have in the bank money with which to make 
 purchases, the reflex is best not only on the con- 
 sumer's mind but also on the service furnished by 
 the retailer and manufacturer. 
 
 The manufacturer who advertises can appeal 
 only to the free dollar. The consumer who will 
 take any butter that the dealer chooses to send 
 her, when she orders butter, is buying with a mort- 
 gaged dollar; but if she asks for and insists upon 
 having a particular brand of butter, wrapped in a 
 dainty, sanitary carton, an advertised make whose 
 quality she knows and can depend upon, she is 
 spending a free dollar. In the first case she is 
 merely supplying herself with a necessity; in the 
 second instance she is making a choice; her purchase 
 is the result of a want created in her mind by the 
 advertising eflFort of the maker of that particular 
 brand of butter. She can at all times decide whether 
 or not she will buy, in response to the adver- 
 tiser's suggestion. The man who advertises knows 
 this. 
 
 ADVERTISING APPEALS TO FREE DOLLARS 9 
 
 Big business is possible only so long as it appeals 
 
 to the free dollar. Big business has been criticised. 
 
 The Free Sometimes the muckrakers and agitators 
 
 U ^^Con- w^^^ right — sometimes the dominant spirits 
 
 of big business have forgotten that the 
 
 sumer s 
 Greatest 
 
 Protection basis of all big business is continuous ap- 
 andthe Ad- p^^i iq f j.gg doUars, and never the arbi- 
 
 RealOppor- trary, autocratic use of the power which 
 tuntiy ^YiQ free dollar has placed in their hands. 
 The consumer is best served by the man who will 
 study his needs, the man who will expect to attain 
 and hold supremacy and preeminence only by appeal- 
 ing always to the consumer's free dollars, by the man 
 who will use in the upbuilding, development, and 
 maintenance of his position all that modern mer- 
 chandising has proved to be efficient. 
 
 Advertising gives a manufacturer power to pro- 
 duce trade for the thing he is best equipped to 
 make. It eliminates competition. It creates, forces, 
 persuades, builds. It makes things happen. It is so 
 many-sided that it deserves the attention of each de- 
 
 Adertisi P^^^^^^^ ^^ cvcry busiucss organization. 
 Makes Advertising produces desire; gratified desire 
 produces habit; and habit produces business. 
 It does more. It makes sales. The 
 brainy salesman gets a larger field for use- 
 fulness and more pay when he cooperates 
 with advertising, and while making more 
 money for himself reduces the cost of selling which 
 includes both personal salesmanship and advertising. 
 
 Possible 
 Small 
 
 Capital 
 
 and Re- 
 duced 
 
 Selling 
 Cost 
 
 i 
 
f 
 
 I 
 
 I 
 
 i 
 
 
 vice. 
 
 AdverHsing 
 
 Not a 
 
 Material 
 
 Svbstance 
 
 btU Ser- 
 
 tdce to a 
 
 Group 
 
 affected. 
 
 10 ADVERTISING-SELLING THE CONSUMER 
 
 The man who advertises gets along on less capi- 
 tal and saves on interest charges. That is because 
 a business which advertises is produced more by creat- 
 ing business conditions than by adaptmg its affairs 
 entirely to them. 
 
 Advertising is not material substance. It is ser- 
 The true advertiser and the advertising man 
 never forget that space is less important 
 than service. Ideas are paramount. The 
 purpose of an advertisement should be clear 
 and definite. It must be kept in mind 
 constantly during the planning and execu- 
 tion of the details by which it is to be 
 Space, type, words, and pictures are merely 
 tools which the master workman uses in expressing 
 an idea. The finished work of an advertiser is not 
 a material substance which can be seen with eyes and 
 touched with hands, but a definite, positive impres- 
 sion in the minds of possible buyers which is reflected 
 in the voluntary purchase of the goods which the ad- 
 vertiser wishes to sell. 
 
 REFERENCES ON CHAPTER I 
 
 "Advertising as a Business Force," 1913 (Double- 
 day, Page & Company, Garden City, N. Y.), and 
 "The Advertising Book," 1915, are up-to-the-minute 
 reviews and compilations by Paul Terry Cherington, 
 instructor in commercial organization in the Gradu- 
 ate School of Business Administration, Harvard 
 University. They deserve careful study because 
 
 ,( 
 
 ADVERTISING APPEALS TO FREE DOLLARS 11 
 
 they show how present-day advertising impresses a 
 thoughtful onlooker. 
 
 "The Science of Advertising," 1910 (Duffield & 
 Company, New York), by Edwin Balmer, with the 
 counsel of Thomas Balmer, is a book of iUuminating 
 analysis based on concrete experiences and estab- 
 lished principles. It is both informative and thought 
 stimulating. 
 
 "The Library of Advertising," seven volumes, 
 1911 (Cree Publishing Company, Chicago), compiled 
 by A. P. Johnson, presents the views of sixty-four 
 men who have made good in the various phases of 
 advertising. As a whole, the books contain much 
 valuable information, and will give the student food 
 for thought for some time if he attempts to reconcile 
 conflicting opinions. 
 
 "Modern Advertising," 1905 (D. Appleton & Com- 
 pany, New York), by Calkins and Holden, contains 
 much illuminating historical matter, and was up to 
 date in every particular when it was printed. The 
 advance in the advertising business within ten 
 years can be measured by reading it carefully, and 
 comparing it with "The Advertising Business" by 
 Earnest Elmo Calkins (D. Appleton & Company, 19 15). 
 
 A well-equipped advertising library would contain 
 all the issues of Printers' Ink (weekly). Advertising 
 and Selling (monthly), the Mail Order Journal 
 (monthly), and Standard Advertising (monthly). 
 These publications must be read regularly, if one is 
 to keep up to date. They cover the field admirably. 
 
 i^i 
 
 ii 
 
 I 
 
i 
 
 II 
 
 
 CHAPTER 11 
 
 HOW MARKETS BENEFIT BOTH CONSUMER AND 
 
 PRODUCER 
 
 A GRAPHIC demonstration of the value of 
 markets is given any man who hunts big 
 game in the Canadian wilds. His day's 
 labor, to use the economist's phraseology, goes into 
 the transportation of himself and his supplies. 
 
 Possibly only a few miles are covered each day. 
 
 There are no mills or factories at which he could 
 
 market his labor for money with which 
 
 kets Baaed to buy transportation, at two cents a mile 
 
 on the Qjj steam railroads, or five cents for as 
 
 fxfYH/'D 
 
 many as eight miles on street cars. Rail- 
 roads and street cars are markets where transporta- 
 tion is offered for sale. Neither are there stores 
 close at hand, to supply him with clothing, nor 
 hotels — which market shelter and food. He carries 
 his physical strength and his brain with him into 
 the woods, but he can scarcely command sustenance 
 with them. The nearer the laborer lives to highly 
 developed markets, the greater the variety and abun- 
 dance of comforts and luxuries his output will com- 
 mand. 
 
 12 
 
 
 BENEFIT CONSUMER AND PRODUCER 13 
 
 It is no uncommon experience for a man to find 
 food-products selling, in the section where they are 
 produced, for the same price they bring on South 
 Water Street, Chicago. This is because South 
 Water Street is a highly developed and specialized 
 market. Fruits and vegetables flow to it as naturally 
 as the magnetic needle points to the North Pole. 
 
 The producer of merchandise must also arrange 
 for displaying it in places to which he can constantly 
 draw the patronage of a group of persons of similar 
 tastes and habits and adequate purchasing power. 
 
 A market is simply a group of purchasers who reg- 
 ularly seek the same type of goods. 
 
 The numerical strength of the buying group is a 
 most important factor in the service that the market 
 is able to render to the individuals comprising it. 
 
 A lawyer, physician, or architect may have unsur- 
 passed abihty, knowledge, and training, but without 
 Professional ^ gToup of people who appreciate and will 
 
 Enf^med ^^^ ^^^ ^^^ ^^^^' ^^^ Capacity for service 
 by th4s benefits neither himself nor others. He 
 ^"^ must find a market for what he can deliver 
 — a group of people who think ahke to the extent 
 that they appreciate and value his work and possess 
 the means to purchase it from him. The larger the 
 group he serves, the more expert he becomes, and 
 the more he can charge for his services without con- 
 tracting his market to a point where his full output, 
 in time and energy, would not be entirely used. 
 A bank is a market that sells the use of money. It 
 
 * 
 
 I 
 
I 
 
 14 ADVERTISING— SELLING THE CONSUMER 
 
 does not sell money itself, but merely the service 
 rendered by money. It buys the use of other people's 
 money by acting as custodian of it, or in some cases 
 by paying a smaller rent to depositors for their money 
 than is charged those who borrow it. 
 
 The larger the groups of depositors and borrow- 
 ers, the larger the market, i. e., the bank. Deposi- 
 tors think alike in that they possess confidence in the 
 bank as a buyer of the use of their money; borrowers 
 think alike in preferring to rent money from a particu- 
 lar bank. 
 
 The market for a young man's ability grows as 
 rapidly as the number of employers increases who 
 know he possesses the quaUties they esteem 
 ^r^7 in an employee. The possibility of profit- 
 ing by his market is governed in part by his 
 abiHty to think accurately and to make his 
 thoughts control his acts. Even if his competitors 
 are many, he can, unless the number greatly exceeds 
 the demand, or he concedes equaUty by joining a 
 labor union, or admits that the buyer's estimate of 
 his value is better than his own, command a better 
 price than others who apparently perform the work as 
 well as he is capable of doing. 
 
 It is this abiHty to get others to accept one's own 
 estimate of value that is called salesmanship. It 
 differentiates the highly successful from the ordinary 
 and mediocre. It is the only power the individual 
 has by which to develop a degree of influence which 
 approaches control of his market. 
 
 oung 
 Man's 
 Time 
 
 BENEFIT CONSUMER AND PRODUCER 15 
 
 When we come to consider the manufacturer who 
 
 caters to an estabhshed market, we find that price is a 
 
 The Buyer powerful factor. Prfcc Is not a measure 
 
 Expert of intrinsic value, but it is the determinant 
 
 Jud^eof ^iien the buyer has a choice of products 
 
 Values that are apparently of equal merit. 
 
 Economies in production, due to the development 
 of the factory system, have made price an important 
 factor in the control of markets. But a low price 
 will not cause the buyer to select the cheaper of two 
 articles unless he is also convinced that they are of 
 the same quahty. 
 
 It is not safe for the producer to make price a de- 
 termining factor, unless the thought of equal quality 
 is constantly associated with it. ^ 
 
 Few consumers buy on the basis of intrinsic value. 
 Sentiment, rather than logic, is the impulse in most 
 purchases of the consumer. It is right that this 
 should be so, because satisfaction is a sentiment. 
 The measure of value in all commercial transactions 
 is the satisfaction to the buyer. 
 
 n a woman thinks she wants an exact dupKcate 
 
 of the sewing machine her mother used twenty-five 
 
 „ . . years ago, she would be much better sat- 
 
 Is the Basis Isfied with it than she would with the latest 
 
 *1S^ model, unless she is first "sold" on the 
 
 jactKm 
 
 improvements in the new machine, and is 
 convinced that her mother would have preferred the 
 modem article if she could have seen it. The wise 
 salesman says less about mechanical features, as 
 
 it 1 1 
 
u 
 
 > 
 
 I 
 
 11 
 
 '1 1 
 
 16 ADVERTISING-SELLING THE CONSUMER 
 
 such, and more about how much work the new ma- 
 chine would have saved her mother. This makes the 
 present-day purchase satisfactory, and valuable to 
 the buyer because it is satisfactory. 
 
 The purchasing power of a dollar has been in- 
 creased enormously by manufacturers who compete 
 on a price basis. But price competition, without re- 
 sponsibility to the consumer for quality, is disas- 
 trous to both the maker and the consumer. 
 
 Price competition, with full responsibility to the 
 consumer, conserves the manufacturer's self-respect 
 and is truly service to the consumer. 
 
 But the manufacturer who lets another make his 
 prices for him, and meets this condition by cheapen- 
 ing the quality, destroys his own self- 
 5^^ respect and positively injures the consumer 
 
 Prim lyy greatly increasing the cost of service 
 to him. This is always the case where 
 merchandise fails to measure up to a quality stand- 
 ard. 
 
 No shrewd business man defends competition 
 based on price alone as advantageous either tq con- 
 sumer or producer. The whole service idea of a 
 market is destroyed unless both producer and con- 
 sumer are benefited. 
 
 Competition on quality and on service widen the 
 market and benefit both the final buyer and the 
 producer. Competition on quality and service is 
 impossible without salesmanship. No salesman is 
 required to move goods on a price basis. But expert 
 
 'i 
 
 BENEFIT CONSUMER AND PRODUCER 17 
 
 salesmanship is absolutely essential where the con- 
 sumer has to be taught to appreciate quality and 
 where a market has to be developed and service 
 maintained. 
 
 It is the introduction of salesmanship into mar- 
 kets that has greatly broadened their scope and has 
 given to those who employed it the greatest degree of 
 influence. Hence it has become almost an axiom 
 that the man who can make sales in the market is a 
 much more important factor than the man who 
 produces the goods. 
 
 No salesman is worthy of the name until, by giv- 
 ing satisfactory service, he has developed a group 
 The Sales- ^^ customers who accept his judgment as 
 
 rrmn't superior to their own. 
 
 Judgment ,~, • . • i • . » 
 
 Musi Be Ine organization and maintenance of 
 Respected ^^ group constitute the whole value of 
 the salesman. With a group behind him, he has a 
 much surer position in the market than the producer 
 has, who must either take any price offered or em- 
 ploy the services of a salesman. The ideal condition, 
 for the producer, is to develop within himself the 
 ability to get and hold a group of buyers to whom his 
 name is a guarantee of satisfaction. 
 
 The men who influence or control the market are 
 the men who individually profit most by contact 
 with it. 
 
 For instance, the Chicago Board of Trade and the 
 New York Stock Exchange are highly developed 
 markets for traflSc in the public's savings. The men 
 
 ~ ti 
 
 I 
 
If k 
 
 I I 
 
 18 ADVERTISING— SELLING THE CONSUMER 
 
 who manipulate are the real money-makers. They 
 take toll from the farmer and the maker of securities. 
 They charge the buyer for the privilege of buying. 
 Yet they unquestionably render a service to the 
 general public. An uncontrolled market reflects 
 caprice, fear, or overconfidence — all factors that 
 retard rather than develop real service to producer 
 and consumer. 
 
 Some years ago a speculator on the Chicago Board 
 of Trade noticed that wheat was being shipped out 
 
 Market ^^ ^^^ United States, and he was sure that 
 Control a within a few months it would be needed 
 
 mM^g here to prevent famine. His purchases 
 Occupation arrested exports. As it was, he caught 
 Kansas wheat on its way to our Atlantic ports. 
 Eventually it was shipped back to Kansas flour mills. 
 Had he not controlled the market, this wheat would 
 have been exported. Its return to us would have 
 entailed a vast amount of otherwise unnecessary 
 labor and expense, and would have sent the price of 
 flour to almost prohibitive figures. 
 
 A ready market which yields cash to the farmer 
 increases his purchasing power. His day's work 
 buys more for him than he could get by exchanging 
 his produce for the product of another's unsupervised 
 labor. 
 
 Market control can be harmful, but only when 
 the man in power abuses the confidence reposed in 
 him. And if he does, he will ultimately fail. Con- 
 trol is better than chaos, and most leaders recognize 
 
 BENEFIT CONSUMER AND PRODUCER 19 
 
 that they must maintain the confidence of the group 
 which makes their position possible. 
 
 A bad man anywhere— in the pulpit, on the 
 
 Publicity 
 WiU Cor- 
 rect All 
 Evils of 
 Market 
 Control 
 
 bench, in Congress, or in business — does harm. But 
 the control of markets by men who may have no 
 other purpose than making money benefits the pub- 
 lic. Men who exercise power must be forced to ac- 
 cept responsibility for what they do. Publicity will 
 insure this. 
 
 Because our markets are so large, we scarcely 
 reaKze how dependent upon each other producers 
 and consumers are. The processes of 
 distribution are so involved that consumer 
 and producer seldom come into personal 
 contact. The middleman — the man who 
 influences and often controls the market — 
 sometimes exacts more than his service is worth. 
 I believe that this condition can be largely done 
 away with. 
 
 First, the producer must recognize his responsi- 
 bility to the consumer. . He can never do this if he 
 considers price only. 
 
 The Welch Grape Juice Company paid $10 per 
 ton for grapes in 1897, and $35 in 1914. They have 
 paid a constantly increasing price because they 
 wanted better grapes, so as to maintain the highest 
 possible standard of quality in Welch's Grape Juice. 
 
 I know of farms in Iowa that are now worth three 
 and four times their original value per acre, because 
 their owners have been taught how to raise better 
 
 
 i| ^ 
 
\ \ 
 
 I 
 
 20 ADVERTISING-SELLING THE CONSUMER 
 
 cucumbers, cucumbers that bring a higher price in 
 the market. The H. J. Heinz Co. has gladly paid 
 the higher price, because they can give the consumer 
 a better quality of pickles. 
 
 In 1914 Armour & Company paid nearly three 
 times as much for live cattle as they did twenty- 
 five years before. Railroads and packers operate 
 on smaller margins. The farmer got the increased 
 price. Volume explains the increased earnings 
 which made internal economies possible. 
 
 A feeling of responsibility prompts the producer 
 
 to lend his name to his product, because it protects 
 
 the consumer. Loyal consumer groups 
 
 s/SpX- bui^t up in this way constitute the finest 
 
 fer Goods 
 Bearing the 
 Producer's 
 
 Trade- 
 mark 
 
 markets in the world, because they are 
 controlled by the man who created them. 
 A manufacturer can determine what his 
 market costs him, by subtracting his sell- 
 ing price from the price to the consumer. 
 
 An underwear manufacturer who gets $7 per dozen 
 suits pays $5 to the men who control the market if 
 the consumer pays $12 for them. By directing how 
 this $5 shall be spent, it is possible for the producer 
 to exercise control in the market, to give increased 
 service to the distributor who cooperates in the more 
 economical plan of distribution, and to the consumer. 
 He can do this without increasing the price to the 
 consumer. 
 
 A manufacturer who has no control in the market 
 in which his goods are distributed is in danger, and 
 
 BENEFIT CONSUMER AND PRODUCER 21 
 
 surely should find out at once what salesmanship and 
 
 advertising could do for him and for his real customer. 
 
 The the consumer. The consumer should and 
 
 P^^Zn^^f ^^" welcome the producer's advertised ac- 
 Sojne Man- ceptance of responsibility for quality and 
 
 ufadurers ^^^ service for which he pays. 
 
 As I will show in later chapters, I do not advocate 
 any radical change in market conditions, but I do 
 know and am sure I will prove that a distributor 
 serves best himself and all with whom he comes in 
 contact by concentrating on distribution. Manu- 
 facturers who will not accept responsibility for the 
 quality of their product, and those who fail to let 
 the consumer know, by advertising, that they do, 
 are giving competition a chance to manipulate mar- 
 ket conditions, to the detriment of producer, dis- 
 tributor, and consumer. 
 
 REFERENCES ON CHAPTER II 
 
 Mr. George E. Roberts, formerly Director of the 
 Mint, and now Assistant to the President of the 
 National City Bank of New York, has clearly ex- 
 pounded the value of accumulated wealth to or- 
 ganized society in an article entitled "The Invest- 
 ment Fund." 
 
 Mr. Roberts demonstrates conclusively that there 
 would be no advantage in the private ownership 
 of capital unless there were well-organized groups of 
 borrowers to make use of it. 
 
 The benefit to the borrowers in having access 
 
f 
 
 «2 ADVERTISING--SELLING THE CONSUMER 
 
 to accumulated capital in the form of "The Invest- 
 ment Fund" is exactly the same as the individual 
 in his dual relation of producer and consumer to 
 organized markets. 
 
 Mr. Roberts pertinently says: "If it is admitted 
 that all the members of the community as con- 
 sumers derive benefits from the increasing production 
 of goods, let us now turn and see how much benefit 
 the capitalist derives from owning the equipment. 
 Can he absorb any benefits except in the same 
 capacity, i. e., as a consumer? Evidently not. It 
 is true that he will probably consume on a larger 
 scale than his employee. He may live in a larger 
 house, keep an automobile, travel abroad, and spend 
 more on his table and in many other ways. But 
 these expenditiu'es, representing consumption, in- 
 clude the only part of his income that is devoted to 
 himself. All the rest of it is added to the invest- 
 ment fund, in which it is now agreed the entire com- 
 munity is interested." 
 
 Mr. Roberts will send copies of "The Investment 
 Fund " to any reader of this book who writes him direct. 
 
 In various speeches before the Interstate Com- 
 merce Commission, 1901-1911, Louis D. Brandeis 
 constantly inveighed against any increase in railroad 
 rates, claiming that the railroads could increase their 
 profits by eliminating useless motion. His book, 
 "Other People's Money" (Frederick A. Stokes Com- 
 pany, New York, 1914), is a most interesting study 
 of leadership in the creation and manipulation of 
 
 BENEFIT CONSUMER AND PRODUCER 23 
 
 groups in American business life during the past 
 twenty years. Not many persons will accept at 
 par all that Mr. Brandeis says, but the story of this 
 man's business career is well worth the attention of 
 every student of advertising. His optimism is re- 
 freshing. He believes in the people, in their good 
 judgment when facts are placed before them, and 
 in their capacity for propei; action when the reasons 
 are explained. He expects that new leaders will arise 
 who will accompUsh great things for all of us by an 
 appeal to the group spirit. Mr. Brandeis afllrms 
 that power to dominate a grbup can be retained only 
 so long as its individual members truly profit thereby. 
 The following quotation is a characteristic sum- 
 ming up of his views as to the value of markets and 
 the effect of publicity upon them: 
 
 "Every great distributor of merchandise knows 
 the obstacles which he had to overcome before suc- 
 cess was attained; and the large sums that had to 
 be mvested in opening and preparing a market. 
 Individual concerns have spent miUions in wise 
 publicity, and have ultimately reaped immense prof- 
 its when the market was won. Cities must take 
 then- lessons from these great distributors. Cities 
 must be ready to study the problem and to spend 
 prudently for proper pubhcity work.'* 
 
 Van Antwerp's "Stock Exchange from Within" 
 (Doubleday, Page & Co.) explains fully how the 
 control of the Stock Exchange market makes for 
 stability and public advantage. 
 
 ii 
 
t 
 i' ■ 
 
 II 
 
 CHAPTER III 
 
 SALESMANSHIP IS SERVICE 
 
 TO EVERY human being comes the opportu- 
 nity and the responsibility for salesmanship. 
 None of us can achieve success without the 
 cooperation of others. 
 
 The successful parent does not say to his child, 
 "Never do that again!" with the added inference 
 "because I say that you must not." Instead, the 
 wise father "sells" his ideas and ideals to his child, 
 thereby getting intelligent and enthusiastic coopera- 
 tion. 
 
 That man will surely be a failure who will not make 
 the effort necessary to get others to accept his views 
 about matters on which he needs their help. 
 None of us can be absolutely independent. 
 To be able to get others to accept your 
 ideas about something which benefits you 
 (and fair play demands that you share this 
 benefit with them) is the essence of sales- 
 manship. 
 
 Ability and ability to sell it = success. Salesman- 
 ship is the abihty to persuade others to accept you 
 at your own estimate, the estimate upon which you 
 
 Men Suc- 
 ceed a* 
 
 They Are 
 Abie to 
 Induce 
 
 Others to 
 Accept 
 Thdr 
 Vieim 
 
 SALESIVIANSHIP IS SERVICE 25 
 
 can continue to "make good." This is as precise a 
 definition of salesmanship as I am able to frame. As 
 appHed to merchandise, it needs only a change of 
 terms, not of essence. 
 
 Salesmanship is persuading your man to buy what 
 you have to sell at a price which means permanent 
 satisfaction to him and a profitable compensation for 
 you. 
 
 Advertising is organized salesmanship. As the 
 modem shoe factory has supplanted the cobbler, 
 
 Ad^ertinng ^? ^^^ ""^^ ""^ ^''''^^' pictures, type, printing 
 
 /* Organ- platcs, paper, and printers' ink have given 
 
 t^n.^" *^ salesmanship an impetus, a scope, and a 
 
 dominion which it could never have had 
 
 otherwise. 
 
 Any one who has the selling instinct, and a reason- 
 able amount of experience, can increase the value of 
 his own service and that of the goods he handles, 
 by just the amount of time, thought, and energy 
 he puts into selling them. 
 
 To many men the word "selling" means un- 
 necessary inflation of prices, an added tax upon the 
 
 ThiMost consumer, and taking advantage of the 
 
 Successful ignorance of buyers. The trend of modern 
 Is He Who sales development, however, is to give to 
 
 ^^ the buyer more and more actual service. 
 
 ih^ Most The only salesman who may feel safely 
 
 ^"^^ entrenched is the one who makes sure that 
 
 everything he does counts in service to the con- 
 
 sumer. By adapting his merchandise to the needs of 
 
 I 'I 
 
 
Ill 
 
 26 ADVERTISING— SELLING THE CONSUMER 
 
 his trade, he can easily build for himself a substantial 
 following, n he will study their individuaUty, he 
 can influence the mental attitude of prospective 
 purchasers with regard to the articles which make 
 up his employer's stock. Unless he can do this, un- 
 less he can create for himself a cKentele which will 
 come back to hun again and agam, his employer can- 
 not afford to keep him. 
 
 9bviously the state of mind of the purchaser is a 
 weighty factor in determining the value of the article 
 he buys. For example— the intrinsic worth of mil- 
 linery does not change at all from year to year; but 
 its value fluctuates constantly, because fashion, 
 which is the mental attitude of the buying group, 
 changes. 
 
 A certain salesman sells you a hat, a suit of clothes, 
 
 or a piece of furniture in such a way that it affords 
 
 you a great deal more satisfaction than 
 
 '^^igerd ^^^W the Same article bought from another 
 SaleL^n salesman. Some who pretend to be sales- 
 
 Appreciates i 11 .1 1 .1 
 
 That His nicu losc salcs bccausc they do not know 
 
 N^End the merits of their wares. The intelligent 
 
 Sale salesman knows that we all buy things be- 
 
 , cause the possession of them gives us a 
 
 definite kind of satisfaction; he knows, too, that lack- 
 
 ing a convinced state of mind with reference to the 
 
 article purchased, there can be no satisfaction. 
 
 The salesman's opportunity to give the customer 
 actual service becomes more apparent when we con- 
 
 SALESMANSHIP IS SERVICE 
 
 27 
 
 sider the selling of a kitchen range, a sewing machine, 
 
 or an automobile. Here he can demonstrate to the 
 
 prospective purchaser that the construc- 
 
 sl^e ^^^^ ^^^ method of operation of the range. 
 
 Thai Met. sewing machine, or automobile will sive 
 
 i, f ft' 
 
 '^Mme At- ^™ economical and adequate service. In 
 tractive the last analysis, the man who buys an 
 
 1 nan the 1 ^i 1 
 
 Goods automobile buys so many hours of pleasur- 
 able transportation, or so many miles of 
 dependable locomotion. It is certain that the sales- 
 man who teaches the buyer how to use his automobile 
 to the best advantage increases its Hfe and materially 
 decreases the cost per hour or per mile of the service 
 purchased. 
 
 The traveling salesman who calls on dealers eventu- 
 ally becomes a competent counsellor on merchandis- 
 Merchan^ ^^S* financing, and trade-building. One 
 dise Plus sees why a dealer might pay such a man 
 
 Advwe and , , , , , , , , 
 
 Ideas More] more for merchandise than he would pay 
 
 SnMer- ^ another, and still be better off both in 
 
 chandise the matter of aggregate sales and profits. 
 
 Alone 1 1 • 
 
 and more permanent business. 
 The salesman has made himself indispensable who 
 knows he earns, in positive service to the buyer, 
 every cent he receives from his employer. He will 
 never be laid off. Every salesman who aspires to 
 be something more than a necessary link between 
 buyer and seller must realize that his salary and 
 expenses are included in every sale he makes, and that 
 he is either a burden or a benefit to the consumer. 
 
I 
 
 £8 ADVERTISING— SELLING THE CONSUMER 
 
 The derk who renders the buyer definite service, 
 and has this clearly in mind has taken the first step 
 toward something better. Once the elements of his 
 own service to the buyer are clearly outlined, he is 
 fired with ambition to do just such work for more 
 buyers — more than he can wait upon personally. 
 This means that he soon needs assistants to whom 
 he may delegate a share of his duties. 
 
 To such men advertising appeals. They see its 
 relationship to modern business methods. 
 
 Advertising is systematized selling. Pros- 
 pective purchasers are influenced in groups. 
 They may not be aware that they are 
 being reached and influenced in a whole- 
 sale way and that the force which is chang- 
 ing their mental attitude is accomplishing similar 
 results with many others at the same time. In 
 fact, the chances are, if the advertising has been 
 properly planned, that each individual will think he 
 has been singled out for special attention; or, better 
 still, that he has, without outside suggestion, decided 
 himself to do this certain thing. 
 AdverHsing The best salesman uses suggestion in his 
 work. He strives to leave with the pur- 
 chaser the impression that the article has 
 been bought voluntarily, rather than that 
 he has been persuaded to buy. He uses 
 advertising in the same way. He values his self- 
 respect (the one complete satisfaction), and would 
 refuse to lend his ability to the furtherance of 
 
 AdverHsing 
 Is Service 
 Salesman- 
 ship Di- 
 rected at a 
 Group 
 
 Should 
 
 Create 
 
 Desires 
 
 That Bene- 
 fit the 
 
 Consumer 
 
 SALESMANSHIP IS SERVICE 
 
 29 
 
 . ^ 
 
 any plan which would not benefit the final pur- 
 chaser. 
 
 This does not mean that salesmanship and adver- 
 tising cannot be, or have not been, used by men who 
 did not have the welfare of their fellow men at heart. 
 But it does mean that the man who analyzes his 
 work, who studies his opportunities, who desires 
 to attain for himself the best satisfactions and to 
 keep his self-respect will use his ability to sell (and 
 his powerful selling helper, advertising), for the good 
 of all with whom he comes in contact. 
 
 Men who have studied newspaper and magazine 
 advertising for the last twenty-five years note with 
 Publishers ^^^* satisfaction the constantly increasing 
 Fast number of pubHshers who realize that ad- 
 TheiT]^- vertising should serve rather than exploit 
 *to ^Srf the subscriber. Advertising space was or- 
 iginally a by-product of the pubhshing 
 business. The pubhsher looked primarily to the 
 subscriber for his compensation and was concerned 
 (1) with organizing a group of people who would take 
 regularly and pay for his pubHcation, (2) with col- 
 lecting, writing, and illustrating the reading matter 
 to be used, and (3) with the mechanical, financial, 
 and executive problems which he must handle in the 
 course of buying paper, putting the reading matter 
 into type, turning the presses, and distributing the 
 publications produced thereon. 
 
 For many years advertising remained a mystery 
 to publishers. They knew there were people ready 
 
Ill 
 
 
 III 
 
 so ADVERTISING-SELLING THE CONSUMER 
 
 ""'IT ■ f ^ '"-' • 
 
 to buy space. But most of them believed (since 
 
 the reader knows that reading and advertising mat- 
 
 « ter are two separate things, the publisher 
 
 ofAdvertiih being responsible for the former, and the 
 
 WW advertiser for the latter) that they (the 
 
 Fake publishers) had no responsibility to the sub- 
 
 A.dvertising 
 
 Fast scriber if the advertiser's name appeared 
 Passing beneath his announcement. 
 
 This condition was a loophole through which the 
 unscrupulous preyed upon and exploited the reader. 
 All sorts of fake medical, disastrous financial, and un- 
 reKable merchandising schemes were put upon the 
 market, and they paid — in dollars and cents — because 
 their authors possessed a shrewd knowledge of hu- 
 man nature, and ability to write profitable advertis- 
 ing copy. 
 
 The general magazines are given credit for being 
 the first to "clean up." But I know newspaper 
 publishers, in both large and small cities, who for 
 nearly half a century have refused to carry in their 
 advertising columns the announcement of any busi- 
 ness in which they would not be willing to engage. 
 
 Publishers and advertisers are recognizing that 
 
 the complete confidence of the subscriber is the one 
 
 sure foundation on which to build a success- 
 
 ^^Adv^^ ful magazine, newspaper, or class publica- 
 
 Hsing a tiou. Anything which weakens it reduces 
 
 s^7 the publisher's capital. The reader may 
 not be aware that his confidence has in- 
 creased or diminished- But it is certain that depend- 
 
 
 SALESMANSHIP IS SERVICE 
 
 31 
 
 
 able, trustworthy news, editorial and advertising 
 announcements, add to confidence slowly but con- 
 stantly, and that unreliability cuts it down rapidly. 
 
 Of late even the announcements of businesses which 
 are thoroughly reliable are censored, to make certain 
 that they contain nothing which in any wise reflects 
 upon their competitors. Pubhshers take the stand 
 that the buyer's confidence in advertising as a whole 
 cannot be held if one advertiser is allowed to discredit 
 another. 
 
 This is a very encouraging development of the 
 service idea, a most satisfactory indication that dur- 
 ing the coming twenty-five years advertising is to 
 be a much more important factor in reducing the cost 
 of production and distribution, and in raising the 
 standard of merchandise and human service, than it 
 has been during the last quarter of a century. 
 
 REFEEENCES ON CHAPTER III 
 
 Walter D. Moody's "Men Who Sell Things," 1907 
 (A. C. McClurg & Company, Chicago) supplements 
 this chapter admirably. It is inspiring, informative, 
 and practical. 
 
 In "Influencing Men in Business," 1911 (The 
 Ronald Press Company, New York), Professor Walter 
 Dill Scott, of Northwestern University, presents the 
 results of scientific tests which bear out the conclu- 
 sions reached by experienced and thoughtful sales- 
 men. Professor Scott has written several other 
 books. All of them deal with his method of testing 
 
82 ADVERTISING— SELLING THE CONSUMER 
 
 II 
 
 a! 
 
 the laws of mental action in his laboratory, and the 
 results he has observed. All are worth careful study. 
 
 Mr. A. F. Sheldon has written much and thought- 
 fully about salesmanship. He has made a sincere 
 effort to segregate the various elements which pro- 
 duce successful sales, and to explain the laws which 
 govern them in a correspondence course (The Sheldon 
 School, Chicago), which one is required to take in 
 order to secure his text-books. 
 
 Mr. Sheldon claims every sale takes place in the 
 buyer's mind, and the processes through which his 
 mind passes and which the successful salesman 
 intelligently stimulates are (1) Attention, (2) In- 
 terest, (3) Desire, (4) Conviction. Conviction auto- 
 matically arouses the buying impulse to action, 
 forcing the lips to say the words and the hands to 
 open the purse strings and thus complete the sale. 
 The Business Philosopher, published at Aera, Illi- 
 nois monthly contains Mr. Sheldon's latest thoughts. 
 
 CHAPTER IV 
 
 HOW THE SALESMAN BECOMES A PEODUCEH 
 
 THE retailer's heaviest cost item is for labor. 
 The largest partof distribution is labor. The 
 big rewards in business go to the men who 
 can plan, systematize and manage to get the maxi- 
 mum result with a minimum of labor. The growth 
 of a store which relies upon its sales force to educate 
 each individual customer will be slow, and it will be 
 hmited by the ability or inability of the management 
 to develop in its clerks salesmanship of the highest 
 type. 
 
 The man behind the counter should know the ad- 
 vertising which his firm is doing; also he ought to 
 Personal i^iiderstand the advertising of trademarked 
 Salesman- brands, nationally known, which are part 
 hancedhy of the stocks he sells. Many people who 
 AdveHising ^avc Considered advertising only super- 
 ficially think, that it limits the opportunities of 
 personal salesmanship. On the contrary, it increases 
 them. Salesmanship is that quality in a man which 
 enables him to get others to accept him at his own 
 valuation. Every leader is a salesman. He has 
 "sold" his group, which is the constant expression 
 
 S8 
 
 ''!!■■•» 
 
 |-;|T;i,l:;j| 
 
Ill 
 
 il! 
 
 'Pi [ 
 
 34 ADVERTISING—SELLING THE CONSUMEE^ 
 
 of his power, on his ideas. Every merchant is a 
 warehouseman plus the ability to bring to his store 
 people who will accept his estimate of the value of 
 the goods displayed there. 
 
 Granted that what people think about what they 
 buy is the most important factor in determining its 
 value to them, ability to create a favorable state of 
 mind must find a permanent place in every successful 
 merchandising plan. Modern merchandising believes 
 that the salesman's time is too valuable to be spent 
 in doing work that an advertisement can do, and that 
 the salesman who cooperates with advertising and 
 specializes in doing those things which an advertise- 
 ment cannot do is more efficient than the man who 
 attempts to divide his activities. 
 
 If we grant that present day business is a traffic 
 
 in satisfactions, that goods are bought because the 
 
 The SaUi- pm^chaser has been put in and is maintained 
 
 ^du^^ in a favorable state of mind regarding 
 
 SatisjMiions them, then the work of the salesman must 
 
 Mence of always be regarded as productive. 
 Real Values Consider the retail shoe salesman as a 
 case in point. The manufacturer selects his leather 
 and decides upon a correct design. The shoes are 
 made by his expert workmen and shipped to the 
 jobber, who resells them to the retailer as a result 
 of the business-building talks of the jobber's sales- 
 man. 
 
 But the shoes have not been sold until they have 
 been fitted to the consumer's feet. There is nothing 
 
 HOW SALESMAN BECOMES PRODUCER 85 
 
 which calls for more judgment, tact, and actual ser- 
 vice ability than does the fitting of a pair of 6-C 
 shoes on a woman who asks for a 3-A. No matter 
 what the customer asks for, the salesman must 
 see that she gets a shoe which will give her the 
 satisfaction she honestly craves. He cannot do 
 this as it|[should be done if he deceives her in any 
 way. 
 
 A shoe that does not fit has back of it all that its 
 
 maker, the jobber and the retailer can do, just as 
 
 has a shoe that gives absolute comfort and 
 
 s^tJ^ thorough satisfaction. The difference is 
 
 Ct£ wholly a matter of salesmanship. It de- 
 
 men as Well pends Upon whether or not an adjustment 
 
 ^mikers between the foot and the shoe has been 
 
 properly made by the intelligence, tact 
 
 and good judgment of the salesman. 
 
 The consumer does not buy leather or labor when 
 she buys shoes. The essence of her purchase is 
 satisfactory service. The consumer buys satis- 
 faction. The salesman delivers satisfaction. This 
 makes him a producer. 
 
 Some time ago, at an automobile manufacturer's 
 sales meeting, the president of the company said 
 that the best salesman they had ever had, the man 
 who sold the most cars in any given period of time, 
 had involved them in so many difficulties and adjust- 
 ments that he was unprofitable. Half an hour later 
 a North CaroHna dealer was introduced by his field 
 manager with this remark: "In this man's territory 
 
 4 :.l 
 
 |.;,>l 
 
 I- « 
 
■I 
 
 1; 
 
 Identical 
 Automo- 
 bile Have 
 Radically 
 Different 
 Reputor 
 iitma 
 
 I 
 
 36 ADVERTISING— SELLING THE CONSUMER 
 
 we never have any kicks, difficulties, troubles or 
 adjustments." 
 
 When it came my turn to talk I asked whether 
 "the best salesman they had ever had" and the 
 North Carolina dealer had handled the 
 same model and design. Yes, the cars 
 were the same. Had the North Carolina 
 dealer made any changes in the cars before 
 he dehvered them to his customers? No; 
 he merely inspected them. 
 It occurred to me that the difference must be in 
 the state of mind of the purchasers. So I asked this 
 dealer to tell me exactly how he sold his cars. His 
 reply contained the concentrated essence of suc- 
 cessful salesmanship, and proved that the true sales- 
 man is second to no other factor in production. 
 
 He said: "I never allow a man to take a car off my 
 floor until I am sure he knows how to run it and meet 
 every emergency which might arise in its everyday use. 
 The fact that he thinks he knows how to run it isn't 
 enough for me — ^I've got to know that he knows." 
 
 In working out merchandising plans for cus- 
 
 tomers I have had many conferences with traveUng 
 
 salesmen and retail clerks, the object being 
 
 Xr" to "sell" them on the advantage to them 
 
 ff^TSl, of understanding and cooperating with 
 
 Good. More the advertising plan instaUed in the busi- 
 
 - ness by which they were employed, i Often 
 
 I have told them stories of my own experiences. 
 
 When I managed a printing office in connection 
 
 
 HOW SALESMAN BECOMES PRODUCER 37 
 
 with a newspaper which my father and I owned in 
 Iowa I bought all paper from one salesman, who 
 offered me nothing better in price or quality than 
 did at least eight others who called on me regularly. 
 This salesman was constantly on the lookout for 
 me when he was visiting in other cities, finding out 
 what merchants, manufacturers, doctors, dentists, 
 lawyers, and commission men were using in the way 
 of printed matter. Whenever he could get hold of 
 them he mailed me samples, which gave me ideas 
 with which to solicit people in the same line of busi- 
 ness in our town. Most of them had never thought 
 of using printing, but they were pretty generally 
 interested in the specific suggestions I gave them. 
 
 I could not escape the conclusion that this sales- 
 man's goods were worth more to me than any com- 
 petitive article of the same quality could be, even 
 at a much lower price. 
 
 A range manufacturer who started in business by 
 selling stoves to farmers from a wagon in which he 
 went from farm to farm told me how he 
 had convinced a dealer in Bloomington, 
 111., that price has Uttle to do with sales. 
 This dealer was an old-time friend of his. 
 So when he began to manufacture ranges 
 he sent the Bloomington dealer three of 
 them. The dealer put them in the front 
 of the store and instructed his clerks to show them 
 to all callers. But at the end of twelve months he had 
 sold only one. He wrote the manufacturer that the 
 
 A Dealer 
 
 in Ranges 
 mth 29 
 
 Years^ Ex- 
 perience 
 Learns 
 
 Something 
 New 
 
I 
 
 'ii 
 
 people of Bloomington would not pay such a high price 
 for a range. He knew, because he had been in busi- 
 ness there twenty-nine years and had the leading store. 
 The manufacturer went to Bloomington. mile 
 he was in the store the first morning after his arrival 
 a woman entered and asked to see a kitchen stove. 
 A clerk led her to the two ranges in the front of the 
 store. She asked the price. The clerk was about 
 to tell her when the manufacturer stepped up and 
 told her that she had never seen ranges like these 
 before. He opened one of the oven doors, which 
 dropped on hinges, and stood on it. He assured 
 the woman that this range would be giving useful 
 service long after she and he had been laid away. 
 He kept telling her what the range would do. He 
 knew that she was a good cook, for if she weren't 
 she wouldn't be looking at such things as ranges 
 herself. What he would like better than anything 
 else, he told her, was to get her permission to install 
 that range in her kitchen that day, so that she could 
 give her husband the finest biscuits for supper that 
 he had ever eaten. 
 
 When she mildly questioned the possibility of 
 
 What a having the range up in time to use it that 
 
 fPeym night he ordered the stove to be deUvered 
 
 Do and iVo< '^ 
 
 wZ It immediately and said that he personaUy 
 £^^^ would see that it was put up. 
 
 mtn«j lu Then she remembered that she had not 
 
 yet found out what the price was. He 
 
 Idd her that she would, of course, have to pay 
 
 HOW SALESMAN BECOMES PRODUCER 39 
 
 more for such a remarkable range than for just 
 an ordinary one. But the difference was so little 
 in consideration of the service she was going to get 
 that he knew she would be glad to pay it. And she 
 was. 
 
 By using the local newspapers to bring people 
 into the store to see a demonstration of the range in 
 actual use this manufacturer in thirty days sold 
 more than a carload of ranges for the dealer who 
 had been unable to dispose of more than one in a 
 year. 
 
 I believe the best service is rendered where the 
 salesman and the consumer who prefers to buy from 
 him understand that it is the salesman's knowledge 
 of what the customer needs that makes the goods he 
 buys satisfactory. The consumer does not usually 
 know this. Most buyers think they are using their 
 own judgment, and they would scarcely admit that 
 their favorite salesman knows better than they 
 what will satisfy them. 
 
 KEFERENCES ON CHAPTER IV 
 
 In a two-volume work, "Principles of Economics," 
 1912 (The Macmillan Company, New York, F. W. 
 Taussig), Henry Lee, Professor of Economics in Har- 
 vard University, has defined the creative power of 
 salesmanship in the clearest and most satisfactory 
 manner (page 22, Vol. 1): "All those whose labors 
 satisfy wants— all those who bring about satisfac- 
 tion or utihties — are to be reckoned as taking part 
 
 \ 
 
p 
 
 J A A TVTn?'DnnTCTXT/^ GT?T T TXT/^ TTTT? /^/^XTOTTTITT?!* 
 
 40 AUVhiKllsLNu — 0£iliiiiM(jr IHbi COiNsUMJcJi 
 
 in production, and are to be called productive la- 
 borers. ... So long as a person who buys a 
 thing or pays for a service really desires it, the labor 
 which yields him the satisfaction is productive." 
 These two volumes, in clear and concise English, 
 are very easily read and wiU help you tremendously 
 in clarifying your own convictions. Professor Taus- 
 sig understands the group spirit, because he says 
 (page 30, Vol. 1) ; "It is strictly true that the workers 
 in a modem society combine in brmging about a 
 iomt output; but the consciousness of cooperation 
 is lost." 
 
 In "Concentration and Control," 1912 (the Mac- 
 millan Company, New York City), Charles R. Van 
 Hise. president of the University of Wisconsm, dis- 
 cusses at considerable length the debasing effects of 
 price competition as compared with the splendid 
 results which the other two kinds of competition- 
 namely. quality and service competition-get for us. 
 
 CHAPTER V 
 
 « 
 
 ADVERTISING IS SELLING THE GROUP 
 
 GRANTED that a salesman is one who can get 
 other people to accept his estimate of the 
 value of the article he offers for sale (his 
 valuation to include the value of the article itself 
 plus the value of his service to the customer), how 
 long do you think he will be content to appeal to 
 only one buyer at a time? Certainly the moment he 
 becomes aware of his ability he will want to accom- 
 plish results in a larger and broader way. 
 
 The distinction between a merchant and a store- 
 keeper depends entirely upon the degree of sales- 
 Salesman- ^^^^hip possessed by the former. Theo- 
 ship Con- retically both handle goods for which there 
 Stoppers exists a buying demand, in a location which 
 is convenient for the purchaser. A store- 
 keeper becomes a merchant when he puts 
 personality into his work and gathers about him a 
 group of people who, consciously or unconsciously, 
 accept as valuable his endorsement or recommenda- 
 tion of what he offers them. Sometimes a certain 
 store draws trade from a long distance past shops 
 where equally desirable merchandise is to be had 
 
 41 
 
 into 
 Merchants 
 
t 
 
 » 
 
 ■• 
 
 42 ADVERTISINGS-SELLING THE COxNSUMER 
 
 for practically the same or even less money. That is 
 because the purchaser is definitely influenced by the 
 prestige of the merchant with whom he is accustomed 
 to deal. 
 
 A striking illustration of this fact was afforded me 
 
 one day in Detroit. I noticed that next door to a 
 
 Getting the ■> cut-ratc drug store was the drug section of 
 
 Confidmce ^ \^xgQ department store. In the latter I 
 
 J m 
 
 Group approached a saleswoman who appeared to 
 Dep^nJerd- ^^ ^^ about average intelligence. I made 
 store Idea a small purchase, and then asked her the 
 price of Mennen's Talcum Powder. 
 Eighteen cents." 
 
 'What," I ventured, "would you say if I should 
 tell you that I can buy a box next door for 12 cents? " 
 
 " That often happens. Our manager has told us to 
 tell people that we don't know anything about the 
 goods that are sold next door. We guarantee our 
 Mennen's to be the genuine article, and a lady told 
 me, a few days ago, that she wasn't going to buy any 
 more of that cheap Mennen's, for she had used some 
 on her baby and it had broken out with a rash, 
 and that hereafter she will buy goods where she 
 knows they are genuine." 
 
 This is an extreme case. But it points out clearly 
 that a department store is fundamentally and essen- 
 tially the group of human beings whose confidence 
 that store has won and is able to hold. 
 
 We are all fortunate in being members of many 
 social groups. Membership in the family group is 
 
 c<- 
 
 €€• 
 
 » 
 
 ADVERTISING IS SELLING THE GROUP 43 
 
 The Group 
 Is Com- 
 posed of 
 
 Those Who 
 Think 
 Alike 
 
 economically of inestimable value, and procures for 
 us one of our most lasting satisfactions. As a rule 
 we are not conscious that we belong to 
 groups. We have never thought about it. 
 We are Democrats or RepubHcans, Prot- 
 estants or Catholics, we are hterary or 
 athletic, we go in for opera or the "movies" 
 but quite without thinking of it as a group activity. 
 
 We enjoy being with and cooperating with those 
 who think as we do. But unless we take an active 
 part in the administration of their affairs, we benefit by 
 membership in clubs, churches, and othergroups chiefly 
 in that it relieves us of doing our thinking ourselves. 
 
 Some philosophers, Le Bon and Nietzsche, for 
 
 example, are of the opinion that human beings lose 
 
 in individuality by herding in groups. Nietzsche 
 
 beheved that it is impossible for two or more 
 
 Viewed by humau bciugs to agree, unless one of them 
 
 ^^^T ^o^i^ates the thought of the others. 
 
 Le Bon outlines the process of influencing 
 
 crowds as aflSrmation, repetition, and contagion. 
 
 Neither one of these men sufficiently emphasizes the 
 
 thought that we may enter or leave a group as we please. 
 
 The man who does not interest himself in the affairs 
 
 which concern the welfare of the city in which he 
 
 Groups Are ^^^cs misscs much of the pleasure of being 
 
 ReaUy Co- a citizeu. Nor can he give his city the 
 
 operative _ /» # i • • i i» • i 
 
 Organiza- benefit of his idcas for its betterment until 
 ^'^'^ he can secure the cooperation of his fellow- 
 citizens. He cannot truly enjoy the fruits of coopera- 
 
V:- 
 
 i I 
 
 ADVERTISING— SELLING THE CONSUMER 
 
 tion unless he be a member of the cooperating or- 
 ganizations. 
 
 Every man should find in his own business enough 
 to absorb the bulk of his time and creative energy. 
 By regarding himself with relation to his own busi- 
 ness as the trustee of a group of cooperative buyers, 
 he can offer each member of the group better values 
 at less individual outlay than would be called for 
 should they buy individually. 
 
 A laxge city is a concrete example of what the 
 
 group idea, raised to the n*^^ power, is worth. Our 
 
 transportation facilities are creations of 
 
 Ciiiea, the Cooperative spirit. Twenty-hour trains 
 
 ^^ubl^T' between Chicago and New York are facts 
 
 turns. Good because railroad oflScials know that each 
 
 Examples i • . i . • i « 
 
 of the day m the year a certam number of men 
 ^^^'^^ can be depended upon practically to 
 charter a special train for the trip. Each 
 passenger has the same physical comforts, luxuries, 
 and speed that a special train could give him — ^lus 
 a substantial saving on his ticket. Such trains are 
 the highest development, at present, of cooperative 
 service in steam transportation. 
 
 Magazines, newspapers, and class publications 
 offer the members of their groups definite savings. 
 A technical engineering journal gathers and gives 
 out to a large group of individuals who can make 
 effective use of it, information which has been brought 
 together by many individuals at a cost that would be 
 prohibitive for any one member of the group. 
 
 t'l 
 
 Conven- 
 iences, 
 Luxuries, 
 and Edu- 
 cation 
 Made 
 Available 
 for All 
 
 ADVERTISING IS SELLING THE GROUP 45 
 
 Several farm papers keep scientific specialists at 
 work on experiments, the results of which have 
 largely increased the yield per acre and have de- 
 creased the cost of farming. 
 
 A daily newspaper delivers to one's home, for one 
 cent, a complete canvass of the world by cable and 
 telegraph, plus the local field, which is 
 covered by many capable men. No one 
 person, no matter how large his income, 
 could afford to duplicate this information 
 individually for his own pleasure or use. 
 Magazines have fostered a general ap- 
 ^^oufs^ preciation of art and have increased the 
 abihty of artists by giving them a market 
 for their product. A similar statement might be made 
 with regard to the writing of books. The average of 
 culture and refinement has been materially raised, and 
 men have been developed to cater to those new wants. 
 The pulling force of the group idea is that mem- 
 bership in any group is, in practically all cases, purely 
 a matter of volition. No man need belong to the 
 liquor-drinking or to the tobacco-consuming group 
 unless he wishes. He may also withdraw from either 
 
 Member- ^^"P ^^ ^^^- ^^^ ^^ busiuCSS of fulfilling 
 
 ship in the desires of these two groups represents an 
 ^Hr^Ta annual expenditure of $1,800,000,000 and 
 
 F^1*L^^ $850,000,000 respectively. Another group 
 makes it possible for publishers to do a 
 $190,000,000 business in books and papers each 
 year. 
 
 I 
 f 
 
 [ill 
 
11 
 
 if 
 
 n 
 
 46 ADVERTISING-SELLING THE CONSUMER , 
 
 The coffee group drinks $300,000,000 worth of 
 
 coffee annually. The butter group buys $694,000,000 
 
 worth of butter, which is more than twice 
 
 yj^^ the amount spent for bread, which aggre- 
 
 Tremendaus gates $300,000,000. I mention the bread 
 
 of Certain gToup as morc likely to be considered 
 
 ^®"^* _ compulsory. Statistics show that the total 
 
 expenditure for what are considered necessities is 
 
 very small in comparison with that which is paid for 
 
 luxuries. 
 
 When a salesman realizes how small a part his 
 
 personal sales are of the total consumption of the 
 
 , „ , products he seUs, he begins to see what 
 
 In Reach. ^.^., ' ^ ° . " 
 
 ing Groups advertismg may mean to him. No matter 
 IftSSe"? how many assistants he may have, nor 
 Saiemianr how he may organize and systematize 
 their work, to call personally on the num- 
 ber of people whom he could persuade to prefer his 
 product to that offered by others would be impos- 
 sible. Realizing how Httle is needed to determine 
 a preference in the purchaser's mind, he calls on 
 advertising to help him develop a demand for the 
 article he has to sell. 
 
 The far-seeing salesman realizes that the safest 
 and usually the best way to go through a forest 
 is to follow a blazed trail. He knows that human 
 beings have been grouped in many different ways; 
 he beHeves a group can be formed for his product 
 and that the best way to do it is to use groups al- 
 ready in existence if he can adapt them to his purpose. 
 
 i" 
 
 ADVERTISING IS SELLING THE GROUP 47 
 
 If the citizens of a small town call at the postoffice 
 every day for their mail, they have that much in com- 
 
 Outdoor ™^^ ^^^ constitute a group to which the 
 
 Street-car, salesman can best appeal from a location 
 
 Publication i^^ar the postoflSce. If there is a public 
 
 Advertising square in the centre of town, or any other 
 
 jww/ to a place at which people have the habit of 
 
 ^^ congregating, the value of a sign there is 
 
 directly affected by the numerical strength of the 
 
 group and by the purchasing power of its individual 
 
 members. 
 
 A street car is essentially a cooperative unit con- 
 tributing five cents a traveler for transportation 
 which must otherwise cost many times that amount. 
 Lacking the group of customers, there would be no 
 street car. Therefore, the street-car card appeals 
 directly to the group spirit. 
 
 A newspaper or magazine is an impossibihty unless 
 a well-organized group awaits with constant interest 
 the knowledge which it is accustomed to receive 
 through this particular channel. 
 
 An advertisement in a magazine or a newspaper 
 is effective in direct proportion to the degree to 
 which it senses and touches the group idea which 
 makes the pubHcations possible. 
 
 It has been said that the success of the late Ira D. 
 Sankey was due to the fact that he took advantage 
 of a universal group characteristic, sensitiveness 
 to melody, and strengthened the appeal by using 
 in the wording of his hymns the vernacular 
 
 ilC'l 
 
Ill 
 
 u 
 
 'if 
 
 Seming the 
 Keynote of 
 
 Group 
 
 Harmony 
 
 Brings 
 
 Success 
 
 to the 
 
 Salesman 
 
 and 
 
 48 ADVERTISING— SELLING THE CONSUMER 
 
 of the particular group to which Mr. Moody 
 wished to present the Gospel truths. The "Ninety 
 and Nine" was specifically directed at 
 sheep-raisers. " Pull for the Shore, Boys !" 
 aimed to get and hold the attention of the 
 citizens of a fishing village. 
 
 In like manner the master salesman uses 
 
 the trained writer of advertising copy and 
 
 W^ of that particular medium which has ac- 
 
 ^S- knowledged prestige with the group to be 
 
 reached, to sweep away the barrier which 
 
 ignorance, prejudice, and indifference have placed 
 
 between him and a large market for his wares. 
 
 REFEEENCES ON CHAPTER V 
 
 The statistics quoted in this chapter and else- 
 where in this book, unless otherwise noted, are from 
 the "Mahin Advertising Book." This vest pocket 
 volume contains lists of newspapers, magazines, and 
 class papers with closing dates, circulations and 
 maximum and minimum rates, also abridged data 
 on Painting, Posting, and Street-cars such as a busy 
 man likes to have constantly accessible. It is pub- 
 lished by John Lee Mahin, New York, at $2 a copy. 
 
 The "American Newspaper Annual and Direc- 
 tory," published by N. W. Ayer and Son, Phila- 
 delphia, at $5 a copy is a book of 1,290 pages and 
 is the most complete presentation of practical au- 
 thoritative advertising information available in one 
 work. 
 
 ADVERTISING IS SELLING THE GROUP 49 
 
 "Adventures in Common Sense," "Just Human," 
 "Footnotes to Life," "War and World Government," 
 John Lane Company, New York; and "Human Con- 
 fessions," "Lame and Lovely," "God and Democ- 
 racy," "Business in Kingdom Come," Forbes and Co., 
 Chicago, are books that can be profitably read by 
 every advertising writer. 
 
 They are written by Dr. Frank Crane whose daily 
 editorials in a syndicate of American newspapers 
 with over 5,000,000 circulation prove that a trained 
 advertising writer can present every-day facts in a 
 more interesting and plausible manner than one who 
 is without special ability or experience along this line. 
 
 For supplementary reading, "The Crowd" (The 
 Macmillan Company, New York), by Gustave Le 
 Bon, and "Crowds," 1913 (Doubleday, Page & Com- 
 pany, Garden City, N. Y.), by Gerald Stanley Lee, 
 are delightfully interesting. Both deal with the 
 group spirit as exemplified in everyday life. Le 
 Bon says that leaders form and dominate groups 
 by processes which he calls" affirmation, repetition, 
 and contagion." 
 
 H. L. Mencken's "The Philosophy of Friederich 
 Nietzsche," 1913 (Luce & Company, Boston), is a 
 digest of the great philosopher's views. Nietzsche 
 held that "Will to Power," which is identical with 
 Schopenhauer's "Will to Live," is the first law of 
 Nature. Nietzsche championed individuality, and 
 contrasted it unfavorably with the herd idea which 
 he condemned as being the means whereby the un- 
 
 i 
 

 M 
 
 I 
 
 
 , t 
 
 worthy are able to impose their will upon their 
 superiors. His views are interesting because unusual. 
 
 Maeterlink's "The Life of the Bee," 1912 (Dodd 
 Mead Co., New York), is a model for every ad- 
 vertising writer. It treats a thoroughly technical 
 subject in a completely informing manner and in a 
 fascinating style. The power of the group spirit 
 expressed in the orderly and systematic activity of ap- 
 parently unimportant individuals to accomplish 
 really great tasks has never been more graphically 
 described. 
 
 Woodrow Wilson's "History of the American 
 People" is a masterly presentation of the manner in 
 which ideas dominating the action of many separate 
 groups of colonists have finally been blended into a 
 national spirit which, in its group-cementing char- 
 acter, makes the American nation what it is to-day. 
 (Harper & Bros., New York, 5 vols., 1911.) 
 
 For keeping you alive to the necessity of individual 
 action if you are to dominate your group, for de- 
 veloping individuality which will cooperate with 
 others and be benefited by association with them 
 for making it possible for you to share the benefits 
 of cooperation, I recommend the essays of Ralph 
 Waldo Emerson. He is the fountainhead of "ginger 
 talks" and optimism, of plans for meeting conditions 
 as they are and making the best of them. 
 
 y 
 
 \: 
 
 CHAPTER VI 
 
 WHAT THE MANUFACrrURER OWES THE CONSUMER 
 
 THERE are consumers who are not producers, 
 but every producer is a consumer. We can- 
 not escape being consumers. We must accept 
 the benefits which the industry of men has provided 
 for us. 
 
 The reader of any newspaper is a typical consumer. 
 A copy of a newspaper is waste paper as soon as it 
 Every One Is has fulfilled its mission of telling the con- 
 sume^and ^^™^^ ^^^ many things he wants to know. 
 Should Be To be surc, the penny paid for the paper 
 a r ucer ^^ wcck days and 5 cents on Sundays, 
 plus the time devoted to reading its interesting pages, 
 could be saved — if we beheved in that kind of 
 economy. If we were to apply Uterally the theories 
 of many political economists we would not be justi- 
 fied in reading a newspaper for the pleasure of know- 
 ing about what is going on in the world; they claim 
 that it is wasteful to read except for the attainment 
 of some definite, useful purpose. 
 
 The newspaper is a perfect illustration of the 
 modern idea of justifiable commerce. It deals in 
 satisfactions. The fulfilment of a desire which can 
 
 I in* 
 
* f 
 
 52 ADVERTISING— SELLING THE CONSUMER 
 
 be gratified without harm to its possessor or to his 
 neighbor is the basis of a commercial activity in 
 which any man may honorably engage. 
 
 A few moments' consideration of the desires 
 gratified each morning by the newspaper, demon- 
 strates how complex, intricate, and varying 
 A ^jl5^^*!j" are the wants of human beings. To make 
 T^per Pub- his newspaper a success the publisher has 
 
 hiker Is an . •, . . i • j. * n j.i_ t 
 
 Exemplary to be Constantly cognizant of all the forces 
 Manufac' ^hich stimulate desire, change beliefs and 
 
 turer 
 
 customs and increase or diminish the pur- 
 chasing power of the consuming unit. He must 
 accurately appraise conditions and conform to ten- 
 dencies. Yet, if he fails to accept the responsibihty 
 of taking the initiative and assuming an authoritative 
 stand wherever the consumer will profit by it, he 
 will not be faithful to his own best interests. 
 
 Primarily the pubhsher is a manufacturer. Also, 
 he is a middleman, a salesman, and a distributor. 
 His raw materials are paper, ink, and labor. His 
 finished product is the issue of the paper, many times 
 duplicated, which he produces every day. His mis- 
 sion as a publisher is not fulfilled until he has put a 
 A C vlei ^^Py ^^ ^^ paper into the hands of every 
 
 Plan of man and woman who would appreciate it. 
 
 ^m^^^ He has to see that the mail trains are 
 
 Distribution fuUy utilized and he must conform to the 
 
 limitations governing them. His carriers 
 
 have to be organized and disciplined and their work 
 
 must be supervised, just as is that of an army corps. 
 
 
 WHAT MANUFACTURER OWES CONSUMER 53 
 
 Newsstands at the big hotels and depots and many 
 minor but absolutely necessary outlets for his product 
 must be reckoned with and adequately and persist- 
 ently followed, in order to complete the task which 
 he has undertaken. 
 
 If your newsdealer sells out his stock so that you 
 cannot have your paper when you ask for it, the 
 publisher wants to know it. If the carrier sub- 
 stitutes another paper, you do the publisher a favor 
 by telling him about it, so that he can investigate. 
 He does not personally deliver the paper to its 
 readers, but not in the least particular does he avoid 
 personal responsibility for knowing that all the 
 organized channels of distribution are open and 
 working smoothly, so that you get your paper when, 
 where, and how you want it. 
 
 Not until the consumer has bought, paid for, and 
 used merchandise and is ready to buy again or to 
 What the recommend it to a friend has the manu- 
 rSr^ facturer completed his work. He must 
 aUerchan- reaHze that no matter what price he gets 
 uxng actor ^^ j^^ factory, the consumer must pay the 
 cost of distribution. If, by reason of ignorance or 
 indifference, the manufacturer fails to see to it that 
 his products are distributed to the consumer in 
 the best manner which can be devised his business 
 will be taken away from him by a more efficient 
 competitor. It is not necessary for the manufac- 
 turer to distribute his merchandise to the consumer 
 in order to fulfil this responsibility, but it is his 
 

 i 
 
 I 
 
 54 ADVERTISING— SELLING THE CONSUMER 
 
 imperative duty to know how his products reach 
 the consumer and to know what the consumer thinks 
 of them, both before and after he has used them. 
 
 Modern merchandising recognizes that what the 
 consumer thinks of a product is the most important 
 factor in determining its value and the only ba.is 
 on which a business which depends upon repeated 
 sales to the same people can be built. Modem 
 merchandising avoids the extremes of making goods 
 (1) according to the manufacturer's notion L to 
 how they ought to be made, and (2) of attempt- 
 ing to follow too closely the public's whims and 
 fancies. 
 
 Organized salesmanship, which is modern adver- 
 tising, has proved that consumer groups can be 
 
 Consumer ^^^^^^^^^ ^^^ ^^P^ ^^ ^ Constantly favor- 
 Groups able mental attitude toward merchandise 
 
 ^";„S. ^hich is identified by a trademark. One 
 of the popular fallacies is that the essence 
 of a trademark is an arbitrary symbol or a clever 
 name, or a catchy slogan. It is not. A trademark 
 is an anchor for creative sales work. Its value 
 is as great as its ability to remind the consumer of 
 all the favorable things he has read, heard, and ex- 
 perienced in connection with it. 
 
 The commercial value of a trademark increases 
 with each individual addition to the group of people 
 who beheve that this mark of identification will be 
 affixed only to articles which possess certain de- 
 sirable qualities. Its value is also enhanced in direct 
 
 WHAT MANUFACTURER OWES CONSUMER 55 
 
 proportion to the intensity of the confidence of its 
 consuming group. 
 
 The manufacturer's responsibihty for knowing 
 
 what people think about what he makes and for 
 
 inspiring and controlling a favorable men- 
 
 Manufac- tal attitude in any who may have been 
 
 Cannot i^iclifferent includes a recognition of the 
 
 Escape consumer's prejudices. What he might 
 
 Mercharv- (in. m 
 
 didng Say successfully to one person or group of 
 
 ^mu^' P^^s^^s might be just the wrong thing to 
 
 ^ say to another group. 
 
 Let us assume that a razor made so well that it 
 
 could not be improved upon were offered for sale 
 
 in Germany. We are assuming not that 
 
 SuT^rimity ^^ posscsscs the Same merit as competitive 
 
 oS no Value articles but that it is superior. Superior- 
 
 to Either . . ^ . ^ 
 
 Manufac' ity IS not cuough. Doubt IS a human 
 cTZZ characteristic. Superiority is always ques- 
 tioned. People capable of appreciating it 
 must be informed about it. In Germany the indorse- 
 ment of the Kaiser would be the strongest, most 
 far-reaching and convincing manner in which the 
 superlative quality of the razor could be expressed 
 to the consumer. We could not choose a worse 
 appeal in offering this same razor to the prospective 
 purchaser in England or France, although the men 
 of both these countries would surely want to know 
 about and would gladly pay for a superior razor. 
 The story of the razor's merit would have to be 
 presented in one way in England and in another 
 
 
 i 
 
 ■il 
 
lUf 
 
 a 
 
 56 ADVERTISING—SELLING THE CONSUMER 
 
 way in France if we wished to merchandise it ef- 
 fectively. 
 
 Since there is so great variation in occupation, 
 earning power, cHmate, and taste, how is the manu- 
 facturer to know (1) what the consumer can be per- 
 suaded to desire, and (2) what the portion of the con- 
 suming pubHc which he would be able to supply 
 ought to be told about what he makes? 
 
 Modern merchandising answers this question. 
 The same broad conception of service which has 
 made of the bookkeeper an accountant who by an 
 analysis and charting of the past activities and 
 results of a business can forecast its future has 
 developed the merchandising audit. 
 
 Any producer can have his marketing possibiKties 
 appraised and charted. He can have a written 
 A Mer- ^^c^^d made of what has been accompHshed 
 ckandinng by the Creative sales ability of his own 
 Should Be Organization and by his competitors. He 
 ^^^ can know what consumers think of his 
 Manufao- and of his competitors' goods, and to what 
 ^'^^ extent it would be possible to increase 
 consumption in his line. It is possible to survey 
 and appraise market conditions and, by getting the 
 unbiased opinion of a sufficient number of con- 
 sumers, wholesalers, and retailers, to know the condi- 
 tion of the market as a whole. 
 
 A plan for gathering and charting this information 
 must be carefully worked out in advance. The 
 data must be gathered by trained investigators 
 
 
 I 
 
 ' 
 
 WHAT MANUFACTURER^OWES CONSUMER 57 
 
 who seek not information which will confirm pre- 
 conceived opinions, but the truth exactly as it is. 
 Never ^^^, determination of such a merchandising 
 Trust audit is as safe a guide for the manu- 
 ''tTtf facturer as is a compass to the mariner or 
 Untrained the actuarial table to the insurance com- 
 
 Men 
 
 panics. 
 
 The manufacturer owes it to the consumer to 
 make and distribute his product according to meth- 
 ods which insure the consumer the greatest pos- 
 sible satisfaction. The man who does not accept 
 and fulfil this responsibility has committed com- 
 mercial suicide. Heisleavingan opening for some one 
 who will rise to the occasion. 
 
 Two sharp distinctions must be made when we at- 
 tempt to decide whether or not an article may be 
 
 How to profitably advertised. Because purchased 
 
 DTcide in large quantities and then manufactured 
 oTmZn (i. e., so changed in form that the identity 
 
 ^rtic^ and knowledge of the source of supply of 
 
 Profitably the compoucut parts is lost), raw materials 
 
 ^^^^ cannot be advertised as profitably, at a 
 
 large outlay, as can articles of small retail value 
 
 sold in packages and capable of being used by ahnost 
 
 every family. 
 
 Raw materials are usually bought by experts who 
 have explored the market carefully. All that adver- 
 tising can do here is to teach how the goods can be 
 utilized to the profit of the purchaser, thereby in- 
 creasing the demand; or, by constantly demon- 
 
 ::'i\ 
 
 ■ik 
 
58 ADVERTISING-SELLING THE CONSUMER 
 
 strating the superior quality of the merchandise, 
 either get a preference, at the same price, over com- 
 peting goods, or a slight increase in profit. In selling 
 such goods, the names of all possible customers are 
 known, and the personality of competent salesmen is 
 usually sujfficientto thoroughly merchandize the wares 
 they seU. 
 
 There are salesmen, however, and people who are 
 called salesmen. The man who directs a large busi- 
 ness in accordance with certain definite principles 
 should see to it that his customers get the benefit of 
 them. Some form of regular communication is 
 recommended, in the form of printed matter, between 
 the moving spirit of an organization and the cus- 
 tomer. The salesman should close sales; the mission- 
 ary work usually can be done best with printers' ink. 
 
 REFERENCES ON CHAPTER VI 
 
 "Practical Publicity," 1906 (the Matthews-North- 
 rup Works, Buffalo), by Truman A. DeWeese, 
 is a "work for the advertiser, and is intended to be 
 helpful to every man who has anything to sell and 
 who is ambitious to enlarge the market for his prod- 
 uct," to put it in the author's own words. The book 
 is adequate and unusually readable. 
 
 "The New Business," by Harry Tipper, treats 
 the business of advertising both historically and 
 practically from the standpoint of an engineer who 
 has been signally successful as an advertising man- 
 ager. It is published at $2 by Doubleday, Page & 
 
 I 
 
 WHAT MANUFACTURER OWES CONSUMER 59 
 
 Co. for the Associated Advertising Clubs of the 
 World. 
 
 [NoTE-^One of my friends wa^ kind enough to 
 say that Professor Cherington's book covering 
 advertising from the standpoint of the trained ob- 
 server, Mr. Tipper's taking it up in an analytical 
 manner characteristic of the scientifically trained 
 engineer, and this book of mine expressing the views 
 of the man whose whole training ha^ been in the 
 practical work of every-day advertising procedure, 
 gave the student the three different viewpoints that 
 would give him the largest grasp of the subject 
 with the minimum of time on his own part.— J. L. M.] 
 
 i. 
 
WHAT CONSUMER OWES MANUFACTURER 61 
 
 r I 
 
 CHAPTER VII 
 
 WHAT THE CONSUMER OWES THE MANUFACTUEKR 
 
 NOWADAYS everybody believes in cooper- 
 ation and realizes how manifold are its bene- 
 fits. Cooperation takes place within a 
 group of persons who are like-minded in some 
 particular; their like-mindedness makes them a group. 
 Every group has a leader. 
 
 Each one of us is a member of many groups. 
 Membership should be voluntary. It usually 
 is. We are often not aware that we are entering, 
 are dominated by the aim of, or are leaving a 
 
 group. 
 
 Chicago's State street department stores are 
 
 what they are to-day because behind each one stands 
 
 a group of people who prefer its merchan- 
 
 Pr^erence jj^^ ^^^ service to any other. The in- 
 
 Creates dividuals who make up the group of a 
 
 udns Every Chicago department store live in and out- 
 
 „ ^^ side of Chicago. They are scattered over 
 
 Business i-* i i i i 
 
 a wide territory. But they are held to- 
 gether by that which they have in common — a pref- 
 erence for the manner and materials with which 
 their wants are satisfied at this particular store. 
 
 60 
 
 < 
 
 Cooperation in groups is of great advantage to 
 each of us. Because the cost of production and dis- 
 tribution is shared by all the members of the group, 
 the cost to the individual becomes so small that he 
 can have many comforts which he would otherwise 
 have to do without. Twenty-hour trains between 
 Chicago and New York are the last word in luxurious 
 travel. By cooperating with his fellow-travelers in 
 bearing the expense of the trip, eaxih passenger 
 procures for himself the maximum of comfort and 
 luxury. No individual, no group as small as Chi- 
 cago's 100 richest men, could afford to buy such service 
 as the readers of a big metropolitan newspaper, at an 
 expense of only one cent, enjoy daily at their break- 
 fast table. By means of expert correspondents and 
 the cable, the telephone and the telegraph lines, 
 the newspapers gather news of the important 
 activities of the whole world each day. 
 Nms-pa!^ Competent men present this information 
 Has In- in attractive, easily understood form. 
 pZtZ The vast expense of all this work is ab- 
 
 paper. 
 No one of these expense items could be eliminated 
 if only one copy were printed. The fact that many 
 thousands of people cooperate in buying this service, 
 plus the fact that advertisers materially lower the 
 pubhsher's cost of production gives to a single penny 
 a purchasing power which would have been consid- 
 ered incredible a hundred years ago. 
 
Merchan- 
 
 dising Has 
 
 Reduced 
 
 Prices 
 
 62 ADVERTISING— SELLING THE CONSUMER 
 
 Our positive needs are few. We might feed, 
 clothe, and shelter ourselves with what we could buy 
 Modem with only a small portion of our present 
 living expense. Modern merchandising 
 has not increased the cost of needs; it has 
 reduced it, measured in terms of our earn- 
 ing power. But it has multiplied our wants and has 
 made us think that many of them are needs. 
 
 If we were to grant that we should not have wants, 
 that none of us is entitled to the satisfaction of any- 
 thing but actual needs, we should have to call ad- 
 vertising a tax. Because it does increase the number 
 of our wants. It increases our capacity to enjoy 
 these wants. It increases our power to understand 
 and comprehend the pleasure of the good things of life. 
 Present-day merchandising methods are based 
 upon the belief that we accomplish more by acting 
 aggressively, and that we get more by acting re- 
 ceptively, by acting through group consciousness. 
 By "group consciousness" I mean that something 
 inherent in each of us which makes us want to 
 associate with our f ellowmen, which makes us like to 
 be with people who think and act as we think and act. 
 The manufactiu-er who reduces his price to meet 
 competition is not furthering the best interests of 
 When a the consumcr. The manufacturer who 
 seeks to enlarge his business by an appeal 
 to the group consciousness of the con- 
 sumer deserves the consumer's coopera- 
 tion. He is using the method which gives most to 
 
 Manufao- 
 
 iwer 
 
 Gains By 
 
 Redticing 
 
 Prices 
 
 
 ! 
 
 WHAT CONSUMER OWES MANUFACTURER 63 
 
 the consumer. Before he fixes his price such a man 
 has had his field thoroughly and comprehensively 
 analyzed, so that his plan of production and dis- 
 tribution can be worked out in the light of know- 
 ledge of actual conditions. Then he names a 
 price which insures complete service to the con- 
 sumer. 
 
 If such a manufacturer reduces his price because 
 
 competition forces him to do so, the consumer must 
 
 get depreciated quality. If he reduces 
 
 '^nimer^' ^^^ pTice in order to bring his product 
 
 Should Not within the buying power of a larger con- 
 
 Be Too . 1 .1 • 1 • 1 
 
 Sure of summg group and thus mcreases his vol- 
 
 ^Pri^ ume, he makes possible internal econ- 
 omies which confer upon the consumer 
 greater benefit than he can obtain in any other 
 way. 
 
 The consumer ought to give preference to the 
 manufacturer who seeks the largest possible market. 
 Such a man is committed to the policy of per- 
 petuating his business prestige in the market by 
 giving better service than his competitors can 
 give. 
 
 The consumer should remember that when stand- 
 ard articles are offered at less than their regular 
 price a carefully developed merchandising plan is 
 being interfered with. It's a doubtful economy to 
 spend 10 cents for car fare and two hours' time in 
 getting for 15 cents at a downtown store an article 
 which can be bought at the corner grocery or drug 
 
 I 
 
64 ADVERTISING— SELLING THE CONSUMER 
 
 store for 25 cents. When these price cuts are made 
 the merchant is obliged to offset his loss by selling 
 other merchandise at a price which more than makes 
 up the difference. 
 
 The merchandise on which the dealer elects to make 
 
 up does not usually bear the name of a manufacturer, 
 
 and seldom possesses the qualities which 
 
 ShZdA^ inspire and retain confidence and yield 
 
 predate satisfaction. The consumer should not 
 Admriiser hesitate in choosing between an advertised 
 ^Zr and an unadvertised article of equal price 
 and apparently equal merit. 
 
 Advertising has developed our producing and 
 distributing machinery. It has given us. in our spare 
 time, education and information, the value of which 
 cannot be estimated. The merchandiser who ad- 
 vertises is doing business on the soundest and most 
 scientific basis. The consumer who cooperates 
 with him is throwing the weight of his or her influ- 
 ence where it will count for most for the common 
 good. 
 
 I am not saying that all advertisers deserve prefer- 
 ence and the cooperation of consumers. Much ad- 
 vertising is still unscientifically done. Some of it 
 is a positive waste and harm. But the latter bears 
 the earmarks of inefficiency and is usually short-lived. 
 The best publications are excluding the unworthy 
 advertiser. The federal trade commission is recog- 
 nizing that dishonest advertising is an economic 
 wHnSiie. 
 
 WHAT CONSUMER OWES MANUFACTURER 65 
 
 The fact that advertising is made use of by the 
 
 unscrupulous is an added reason why the consumer 
 
 AdverHsers ^^^^^^ S^vc his or her hearty cooperation 
 
 UmaUy to the advertiser who has established his 
 
 Reliable {j^i^g^yiy beyond question. To doubt all 
 
 advertisers because there have been and are imposters 
 
 would be as fooUsh as to refuse to accept a $10 bill 
 
 because people do occasionally get a counterfeit. 
 
 Sometimes a local dealer recommends to the con- 
 sumer an unknown competitor of a well-known, 
 nationally advertised article which she has been 
 using and which has won her confidence. The dealer 
 can have only one motive in pushing an unknown 
 against a known article — he thinks he will make 
 more money by doing so. In this assumption he is 
 often mistaken. 
 
 Students of business agree that a rapid turnover 
 with a small margin makes more money for the 
 dealer than large profits and slower sales. 
 Well-advertised goods of recognized merit 
 move rapidly. The best dealers know it 
 and concentrate on them. Thereby sav- 
 ing in rent and clerk hire, and by having 
 their merchandise move rapidly. 
 
 The manufacturer who puts his name on his 
 product must have a greater sense of responsibility 
 for them than does the man who does not identify 
 his wares. Every phase of this responsibility de- 
 velops increased value and service to the con- 
 sumer. 
 
 'II 
 ill 
 
 Wdl- 
 
 advertised 
 
 Articles 
 
 Usually 
 
 the Most 
 
 Valuable 
 

 66 ADVERTISING— SELLING THE CONSUMER 
 
 There are merchants who assume many of the 
 
 functions of the manufacturer, by having goods 
 
 The produced according to their specifications 
 
 mfc^ and then backing them with their own 
 
 Usurp the name. But most dealers buy from com- 
 
 ^wT ^^^cial men or jobbers who are not famil- 
 
 Function3 iar with the conditions under which the 
 
 merchandise was produced. 
 
 It is decidedly to the consumer's advantage to 
 
 favor, and to back his preference by buying, only 
 
 goods merchandised by a method which places 
 
 responsibility for every factor of production and 
 
 distribution exactly where it belongs. 
 
 CHAPTER Vm 
 
 THE TOOLS OF ADVEKTISING 
 
 MANY books have been written about the tech- 
 nique of advertising as a trade, . They deal 
 with type faces, sticks, and rules, plumbago, 
 and electric baths, copper and zinc plates, acid 
 baths, matrices, ink-rollers, and presses, paste-pots 
 and scissors, paint cans and brushes, wires and 
 batteries; for these are the tools of the typesetter, 
 the electrotyper, the artist, the engraver, the stereo- 
 typer, the pressman, the writer and editor, the sign 
 painter, the bHlposter, and the electric-sign man. 
 But I shall not attempt to explain those trades, 
 either technically or mechanically. A man who 
 would master any one of them should study all the 
 literature available on the subject and serve a rea- 
 sonable period of apprenticeship. 
 
 As an advertiser, an advertising manager, an ad- 
 vertising solicitor, or as a writer of advertising copy, 
 he will do better to cooperate with men who specialize 
 in the various phases of advertising, instead of at- 
 tempting to oversee the details of work which must 
 be well done from a technical standpoint, if he is to 
 get the best results. 
 
 67 
 
 I 
 
I 
 
 KQ A Til Tl?!? 'PTC TXT r* CI?T T TMr* TTTl? rT^MCTTTVyf 17"D 
 
 A few thouglits are pertinent here, however, which 
 cannot be too frequently emphasized. 
 
 Illustrations are always desirable if they tell the 
 
 story in less space than words could do it, for they 
 
 S,^„^^ have a wider range of appeal aiid do not 
 
 laustra- need to be translated from one language 
 
 hons Must , ^" ^ 
 
 Tell the uito another. 
 
 ^^sp^. To give a commercial artist free rein in 
 
 Than Words the matter of illustration is a mistake. He 
 
 should be used primarily as an artisan, to put into 
 
 concrete form the ideas which the advertiser wishes 
 
 Ideas That to project into the consciousness of the 
 
 ttrBu^'na ^^^P* There are very few artists whose 
 
 Group Must knowledge of the habits of buying groups 
 
 ""^^^t is such that they can really contribute any- 
 
 the AHist thing to the idea which is to go into the 
 
 advertisement. Not many of them are good judges 
 
 of relative commercial values. 
 
 Where arbitrary spaces are to be filled with com- 
 binations of illustration and text matter, it is quite 
 Mechanical essential that just the right proportion, 
 Limitations and uo more, be allotted to the drawing. 
 jvr*k Fortunately for the advertising man (who 
 Overlooked jg ^^^ ^^ artist). Commercial artists can 
 be referred, for master work of this kind, to many of 
 the splendid frescoes of Raphael and Michael Angelo, 
 who filled in arbitrary spaces as if they had been 
 specially made for the pictures they placed therein. 
 A commercial artist who can get around and over 
 the obstacles which rise on every hand in reaching 
 
 THE TOOLS OF ADVERTISING 
 
 69 
 
 the group is a rare one indeed and well worth the 
 almost fabulous sums which he can command for 
 his services. 
 
 Words, at best, are but symbols of ideas. Their 
 
 value depends entirely upon the stage of develop- 
 
 . ment of the group spirit. Unless a large 
 
 Wo^ to group had been taught that an arbitrary 
 
 ^d3 assemblage of certain letters of the alphabet 
 
 transmits from one mind to another the 
 
 idea which has previously been associated with this 
 
 word, communication through the printed page 
 
 would be impossible. For a foundation, then, we 
 
 must have the group spirit. And the idea associated 
 
 with any certain word must, as far as is possible, be 
 
 kept the same. 
 
 In advertising in the United States, it is always 
 best to use Anglo-Saxon words, because more people 
 Keep ike understand them than those which are of 
 Words Latin, Greek, or other derivation. Writers 
 of eflfective advertising copy never cultivate 
 what is called "style." They use words only to 
 transmit an idea effectively, without diverting atten- 
 tion from the message itself. That is why pretty 
 pictures and high-flown phrases often defeat the 
 
 purposes of the advertiser. 
 
 Suocesifvl Type, while wholly mechanical, permits 
 
 ^« of of great variety of effects if skillfully 
 
 handled. Many advertising men make 
 
 accurate layouts specifying the sizes and faces of 
 
 type they wish used. This can be done quite easily 
 
 
 f 
 
 m 
 ii 
 
¥: 
 
 70 ADVERTISING-SELLING THE CONSUMER 
 
 by remembering that all type is now made accord- 
 ing to the point system, i. e., seventy-two points to 
 an inch. Twelve-point type is exactly one-sixth of 
 an inch in depth. Most newspaper columns are 
 two and one-sixth inches wide. 
 
 In making layouts for advertising, the best plan 
 is to indicate roughly all words and phrases which 
 Let the ^^® ^ ^^ displayed prominently, leaving to 
 Master the good judgment of a thoroughly skillful 
 teSir and experienced superintendent of the 
 Details of typesetting room the selection of the best 
 compositor for the particular work in 
 hand. It is manifestly wiser for the man who can- 
 not get such cooperation to make an accurate lay- 
 out. This is merely a matter of careful measure- 
 ment and correct arithmetic. 
 
 It is possible for a man versed in the legibility 
 of type faces to reset an advertisement which has 
 Building ^ crowded and confused look (and is there- 
 at ^dtw- fore repellent rather than attractive) in 
 Likened to f ^om 10 to 25 per cent, less space, and still 
 BuMing a have the advertisement appear larger than 
 
 House _ - ^^ ^ * " 
 
 before. The architect who builds an apart- 
 ment on a twenty-foot city lot, when compared with 
 the old-time carpenter-contractor who "saved you 
 money by drawing the plans himself," is an illustra- 
 tion of my point. When advertising space costs as 
 much as $112 an inch, the economy of employing the 
 most skillful manipulator of type faces is at once 
 apparent. 
 
 THE TOOLS OF ADVERTISING 
 
 71 
 
 Type faces stand very little wear. It is practicable 
 
 to print direct from them only on small press runs. 
 
 How Type ^^ne of the larger daily newspapers print 
 
 /* ^f^ direct from type. Their big perfecting 
 
 ingaNews' presses require continuous rolls of paper 
 
 Paper ^^^ cylindrical printing plates, which are 
 made as follows: type set up the size of the page 
 is locked in a form; alternate sheets of tissue and 
 blotting paper, with paste between each, are spread 
 over it; and it is subjected to pressure at great 
 heat. This dries the paper impression, which is 
 called a matrix. The matrix is put in the bottom of a 
 semicircular mold, and type metal is poured over it. 
 In a few seconds the metal hardens, is taken out 
 of the mold, and clamped on the cylinders of the 
 printing presses, which turn out papers at the rate 
 of 20,000 or more per hour per press. The heat nec- 
 essary to make a matrix injures the type by ex- 
 panding it. So those who advertise in a large way 
 in many publications and want the best effects insist 
 on having electrotypes. 
 
 The printing of books, magazines, and catalogues 
 is quite different. Flat-bed presses are used. 
 Usually the whole type page is electro- 
 Ja Used in typed. To make an electrotype, a wax 
 ^M^^m ^^ ^^^^ impression is taken of the page, 
 . which may contain both type and illus- 
 tration. This impression is dusted with plumbago, 
 and put in a bath. An electric battery deposits a 
 thin sheet of copper on the face of it. A good 
 
 i t 
 
I 
 
 72 ADVERTISING—SELLING THE CONSUMER 
 
 electrotype requires a bath of from four to six hours. 
 This copper shell is backed up with stereotyping 
 metal and a printing plate made of it. A poor 
 electrotype generally has too thin a shell, which will 
 not stand a long run, and is easily damaged. 
 
 Drawings are changed into printing plates either 
 
 by the zinc etching or the half-tone process. Wood 
 
 j,^^ engravings are practically obsolete. Half- 
 
 Making of tones and zinc etchings can be electrotyped, 
 
 ngranngs ^^^ ^^^^ half-toucs it is often better to use 
 
 the original plate and duplicates of the same. An 
 electrotype of a zinc etching will generally stand up 
 better under a long press run than an original zinc. 
 An electrotype can be re-electrotyped indefinitely, 
 but each reproduction sacrifices something in print- 
 ing quality. Men who are familiar with this fact 
 can easily pick out a cheap electrotype or a repro- 
 duction from an electrotype. It shows up in the 
 finished result, and is one of those savings which 
 should not be countenanced. 
 
 ^ Nothing will demonstrate to the average adver- 
 tiser the fact that the best engraving and plate 
 making house is none too good for his pur- 
 Engrcmngs posc, and that uo moucy is saved by getting 
 
 iwi^w c^^^P work so well as a trip through a well 
 
 conducted shop, where he can see for 
 
 himself how many processes there are where the 
 
 least lack of knowledge, or of attention, would aflfect 
 
 the finished result. 
 
 Printing plates and types are used in advertising 
 
 THE TOOLS OF ADVERTISING 
 
 73 
 
 in two ways: (1) in space in newspapers, magazines, 
 or class publications, such as trade, agricultural, 
 and technical papers, street-car cards, and posters, 
 and (2) in specially printed matter, such as circulars, 
 booklets, catalogues, and follow-up material. 
 
 The blank space upon which printing is done may 
 
 well be called one of the tools of trade. In con- 
 
 „ , . , sidering how to get the best results, one 
 
 Making the i , i • p , i -i 
 
 Most of must remember the size of the space avail- 
 ''r^"' able, the quality of paper, and the general 
 appearance of the advertisements which 
 will compete with it for attention, so that distinc- 
 tion may be secured either by emphasis or con- 
 trast. 
 
 Space buying should be delegated to a man who 
 has had years of experience in that work. You can 
 Sj^ be sure, when a publisher's rate-card shows 
 a complicated list of discounts, that there 
 is a minimum rate, and always a way by 
 which the trained buyer, who knows how 
 to present his proposition, can get an ap- 
 proximation of it. 
 
 In buying space, plates, art work, or printing, three 
 things should be considered: (1) the cost of raw 
 materials which will produce the right quality; (2) 
 cost of supervision required to get the best results 
 with the materials and the machinery used; and 
 (3) the cost of expert help, getting the benefit of the 
 experience of men who have made a life study of 
 that particular kind of work. Their cooperation 
 
 Buying 
 
 a Job 
 
 for a 
 
 Man of 
 
 Long 
 
 Experience 
 
 III iHi 
 
 1 1 B' 
 
74 ADVERTISING— SELLING THE CONSUMER 
 
 is valuable and is not always included in the service 
 offered you by the lowest bidder. 
 ■^ A prmter who will cooperate with you in a sym- 
 pathetic and intelligent way, understanding the 
 'H^ u, P»^ose of your printed matter. wDl save 
 Get Good you many times the differences between 
 
 nnmg j^^ higher price and that of the cheap 
 printer who seeks your patronage through competi- 
 tive bids. If you will frankly state to a competent 
 and trustworthy printer the outside figure you can 
 spend for a specific piece of printed matter, he can 
 save you money in many ways. 
 
 For example, presses and paper of certain sizes 
 work best together. The big item in printing is 
 the press work and paper. With rapidly moving 
 presses, unless the distribution of the ink and the 
 handling of wet sheets, after they are printed, 
 is carefully [watched, the result will be unsatisfac- 
 tory. 
 
 Sometimes a catalogue just exceeds the postage 
 limit a^d has to have an extra stamp on it. A 
 
 „^^ printer who is accustomed to working with 
 
 Bcjore the advertiser would have foreseen this, 
 \rJr. and would first have made a dummy, on 
 ing Printed specially Selected paper, so that the full 
 amount which Uncle Sam will carry for 
 a specified sum would go into the book itself. The 
 few cents needed for a better quality of paper, which 
 weighs less, would mean a large saving. 
 
 If a postage expert should make a careful analysis 
 
 THE TOOLS OF ADVERTISING 
 
 75 
 
 The 
 
 Postage' ' 
 
 saving Ex- 
 
 pert a 
 
 Coming 
 
 Profession 
 
 of the amount of money spent for postage during 
 the year by some of the large and some of the small 
 commercial houses, no doubt millions of 
 dollars' worth of waste would be discovered. 
 The postage expert is an unheard-of factor 
 in business as yet, but the future holds out 
 splendid prospects for such a profession. 
 Much might be said about various qualities of 
 paper stock and printing inks, and about the rules for 
 Paper Contrasting and combining colors. Whole 
 ^PHnti^ books deal comprehensively with these sub- 
 Inks jects. Trade papers are continually publish- 
 ing elaborate treatisesonpaperstockandcolorprinting. 
 Just in this wealth of information and argument 
 lies a danger for the advertiser. He may be led off 
 into the by-paths of advertising procedure, into 
 investigations and discussions which may be pleasur- 
 able and interesting, but which have little to do with 
 effective merchandising and distribution. 
 
 The general rule for the use of words applies also to 
 paper stock and colors: the consumer's attention 
 must be gained, but without his being so 
 P^ fully taken up with the manner of expres- 
 Stocfc and sion that the advertiser's story is minimized 
 Thi^nst or lost. This is the danger in using strik- 
 E^hUL ^^S effects. There is fierce competition 
 Itsdf for the advertiser's money, and in making 
 *Sto57 any decision he should keep this test upper- 
 most: Is this the tool which will most 
 adequately interpret my thought? 
 
 kl 
 
 m 
 
 
76 ADVERTISING— SELLING THE CONSUMER 
 
 Brains and common sense in seeking the reason for 
 Greau^ the rulc instead of following the letter of 
 the law, might be listed as tools of ad- 
 vertising. They are as essential to sat- 
 isfactory advertising service as they are 
 to any other kind of service-^no more and 
 
 oS M 
 
 Advertising 
 
 Tools Are 
 
 Brains and 
 
 Common 
 
 Sense 
 
 no less. 
 
 REFERENCES ON CHAPTER VIII 
 
 The newest and most effective tools of advertising 
 are graphically and intelligently described in the 
 printing-trade papers: The Amerwan Printer (New 
 York), Tk. PrinUng Art (Cambridge, Mass.), and 
 the Inland Printer (Chicago). 
 
 * 'Making Type Work," published by the Century 
 Co., (1916) is the title of a most interesting book by 
 Benjamin Sherbow. Every advertising man needs it. 
 
 Theodore Low De Vinne has published two books, 
 "Plain Printing Types," 1900, and "Correct Com- 
 position," 1901 (The Century Company, New York), 
 which should be in every advertising library. 
 
 A particularly delightful and inspiring book is 
 "Printing in Relation to Graphic Art," 1903 (The 
 Imperial Press, Cleveland), by George French. 
 
 Many books concerning the various technical 
 phrases of plate-makmg and printmg are advertised 
 in the trade papers. 
 
 Frank Alvah Parsons' "Principles of Advertising 
 Arrangement," 1912 (the Advertising Men's League 
 of New York City), contains valuable information 
 
 THE TOOLS OF ADVERTISING 
 
 T7 
 
 for those interested in the different phases of adver- 
 tising display. The book is a series of ten lectures 
 which treat in a technical manner the most important 
 factors to be considered in building a successful 
 advertisement. Two chapters devoted to "The Use 
 and Abuse of Decoration and Ornament" are par- 
 ticularly worth while. 
 
 Harry M. Basford has written a valuable book, 
 "How to Estimate on Printing," 1913 (Oswald 
 Publishing Company, New York). Good printers, 
 like good lawyers and good doctors, are willing to 
 tell their customers all they want to know. The 
 reader will have more respect for good printers and 
 the work they do after he has finished Mr. Basford's 
 
 book. ' 
 
 The "Graphic Arts and Grafts Year Book" 
 (Graphic Arts Press, Hamilton, Ohio) contains the 
 latest examples of color and process printing of all 
 kinds on every variety of paper stock. Invaluable to 
 printers. 
 
 t 
 
 ■I I 
 II 
 
 M 
 
I? 
 
 !». 
 
 CHAPTER IX 
 
 ADVEKTISING MEDIUMS 
 
 THE group spirit creates the advertising me- 
 dium. To think alike, people must contin- 
 ually receive through the same channel new 
 impressions of ideas which m themselves may be 
 old or new. Leaders of groups persistently reiterate 
 and confidently affirm. They find that all the ways 
 and means of accepted advertising procedure con- 
 stitute the best method of "selling" their ideas to 
 their respective groups. 
 
 Some mediums have greater prestige than others. 
 
 By "prestige," I mean that standing which an or- 
 
 glnization or a man mu^t have whose 
 
 ^^r"^ statements are accepted with Httle or no 
 
 Medium question. 
 
 of Greatest c* ii • .1 •!• i« • 
 
 Prestiae buppose that you are on the mailmg list 
 of a bond house, and are also a regular 
 reader of a daily newspaper, a subscriber to a monthly 
 magazine, and an illustrated weekly of national cir- 
 culation, a daily patron of the street cars and an 
 unintentional though by no means uninfluenced 
 observer of painted bulletins. 
 Suppose that the bond house sends you a circular, 
 
 78 
 
 ADVERTISING MEDIUMS 
 
 79 
 
 and that precisely the offer it makes you appears in 
 your newspaper, your magazine, your illustrated 
 
 A Case Weekly, in street cars, and on bulletin 
 inPoird boards. Which will make the greatest 
 impression? 
 
 If your purchases from the bond house have been 
 profitable, the chances are its circular would have 
 the most prestige. Had you been indifferently 
 served, or had you later found out, or thought 
 you had found out, that some other house would 
 have given you the same security and a better rate 
 of interest, or if you had never made an investment 
 of that sort and knew nothing at all about this bond 
 house, save through the circular, it would be the 
 least effective of the mediums reaching you. 
 "*But if you were in position to make an investment 
 when you get the circular, but had never heard of 
 the bond house, it is certain that the advertisement 
 in your favorite magazine or in your daily paper 
 would have given to the circular a prestige and in- 
 fluence which it could not possibly have had without 
 this additional support. 
 
 Prestige, therefore, is either the cumulative result 
 of the best type of advertising, or it is a reinforce- 
 
 g^yi^ ment of a previously created confidence in 
 
 Space a medium in the minds of the individual 
 
 cX/w7 members of the group which makes the 
 Analysis jQe^jjum possible. 
 
 Because of competition among men who own and 
 control advertising mediums, it is wise to analyze 
 
 !■• ti 
 
# 
 
 The 
 
 Intrinsic 
 Value of 
 Mediums 
 
 and 
 
 Aggressive 
 
 Salesman' 
 
 skip 
 
 GA A Ti\n? "DTTCTXTr' CI? T T TNir' Tm? r'mvrcTTTvyn7"D 
 
 oO AUYJl«±tlloUMvj — ^DlJiljJLJiN Ij lilJJi v^UiNoUMJlilt 
 
 and weigh •carefully before^uymg'spac;; Many 
 delicate factors have to be considered in determining 
 which is the best medium, or the best selection from 
 a number of mediums for your particular business. 
 
 The keen observer will also discover a disparity 
 between the intrinsic value of mediums and the 
 aggressiveness and convincing power of 
 the personal salesmanship which represents 
 them. For many years newspaper pub- 
 hshers throughout the United States sold 
 advertising space to patent-medicine houses 
 for less than cost. They thought that to 
 get money for space they had to fill anyhow, was like 
 finding it. Skillful salesmen placed these remedies 
 in drug stores and then made space contracts for 
 from one to three years with publishers. Increased 
 enlightenment on the part of the publisher has just 
 about put an end to tliis kind of business. 
 
 Many of the best and strongest mediums are rep- 
 
 resented by salesmen of the true service type — men 
 
 who will not sell the advertiser space unless 
 
 ^'^J^ they are sure that the nature of his business 
 
 «nMiveqf and his plans for "cashing in" on his adver- 
 
 a Medium ... ,., .n , ■ i i ■ .1 
 
 Is an tismg expenditure will be acceptable to the 
 ^ fSt"^ readers of the medium for your particular 
 
 In contrast to this position we have that of a 
 number of splendid advertising mediums which 
 are undersold. The publishers take the ground 
 that it is undignified to send out men to persuade the 
 
 ADVERTISING MEDIUMS 
 
 81 
 
 advertiser to use their columns. With still other 
 mediums the personal salesmanship of the adver- 
 tising representative is the most interesting, aggres- 
 sive, and valuable service which the advertiser buys. 
 
 The first thing an advertiser has to do is to fix 
 clearly in his mind the characteristics of the partic- 
 ular group to which his story will most 
 One Large logically appeal. In some cases this group 
 p,/ may be numerically smaller than that 
 
 ^«r^ reached by the advertising medium. Then 
 
 Groups it is wise for him to consider whether he 
 will concentrate on one medium that has 
 prestige, even though he cannot expect his buying 
 group to consist of more than a small portion of that 
 which creates the medium, or if he shall use several 
 units reaching groups smaller than that which he is 
 creating for himself. 
 
 This is the problem which retail stores in big cities 
 can never get away from. Shall the proprietor con- 
 centrate his appropriation on one publication, know- 
 ing that he could not possibly serve all of its readers 
 if they should come to his store? Or shall he scatter 
 his appropriation among several daily newspapers, 
 knowing that from each he can gather a certain 
 number of individuals most susceptible to his oflPers, 
 just as with a magnet one can pick out from a 
 tray of ashes and iron filings every particle of 
 metal? 
 
 If some one medium dominates the whole field, he 
 must decide whether he will make his business con- 
 
o% A-LI V Tilt 1 i&liN vj — l3l!iliiiiJ>Hjr lilHi L/UiNoUiViriXt 
 
 form to the characteristics of the group which con- 
 stitutes the medium, or if he will make selections 
 from various groups and build up a following of his 
 own. 
 
 The problem is intensified as soon as mail-order 
 advertising and national advertising are taken up. 
 But I shaU consider these subjects in a later chap- 
 ter. 
 
 The mediums which are recognized as worthy of 
 
 every advertiser's consideration are listed as foUows: 
 
 Newspapers, Magazines (popular, technical, trade, 
 
 and class). Street Cars, Posting, Painted Bulletins and 
 
 Walls, Electric Signs, Window Displays, Store Dem- 
 
 n, onstrations. Sampling, House-to-House 
 
 l>i^eru Canvassing, Form Letters and Mailing 
 
 Used in Cards or Circulars sent to lists of names, 
 
 Advertwng Novelties, such as Calendars, Blotters, 
 
 and the like. 
 
 What the newspaper gives us, no matter where 
 it is published, is news. By "news" I mean a record 
 of things that happen to people. They in- 
 terest us because we are human and they 
 might happen to us, too. The newspaper 
 is ephemeral. Its mission is ended when it 
 has been read. Its life is over when the 
 next issue is on the market. It is as hard to find 
 yesterday's newspaper as it is to remember who was 
 the last vice-president. 
 
 Two distinct classes of advertisers, differing radi- 
 caUy in character, find the newspaper their best 
 
 Group of 
 
 Advertisers 
 
 Who Find 
 
 Newspapers 
 
 the Best 
 
 Medium 
 
 ADVERTISING MEDIUMS 
 
 o3 
 
 avenue to a market. First of these is the retail 
 
 store. In order to pay such constant overhead 
 
 expenses as interest on capital, rent, 
 
 Newspaper salaries, insurance, etc., it must do a busi- 
 
 l^^iXng ness every day. The daily paper is the 
 
 the Local ideal medium for getting the consumer 
 
 to come to the store for a definite and 
 
 specific purpose, a purpose which, if the truth be told, 
 
 the advertiser has put into his or her mind. 
 
 The other class consists of those of whose business 
 
 timeliness is the most conspicuous feature. The 
 
 newspaper is the best medium for satisfying 
 
 pt,^^^ occasional, temporary, and emergency busi- 
 
 Medium ncss needs. The want columns of a metro- 
 
 Sai^ying politan newspaper show up human nature 
 
 Immediaie ^^ ^^^ j^^^^ unsettled statc with relation to 
 
 Needs 
 
 business. It may seem paradoxical that 
 the best publication for estabHshing a strongly en- 
 trenched department store is also the most com- 
 petent medium for the man out of a job and the 
 employer who needs more help. In the "want ads" 
 the man who has old clothes to sell can most speedily 
 convert them into cash. There rooms are rented 
 and roomers find new quarters. If you never have 
 spent a couple of hours in reading the "Want Sec- 
 tion" of a Sunday newspaper, I recommend it. You 
 will get more thrills out of it and more things to 
 think about, more sideHghts on human nature, than 
 are to be had in the same time in any other way. 
 In the "want" columns and in the daily announce- 
 
'Ill 
 
 II 
 
 84 ADVERTISING— SELLING THE CONSUMER 
 
 ments of the department store the best appeal to the 
 group which constitutes a newspaper must always be 
 foremost — the timeliness of to-day's presentation and 
 the necessity for immediate action. This is the 
 general practice of the most successful advertisers. 
 
 Men who sell advertising space in magazines of 
 which fiction is the important feature will tell you 
 
 Fiction ^^^ there is a universal demand for such 
 Magazines literature; and that it is when you are 
 Advertising relaxed and reading a magazine that you 
 
 Medium ^^^ most ready to receive new ideas. It 
 is noteworthy, also, that a fiction magazine may be 
 read at any time, now or several months from now, 
 with equal pleasure. 
 
 The advertiser whose goods can be sold all over 
 the United States is urged to use national fiction 
 magazines, because, having a permanent story to 
 tell, he reaches the public at a time when it is most 
 likely to grant him consideration. Many producers 
 have built up a large business in this way. 
 
 Some successful magazines, particularly our na- 
 tional weeklies, combine the "pulling" points of mag- 
 azines and newspapers, i. e., (1) their fiction 
 
 National IS of such quality as to be worth keeping 
 
 ^Z^^r' ^^^ future reading, and (2) timely features 
 
 Combina- are dealt with more thoroughly than the 
 
 paper and newspaper can treat them. 
 
 Magazine Advertisers classify technical, trade, and 
 
 class publications as magazines, for the 
 
 reason that the groups to which they appeal are not 
 
 ADVERTISING MEDIUMS 
 
 85 
 
 confined as to locality; they have subscribers in every 
 
 part of the United States. A number of technical 
 
 magazines are really trade directories. 
 
 TfSJn^ The last issue of any one of them may 
 
 ClatiPub- justly be regarded as a complete and 
 
 up-to-date manual of a trade which may 
 
 cover the whole United States, with representatives 
 
 in almost every city. The same statement might 
 
 be made concerning class papers, although sectional 
 
 lines are more clearly drawn in this field. 
 
 Farm papers are usually listed as class publica- 
 tions. Some of them have a national scope but deal 
 with but one industry, such as horses, 
 cattle, or poultry breeding. Others take 
 up the detail of soil, climate, and the gen- 
 eral conditions of the principal crop of the 
 particular belts or territories they cover. 
 The latter are really the trade papers of 
 over six million American farmers. Each one of these 
 farmers operates a farm large enough to be properly 
 regarded as a business unit, a separate producing and 
 merchandising establishment, as well as a consuming 
 unit, connected with many different consuming groups. 
 In determining the value of class publications, 
 editorial prestige, the censorship of the advertis- 
 ing pages, the circulation of the paper, 
 J^e a its prestige and subscription price, whether 
 « S^i. or not the sale of subscriptions is stimu- 
 lated by offermg premiums — and if so, 
 what kind of premiums — all these are factors which 
 
 Farm 
 
 Papers, 
 
 the Trade 
 
 Publication 
 
 of a 
 
 Oreai 
 
 Class 
 
 .M 
 
 I 
 
 
86 ADWRTISING-^SELLING THE CONSUMER 
 
 the advertiser who uses their space should consider 
 seriously. 
 
 This large number of all kinds of publications 
 gives the advertiser ample opportunity, and, as is al- 
 ways the case where opportunity is large, the respon- 
 sibility for discrimination is increased exceedingly. 
 
 REFEEENCES ON CHAPTER DC . 
 
 In "The Art of Newspaper Making,*'' 1895 (D. 
 Appleton & Company, New York), Charles A. Dana, 
 one of the greatest American journalists, has given us 
 his ideas about writing copy for and publishing a 
 paper. He gives standards for discrimination. \ 
 
 "The Autobiography of Benjamin Franklin,'^ 1902 
 (Houghton, Mifflin & Company, New York), gives 
 the reader a very good idea of the status of adver- 
 tising in his time. Franklin foresaw the tremen- 
 dous development of advertising mediums, and his 
 pioneer work in system may well be regarded as the 
 foundation of modem and scientific management. 
 
 "Astir," by John Adams Thayer, 1913 (Small, 
 Maynard & Company, Boston), is a frank revelation 
 of the ways of magazine publishers, their ideals, and 
 their methods. If the book contained nothing more 
 than his correspondence with Mr. Frank A. Munsey, 
 who gave us the low-priced fiction magazine and has 
 so largely influenced the history of pubHshing in the 
 United States during the last twenty-five years — 
 it would be worth careful reading. 
 
 !F 
 
 CHAJPTEIv X 
 
 ADVERTISING MEDIUMS (Continued) 
 
 THE standard street-car card is eleven inches 
 high and twenty-one inches wide. Many 
 manufacturers and retailers favor this form 
 of advertising because it gives them a chance to re- 
 produce their package in its original colors. 
 
 Street-car advertising is peculiarly suitable for 
 
 continuous advertising, because the cars run every 
 
 streeuar day in the year. They follow the arteries 
 
 Advertising of trade. The number of cars run on any 
 
 Analyzed . ,. . . j • . e ±. j.i_ 
 
 given Ime is mcreased just as last as the 
 number of patrons increases. More people means 
 more cars, and that means more publicity for car 
 cards. The longer the haul, the more time the 
 traveler has for reading these cards. 
 
 Several different cards may be run by the same 
 
 manufacturer at the same time. Many advertisers 
 
 The Use, "^e as many as six at once, with sixty words 
 
 ChscHn^, on each. Some favor the poster idea 
 
 and Cost of . , . * . i . • 
 
 Street-car where large type for the name or suggestive 
 Advertising pictures with the trademark prominent 
 keep alive impressions previously made in the con- 
 sumer's, mind. Others rely whoUy upon text to 
 
 87 
 
 I 
 
88 ADVERTISING— SELLING THE CONSUMER 
 
 clearly explain an article's merits and deftly arouse 
 the buying impulse to action. 
 
 The advertiser is given a list of the numbers of 
 the cars in which his cards are appearing. Check- 
 ers visit the barns to verify these lists. Cards are 
 changed once a month, usually. 
 
 Pasting sheets of printed paper on walls, the sides 
 of barns, and on specially prepared boards is prob- 
 ably the most elementary form of adver- 
 rw«ner7^ i tising. Time tables tacked up in railway 
 
 ^odem stations, notices pinned or pasted up 
 in post-offices, the bulletin boards on 
 which most large institutions make announce- 
 ments — these were the forerunners of modern bill- 
 posting. 
 
 Circus and theatrical attractions, recognizing the 
 
 power of color with the public, and desiring to create 
 
 an impression of bigness, kept increasing 
 
 Evolution the size of posters. In this way the 8- 
 
 Twmt^' sheet, the 16-sheet, and 24-sheet posters 
 four Sheet of to-day Came about. In an early day 
 ^^^^ it was possible to print only one sheet, 
 28 X 42 inches, at a time. It had to be sent through 
 the press once for each color; so a 24-sheet poster 
 meant a great deal of detail work in design, me- 
 chanical execution, handling in the printing offices, 
 sampling, shipping, and in finally placing it on the 
 boards. 
 
 Presses have been increased in size so that a 
 much larger sheet than 28 x 42 inches can be printed 
 
 ADVERTISING MEDIUMS 
 
 89 
 
 at one time, but this arbitrary size (28 x 42) is the 
 unit of measurement in referring to 8 sheet, 24 
 sheet, and other sizes of posters. 
 
 Posters are still lithographed one color at a time, 
 which requires running the sheet through the press 
 once for each color. Colored process work on 
 posters is possible and it has been done, but it has not 
 come into general use. A process poster seems to 
 lack the color "punch" an ordinary lithographed 
 one has. It suffers in comparison with others on a 
 billboard on which each poster must compete with 
 all others for attention. 
 
 Billposting has been standardized in the United 
 
 States. In about four thousand towns and cities 
 
 there are regular plants which maintain 
 
 Billvoshng i % m .« i»iii» • • 
 
 Sermcecui Doards of uuiform height but varymg m 
 staridardr width to accommodatc oue or many posters. 
 
 tzed in 
 
 Multiplying 28 inches by 4 to get the 
 height of a 4-sheet poster we have 112 
 inches or 9 feet 4 inches as the height of the standard 
 4-8-12-16-20 and 24 sheet poster. 
 
 Allowing for border, trim, and lap-over, the posting 
 surface is about 9 feet in height, so a board must 
 be at least this height to accommodate a poster. 
 Billboards are as a rule 10 feet in height to permit 
 blanking space above and below the posters. In large 
 cities property owners get high rents for the ground 
 on which the boards stand. This results in a list of 
 special locations for which a higher rate is charged 
 than the regular standardized price per sheet. 
 
 United 
 States 
 
ill 
 
 90 ADVERTISING— SELLING THE CONSUMER 
 
 A billposter agrees to furnish a list of locations on 
 which posters have been placed, and to keep them in 
 good condition for thirty days. The advertiser fur- 
 nishes from 10 to 20 per cent, more paper than the 
 actual number of locations require. Since it is nec- 
 essary to renew paper every thirty days, a month has 
 become the basis on which billposting is usually sold. 
 
 Some advertisers post continuously, but change 
 the showing once a month; others post alternate 
 months; still others post one month in the spring 
 and one in the fall. Some use posting only when 
 they want to introduce a product. 
 
 Billposting boards usually differ from bulletin 
 boards only in that posters are pasted on the former 
 and on the latter the advertisement is painted. 
 
 A painted bulletin is usually twenty-five feet long 
 and made of galvanized iron, and sold on a twelve 
 
 Painted months' Contract including one or two 
 BvMim repaintings. Rents for locations average 
 higher than for billboards, because the contract 
 runs for a longer period. In very many cities painted 
 boards or walls dominate the most populous centres. 
 Advertisers who want to create an impression of 
 permanence usually prefer paint to posters. 
 
 In height some city bulletin boards are 8 feet, a 
 greater number are 12 feet. By far the largest num- 
 ber are 10 feet. On boards now being built, the 
 present tendency is toward boards 12 feet in height. 
 
 Buffalo is the only large city I know to build 
 bulletin boards 8 feet high. 
 
 ADVERTISING MEDIUMS 
 
 91 
 
 This was required by municipal ordinances. The 
 sign people in Buffalo have evidently been able to 
 discover some way to evade this law or have it re- 
 pealed, as I understand they are erecting higher 
 boards in the former 'districts where all boards over 
 eight feet in height were prohibited. 
 
 The cheapest and most effective outdoor paint- 
 ing is on outside store walls, if locations are 
 available. Successful advertisers usually go into a 
 city, buy a well-distributed wall showing, and sup- 
 plement it with painted bulletin locations wherever 
 walls are not to be had. Walls are painted once a 
 year. The minimum price is 5 cents per square foot. 
 At that rate, a 20 x 40 foot wall costs the advertiser 
 $40 for a twelve months' showing, this to include the 
 cost of designing and painting. 
 
 A 10 X 25 foot painted bulletin, being a selected 
 location as a rule, is considered to have the same 
 „ „ ,. J attention value as an 800-square-foot wall. 
 
 BvUehns and ^ 
 
 Walls Forty cents a month per running foot, or 
 
 eight feet high, means that a bulletin costs twelve 
 times as much per square foot as a wall. But the 
 250 square feet of space in a 25-foot bulletin is 
 usually considered equivalent to 800 feet in a wall, if 
 one takes into consideration the better location, that 
 the bulletin is painted twice a year, and that its 
 smoother surface makes finer pictorial work pos- 
 sible. 
 
 A 32-sheet poster, at 20 cents per sheet a month. 
 
 il 
 
92 ADVERTISING-SELLING THE CONSUMER 
 
 costs $6.40. It is generally compared with a 
 25-foot bulletin, as it occupies about the same 
 The Com- space and costs $10 a month. A poster 
 ^oTlf costs $6.40 per month, plus the cost of 
 "^°^" paper, which will vary from 40 cents to $1 
 '"Faifd" each (in minimum lots of 1,000) plus the 
 cost of expressage. The cost of paint and paper 
 is so nearly the same, therefore, that competition 
 is keen wherever they are handled by different inter- 
 ests. In a number of prominent cities, notably 
 Boston, Cleveland, Detroit, Seattle, Portland, San 
 Francisco, and Los Angeles, paint and posting 
 interests are identical. The tendency of advertisers 
 generally is to use paint for twelve months' showing 
 and paper for all shorter periods. 
 
 Electric signs have become an important feature 
 of outdoor advertising in large cities. It is difficult 
 for some people to believe that a chewing- 
 ^S^ gum manufacturer, for example, can afford 
 to pay $18,000 a year for an electric sign 
 showing the full length of Broadway from Thirty- 
 third to Forty-second Street. This is less than 
 $50 a day, and it may safely be said that at least 
 200,000 people, each having money enough to buy 
 chewing-gum, see this sign every day. 
 
 This completes the list of mediums for which a 
 national service has been organized. It is possible for 
 an advertiser to get accurate information about all 
 these mediums in one office, and also to contract 
 therefor dependable, easily verifiable service which 
 
 f 1; 
 
 ADVERTISING MEDIUMS 
 
 Ho 
 
 will be billed to him monthly, and may be paid for 
 with a single check. 
 
 There are other advertising mediums which are 
 quite generaUy handled in the advertiser's organiza- 
 tion. 
 
 Window displays can be purchased from houses 
 which make a specialty of preparing them. But 
 it is always wisest for the advertiser to have 
 ^^^ his own men put them up. A vast amount 
 of lithographed material sent out to dealers 
 is wasted. They store it, temporarily of course, 
 under the counter; and very often it gets no further. 
 Sometimes it is never unpacked or brought up from 
 the basement. Window display costs anywhere 
 from 25 cents to several dollars per window. Before 
 he undertakes this form of advertising the manufac- 
 turer should be very sure that he has a comprehen- 
 sive workable plan which will positively put his 
 material in the window. 
 
 Food manufacturers frequently use store demon- 
 strations to introduce a product. The demonstra- 
 
 Suyre ^^^ should be capable saleswomen who 
 Demonstra- can take cuough orders and make enough 
 ^ direct sales to practically pay their way. 
 Some retailers object to demonstrations, declaring 
 that they divert attention from the regular stock. 
 The average grocery store serves less than one hun- 
 dred families. Actually, the average is only a little 
 more than sixty. Unless the demonstrator does pay 
 her way in sales, the publicity is very expensive. 
 
 4 
 

 SampUf^ 
 
 94 ADVERTISING— SELLING THE CONSUMER 
 
 Sampling is also favored by food manufacturers. 
 A crew of men, in charge of a dependable super- 
 intendent, gives samples direct to house- 
 wives, or hands out coupons redeemable 
 at a grocery store either in full or part payment for 
 a package of the goods being advertised. The manu- 
 facturer allows the grocer full credit, in lieu of cash 
 for goods, for all coupons redeemed before a cer- 
 I lift ill uciLe. 
 Eause-to- Housc-to-house canvassing is an exten- 
 
 house sion of the demonstration idea. The can- 
 anvaanng y^gg^j. frequently makes direct sales to the 
 housewife and turns them over to her grocer. Some- 
 times the canvasser goes out with the grocer's order 
 boy, gives a talk about the goods at each stop, and 
 makes direct sales. 
 
 Form letters, mailing cards, and folders have 
 played a considerable r6le in advertising, and are 
 
 p^y^ still used by many advertisers. They are 
 
 {^*» expensive when one considers the number 
 
 Ju.CLUl7lQ 
 
 Cards, of people reached, because Uncle Sam does 
 Folders ^^^ make a discriminating rate in favor of 
 printed matter of this kind, as he does for news- 
 papers, magazines, and periodicals which travel as 
 second-class matter. Very often advertisers go to 
 a dealer, sell him a bill of goods, and get the names 
 of his customers and prospectives. The manufac- 
 turer believes he can demonstrate to the customer 
 the merits of his goods more quickly and accurately 
 than the dealer can. He also believes that the 
 
 ADVERTISING MEDIUMS 
 
 95 
 
 I 
 
 Printed 
 
 Matter 
 
 Used to 
 
 Assist 
 
 SalesTTien 
 
 literature he sends to these customers influences and 
 reinforces the dealer's attitude toward his product. 
 
 Mailing cards are sent out in advance of salesmen 
 calling on the trade. They also announce changes in 
 price. A number of wholesale jobbing 
 '^"^T" houses get all orders from dealers through 
 the mail. Such houses get out a catalogue 
 at least once a month. Many jobbers an- 
 ticipate the calls of their salesmen by work- 
 ing the trade by mail, hoping to get a 
 small initial order, or a request for a salesman to 
 call. Others send out printed matter, to keep up the 
 dealer's interest during the interval between the 
 salesman's visits. 
 
 The use of calendars and novelties is quite a 
 different but very popular form of advertising. 
 Calendars Theoretically, the value of the calendar, 
 and or pocketbook, or knife, or blotter, with the 
 NoveUies advertiser's name on it is that because it is a 
 useful article, it wHl keep the advertiser's name con- 
 stantly before the user. The truth of the matter is that 
 few men could tell you the name which is on the blotter 
 which they have been usmg every day for a week. 
 
 The best novelty salesmen do not use the "Keep 
 your name before the public" plea, for they know 
 that the advertiser can get this service else- 
 Ideas^Used where for much less money. The plan most 
 %d^Mn ^^^^ ^^ ^^ ^^^ ^ banker, for instance, how 
 he would like to have fifty men who had 
 never been in his bank, all of them desirable patrons. 
 
 l! 
 
\i 
 
 
 96 ADVERTISING— SELLING THE CONSUMER 
 
 come in to see him and accept a favor from him, at a 
 cost not to exceed twenty-five cents each. The first 
 time it is presented, this proposition is very tempting. 
 The salesman shows a reproduction of a beautiful 
 picture, explains that he will have it made up in 
 a handsome calendar, and hands the banker a copy of 
 a form letter which has been successful in other places. 
 It invites the recipient to stop at the bank some day, 
 when he is going by, and get a calendar that has 
 been set aside for him. The salesman cautions the 
 banker to write the man's name on the envelope 
 before he comes in, so that he will be sure to know he 
 is getting something which has been especially re- 
 served for him. One cannot say this is not successful 
 advertising; and for certain Hues of business it seems 
 the cheapest and quickest approach. 
 
 Novelty salesmen who want to build a permanent 
 clientele are most concerned about how their cus- 
 
 Addin t^^^^s use these novelties. Suppose that, 
 Value to having given a clerk a strong sales talk 
 m which he emphasizes the chance to de- 
 velop selling ability by making every effort to sell 
 the article which the salesman has just sold the 
 proprietor, the salesman hands the clerk a pencil 
 and tells him to use it writing out orders. Every 
 time he uses it, that pencil reminds the clerk of 
 that sales talk. To merely hand out the pencil, as 
 if the salesman himself considered it of but little 
 value, would be sheer waste. Calendars and novel- 
 ties should remind the recipient of a forceful sales 
 
 f 
 
 I 
 
 l|. 
 
 ADVERTISING MEDIUMS 
 
 97 
 
 talk; when they do, they have a sentimental value 
 quite apart from and beyond their actual cost. 
 
 SHdes for motion-picture houses are worth while 
 
 for local merchants who have the exclusive sale of a 
 
 . nationally advertised brand of goods for 
 
 j^ure their own city or a restricted community. 
 
 Slides Attempts have been made to organize the 
 motion-picture business, so that slides might be sold 
 on a national service basis; but very little headway 
 has been made. 
 
 REFERENCES ON CHAPTER X 
 
 There is plenty of literature about advertising 
 mediums. Publishers and space-owners are contin- 
 ually putting out books that deal with one or an- 
 other phase of the subject. Much of this material 
 might be classed as special pleading. Too much of it 
 extols one class of mediums and condemns all others. 
 
 Especially noteworthy is "Selling Forces," 1913, by 
 the Curtis PubHshing Company. It covers a broad 
 field and is a comprehensive and authoritative treat- 
 ise on the whole subject of advertising. 
 
 For practical suggestions and methods, see "Poster 
 Advertising," 1910, by G. H. E. Hawkins, Chicago; 
 also "Newspaper Advertising," 1914, by the same 
 
 author. 
 
 Henry S. Bunting, editor and publisher of the 
 Novelty News, has written several books on new 
 and special phases of advertising. Novelty Adver- 
 tising and personal appeal is covered in his book. 
 
 i 
 
 m 
 
I 
 
 98 ADVERTISING— SELLING THE CONSUMER 
 
 "Specialty Advertising— The New Way to Build 
 Business" (second edition, 1914) ; premium or profit- 
 sharing advertising in "The Premium System of 
 Forcing Sales: Its Principles, Laws, and Uses "(1913); 
 his latest and best book, " The Elementary Laws of 
 Advertising and How to Use Them" (1914, the 
 Novelty News Press, Chicago), being a clear definition 
 of the principles and laws which underlie all success- 
 ful advertising, applying equally to the use of every 
 kind of media. 
 
 CHAPTER XI 
 
 BUILDING AND TESTING AN ADVERTISEMENT 
 
 COPY is the term by which advertising men 
 designate everything the advertiser puts into 
 the space he buys. The right kind of copy 
 is built rather than written or designed. 
 
 A copy writer should have accurate, compre- 
 hensive knowledge of the characteristics of the group 
 What the *^ whom the copy is to appeal. He should 
 Copy know what the wares advertised will do, 
 Shm/d and what they cannot be expected to do. 
 Know jjj |.|^g hands of the consumer. He should 
 have before him an analysis of all competitors' ad- 
 vertising, so that he may not reinforce their work by 
 using points which they have preempted. He should 
 know what kind of salesmanship, written and per- 
 sonal, is to be used in connection with the copy. He 
 usually is and should be responsible for the prepara- 
 tion of anticipatory and follow-up literature to be 
 used in connection with advertisements. To do this 
 most eflFectively, he must be thoroughly saturated 
 and in absolute harmony with the sales poKcy of the 
 house for which he is writing. 
 
 A copy writer should regard himself as an inter- 
 
 99 
 
 I 
 
 ■ 
 
100 ADVERTISING— SELLING THE CONSLTMER 
 
 preter between the man who has something to seD 
 
 and the people who can use it. Many points which 
 
 m Copy the manufacturer finds interesting, in pro- 
 
 WnUsr an dicing his wares, would only confuse the 
 
 Between buycF and distract his attention. The pur- 
 
 andBu^' chascF is primarily interested in the satis- 
 
 ing Group faction he derives from his purchase. The 
 
 consumer's point of view differs radically from that 
 
 of the retail clerk, or the dealer, or the salesman 
 
 who represents the manufacturer in distributing his 
 
 goods through the established channels of trade. 
 
 Unless the copy writer and the commercial artist 
 can almost intuitively grasp the group spirit, and 
 emphasize in words and pictures those points of the 
 article being advertised which will appeal 
 lUustrating most strougly to the individuals which com- 
 Advertise- p^gg ^jjg group, their technical ability will 
 a Strong count for Very little. I am convinced that 
 ped—aT the number of persons who can write or 
 Natural lUustratc copy which sells goods is com- 
 paratively small. 
 The successful copy writer must have a natural 
 bent or gift for it, somewhat akin to the reporter's 
 "nose for news." It is certain, however, that expe- 
 rience and the following of generally accepted stand- 
 ards will develop, intensify, and make more practical 
 a natural gift for writing and illustrating copy. 
 
 The novel and spectacular can generally be found 
 within the advertiser's organization or in the wares 
 produced. The copy writer who gives to the reader the 
 
 
 BUILDING AND TESTING 
 
 101 
 
 impression that he has created the novel or sensational 
 features of the advertisement defeats its purpose. 
 
 When the size of an advertisement and what is to 
 
 be said in it have been determined, the best plan 
 
 is for the copy writer to make a diagram, 
 
 rr^J^he cuclosiug the cxact amount of space to be 
 
 Advertue^ used; then indicate that portion which will 
 
 men* 
 
 be reserved for illustration; locate with 
 heavy lines, or letter in, the large display words, in 
 order to get the proper emphasis and balance for the 
 principal points; and finally fill in the remaining 
 space with text matter. 
 
 It is a great mistake to believe that, because people 
 remember very little of what they see, an advertise- 
 ment should consist of very few words. We 
 "'^ remember Dickens' characters because he 
 ^^^only restated their peculiarities again and again 
 until they were unforgettable. A good 
 story writer grips the reader's attention in the first 
 paragraph and carries it through column after column 
 of interesting matter, all the time burning into his 
 consciousness the points which are to be emphasized. 
 Display advertisements serve two purposes: (1) 
 they impress the casual reader, and (2) they put the 
 
 A^. ^"y^g •°^p'^^^^ ^t*^ t^« "^''^'^ «^ "^^ p^^^*i« 
 
 ment^ Must customcr. Both kinds must be considered 
 
 ^^Creluu^ in making a layout. An advertisement 
 
 Dedr. to needs to be a good one, even if it is to have 
 
 "^ no more attention than that casually given 
 
 to a poster. Small type should be saved for clinching 
 
 I 
 
 
 I 
 
102 ADVERTISING— SELLING THE CONSUMER . 
 
 the buying impulse, for if the reader takes time to 
 read the small type, it means that his curiosity has 
 been aroused by the display features. 
 
 In the first edition of this book I described the ten 
 tests which I originated and used for many years in 
 judging copy before printing it. These ten tests 
 were: (1) Is it institutional? (2) Is it natural? (3) 
 Is it specific? (4) Is it timely? (5) Is it pertinent? 
 (6) Is it consistent? (7) Is it persistent? (8) Is it 
 authoritative? (9) Is it plausible? and (10) Is it 
 
 sincere? 
 
 After mature thought I have come to the conclu- 
 sion that there are but five fundamental tests. 
 
 The reader will agree with me, I am sure, that 
 Consistency and Naturalness are qualities of In- 
 stitutionalism, that the test of "Is It Forcible?" 
 includes the questions of Persistency and Authority, 
 and that an advertisement cannot be Specific with- 
 out being Pertinent, and cannot be Plausible unless 
 
 it is Timely. 
 
 The five tests as they now stand are: (1) Is it in- 
 stitutional? (i) Is it specific? (3) Is it forcible? 
 (4) Is it plausible? (5) Is it sincere? 
 f^\f These tests are not mtended to guide 
 an Adver- creative work. They should be applied 
 ^ before advertisements are given their final 
 
 approval. They will be of use to the copy writer, 
 to the retailer who has an advertising manager, to the 
 manufacturer, to the sales manager, and to the 
 salesman. 
 
 . 
 
 The Watch that made the Dollar Famous 
 
 \-K 
 
 '"I 
 
 4 Models 
 
 Thin 
 Model 
 
 ^Gentlemen's 
 
 eclipse 
 $150 
 
 WatcHes 
 
 Thirty minion Americans have boug^it and timed their 
 livBS by the Ing:ersoU watch. More than half of all the 
 watches now made in this country are Ingersolls,— 
 14,000 every day. 
 
 By sheer force of utility the IngersotI has overcome the incredu- 
 lity that naturally attaches to low price and has been adopted 
 into every nook and comer of American life. 
 Side by side with such men as Thomas Edison and Glenn Curtiss. 
 the street urchin, the business man, the clerk, the school-child 
 and the laborer mark tune with the IngersoU. All find it luiii- 
 cient for practical needs. 
 
 People now pride themselves on buying satisiiictory watch service 
 at the lowest cost. To wear an IngersoU has become a badge of 
 thrift and enlightened recognition of loday'smechanicalattainments. 
 There is an IngersoU for every one. The four models shown on 
 this page take care of the needs of men and boys who want 
 small, thin watches. The "Midget " at $2.00 is being adopted by 
 our nation of women and is the most satisfactory of all watches 
 for girls and little boys. 
 
 IngersoU watches are sold m every town and hamlet by over 
 60.000 dealers. Booklet free. 
 
 Robt H. IngenoU & Bro.. 21 Asklaml BMg., New York 
 
 Small 
 
 Thin 
 
 Model 
 
 Junior 
 $200 
 
 I 
 
 The "Midget- the watch for a woman's handbag and a child's pocket 
 
 li' 
 
INTENTIONAL SECOND EXPOSURE 
 
 102 ADVERTISING— SELLING THE CONSUMER . 
 
 the buying impuke, for if the reader takes time to 
 read the small type, it means that his curiosity has 
 been aroused by the display features. 
 
 In the first edition of this book I described the ten 
 tests which I originated and used for many years in 
 judging copy before printing it. These ten tests 
 were: (1) Is it institutional? (2) Is it natural? (3) 
 Is it specific? (4) Is it timely? (5) Is it pertinent? 
 (6) Is it consistent? (7) Is it persistent? (8) Is it 
 authoritative? (9) Is it plausible? and (10) Is it 
 
 sincere? 
 
 After mature thought I have come to the conclu- 
 sion that there are but five fundamental tests. 
 
 The reader will agree with me, I am sure, that 
 Consistency and Naturalness are qualities of In- 
 stitutionalism, that the test of "Is It Forcible?" 
 includes the questions of Persistency and Authority, 
 and that an advertisement cannot be Specific with- 
 out being Pertinent, and cannot be Plausible unless 
 it is Timely. 
 
 The five tests as they now stand are: (1) Is it in- 
 stitutional? (2) Is it specific? (3) Is it forcible? 
 (4) Is it plausible? (5) Is it sincere? 
 
 T^\f These tests are not intended to guide 
 on Adver- creative work. They should be applied 
 before advertisements are given their final 
 approval. They will be of use to the copy writer, 
 to the retailer who has an advertising manager, to the 
 manufacturer, to the sales manager, and to the 
 salesman. 
 
 II- 
 
 The Watch that made the Dollar Famous 
 
 4 Models 
 
 Thin 
 Model 
 
 ^Gentlemen's 
 
 Cclipse 
 
 $150 
 
 Watclies 
 
 Thirty million Americans have boug:ht and timed their 
 lives by the Ingenoll watch. More than half of all the 
 watches now made in this countiy are IngersoUs,— 
 14,000 every day. 
 
 By sheer force of utUity the IngerroU has overcome the incredu- 
 lity that naturally attaches to low price and has been adopted 
 into every nook and comer of American life. 
 Side by side with such men as Thomas Edison and Glenn Curtiss, 
 the street urchin, the business man, the clerk, the school-child 
 and the laborer mark time with the IngeraolL All find it suffi- 
 cient for practical needs. 
 
 People now pride themselves on buyii^ satisbctory watch service 
 at the lowest cost. To wesj- an IngersoU has become a badge of 
 thrift and enlightened recogmi ion of loday'smechanical attainments. 
 There is an IngersoU for every one. The four models shown on 
 this page take care of the needs of men and boys who want 
 small, thin watches. The "Midget " at $2.00 is being adopted by 
 our nation of women and is the most satisfactory of all watches 
 for girls and little boys. 
 
 IngersoU watches are sold in every town and hamlet by over 
 60,000 dealers. Booklet free. 
 
 Robt H. IngersoU & Bro, 21 Athkiid BUg, New York 
 
 Small 
 
 Thin 
 
 Model 
 
 Junior 
 $209 
 
 The "Midget -the watch for a woman's handbag and a child's pocket 
 
 I 
 
"f 
 
 $ 
 
 '.f: 
 
 /^F all the gifts that fit the 
 wedding day,— none so 
 timely as the one that provides 
 the means for telling the picture 
 story of that day, — 
 
 A Kodak 
 
 //■ /> /rwV aa Easti/hiu, it isn't a Kodak. 
 
 EASFMAN KODAK C()MPAX^\ 
 
 Cata!oi'Ui- free at jout il filler's, 
 
 or ■*r tiijil. 
 
 
 ROCHES'! KR, N. Y. '///. KoJak City. 
 
 Jd 
 
 \ 
 
 i 
 
 i 
 
f I 
 
 , i L 
 
 11 
 
 LON& 
 
 WSTAMCE 
 
 JELEPHOHE 
 
 
 The Eneraizer of Business 
 
 IN a metropolitan power-house 
 there must be generators large 
 enough to furnish millions of 
 lights and provide electrical cur- 
 rent for thousands of cars and 
 factories 
 
 Elach monster machine with 
 the power of tens of thousands 
 of horses is energized by an 
 unobtrusive little dynamo, 
 which is technically known as 
 an "exciter." 
 
 This exciter by its electric im- 
 pulse through all the coils of the 
 
 generatorbringsthewholemech- 
 anism into life and activity. 
 
 A similar service is performed 
 for the great agencies of business 
 and industry by the telephones 
 of the Bell System. They carry 
 the currents of communication 
 everywhere to energize our 
 intricate social and business 
 mechanism. 
 
 United for universal service. 
 Bell Telephones give mciximum 
 efficiency to the big generators of 
 production and commerce. 
 
 American Telephone and Telegraph Company 
 
 And Associated Companies 
 
 One PoKcy One System Universal Service 
 
 It is not necessary to 
 
 Swift's Premium 
 
 parboil 
 
 Ham 
 
 before broiling or 
 frying-, for it is 
 given a mild ^ 
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 smoked over 
 hardwood fires. 
 
 Swifts 
 iiile Cook 
 
 titiii 
 
 ItlCiltLSSRi 
 
 A, 
 
 i --^ 
 
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 that gives exactly 
 the right flavor. 
 
 Order - 
 
 "Swift's Prcmiurv" Ham 
 
 Swifi A- Company 
 
 U. S, A. 
 
 ,\. 
 
 V" 
 
 L 
 
 % 
 
 --¥m^- 
 
J s^mm wHi 
 
 
 oc 
 
 3 
 
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 these booklets today ^ 
 
 HYDRAUUC-PRESS BRICK COMPANY 
 
 Dept. L-1 St. Louis, Missouri 
 
 BniKh OfficMt Baliimor*. Md.: Chicijo. 111.: Cleveland O • nav.n».ri 
 la.i nd>a..a;H,li,. Ind., Kan.as Cl.y Mo'l'M/n^eapT.? M.„*;V; New Y^ k 
 Ciiy; Om.to.Neb.; PbU^lelphi.. Pa.; Toledo. O.i WashingionTD. C 
 
 ^ 
 
 Unexpected ! 
 
 **Why, John, you said it was an olJ house!" 
 
 •*And So it is. But the painter has been at work. That's 
 the difference.** 
 
 A house is only as old as it looks. A house painted in colon 
 tastefully selected and with paint mixed of 
 
 Dutch Boy White Lead 
 
 and Dutch Boy linseed oil looks new, and long retains that look 
 of freshness. Such paint wears long and smoothly, without 
 cracking and scaling. Consult your painter as John did his. 
 Make your house new. No other improvement so satisfactory 
 can be made for the same money. 
 
 Write for our Paint Adviser Mo. J S3--* a group of helps. Free 
 
 NATIONAL LmD COMPANY 
 
 New York Boston 
 
 nuW.iIa. Chicaco 
 
 (John T. Lewis & Bros.Co.,Pl)iIadclpbia) 
 
 ■M 
 
 Cincinnati Cleveland 
 
 £an Francisco St. Loui.i 
 
 (National \^hi 8c Oil Co» filttburfl} 
 
 mm 
 
 m 
 
 MMMMi 
 
I ^ -'"'^'" I 
 
 10% More for Your Money 
 
 Quaker O.iu i-i mm- put up also in a 25-rcni >ue. nearly three 
 llmts as large as the lO-ccnt mic By ■4;i\inK in packnig li oflcr* 
 >'ou 10 f>er Cfiit more f.-r >v.ur moncx S<-c hnw Iohk it last> 
 
 
 Tliat Qoaker 
 Oats Aroma 
 
 The verj- aroma of Quaker Oati tells its exquisite flavor. You 
 know before you taste it that there's clioicencss in this dish. 
 
 Onljr the big grams yield that arom;i. And, without the 
 Quaker process, it could never be kept intact. 
 
 That's why Quaker Oats Is distinctive. 
 
 We get that flavor and we preserve it. We discard all the 
 grams wliich lack it, so the flavor is never diluted 
 
 If you enjoy it. you can always Ret it by simply saying 
 "Quaker." And without any extra price. 
 
 Quaaker Oats 
 
 Rolled from the Largest Grains 
 
 \Vc |ct but ten fnmmii of O^i'lcr 
 Odit from 1 buthel, Ikcauh of thit 
 '•(■kxiion. Bui I hoar «rr 1 hf luntiuuf 
 flakci. TheslhrriaregocKlrnuuehfor 
 hurtc-s, but not f»>r boys and jifTs. 
 
 VV> ttaned to do thai 2Syrartago. 
 andlbrfdnieof ihiifljvoriprrjd. Now 
 a hundrtd naiiont *rnd heie lo (rt 
 QualirrOais. And millioni ol rhildrtn 
 1 1 every climt rnjoy il €vrr> morning. 
 
 Quaker 0»t«. ai an rnergy loot\, 
 CMCli anything rliK ycu knuw. It 
 
 abound* in th<? tlrnu-nif needed for 
 brains and nirrvn It it known at 
 "the food (.f foods." 
 
 But. without that latie which 
 makci II inviting, lew children would 
 eat half enough. 
 
 That I why we tupplv that (bvnr. 
 and why you ought to gtl it A> 1 
 to set 11 is always easy Quaker i. 
 aokl in half a million sioret. 
 
 Serve Quaker OaU in Urga 4iahaa. 
 Stall ■•nrinfft are it«t Mifftoent te 
 
 *h«w IB full lU viB-praduoi^ pewcr. 
 
 lOc and 2Se pw'Paekage 
 Ejceept in far Wm»t and South 
 
 n« Isra* 15-ctnf parkagt gitmt l*n per tmt man fnr lln mmuy 
 
 The Quaker QqIs G>mpany 
 
 liii 
 
 I 
 
 "No More Darning for You, Mother— 
 
 This Holeproof Six Months' Guarantee Settles That" 
 
 MADAM, why does your famDy wear stock- 
 ings and socks tliat need darning every 
 week ? Here is hosiery that doesn't need 
 darning — socks and stockings for men, women, cMldren 
 and infants. 
 
 Six pairs of Holeproof win wear hdfayear with- 
 out holes or tears. That is guaranteed. If any ol 
 the six pairs fail in that time wc will replace them 
 with ne-w hose free. Tell your family about them. 
 They don't leant you to dam for them. And aone 
 of them likes the discomfort of darned hose. 
 
 For 14 Years 
 
 For 14 years hundreds of thousands of people have 
 worn no other hosiery than Holeproof. 
 
 More than 1,000,000 people ask for Holeproof 
 Uday in thousands of stores in the United States. 
 
 Europe is sending for thousands of boxes. And 
 wc arc operating a factory in Canada, 
 
 Pure Worth 
 
 We go to extremes to get the finest materialg. 
 We use the world's highest-priced cavtan yams. We 
 could buy yams m this countiy for less than tuilf 
 what we pay. 
 
 But wc use yam of an extra-long fibn which meaoa 
 pliability, light weight, softness and strength. 
 
 No other yarn permits better style. And wo 
 produce Holeproofs in all the smanest shades 
 
 Sold Eveiywhere 
 
 IHe gemilne Holeproofs are sold in your town. Well send the dealen' 
 mmes on request, or ship direct where there's ho dealer near, chaiges 
 prepaid on receipt ol remitunce. We make Hulepsoafs lor men and 
 women in cotton or silk. 
 
 We have the heavier weights for winter. You will never have any 
 more darning to do once your peopk: learn the reasons a( HoleprooCa wide- 
 spread popularity. Write for the free book that tcUsaU about Holcpfxiofs. 
 Let tf U< /oiw/y see how they are made. 
 
 HOLEPROOF HOSIERY COMPANY, lOwe 
 
 Holeproo/ Hoijcry Co. ol Canati*. Lid.. Ixmdon. Csaads 
 Holcpnioi Uoxiy Co. W Cliurck Alkr. Li>tn«l. F ' ' 
 
 JfoleppocffffosicrQ 
 
 M.M. FOR ..^MEN. WOMEN ^MAND CHILDREN.^ 
 
 •1 JO per boi tnd up lor tii pain o( Brns: |2.l» pet but 
 aae "P ■«» "« P«i" of women* snd children'!; |l.00 per 
 001 lor toui pain ol wlaou'. Above boxes guanotrad alx 
 
 ^ O" per boi for ibree pain ol ...„„„^ «.„.. 
 
 W 00 pef boi for three pain ol women's raU Holcproaf .*«.*; |nfl ' 
 ■oae* ot a>U fuaranteed l^n msmikt m^ 
 
 m't idt Rolepsml locki; 
 
 .lfa.^g_ 
 
 FOR WOMEN 
 
 For bng wear. &t and style, these are the finest 
 auk gloves peaducid. Made fat all lengths, liies 
 and colors. 
 
 'Write (or the Olustrsted book that Idb all b 
 them and write (or the luuiie ol the dEmlcr 
 you who adla Ihem. 
 
hi 
 
 
 !'><' 
 
 rri. the little penonal touches about a home that count. The artistic hanging of a drapery, the 
 
 ^ haramnious grouping of furniture, the sunny freshness of a newly washed curtain, the glowing 
 
 cleanness of ornaments and bric-a-brac— such things as these help make home homelike and show 
 
 not merely mdustiy on the part of the housekeeper but a knack of properly caring for line things. 
 
 Rsduced to it! ■mplm fom, tKi. kuck of kceprng lilver. chin., linens, lacss. upholtteiy. etc.. at their best is oothins 
 more than ■ khowledge of the pombilities of Ivoiy Sosp. ""umia 
 
 Of courK. •pecial hint., sometime* are helpful such as the direttions below for rehanginv a lace 
 
 door panel. But the one thing neceuaty i> to realize how many things ordinarily never 
 
 attempted witt» soap may b« accomplished to entire salisfaciion with the mild, pure Ivoiy. 
 
 Booklet of Unusual Ivory Soap Recipes Free 
 
 To «l«esl some of theM unusual uses we kave compiled a booklet of about 100 recipes 
 received from vaiiou. juices. These recipes will be found exceedingly intere«ing and 
 esceptioniJly helpful. You may hare a copy by aUcing for " Unusual Uses of Ivory &«p." 
 Address Ihe Procter It Gamble Co.. Department 1 6, Cincinnati Ohio. 
 
 ^!i!"!!^''^''^'>r'~'""*'"^'lr *■"■»*• ''~' ti>..w^ u* l.. h !!»»«]«» 
 
 IVdEY SOAP . 
 
 '7 — ■•• ■-•"• .•Pmaiw»mi wMvr. run#e w«u ; uifln WBrcii,. aria in rods while bmiwI U •■»« w%im^m « 
 
 ■loo.. p-ai«. «w«-d ta » d„. n»p™««An,,k.r,.,;dt.i„rhrXrii4'i.fc:! 
 
 
 99S^PURE 
 
 
 
 You are going to see some interesting things 
 in our clothes for spring 
 
 FOR $25 and upward, you can buy clothes made from imported fabrics 
 which formerly cost you considerably more. We arc combining better 
 fabrics with our fine tailoring at no increase in price. 
 
 The finest imported weaves which have heretofore been used for the cost- 
 h*iest custom tailoring arc available to us under the new tariff law. Stripes, 
 plaids^ black and whites, and gray and whites are some of the principal effects. 
 Decorations are mostly in silk. 
 
 Style features of the new season arc simple, yet striking. In young men's 
 clothes, they follow the shape of the figure; no padding; wider lapels and 
 coUarSi shorter coats, smaller sleeves, narrow shoulders, softer draping. Men's 
 styles, while more conservarivc, tend in the same direction. 
 
 In our Style Book for Spring, you will see all the new styles portrayed in a 
 leries of artistic and interesting pictures; you can asco'tain where, in your city or 
 town, our clothes may be seen and bought. 
 
 TTic Style Book will be reidy •bout March lit. The aiustr.non .bo.e. . dr.wme by Edw.rd 
 rcnidd. wdl be ikowa b colon os the tovtt of the book. 11 you iam , copy, .end your nime. 
 
 Hart Schaffner & Marx 
 
 Chi 
 
 31. Lord SiTcci 
 
 CSgO 
 
 Good Clothes Makers 
 Foreign Offices 
 
 New York 
 
 47, Btewei Siren. Golden Squuc. W 
 Loitdon, England 
 
K 
 
 1 
 
 il 
 
 
 

 r 1 1 
 
 Are You Loafing 
 On Yourself ? 
 
 BUILDING , AND. TESTING 
 
 103 
 
 UtTERNATIONAl CORRESPONDENCE SCHOOLS 
 
 Box 841 8CKANTUN. PA. 
 
 Explain, without any obligation on my part, 1 
 _ran_quallfv for the position before which I mark 
 
 PERHAPS you are ** loafing on yourseir* without realizing it. 
 The man who dreams" about a higher position is a ** self- loafer. " 
 It is an absolute fact that the most difficult problem of the 
 greatest employers m the world is to secure men for big positions. 
 Marshall Field, one of the greatest merchants in the world, publicly 
 claimed that his greatest difficulty was to secure trained men capable of 
 filhng positions paying $25,000 a year. 
 
 It IS all 
 
 the matter of training, 
 
 not dreaming 
 
 We can give you proved records of 
 thousands of men who have climbed 
 from the dreamer's class to the director's 
 class through the training of the 
 International Correspondence Schools. 
 Wm wiU thow you how to do it. 
 
 Whether you live in the flood-wrecked 
 dty of Nome. Alaska — in a sim-baked 
 adobe cabin of Arizona — or in the great 
 commercial centers, the I, C. S. will show 
 you how to improve your position and 
 increase your takay. 
 
 All we ask you to do ia to sign and 
 mail the I. C. S, coupon as directed. 
 This places you under no obligation. It 
 simply brings to you FREE information 
 how to secure the training that has made 
 the success of thousands of men who 
 thought they were "down and out." 
 
 Mark and maU the coupon totlay 
 
 SalMiiianalilp 
 Electrical Endneer 
 Elec. LIcbtlnK Supt. 
 ElMtrUCar Raa^lor 
 Electric Wl reman 
 Telephone Expert 
 Architect 
 
 BalldlncCcnitractor 
 InkitMtanil DrattHiaa 
 StrsManl EariaMr 
 Cutnte C»Mtra«li*a 
 Mechan. Enslneer 
 ■cckaatsal VnSummu 
 K«trif*ratioa Eatlaetr 
 
 CIvUEnslncier 
 
 Surreror 
 
 ■in* Sapcrlatoalaat 
 
 Metal Mlnlne 
 
 LM«MUT*riniaiaaABar. 
 Stationary Enr< Deer 
 TcKil* Hannfularlac 
 Gaa Enrloea 
 
 CtTll Service 
 
 BailnTHkUCIei. 
 (.eepinc 
 
 Window Trlmmlnr 
 
 8trMrraph{*Tjr|i«wrilb« 
 Window Trimmlnr 
 Show Card Wrilinc 
 
 Ifticrlar * Sica Falatiaf 
 Advertiatnc - 
 CMBB«r«ial Illutrallac 
 InduatrlalDealKniuc 
 Commercial Law 
 IntMaabll* Baaaiat 
 Teacher 
 
 Enrliah Branches 
 flood EBrll«h for Erarr Oa« 
 Affficulturo 
 Poultry Farminr 
 Plaablnr* dtraa FitUar 
 8br«t Metal Worker 
 
 ir«t>«a SMaUk 
 
 rnafca Fr«ack 
 
 •bt Ooraaa I 
 
 Praaent Employer . 
 
 Btraet and No 
 
 City 
 
 (1) Is your advertisement institutional? An insti- 
 tution is composed of individuals who have many 
 thoughts in common. The circulation of a successful 
 publication is institutional The group which reads 
 a single publication, day after day, will unconsciously 
 be influenced by and then accept its institutional 
 viewpoint. A well-managed business house develops 
 an estabhshed order of doing things. This makes it 
 institutional in character. 
 
 The best copy reflects the institutional quality 
 of the business which it is promoting, and takes 
 cognizance, in its appeal, of the institutional traits 
 of the readers. 
 
 Does your advertisement appeal most strongly to 
 the group spirit of the people to whom it is directed? 
 To answer this question one must have complete 
 data as to the tastes, incomes, ideals, purposes, and 
 habits of life of the group which is to be influenced. 
 It also calls for the intelligent scrutiny of the read- 
 ing pages of those publications which have the larg- 
 est circulation in that group. 
 
 An advertisement should carry over to the reader 
 the individuaUty of the advertiser. Some pubhcity 
 fails because the writer of it is under the strain of 
 being unnatural. His copy is forced, and does not 
 ring true. A good advertisement is a mental photo- 
 graph of the pohcy and principles of the advertiser, 
 presented in a way that makes the reader feel that 
 they safeguard his best interests. The copy writer 
 must be able to interpret the advertiser's personality, 
 
io4''advertising-^elling the consumer 
 
 BUILDING AND TESTING 
 
 and so to express his ideas in print that they are 
 instantly recognized as a sincere message from him. 
 The copy writer is a success who can make his copy 
 carry over to the reader that intangible something 
 which pervades every successful commercial organiza- 
 tion. 
 
 Each advertisement must be a perfect link in the 
 chain of the advertiser's selling poHcy. It should 
 not be printed unless it will have intelligent and 
 sympathetic cooperation from the advertiser's sales- 
 people. Methods that bring success to one institu- 
 tion are often ridiculously useless for another. To 
 exploit a bank in the extravagant superlatives of a 
 circus publicity man would be absurd and disas- 
 trous. On the other hand, some advertisers, fearing 
 to appear undignified or sensational, actually say 
 nothing that is interesting in their announcements. 
 
 (2) Is your advertisement specific? If it lacks 
 individuality, an advertisement helps competitors 
 as much as it does the institution which is paying 
 for it. To find out whether or not an advertisement 
 is specific or merely generic, substitute the name of a 
 competitor. If the advertisement is just as good for 
 a competitor, it lacks individuahty. A specific ad- 
 vertisement meets conditions squarely as they are, 
 not as they ought to be. It gives a definite reason 
 for demanding the prospective customer's immediate 
 attention, and justifies its existence from the view- 
 point of the advertiser. 
 
 It should so concentrate attention on the article 
 
 105 
 
 advertised that the reader will be completely ab- 
 sorbed in and unconsciously obtain a clear idea of 
 what the story tells for the reader's benefit, rather 
 than be impressed by the manner in which it has been 
 told. If the cleverness of wording, or a too challeng- 
 ing illustration divert the reader's attention from the 
 article itself, the advertisement is a failure. 
 
 Many manufacturers have frankly stated that there 
 was nothing in what they made that could not be 
 honestly claimed by a number of their competitors. 
 
 They believed it impossible to prepare advertise- 
 ments that could be approved under the test of "Is 
 it specific? " 
 
 The clever copy writer has presented points that 
 might truthfully be claimed for all manufacturers 
 in such a novel, forceful, and convincing way that they 
 impressed the reader as being individual to the ad- 
 vertiser. 
 
 Thus, if an article of merchandise lacks strikingly 
 individual points, it is often possible for the copy 
 writer to feature minor points so strongly that they 
 are invested with the quality of specific distinction 
 in the consumer's mind. 
 
 Should others follow the advertiser's lead and em- 
 phasize the same points, they stamp themselves as 
 imitators or followers. The position of the pioneer 
 is often strengthened by eflForts of competitors who 
 endeavor to divide honors with him. The public 
 instinctively turns away from the man who claims 
 the credit due another. 
 
 i 
 
 
1 . 
 
 106 ADVERTISING— SELLING THE CONSUMER 
 
 Most people, if asked to name the highest moun- 
 tain in Colorado, would say "Pike's Peak." But the 
 fact really is that there are twenty-six that are 
 higher. No one could estimate how many pages 
 have been written about Pike's Peak, or how many 
 times its name has been mentioned in magazines, 
 newspapers, or by word of mouth; but all agree that 
 in that way, and that way only, has it acquired its 
 distinction — ^a quality that is specific in the sense of 
 this test — in relation to all other Colorado mountains. 
 
 There are many articles that are really staples 
 and are known only by their trade names. No one 
 knows whether there are twenty-six or more equally 
 good ones. The consumer's preference, which is a 
 mixture of experience, familiarity and friendliness, 
 is the manufacturer's biggest asset. 
 
 (3) Is it forcible f An advertisement must al- 
 ways appeal to sentiment to be forcible. There can 
 be no impulse to action unless one wants to do what 
 is suggested in the advertisement. 
 
 Reason, logic, and analysis never have and never 
 will create desires. At most they merely justify 
 action prompted by desire. The buying impulse 
 must be aroused to action through an appeal to senti- 
 ment if an advertisement fulfils its mission. 
 
 An advertisement should be written with due re- 
 gard to the viewpoint of the purchaser. "How is 
 it made?" does not interest him so much as "What 
 will it do for me?" It is often well to humor 
 pretended motives, and subtly to suggest the real 
 
 BUILDING AND TESTING 
 
 107 
 
 ones. Many a piano is bought for another purpose 
 than to develop the musical talent of a family. 
 The purchase actually marks its social advancement 
 from the bread-winning state to the possession of a 
 recognized luxury. 
 
 Suggestion, the most potent element of personal 
 salesmanship, is utiHzed no less effectively on the 
 printed page. A father who believes that the pos- 
 session of a diamond would foster in his daughter a 
 love of display and extravagance will not buy her 
 one; but he might be won over by the suggestion 
 that in no other way could he make so concrete and 
 permanent an expression of the sentiment he enter- 
 tains for her. It is often a devious mental route 
 which leads to the purse-strings of the public. 
 
 The leaders of the masses have one distinguishing 
 characteristic in common — they are confident in 
 affirmation. The advertiser must at all times and 
 under all conditions maintain an authoritative tone. 
 No one beheves a man whose advertisements show 
 that he does not believe in himself. 
 
 Yet too wanton an exhibition of self-confidence is 
 dangerous. The public will side with a man who 
 demonstrates his leadership, but it cannot be bull- 
 dozed. The results of advertising are dependent 
 upon the voluntary action of free people; threats, 
 scares, or pessimistic utterances never make friends 
 or customers. Optimism is a confidence-inspiring 
 tonic. The optimist who is tempered by self-control 
 is the successful advertiser. 
 
 
I 
 
 I" 
 
 I 
 
 108 ADVERTISING— SELLING THE CONSUMER 
 
 A trademark indicates that each advertisement 
 containing it is one of a series, and that the use of 
 advertising space is the established policy of the 
 house. In no other way can a merchant win con- 
 fidence or establish so thorough a credit with the 
 public as by advertising prudently and persistently. 
 Confidence is a plant of slow growth, and persistency 
 is its sun, rain, and fertilizer. A persistent advertis- 
 ing campaign covering a period of three years in 
 legitimate publications will seldom fail to produce a 
 "good-will" asset worth at least as much as the 
 amount of money spent for space during that time. 
 Affirmation, optimism, self-reliance, persistence, 
 and suggestion are all characteristic of forcible 
 expression and can produce results not justified by 
 reason, logic, or common-sense, but of course I am 
 not advocating such preparation but merely empha- 
 sizing the necessity of bringing to bear all forces prop- 
 erly co5rdinated. 
 
 (4)^ Is it plausible? The word "plausible" has 
 been in bad company. Its exact meaning is "to tell 
 a story so that it is most acceptable to the reader." 
 All advertising should serve the reader. Therefore 
 the truth should be plausibly told if in that way the 
 reader can most easily grasp it. 
 
 It is not enough that an advertisement tell the 
 truth. The reader must believe before it can bring 
 results. Good advertising copy is 100 per cent, 
 salesmanship, not 125 per cent., which the wise 
 buyer discounts at once, nor 75 per cent., the weak 
 
 BUILDING AND TESTING 
 
 109 
 
 refuge of negatively honest men who endeavor to 
 conceal their own shortcomings by decrying others. 
 One hundred per cent, salesmanship is the abihty 
 to state in an interesting and convincing (hence plaus- 
 ible) manner all the desirable features of an article. 
 
 Timely advertising inspires the belief that the 
 advertiser is wide awake. From the general trend 
 of events, successful general advertisers forecast 
 conditions for the various seasons of the year, and 
 make plans months ahead. The retailer should do 
 likewise as far as possible. A patchwork campaign 
 constructed from day to day in a hit-or-miss fashion 
 can never bring satisfactory results. 
 
 Should the advertiser wish to take advantage of 
 some unusual event, it is very easy to substitute a 
 piece of timely copy which will be in harmony both 
 with what has preceded and with what is to follow. 
 In conducting an editorial or a feature campaign, 
 a newspaper is almost sure to create and crystallize 
 a sentiment upon which an advertiser can "cash in" 
 by adapting his copy to the timehness of the reading 
 pages. Plausibility is offering the pubhc what it 
 wants just when it ought to want it most in a maimer 
 that is most acceptable. 
 
 Galileo's bold assertion that the world was round 
 has been criticised by some as being untimely, and 
 it certainly was if we judge it from the standpoint 
 of the state of mind of people of his day. 
 
 There is no doubt that a good advertising man 
 could have shown Galileo how to announce his truth 
 
i 
 
 no ADVERTISING—SELLING THE CONSUMER 
 
 in a plausible manner so that lie would have won 
 honors by it and not have been compelled to recant 
 to maintain the social status of his family. 
 
 The Pope might have been approached, convinced, 
 and then given the first opportunity to make a 
 public announcement. 
 
 Certainly GaUleo would have fared better per- 
 sonally had he followed the well-estabHshed and 
 authoritative channels of dispensing knowledge to 
 the people rather than to have antagonized them. 
 His truth needed plausibility in its presentation, 
 and modern advertising clearly recognizes this and 
 makes the most of it. 
 
 (5) Is it sincere f The best advertisement is one 
 which unconsciously influences a reader to buy, 
 honestly feeling that he or she has followed his or 
 her own judgment. 
 
 The advertisement with an earnest and sincere 
 message burning through it— no matter how crudely 
 the idea may be expressed — will command a respect- 
 ful hearing. 
 
 Sincerity is shown in the use of simple sentences 
 and terse, frank statements. There must be an 
 absence of all obscurity or indirectness. 
 
 Clearness of expression, fidelity in illustrations, 
 accuracy in descriptions, are all the natural result of 
 a sincere state of mind on-the part of the advertiser. 
 
 Sincerity is something that cannot be assumed. It 
 must actually exist, and where this is the case the 
 matter of expression can be largely left to itself. 
 
 I \ 
 
 BUILDING AND TESTING 
 
 
 For immediate doUars-and-cents returns from ad- 
 vertising, plausibiKty may be placed before sincerity. 
 Yet mere plausibility in advertising, no matter how 
 skillfully it ha^ been utiHzed, has not built one 
 genuine success. 
 
 Plausibility backed by sincerity finds in the field 
 of advertising unhmited possibilities of expression 
 for the creative spirit of this age of industrial activity. 
 
 It might be safely stated that plausibility and 
 sincerity cover the whole range of advertising ex- 
 pression. 
 
 Assuming that sincerity covers a comprehensive 
 knowledge of the subject, and a desire to present only 
 the merits of the article to be advertised, it could be 
 claimed that making one's story acceptable to the 
 prospective customer was all that was necessary. 
 
 Plausibihty in its fullest sense requires a complete 
 appreciation of the needs and desires (both active 
 and latent) of possible buyers, and a mastery of 
 ways and means by which they can be aroused, 
 stimulated, crystallized, and then persistently sus- 
 tained in the form of active demand. 
 
 The subject of advertising embraces a constant 
 study of human wants, needs, sentiments, aspira- 
 tions, and desires, and the acquiring of skill in cater- 
 ing to them. 
 
 It gives opportunity for the use of the best abilities 
 with which mankind is endowed or which may be 
 acquired. 
 
 It is not a pastime for the mediocre, the timid, 
 
 N» 
 
fl * 
 
 «l* 
 
 112 ADVERTISING-SELLING THE CONSUMER 
 
 the pessimistic, or those who are willing to devote 
 anything less than complete consecration of abilities 
 and powers to the work in hand. 
 
 REFERENCES ON CHAPTER XI 
 
 So far as I can remember, the word "advertising" 
 does not appear in Barrett Wendell's fascinating 
 book with the uninviting title of "English Composi- 
 tion." I question if any book has more in it of 
 direct value to advertising men than this work of 
 Harvard University's Professor of EngUsh, pub- 
 lished by Charles Scribner's Sons (New York, 1891). 
 It contains many paragraphs as pertinent as this : 
 
 "Style, the expression of thought and feeling in 
 written words, must affect readers in three distinct 
 ways— intellectually, emotionally, and aesthetically. 
 To the quahties in style which produce these effects 
 we give the names Clearness, Force, and Elegance. 
 But any piece of style presents to the eye only those 
 arbitrary marks that common consent, good use, has 
 made significant of those arbitrary sounds — words — 
 that good use has made significant of certain more 
 or less definite phases of thought and emotion. The 
 quahties of style, then, can be conveyed from writer 
 to reader only by means of the way in which these 
 black marks are chosen and arranged — in brief, 
 only by our choice and composition of words. In a 
 given piece of writing, then, we may discover why a 
 given quahty is present or absent by analyzing the 
 elements presented to the eye." 
 
 i!'( 
 
 it 
 
 CHAPTER XII 
 
 APPMCATION OF THE FIVE TESTS 
 
 IN ORDER that the reader may have at hand 
 definite material to which he can apply the 
 principles outlined in the previous chapters, 
 and particularly the five tests given in Chapter 
 X, characteristic newspaper advertisements of John 
 Wanamaker of Philadelphia, Marshall Field & Com- 
 pany of Chicago, Filene's of Boston, Wilham Taylor 
 & Son of Cleveland, B. Altman & Company, Saks 
 & Company, and the Rogers Peet Company of New 
 York City, and the Tobey Furniture Company, 
 Chicago and New York, are given here. I have 
 purposely chosen firms whose advertising is gener- 
 ally considered to be the best in the retail field. 
 
 In each case the test of institutionalism is justified 
 by the tone of the advertisement as a whole. 
 
 By years of patient and continuous 
 alismas advertising each one of these stores has 
 fnNewf- ^^^^* ^P ^ constituency which possesses 
 paper Ad- individual and distinctive characteristics, 
 and responds to a form of announcement 
 that has stood the test of time, and suggests con- 
 fidence because of famiharity. 
 
 113 
 
 W 
 
^i 
 
 m Auittsn $c (Eit 
 
 UK99 pnptfWQ rar 
 
 (Thursdajr) 
 
 All Interesting: Sale of 
 Women's Summer Blouses 
 
 la attracthwitylM and Mck dMiraUt llngtrt* 
 
 IMbrles a* battot*. orgmditmad voU*^ 
 
 at tlw •SMpCioiia] pffkw of 
 
 $L9a S3.2V. $3.75, $4.65 ft ltf.7S 
 
 la tiM ragular itock off tho Woai«a*i Btona* 
 Otpartoawrt will bo foaml ^porta BtouMo 
 of Importod alik JwMjr. in all tiio dotiraMo 
 shadaa. ThMoBleiiMcafoporclciilarlydMir- 
 ablo for golf, taniiK motor aadgooofal ^pofta 
 
 S. Alttmm $: Qb* 
 
 The Corset Department 
 
 hat ready for aoloction a largo and conpro- 
 bcnilvo aMortmoat of Summer Corteti. 
 mado of tho thin matoriais IndUpeosablo for 
 warm-WMthcr wtar. Among tlwm aro 
 Cortots of openwork material, plain and 
 flgured botieto and all-OTer embroidery; also 
 of extremely llEht-weltlit tricot and tricotlae. 
 Thece CoreeU are shown in tho regular etodc 
 at prices ranging from . $1.00 to 15.00 
 Summer Brassiere* and Soutien-forgcs, 
 mad* of net (with shields), cambric, all-over 
 •mbroktery. silk tricotine, etc.. are shoWn in 
 tho regular stock of the Corset DefMrtment 
 farlously priced . . at SOc. to S8J0 
 
 furs, ruos and draperies 
 Stored in vaults on the premises 
 
 (TaicplMin* 7000 Murray HIU} 
 
 Today and Tomorrow 
 the last two days tdt 
 
 Men*s Hi^h & Low Shoes 
 at these reductions 
 
 Button, lace and Blucher styles, in'patent colttkin, 
 gun metal calfskin, black and brown vict kid, and 
 tan Russia call. And eveiy pair mad* on a new last, 
 e^MciaUy designed for us, that these Shoes may 
 confonn to current footwear modes and yet be 
 readi^ distinguishable from the average. 
 
 $8 Hlf h and L»v Shoes at $J.S5' 
 $4 High and Low Shoes at $}.9f 
 
 Men's Duster Sale 
 
 In our Motor Apparel Dept.— codaj^ 
 17.00 Dusters at I4.7S 
 
 VUkM tad Mtwal liara 4w*(Tt U «wy kM 
 aU* v>*i>*r> i* tint* ■>' doiibb bi«Ml*«l aodck 
 
 <ia.00 Dusters at $7J9 
 
 Xmtm**i nmfut ia gtV u4 tea n4 jMksin ia aaaaa 
 fnj. B*4t la citkw •iagi* «t d««H* bnMtod imM«. 
 
 Veiy special for today and tomoiTow — ^IVfea's 
 
 $1.50 Nes:Hgee Shirts 
 pleated and plain 
 
 at 95c 
 
 No bslf-wsy aaeiit shout tlieie vsluct— Uiey sr« dmply 
 grast Sude of Midtu, pncak, crepe u4 mtieerisM 
 tsbrics, ia a fpleadid anortmcat of deiifpis tad colon 
 
 Extraordinaiy sale today and tomorrow of 
 
 Men's $6.00 Blanket 
 and Terry Bath Robes 
 
 at $2.85 
 
 New— net munected psttemt— Init new, raappy 
 merchafidise, marked at a ipccial price (or a one- 
 day drh-e. A splendid asaortmcnt of deoigna 
 
 Broadway at S4th Sti«et 
 
 t( 
 
 V' 
 
 TO THM 
 
 rEDRKATIOff OF 
 
 WOMStrS CLVBS.- 
 
 TkU SteM •>«•«> 
 
 m n ftt g ., ami fUc«, ,t 
 
 •• ll^lltf it •• tt«. 
 
 Tut m^CM. •«»*«. 
 tmrn m» We*feioai«« MmM 
 
 anvMST aooMS. tim 
 
 fbw. sW H i m oMor mm»m^' 
 tmmm m§ *• ha*M— ••*•« 
 
 ■mh «> Mmm Imwo tB«>wdi 
 mmmmmftm* ««■«« w« 
 
 rmt mrotMAnom ao. 
 
 MUV. Mm Lmmhv mt Witt, 
 
 MARSHALLFTELD^CCMPANY 
 
 CZm m *i «w eSuT I 
 
 W#M DfWi wMQi 
 
 Wo dmmm 
 
 wtry^icair aa4 c*f l*le 
 lr«l all Ike wautMrtt r» 
 ■1*1*1*1 le oar CetoMri 
 a*a Black Drms C— J* 
 S«cUms T* •rmiaflUfe 
 •a*, w* ta*« mmIc lwlb«r 
 and inal i«d«eti*Bi •• 
 •«eir »■•. TUi M ta s i— 
 pre*«afel tt* verf boat a^ 
 fwrimmiff *l Ae «*rlirt •*»• 
 
 ORIENTAL RUGS— 
 
 Al Plica Bu4 to Pmllcl tl Aar TiM 
 
 W, imin u •nMr)<ni>T •« *m, to 7n kr ikmac ilia Ri^i ItosMMa 
 •ku Um pKM n 4«ot, H, ucM^aiftr ■•<»—« looknl ■! 11 Ws th, 
 Mkw mwpnml tkal III, Ruf, u,r<in«rtoifjp hn, •! th, (nw, TW ^ 
 H0U m M in<ji,id»al lb,l Um vwy nprMMM o( • fftmn us b, dtaaiMd 
 kr da«af th« poulan ,< llw Si* W« «yKaU>r <••»•»«< lk« MImag 
 
 {•mw. lfl«l,t,*K*M^ I 4MMM*. )R • l,.|,«IL» I ««>w Hap > ft WSH.Md 
 
 Fine China Wedding Gifts 
 
 At Reduced Prtct*. 
 91.00 to $25J0a 
 
 Wh» piwM ti ChMw IrWM Mr rafalv ilMfc 
 Ian bua iWicaOr ntmft tm hm% W«Ma« 
 CiA b«y,tm 
 
 Altnctmhr 4iifliT<4 li aar •«i4r htlij 
 Cltaa, SoetMM,-' ' ~ rii ~ T ni i m i mw 
 
 Aii d«iir,bl« IMCM m indadM fc«« rauB 
 OliTt DniiM to • fint tl D ni <«« « Sal, tl 
 htmcm PkiM 
 
 71t« Tmhr 
 
 m ran tAit or aimu tm eat- 
 rifttn* $iMM, tifTi, iijM TO fiMM 
 
 CUT GLASS-LOW PRICED 
 
 S9*ciab aa Glfta lor JMt BridM 
 
 • f mimmm,mdmmn 
 
 *• jMsr f «#• «•« mm 
 m kf CmHktum ftsMv I 
 
 350 JtptD«t« 
 Water Colors 
 
 IXw Z'" Vwiilii^iyMiM* 
 
 I* CMcMli «t 4MnHr 
 >Ma »al»H«»aa* H— iS 
 
 ■ «< ria* *!«» ■«• 
 
 nesaarfaisJ M ir^ n n 
 
 ■at *■* fapMii Wmm Cakm 
 
 HpmMriMal Jmmmm 
 
 iriMiMai* VMM AMk 
 
 ruaom^oacmMMAWU 
 
 Only Seven Days More qfthe 
 Clearance of 
 
 COWAN FURNITURE 
 
 The opporhiaity for aecurinc piecc* of tlai 
 
 Srade FurnituTC at uaprecedented pricca ia n 
 rawiM to ^close. The want* of the futura ^ 
 ahould be anticipated this weak, a* the orp- 
 . ^ portuoitir will probabff 
 
 
 portuoitir , , 
 
 aercr be presented afain 
 Furniture for erery part 
 cf Use home is represented. 
 
 Women's Summer Dresses, Hundreds, in 
 a Special Sale at $10.00 
 
 . Wabash Avenue Salearoem for 
 Women's Street Dresses (frooa $5.00 
 to $25.00) has been open but one 
 week Yet daring thai tiine thou- 
 sands of the women of Qacafo have 
 ▼isttad it drawn here by the excep- 
 tional merchandise being difplayed. 
 
 ANNOUNCING 
 
 m6» CHADS roorvsAH 
 
 
 n>#i*aia< 
 
 MHw Mnqi*M( A> mia 
 
 Gradaatioa GifU m- Kmkr 
 
 Crepe 
 3S& 
 
 The Newest Idcaa in 
 Smart notuca 
 
 "■■** aMMtai ana at ■** KiUMHtT* 
 
 **■ Aaoflier ^ 
 
 «a*lh*ftfl* 0«e4* «»1m— . 
 
 mm c«ntii««aat«ta any ttyw. w««<M wrf 
 
 •Ihv awnto « a Ml* *«■ tta* 4ate*r C*^ 
 
 naMr ba tmmt In mm wMi Aat^nMa <k 
 
 Mytaya an *a nm Flaaf imL Inal Ika 
 
 40 iha Wakaak Ammw tm tml^^ ffeat 
 
 • ■■*I H Ala^alaa^ HAfeaafca Wai 
 
 Muk la 
 Vaaa, 
 
 7*Sgr Syg^ Ffatgi lor Fill Diy 
 
 ■l^te Ka_ Ali.^— ^^^ WBrtW Sff^M NiVMk 
 
 •irl*. 
 
 tkr tImlmttIM 
 »••< *^ liMat US 
 
 ■ ""^ tkfUlvlM Mi 
 
 ,__ .«« SjMM . S.#M^l« e » Hi 
 
 Linens for Wedding Gifts. 
 
 ■ I I I a I I M— umy tn*» 
 u •« avwr >!■■■■«■ la frmt ■! bw 
 
 ■ a^an ■•«■ oa ttM 
 
 Masala Bans eiMfc 
 
 ft^g_i laaii. an. VIM* 
 
 to wtm. Mm liB aa^ 
 g«jaaa fc^^ IHJ» » 
 
 ML B»« II i^ll. aM- 
 
 •ni»«i — ■*- - ■ 
 
 *«aad M 
 
 kaaaaiM Caaa riaaa. 
 
 :;a=us.-S3 
 
 auaiakniaaaM' 
 
 Spedal Sale of Bed Spreads 
 
 la*aii>e Caalarburr Ccalaaaa BW 
 SfrM4> Mk acalbpa4 a^gaa ua BaMat C*» 
 
 an I* Bcttk A larfa Iiiel al pntfy 
 
 *■■•■>• >• Bolk Mas wi Talma raitMiliaat 
 •< Mian Fill KM. MOD • iM) MaaaiMtlw 
 •MUSOaaat MtfaanUOOaart 
 
 aipaa ll i l ila iC aiaiWMat. TMatBal tak 
 
 Wa lil.aaalMJS 
 US 
 
 i-^M»a> 
 
 i 
 
■pi 
 
 iH 
 
 ■ ii 
 
 Btmr tdqtheim Oxford J awrf ham yom Fun pm in Safc Cold ^ongB m one* 
 
 5%%«g ALL ABOARD FOR SUMMER ^a«g 
 
 WBfll SfV 70W tHKDCT pi tgf I ■ P»Bfc» ■M'm* 
 
 MiHtwamol plana witli a torn oa tkaHakaar 
 1 11 fai dia aar fartfca a aa l ar W— tf 
 Ikey afa, ibia Mora Maatb'Vcady aa 1 
 f%b« cioflMt al the riflit |raiea. 
 
 Jmikbfni^miiytfeaikj ttoic, SoauMr ia 
 ■ aaparita ieaaaa. ■« a "tag-aa* to Spria§. Ow 
 
 aUMsa BBMf il» Seaa ttoaa aanwun at alota 
 ■cwajaraia for anoi a aaaaliMi af anjlUa^ ikai 
 li not aaliiel; tumacry 
 
 Savins; Money Is Pleasant, Even on 
 Cb» Oly «.d Cmmencemem Di««e. 
 
 T o aa wnw ana ean eaaa M» tlw vooiai'i draai ikap aad buy a diai 
 lB|«<a bpck fot a Oaai O^y empia, a whiu net CmaaMiKameot dnw, or 
 draafar a Oaai Day apraad for awKfa Icn Ibaa ancti J ua ae a nauatty oaal, 
 
 ha*. 
 
 •■ ikt 4aiaai *•• )<■» aai BiaK 
 
 ilS fmr its ttogaria Ofaaaaa nfiarW CfWfM aarf TalMf 
 ■nalHl<id.nid«T-l»d«< ««>•*«« MMa TMa triHMMi Dm* a* f IS 
 
 «• km Htn «iik Ik* WT l°aa i*" >aii>- . ^^^. 
 
 Satin Hats Are Gleaming 
 
 ^^ «l«i mhi « llmUaa oak Ite, dMM •!* Mb 
 «iNi « vmai anMad arilk • nil pW kM-tnM. 
 
 WtAMAB WW aw — fa .li t l M i. »■•«•»% 
 
 aai Mb ami aMkia m aiapi, iB m coal m tb«r Ink. 
 
 EndX ••Ihn, hum kak he* tab afMi taft cnM hall 
 ■• Mk* tofaM al taiMr hi lk> Mmimr, Rbof. 
 
 Tm OB |hk n a <t 
 rMaily Mh. tTaM 
 
 (TJOi 
 
 tkmitav 
 
 its hr IJ5 WM CMMMMMNml 
 
 Oraafaa 
 IhaM *• Iki mmH of I 
 
 y.f'Alf .?!*V* g? J* *"*» **— ■ haaagaHtodMWowa-iCMtlby. UbBaiikia.MH 
 
 |1«.50 /or 115 Cra^ 4a CMw 
 
 J^^a_l_- HWk.. -A-a— , n . -- . -- » J>* V^^*^ *rfWBBi> 
 
 The '^eanor Wilson" Cape 
 
 haaagaHlBdMWaMa'iCMtatfi, It b sail kilhataai 
 
 <wy ailka «a» «kf fcy lfc» aa^ic at lh» Pt a M ia t br 
 
 kwl i. aai » ». Bbefctaib.fa#WfckUa<kairi«hilaMri«i 
 
 db, •■< «itk ha|<a^lkalpanai9«a««hia^t 
 
 CopM ao99 Count 
 taS»ay 
 
 Women^s $40 New Silk Suits, $2S 1^^ 
 
 Tka aedd ia tiit vary «aa wa kav* kaai aiBiaf ia laoiN at t40. Tkaaa 
 aaita ar< of faill*. in bbck. navY. Mne, lifht Irinii aad taapa. Tke toilnHa of tka 
 aaat ia lield in witk hif oUi coraa. Lnag tunic akirt 
 
 $25 Nne Bbi» OuA 
 
 I lis 
 
 115 Coal £laaai.awit fm $l§ 
 
 ■aaal «• ham haa at l>l> lthaliata.vHk — ...^--« ^— .- Am^v ^ l^iU ^k 
 I j lliii l i l ia ^i l aaal •■« auria *fct_Thl alTTli .ui. SZTLa twTZ rtZt' 
 
 iNk. h li«f iavpaHifa|Ai«ltfln^|lli» WHITE HKWiii auiTS mm tmtf at 91* 
 
 DMMI OMIS vMH 
 
 an«M.1«. 
 
 GnesI BroiMi Underwear 
 
 aal ii cat ID dai ap • 
 
 Uiiaa adb M Me ad ■ 
 Van an We aad wlb 
 
 t^km^ mmm ahwMM« •««•■« 
 
 br Tkto Wnt 
 
 fllMlIti iIMiihM nMNft 
 
 five-DoOar Tub SkirU 
 
 •kMt, toiae •kim, 
 lUrla. U. 
 
 T«o riMOfin b *a Shht 
 baf Aaa 
 
 MMk KaiMai lUna ad kahai 
 
 JoneSaeofAprona 
 
 §9e /ar f J A^mm SaH 
 
 TfV/ar'liJtS Draia ^jwana 
 
 HWWi w^" ^^^** ^^■^■■B W WH^ppR MBMMI aMWi 
 
 jaai*. immmimmi m*mt mtmttmt ntb^ iM 
 
 MMM. •— — 
 
 aw worn «Mk «itfew atfi Ito ftwt. #«^ *n*k M 
 
 IJ J9 /ar I1.7S Nmi Owm A^tmn %m 
 aijhiiiiiii r>iii'ii|iiipi^ai' 
 
 Girb' 
 Maalia Draaaaa 
 
 4mh adpd sMh fck- 
 a^baateAbaftto 
 I4angal]r& 
 
 Daiaali 
 
 • MMi 
 
 (im ib a ib l i •( U la 
 n laaHlir vhiai aa 
 an labf la aadi faba 
 M p» i%kt *«aL 
 aT_ han^Omaiad 
 
 laiJkbwia. AM. 
 
 Ottv-nfcaUrtaaal 
 
 Oaa 
 'NjjbaM* J^aihw b a 
 
 Summer Sole of N^^Uigees 
 
 Jail tka aaal. aaaloMhbaBHBbtbMaMli 
 
 nhia w ai aM ii wBa Mi ia a i , wa bn« pnfant lh< 
 1 b oapt, aaa b vdb, aaa aaa • aapa 4i 
 
 $lMtm9inmmm^Cn9»\ 
 
 |I.«S /ar |1.9f f%aratf Vm»» tlt^ttm 
 
 15 lar f«^ CrlaMatf Oapa 4t CMaa. 
 
 ^iW a • «i lata 
 I rtfU 
 
 >' Wm. Taylor Son & Co. --«= 
 
 a /aartk 
 
 Maav ja«<T alrbt 
 ■ m iiaiMt u Uw kali 
 
 TluMa $2 watata 
 •bova dM aaaraft 
 Maay a<tn«UT» Kyka aa4 
 a-auihtrifaavai 
 
 ■•aaa mt turn. n.» ■• HJI 
 _«llla vaikaHa mm nJI la 
 
 Men: $20 for a blue serge suit 
 
 with an extra pair of trousers 
 
 .^tJ^J^' -•'"^f '••*•'>•• •*«««. I* > Wi n.4> 
 
 __Jl ■« 
 
 1^ l um i a» nn « l i 
 
 _a?a««^<i«» »•«. tin ■• 
 
 •Ui «>k. aM>i xtk iiMi> 
 MlaaK iaHw »ha4i«* •Mo«a 
 
 ■nv aad Hmtm aatlor i«ia, 
 -IM H IT H net m-Mk l»ii^ 
 aaa k««* ar baatf* aitd <^m..il 
 ■aikar Iumm la Uact auia 
 
 WMa laCMM •■II aCirii4 
 aau. Iia «arli ^'Hh Ump f>j- 
 •W •* aa»j.H». cr >tli. ud 
 aMUlaaer tawta «* »laliwa 
 
 CMa* Aata naa 
 
 atcaiWia* 
 
 Vatrfkuiad Wida hruamad 
 kali Ikat aa«l bul • kBHtad 
 kaaa ar icarf ta aak* Ihaai 
 •aarblt far waar. 
 
 (Mta la f«a a«4 raaK 
 
 waua fawal m* •«» rtla 
 aawa al r>«. anaa. kam^ralaa 
 a> MKt aawi otu IMMW laa. 
 laai la aavT-^iH. »r«»« ar m4 
 
 Paaaut kraia la bf««a. laa aa 
 Uaca aua vkMa h<1aaa 
 
 raw ana 
 
 MK m UAOI 
 A Micktfal aaOaalbaaf 
 kalkiac-aaiia, kala and attar 
 k»«^ a iM iaaa ri aa ara dia. 
 I>ta;ad la ika tailatfaaili 
 aatbaa. Tka laaa nai w u 'a 
 aarr oottptata bow, tkaafk 
 it voat ka adaiaakla la watt 
 lao( kafaaa aalaetiag wkol 
 ran'n>rajli«loBa«a. 
 rm niMaa aaaa, Wa la a 
 
 Varlaty af iifan 
 ■viur vMi aavMai 
 
 Kj'Ob^'laaa aal« 
 ■^V Maar "olara 
 
 KaMartaaa inn 
 
 HOT-aamaa 
 
 -. — 'V •■»" taaaaara ai* vaaaakia 
 aaia. wkHa .M kurllaa .Maaa 
 ^ raMaaaaia aawa., _u 
 
 Keeping up the variety in 
 
 boys' suits at $8.50 and $10 
 
 "aaruaaat. »n4 iu.ia«l ,a«™, ,„ ,^ ^"* ""■»•" 
 
 ar airC-t" *• •—- -«»■ '- "-ra., a-^a 
 t ta l|.raar aMb. 
 
 aaa a 
 
 AmMw 
 
 laOWISa 
 
 Odda-and-andi af tatny 
 alj-laa Quatiiiaa ap ta 3Sc, 
 awlarpricad baffiaalBi Iwlar- 
 Waiai. laaer aMaaai Mam, 
 axaoita aal aavanl rIaMa*. 
 ■aa laa* aaitalr aC aalaaa aad 
 
 Doesn't hot weather make 
 
 your boys' needs apparent? 
 
 ■BMaraaaaatiaUfaflkat -,».ak"k.(,a««aan t« « 
 •ay af jwara— Haaw f««,ad •••»•" "ttaaJwnj^n" 
 far ,«., «ai, .,«««. aaS"l^„ f^^ " • "— 
 
 an la na I 
 
 aa.lHi. fW-^aiaTlailVJ 
 
 Cnaa Maifan aNH, n.» aaak 
 
 aiaia f la It Mara 
 
 OaiMv II H la a atak. Mm 
 I u M laaat 
 
 ' la H ,_. 
 auaa tau 11 
 
 a a 
 
 II to It I 
 
 Ha la n 
 
 A ■akcr'a ctaaa^oal af l»a 
 f a a 1 i t i a • af albaw b«ftk 
 wbia itik (Isvaa tsraad a>«r 
 la fvki kafiAiunf today 
 
 BiaiaaiT ttiaialaat. 
 
 (IMIai 
 Ir0 
 
 C In m om lot 
 
 ■aaata 
 a i<alr B aaalttr 
 
 Boys' and GirU' 
 
 tennis aad play- 
 
 oxlonla 
 
 Ooaifanakla akaaa far aa- 
 aatiaa daxt an nadr far Ika 
 akildrtB. 
 
 aaa Wadi. tkiaa tain laa 
 al M' • aair Maaiiia. 
 Ma aanar ^«pt biafe- 
 
 vnoMtnm 
 
 Mt tar Ua tuality A 
 
 —m M ylaead aa aalr taday 
 
 piuvtaia af Maai- 
 
 aAUDSAMUM 
 
 A aiiacial lo< af laatkar 
 
 *aad't»ta »dl k* placad 
 
 •a lala Salvrday aMfuny 
 
 pnaad *l.«i laaiaad af 12 SO 
 
 na aaa Ml aaal aaa aaraxa 
 r«altr aaa aavalaaa atylaa 
 
 E4< a taa aut r««« m mm* 
 iiiiaaa. 
 Calaci aaa Mark, fba Nm 
 
 Bianaarr^TotB 
 
 Olrtir laaia li H v. auiiilat 
 luaa I la II vaan Plaia aa*r- . -. - _ - 
 
 kiaa, Haaa irat ar n«. aaa Mbr Uaaa at Sir a yard m 
 ki>rk.aaa-«aiia (tarta. Our alrad af iSt a addad i> tka 
 iainr.a>a la laa m V^ ~ aaa ■ aaoao l« ua 
 
 JaMaab. 
 
 r wtiia caaaaa aaa 
 
 Xaak-aliaa Itlt •• t II a 
 *au 
 
 WkUa— alaaa lilt la I «« tit 
 la t na a aalr 
 
 Vacation tinc'a 
 kodak time 
 
 0*t ikr aiaal aat of —m- 
 ■ar dijra aad wa.»». 
 
 LmI up Ika two „, ^^ 
 daka addad ta tka 1 
 (amilr 
 
 Jr 
 
 aiaia caU a> aaaaM t«aa. 
 
 •I It t (ai<~-«ara IS la 11 
 H a aalr— «tM« ns'W S 
 ■ IH laa 
 
 ■ M. M aai n 
 
 feafiaaiac taday. aalural- 
 
 ■ Iia "— — 
 
 Md Ira a I 
 
 la 1 raar. nua rakMi aaJ Ira a aaaa. in aaallfr la a 
 llfM aaa tart Hnaaa raaar Matt lar <>v>a~ «.«.. 
 
 >a?r Maaaaa. tl> aua I la •■■>• •*• aama U-ian •■'» 
 M raan riala aKaaa la Uaal ar 
 iat air^M. 
 
 art. Mr aaek. aa 
 I la » rmn 
 
 t^HHtm 
 
 WHiTi WAutot cun 
 
 """""" Aa additiaa la tka J^w 
 
 ^*~" aala brciaami twiay SOe a 
 
 JTadat Am aad pita it. y„i f„ , js, ,,, 
 
 Cloie-out lots of ready.tO' 
 
 wear garments for women 
 
 Baaabdan af tiiriac Mr- , «a>>Maa Maair laina. m 
 ika«ki.ara.»rk.d..radl- 'Z:.T>ntJ!^t!:T::^ 
 
 «*aat nalak ikaiMl I" •UMaaulim'' 
 
 «Mn««a>rpr.«I.UaaMMw JIXTmZJSi J^ "" 
 titaitiaa la laanaa aalaetiaa c»«i an Muaa .1 nii 
 
 aiiiaMa awatat br waMta »ilu-«Mr aaaata aaa mi 
 
 *"" i.'srrtr""-^-^ 
 
 «ii - - 
 
 ran WAM oeooi 
 
 Btark aa<J wkttr ttriprd 
 vodaa trv add«^ ta tka Juaa 
 •air k<-(iaBiDc taday Tka 
 proaiaaaK of ttnrwd aailea 
 tkia aaaaoa nakinc tka a» 
 drrpncri of Bart Ikaa or 
 diuary inlcraal. 
 
 Itr a ra-a. Mr aaaWt Tkra. 
 4lt»rrat tivtoa a( «rlBM al. 
 lart Maik 
 
 lata •u«a f-'ti^K 
 
 in.TpATTim 
 
 Baitrrick faakioat Car Joly 
 ara on aala in roaiplria iia^ 
 raafta-af rattrraa. 
 
 „*■?• Tkr Oaliaaalar Iw July 
 alUataaar r^fhm 
 
 A sale 
 of Turkish 
 towels begins 
 
 *<utia« ladar aai <aa' 
 ■baiaa Ikra- tka «a*k.aad. 
 
 tilf'llirZ •*«»«■ "i* ar 
 a*aa aam ■ a Ja— taaalaa Ite 
 latPd at at ^^ 
 
 »«» » — 1.1 alU«Mla. taaa. 
 •Wllrit M a ataa M ^^ 
 
 It. •ttk OMIa toJa'a**'* *^ 
 
 Kaaat Jt No 1 a-alaak laaa 
 
 M. aaaW. laaa |,| ^"" "" 
 
 «« I lalira i»rturaaH4« JH 
 Ma 1 A taaaa atnana tltllH 
 f^»/aar 
 
 Kodak supplies 
 
 Filpa, plafaa and fil^ 
 >a«ka— auM la St aay kadak 
 ar ranara. 
 
 •J!!'*" *'* * *»■ ••«*«• •« aai 
 
 i^iaa la alM Kaa niatlt 
 
 11a aarka la taaira aa- 
 I I* 1 :n la III 
 /M<lM 
 
 Now for the 
 
 new Unoleuia 
 
 you want 
 
 lawarad prv^aa aritk pjaatr' 
 far roafTkady aad j««r 
 ckaier rf a ki( rahaijr a( aaa 
 pattrrea. 
 
 Tmaa. auaaauy aa* aaad * 
 
 OtaaaN*. aflMMliL iaTii " ••*•—■ jJt 
 
 *■■ I* lar M aaaa laaa aa M ait •«& tllda *— ■-.- ■ _ , , 
 
 •uaa««iaaiarimi».a* ^•C*«'W-«aiT«tia aJ3liJi3?*^'"*" BuUi I. 
 
 M ar Ml a aa taMB _.»** aaaa raM lar laat »a»aaaa Sltaat 
 
 Oaaatk aba auna Matk STi «faT" •""•*- "-^ala- a a aa. »'—«• 
 
 aMu a a* aark a . . t tM. a^_j_ _ . ,. _ . « >■ at a aada. wnamni Ha. .haad aad 
 
 •ta •■« Iti laaad at Hti* , *«br «*aaaa niir I, a t a i u kaaam -^iitii, arlabM 
 
 aadia. aaMMdiaaiM*. laaad aa fawaa a aawa' "■ ^^ " " iwmm 
 
 Aboat new outdoor 
 alca^iaeeola 
 
 far aaBd aaalatl 
 
 . iraa aaUaiaMa. 
 fraaaa, tail ayfa«a aad 
 
 •la «« IM laaMad tt . 
 •ad la.' aaM Mdia a-i 
 iaitak«ia«a«ai% 
 
 (hir hands have been full 
 these last weeks ! 
 
 Once again our customar\' 
 business optimism has been 
 justified 
 
 In spite of foreboding in 
 Some quarters as to the trend 
 of Tsusiness, we believed that 
 more men and boys than ever 
 ^ould want substantial, styl- 
 ish clothing at fair prices.- 
 
 We provided a. most lib- 
 eral stock, liberal even for 
 us; and that means more va- 
 riety, more ample range of 
 aijses than mOst clothiers 
 ever saw. 
 
 The month just closed, 
 with, its predecessors, has 
 fully justified our optimism 
 ■r-our business has shown a 
 very healthy and satisfac- 
 tory increase.- 
 
 So we enter June with new 
 enthusiasm, with renewed 
 confidence that in these days 
 of much Exaggeration, sub* 
 stantial quality, generous va* 
 riety, fair prices and **yo\xt 
 money back if you want it," 
 are more appreciated than 
 ever. 
 
 Everything men and boys 
 wear. 
 
 BOGERS PeET CoMFANY, 
 
 Tlir«e3rMdway Storw 
 
 •t at al 
 
 Wan^w SU 13tli St. S«tk St. 
 
 r 
 
1 
 
 it 
 
 1 
 
 
 7 ^' 
 
 I 
 
 
 IF ii STORE WAVE DIFFERENT AND 
 BETTER STOCKS ITS GROWTH IS CERTAIN 
 
 Keakyrockedat 
 
 nb b JHI ■ iMp, iMfV 
 
 JKi * Ml gfii «rfM li lAi •• 
 mAm* inM IHI. «nalte' Im ifeiU* 
 
 
 mmt*t.ikt 
 
 
 HalpirriHMtladi 
 
 
 ;^^^ 
 
 ^ »»..u».fa-oni die 
 Woara'i FathioB Stknt 
 
 55j5;1*"— " •-■•■ «^i -• W I ■ I 
 
 
 to Vatt oA Vilitt 
 
 ** * i ~ -r- " ■ iii uif 
 
 «tw 
 
 CZaci9-« Soft OoJec 
 hrWtmngGUU 
 
 U ISA S8ft m&t'SmST 
 
 This Fine Furnitura Is 
 So Easy to Bay! 
 
 JtoHMMM>4i«k «M 
 
 
 Glove Special 
 
 Mir**i(1taHiftfWW« 
 ■IMitoll* 
 
 mi^0»^m«mtkmi% . . » ^ . 
 
 •*-^md Embroidend 
 
 
 Radical Ghanget lir 
 . Silk Sportt CoatB 
 
 Low-Priced Unm LoKtlu 
 .' of Smnmer Silk» 
 
 pair M l «t im fcnfcii»<ww 
 
 Frmk Nub Ragt *^ Pntk 
 
 
 MHjMiK 
 
 tMlaliK *H TiA lOT Mm* 
 «)lk iM ou da iinn fci 
 
 A Vital Question About 
 ^China^ta i«— 
 
 __ n> IMV Its )«> «• BM RMMI ■■ HW 
 
 "M la *■ MM* kM auiritoaa^ B • ¥«■• ak 
 __)i Ma mmm MM* !• w flii l w m alM • 
 
 •<•••■■<«> t» liv «• 1Mb av M. 
 ^«I Hl ll^l««»Mfc—»l»XiT ■»«(«» 
 
 •OakMtaX M< tMlB iMb haari ■< I 1 IIJ 
 tM«» *» nn m !■■ hM « iMIiia iM— t««Mi 
 •mH ■>■ • SMkit atawilp f*K 
 
 %Mg af if liiM j i ^ ^^»w»if;^ haa»iaMia^ 
 
 ^M nfSTniM I I lilt II ilto* KM h aa toiMi *» 
 
 Thejilankets Our Boy» 
 Are Cains in Mexico 
 
 _ ■ml I «: ■■ *wit »iii>M ■« lU. fc BM 
 
 
 i l lM taH , ».. rmMU »^ 
 
 Iki IhB ■•■■<'■• ICMl aHfeit 
 '4hW» iliiM tr »• Iw Im* ««MiMto If Ite 
 giMMMk Slk «• igmml, k tlliill|liil> 
 
 
 Waodeffnl VttKM» 
 for littla Glrl9 
 
 
 mk-0tKtm 
 
 Maddnt Limdi Sec^ 
 Ntiw aaiooe Roica 
 
 etsutffS 
 
 ♦,«aw— — s? 
 
 iVaw for Great Savings in Women's and Girls' Summer 
 Ckihing in th^ Siore on the Subway Floor 
 
 WmiA'm^ im m t ■iipii rt ' i ii i i i i datiaMp «f_,«B | aa^ to ln«i« It All onMotiiatiM 
 
 L 3* I 
 
 ■ tfall 
 
 'jStSJS 
 
 I l0* t WMoaabW to th* aiiantiii 
 
 
 d.BP^srM^ 
 
 ifi«rtr.R?ri 
 
 a3V«M>*>5 
 liMh t»-iil I 
 
 SwiT^'* ^51^ ss*rjjr * 
 
 
 d'arsjura 
 
 , M a.n-M Mi >a|M ^ m . M >ttlir 
 
 K! *»>■• tviWi I, 1^ a M t ■ i inlMi « n if iwr>; 
 U jBMi WM if haM If Misk «M.jM«> 
 ■M Miak TClli% craa piaadi% plaU gliiMfcaaii 
 
 ■■••fMaalaJMMb 
 
 k mmmtjftmt 
 
 fcfcjMfc lM>i»«ry 
 
 >-i-*S«--Sjw,hM.ifcMti 
 
 «< iMaB: la ina •»■ ' jU.Mi— iWaM HOa 
 
 ■ Man aiafc < 
 
 Sa 
 
 ■r4 
 
 lilil llii i lili 
 
 TOBEY-MADE FURNITURE 
 
 —is the achievement of an artistic ideal, 
 rather than of a commercial ambition. It is 
 a product of the fine arts, rather than of a 
 manufacturing process. It is the result of 
 a sincere and deliberate intention to attain 
 perfection, rather than of a strained attempt 
 to outdo business competition. 
 
 The beauty of Tobey-Made Furniture is not 
 only in the richly ^ned surfaces of the rare 
 woods from whidi it is made, or in the 
 always ^cef ul lines of its desi^, or in the 
 exquisiteness of its carving and decorations. 
 It is an organic beauty — that of perfect 
 structure, of fine workmanship throu^out, 
 of consistent execution of the parts which 
 are not exposed to view. 
 
 Tobey-Made Furniture is the fruition of two 
 fenerations of experience and sin^e-purposed 
 effort It is neither experimentel nor outre. 
 It represents the faithful and ri^d applica- 
 tion of the hi^est standards of desi^ and 
 craftsmanship. It has lon^ been in service 
 in some of this country's finest residences, 
 and exclusive clubs. 
 
 With the Tobey Service in interior decora^ 
 tion, it offers an opportunity which we 
 earnestly invite you to investi^te. 
 
 The Tobey Furniture Company 
 
 NEW YORK STORE, Fifth Avenue at 53rd Stt«et 
 CHICAGO STORE, VfubUh Avtm. mi Wtdutifon Sum 
 
 Tob«y.Htd« 
 
 Pnnutitrt u 
 •old only by 
 til* two 
 stotM ol dik 
 Company. Eacli 
 jnoM bom tku 
 •ark, ia eoppm: 
 
 
 ^M\^^ 
 
V 
 
 120 ADVERTISING— SELLING THE CONSUMER 
 
 Even a man with only a limited knowledge of 
 human nature can easily perceive, after reading any 
 
 Cities ^^^ ^^ these advertisements, the general 
 T ^T , characteristics of the typical person who 
 CharacteT- trades at that particular store. Even the 
 ^* institutional characteristics of the cities 
 themselves are reflected in the manner of ap- 
 proach. 
 
 For example, New England thrift and widespread 
 education is suggested in the Filene advertisement: 
 "Saving Money Is Pleasant, even on Class Day and 
 Commencement Dresses." In William Taylor & 
 Son's advertisement, " 630 Euclid Avenue," is a'subtle 
 reminder of a beautiful street which has made Cleve- 
 land famous the world over. 
 
 Where else but in Philadelphia would the im- 
 portations of Camille, of Paris, and "Radical 
 Changes in Silk Sports Coats" be followed by "Low 
 Price Dress Lengths?" 
 
 What is more characteristic of the Chicago spirit 
 
 than the statement, in the Marshall Field & Company 
 
 advertisement, that the "New Wabash 
 
 The 
 
 DisHncUm Avenue Salesroom for Women's Street 
 Chara^ Dresses has been open but one week. Yet 
 during that time thousands of women of 
 Chicago have visited this addition." 
 
 The formal, conventional announcement of B. 
 Altman & Company is characteristic of Fifth Avenue. 
 The announcements of Saks & Company and the 
 Rogers Peet Company breathe the spirit of the 
 
 APPLICATION OF THE FIVE TESTS 121 
 
 « 
 
 Great White Way." The Tobey advertisement 
 reflects what New York and Chicago possess in 
 common. All these advertisements are 
 
 Store Is institutional in reflecting the spirit of 
 
 a^Big ii^Q cities in which they are located, 
 
 the group spirit of the particular classes 
 
 to which the store appeals, the institutional spirit 
 
 of the store itself, and its attitude toward that 
 
 portion of the public which it sells. 
 
 Most advertisements which represent positive 
 constructive work fail of their complete mission in 
 that they would be equally valuable to a competi- 
 tor, merely by changing the name of the advertiser. 
 
 But each one of the advertisements exhibited here 
 fully meet Test No. 2, "Is it specific?" All of 
 them give descriptions and prices, except the Rogers 
 Peet Company, which, however, emphasizes partic- 
 ularly the one thing which could not be said of 
 any of its competitors: "Three Broadway Stores." 
 
 Each one of these announcements is consistent in 
 illustration, typography, and diction. And there 
 can be little doubt that in institutions so 
 well managed, where every detail is care- 
 ^StSkd ^^^^^ planned, so that the best interests 
 of the consumer will be promoted con- 
 stantly, the space given to each department bears a 
 consistent relation to the business as a whole. 
 
 Test No. 3, "Is it Forcible?" applies with special 
 force to each one of theseannouncements. The student 
 of advertising can well afford to analyze them carefully. 
 
 Every 
 Detail 
 
 M 
 
II 
 
 m ADVERTISING-SELLING THE CONSUMER 
 
 determining to what extent sentiment has been ap- 
 pealed to by these conspicuously successful advertisers. 
 Every one knows that each one of the firms whose 
 advertisements we have reproduced is in business 
 to make money. But in each announce- 
 la Always meut the thought made most prominent 
 ^AcU^n ^ service to the consumer, proving that 
 each advertiser believes that sentiment is 
 the mainspring of action and controls the expenditure 
 of money more often than do reason and logic. 
 
 Persistency is suggested in each one of our exhibit 
 advertisements by the trademark signature or head- 
 ing, which is individual and characteristic. 
 
 My readers will agree with me, I am sure, that Test 
 No. 4, "Is it Plausible?" is completely met by 
 each one of these announcements. 
 
 Test No. 5, "Is it sincere?" also is satisfied. 
 We all know that the merchandising methods of each 
 one of these advertisers are sound, and that they 
 make only claims which are absolutely backed by 
 their merchandise. 
 
 One of the paradoxes of advertising is the fact 
 that the store of B. Altman & Company, at Thirty- 
 fourth Street and Fifth Avenue, New York, bears 
 ^ ^^^^^ no sign whatever. Yet everybody knows 
 Withput it is Altman's store. 
 
 tgn rpi^g fundamentally sound merchandis- 
 ing ideas according to which Mr. Altman established 
 this business, during a busy and thoroughly useful 
 life, still dominate its policy. Its advertising de- 
 
 APPLICATION OF THE FIVE TESTS 123 
 
 serves careful study by those who believe, as I do, 
 that the true mission of advertising is the expression 
 of salesmanship which best serves the buyer. 
 
 Altman's advertising has been criticised as being 
 too dignified and lacking characteristics which are 
 supposed to be essential to successful advertising 
 copy. Yet it may well be questioned whether to the 
 Altman group of purchasers any other form of an- 
 nouncement would be so pleasing. 
 
 If Y(MI'^>WANT TO KNOW All ABOUT IMt-rAMOUS 
 
 ^(hl 
 
 Tr 
 
 ■01 
 
 fllOeisoll 
 
 ZTntCKtATtJAaat «r nrc Line. 
 
 'tankee: 
 
 HART MiNOlRNOIL&RRO ntPT35-6/ fORfLANlJl SI. NtW YOKK 
 
 ThA first Ingersoll watch advertisement^ 189$ 
 (Actual size J 
 
 Mr. WilKam H. Ingersoll, of Robert Ingersoll & 
 Brother, has favored me with a copy of the first 
 advertisement which his house put out, in 1893; also 
 with a full page in the Saturday Evening Post of 
 November 2, 1912, which he believes is the best 
 advertisement they have ever published. 
 
 The history of the Ingersoll watch is particularly 
 interesting, because it opened up and thoroughly 
 The Five occupied a new field. 
 Tests Ap- No one in position to speak authorita- 
 
 "DVLed to 
 
 Magazine tively claims that the Ingersoll watch has 
 Advertunng -^ ^^^ ^^^ interfered with the sale of 
 
 watches of higher price. 
 
■Ill 
 
 IBfl 
 
 124 ADVERTISING— SELLING THE CONSUMER 
 
 Many persons own and use an IngersoU watch for 
 hunting, fishing, and other purposes, because they 
 do not care to risk the loss or misuse of a higher- 
 priced article. 
 
 The first advertisement put out by the IngersoU 
 watch is interesting as a bit of history; the full page 
 meets all the five tests. 
 
 The universal and constant appeal of the kodak is 
 
 splendidly expressed in the Eastman Kodak Com- 
 
 The Secret P^ny announcement; but coupled with it 
 
 inE^iman ^^ ^^ immediate sales-impeUing suggestion 
 
 Kodak which must produce definite, positive busi- 
 
 AdveHising ^^^^^ 
 
 We are all constantly confronted with the necessity 
 of deciding what to give as a wedding present, and 
 the assistance which the Eastman Kodak Company 
 gives one here is service indeed. 
 
 By reproducing the package, the Old Dutch Cleanser 
 announcement makes the best possible use of the 
 
 Keeping sales talk of Specialty men who call on the 
 ^di^^ retail trade, house-to-house canvassers, and 
 Old Dutch store demonstrators. 
 
 Cleanser j^^ j^j^^ manner the reference to definite 
 specific information on the package means the in- 
 creased use of Old Dutch Cleanser in homes where 
 now it is perhaps bought and used for only one 
 purpose. 
 
 The American Telephone and Telegraph Com- 
 pany's advertisement is especially commendable for 
 accomplishing what is obviously its purpose. Com- 
 
 I '^ III I 
 
 APPLICATION OF THE FIVE TESTS 125 
 
 petition between telephone systems is not service 
 
 to the ultimate buyer if rates are reasonable and 
 
 . . the scope of service is continually en- 
 
 to Enhance largcd. As loug as the American Tele- 
 
 Confidem^e pj^^jj^ g^^^ Telegraph Company indicates, 
 
 by its announcements, that it desires to give the public 
 service, people generally are much more apt to be- 
 lieve that it is sincere in that purpose than they 
 would be if it maintained a dignified silence on the 
 subject. 
 
 The general effect of the Swift advertisement is 
 
 particularly good, although I am generally afraid of 
 
 Focussing white letters on a black background, except 
 
 Demand on for a brief heading in large letters. Legi- 
 
 Pr^ium bility is always sacrificed, to some degree 
 
 ^""^ at least. 
 
 This advertisement contains valuable information 
 for housewives. The specific point made is bound to 
 influence the buyer to specify "Swift's Premium 
 Ham," instead of saying merely that she wants 
 "some good ham." 
 
 The Hydraulic Press Brick advertisement deals 
 with a ticklish subject in a frank, straightforward 
 The Subtle manner. The expression of their confi- 
 Handling of dcucc, in putting it up to the architect, is 
 pZts Brick sure to impress him favorably. The ser- 
 AdveHising ^j^^ offered him, by giving him genuine 
 information in the booklets, is a subtle and com- 
 mendable appeal for the good-will of house 
 builders. 
 
 ii 
 
' 
 
 Appeal to 
 the Senti- 
 ment by 
 National 
 - Lead 
 Company 
 
 126 ADVERTISING-^SELLING THE CONSUMER 
 
 The National Lead advertisement makes a most 
 eflFective appeal to sentiment. They are fortunate 
 in that there exists in the minds of painters 
 generally throughout the country a deep- 
 seated prejudice in favor of lead and oil as 
 against mixed paints. Their desire to 
 maintain this sentiment and create the 
 impression of being willing to give valuable advice 
 when requested, is good business judgment. Their 
 sales prove it. 
 
 The Quaker Oats advertisement deserves special 
 commendation. The economy of the 25-cent size 
 QuaTcerOats ^^ ^^P^asized, without Sacrificing the ap- 
 AdveHise- petiziug Suggestion of good oats well 
 "^Ir^^M ^^«k^d. The fine type in the small para- 
 graph reiterates the strong points of pre- 
 vious advertisements. The cumulative effect se- 
 cured in this way is one of the most valuable assets 
 of an advertising campaign. 
 
 The Holeproof Hosiery announcement is unusually 
 effective in illustration, two women and one man, 
 thus laying particular stress upon the fact that 
 Holeproof Hosiery is made for men and women, 
 especially "women." 
 
 The Ivory Soap advertisement is interesting be- 
 cause of the amount of space given to the illustra- 
 tion. In marketing a 5-cent soap the manufacturer 
 must create an atmosphere of quality which will 
 offset the impression made by its low price. But he 
 sometimes finds this diflScult. The Proctor & Gam- 
 
 APPLICATION OF THE FIVE TESTS 127 
 
 ble Company has shown great wisdom in illustra- 
 tion. In this particular advertisement, illustra- 
 tion and text strengthen each other; each adds 
 to the force of the other. The title of the book- 
 let suggests increased service to people who are 
 already using Ivory Soap by teaching them new 
 uses for it. 
 
 The Hart, Schaffner & Marx advertisement is an 
 
 interesting departure from the style which they used 
 
 The Mail- ^^^ many years — the ideal figure, in a 
 
 order Idea natural posc, his clothes showing creases 
 
 in General i • -i i i , i -i 
 
 PuhiicUy and wrinkles wherever tney occur when 
 Advertising actually worn. 
 
 The mail-order idea, i.e., to give more informa- 
 tion to people who ask for it, is the keynote of this 
 particular advertisement. The effect of a fine 
 style book, sent to all who write for it, is far-reach- 
 ing. 
 
 Inquiries from high-class prospects handed to the 
 travelling salesmen and properly used by them in 
 talking to local dealers are bound to stimulate the 
 dealers to use the advertising helps which Hart, 
 Schaffner & Marx sell their agents. I use the word 
 "sell" because this firm sensibly takes the stand 
 that advertising material which is given away free 
 is valued accordingly. A price which partially 
 covers the cost of production is the best assurance 
 that the dealer will make the most effective use 
 of it. 
 
 As examples of effective mail-order advertising I 
 
 IB 
 
 ■I 'IIIh 
 
I 
 
 
 128 AD^RTISING:;^ELLING_THE CONSUMER 
 
 have reproduced three Sears, Roebuck & Company 
 
 announcements (indicating the wide scope of this 
 
 Comments successful mail-ordcr institution) and one 
 
 ^derAd- of the advertisements of the National 
 
 veriuemerus Qloak & Suit Company. 
 
 The latter makes the most of the word "National "; 
 also of its New York City location, which, to a large 
 group of buyers, stands for that intangible something 
 called "style." 
 
 The Sears-Roebuck announcements are character- 
 istics in that the successful mail-order house seeks, 
 first of all, to get the catalogue, their real salesman, 
 into the hands of persons who have been induced to 
 express a desire to possess it. 
 
 I have reproduced only two outdoor advertise- 
 ments. Mr. 0. J. Gude told me that he considers 
 the White Rock electric sign the best thing that has 
 ever been done in that line. 
 
 It may seem difficult to apply the five tests to an 
 electric sign, a bulletin, or a poster, but I recom- 
 mend making the attempt, for the reasons previously 
 given. 
 
 Take the White Rock sign, for instance. Is it 
 institutional? It stood on Long Acre Square, the 
 night centre of New York City, the place to which 
 come the largest number of free spenders from all over 
 the United States. 
 
 White Rock, as a trademark, has been associated 
 with sales talks and educational advertising all over 
 the United States. Its reproduction here reiterates. 
 
 APPLICATION OF THE FIVE TESTS 129 
 
 reaffirms, and reinforces all that has been said about 
 it. The night life of New York City is an institution 
 in itself, and the Wliite Rock sign, with its brilliant 
 light, was in complete harmony with this institutional 
 spirit. 
 
 It is specific (Test No. 2) because the White Rock 
 trademark, in its peculiar, distinctive form, is ac- 
 curately reproduced. 
 
 It is forceful in suggesting a high-ball, because 
 White Rock appeals to the men who drink high-balls 
 as well as to those who want a drink which does not 
 seem cheap or puritanical. 
 
 The suggestions of persistency and authority (both 
 forceful elements) are contained in the size and loca- 
 tion of the sign. 
 
 Certainly the story is plausibly told. The clock 
 adds much to the acceptability of the broad sugges- 
 tion, "for all time." The sincerity of an institution 
 which spends so much money to tell its story is not 
 open to question. 
 
 It is certain that the orderly and systematic ap- 
 plication of these five tests to any piece of printed 
 
 ^^ „. matter, or to any announcement of any 
 
 Tests Can kind, in newspapers, magazines, or out- 
 toAi^Ki^ door display, will stimulate greater care in 
 
 of Adver- the preparation of copy and more attention 
 ^"^ to the interests of the final buyer, thereby 
 benefiting the advertiser's business as a whole. 
 
 If ' 
 
 '■'i. 
 till 
 
 I 
 
CHAPTER XIII 
 
 ADVERTISING AND SELLING THROUGH THE ORDINARY 
 
 CHANNELS OF TRADE 
 
 BROADLY speaking, there are five recognized 
 routes by which merchandise travels from the 
 man who makes it to the consumer. 
 Perhaps the most important is (1) from manufac- 
 turer to wholesaler or jobber, from the wholesaler to 
 the retailer y and from him to the consumer. 
 
 The place of the retailer in the distributive chain 
 
 is universally conceded. Mail-order successes prove 
 
 that many kinds of goods can be marketed 
 
 by mail. But the retailer will always 
 
 Link'intit liandle the bulk of the supply of the Amer- 
 
 Merchan- lean family. 
 
 The retailer's stock is complete, if he 
 be progressive and easy of access. Merchandise 
 can be seen before it is purchased. Very often the 
 credit which the retailer can extend is a real service, 
 which brings him a goodly share of the business of 
 his trade territory, i 
 
 The position of the '^wholesaler may not be so 
 clearly defined. At first glance it might seem that 
 the toll he exacts might better be taken from the sell- 
 
 The 
 Retail 
 
 -\ 
 
 130 
 
 r^ 
 
 ADVERTISING AND SELLING 
 
 131 
 
 ing price and his service dispensed with. It would 
 not pay, generally. He has a function, and is in- 
 dispensable in most cases. He keeps a 
 Fusions finger on the pulse of local conditions. The 
 Whd^mier i^anufacturer can afford to sell to him at 
 less than the price to the retailer, for the 
 service the jobber renders could not be duplicated 
 by the manufacturer for the differential he allows 
 him. 
 
 The wholesaler buys in much larger quantities than 
 the ordinary retailer does. He relieves the manu- 
 facturer of all work and detail in connection with 
 credits, selling small orders, and collecting small 
 accounts. He pays for what he buys and assumes 
 entire responsibihty for his own sales. He is par- 
 ticularly indispensable to the manufacturer of an 
 article of comparatively small consumption. 
 
 In such cases the volume of sales to each retailer 
 is SQ small that it would be foolish for the manufac- 
 turer to do business with individual retailers, either 
 direct or through salesmen. 
 
 The wholesaler is of great value to the retailer 
 
 who does business on a small amount of capital. 
 
 His stock is large. Retailers in his terri- 
 
 Wlltsaler tory cau draw upon it and get the goods at 
 
 as an Aid to oncc; SO that it is not necessary for them to 
 
 the Retailer , _ . ,, •.! i 
 
 cumber their small space with large quan- 
 tities of each of the lines they handle. The whole- 
 saler is safe in granting credit, because he is on the 
 groimd and knows the retailer's financial status. 
 
M 
 
 m 
 
 
 The 
 
 Exclusive 
 
 Jobber Plan 
 
 132 ADVERTISING—SELLING THE CONSUMER 
 
 Some manufacturers selling privately branded 
 goods in staple lines of steady consumption give the 
 exclusive sale of it to one jobber in a territory. 
 This gets more cooperation from the jobber, 
 for if he has the right kind of a contract, 
 he is buOding for himself as well as for the 
 manufacturer. The exclusive jobber plan has been 
 successful, especially when supported by general ad- 
 vertising. Specialties of small consumption have 
 never been marketed advantageously through ex- 
 clusive jobbers; this method is feasible only when 
 it is possible to divert an established demand to 
 an advertised, trademarked brand. It will not create 
 a market for a novelty. It would not do for an un- 
 branded article. 
 
 Most manufacturers sell to all reputable jobbers. 
 They cannot expect these jobbers to put any special 
 effort into selling their goods, because the 
 jobber specializes on distributing, and is 
 not equipped for creative selling. It is, 
 therefore, the business of the manufacturer 
 to create his own market — by advertising 
 to the consumer, by interesting the dealer 
 with specialty work, and by trade journal publicity. 
 
 Almost all manufacturers who distribute their 
 products nationally through the wholesaler do some 
 specialty work on retailers at their own expense. 
 The orders taken by the specialty salesmen are filled 
 through the wholesaler, who takes over the accounts. 
 The wholesaler can fill the orders more promptly, he 
 
 The 
 
 AdveHiser 
 Must Cre- 
 ate His 
 Market — 
 the Jobber 
 
 Is a 
 Distributor 
 
 ADVERTISING AND SELLING 
 
 133 
 
 is better equipped for looking after repeats, and he 
 assumes the retailer's accounts. These functions 
 make his service worth while to the consumer, re- 
 tailer, and manufacturer. 
 
 Some manufacturers put up goods under jobber's 
 private brands. But it militates against the manu- 
 facturer who wants to sell his own brands, and against 
 the one who sells bulk goods. It is, nevertheless, 
 legitimate competition. 
 
 Many manufacturers sell direct to the retailer — the 
 second channel. 
 
 The manufacturer who sells through an exclusive 
 dealer eliminates the wholesaler. 
 SeUi the '^^^^ method has been so highly devel- 
 oped in connection with national adver- 
 tising in mediums of general circulation 
 that I treated it in a separate chapter. 
 
 Selling direct to all dealers can scarcely be said to 
 lower the price to the consumer, or to lower the man- 
 ufacturer's selling cost, or even to increase the retail- 
 er's profit. For the manufacturer must take care of 
 more detail in his oflice, must increase his travelling 
 sales expenses in most cases, and must assume re- 
 sponsibility for retailers' accounts, which means more 
 bad debts. 
 
 He may sell to retailers direct or through sales- 
 men, and pocket the wholesaler's commission. But 
 if he is after volume and big business, I doubt 
 whether he would save money by eliminating the 
 wholesaler. 
 
 Retailer 
 Direct 
 
I 
 
 III 
 
 ili 
 
 134 ADVERTISING— SELLING THE CONSUMER 
 
 The advantage of direct selling is that it gives the 
 manufacturer a more intimate knowledge of selling con- 
 
 JUasons ^^^^^^s, a closer grip on his own business. 
 
 for Selling It gives him the master's share, and the 
 
 power to extend substantial cooperation, if 
 
 his product is good and his organization can maintain 
 
 a volume of sales which justifies his sales expenditure. 
 
 Some manufacturers sell to both retailers and 
 wholesalers. But if they sell to a retailer in the 
 logical trade territory of a wholesaler to whom they 
 have also sold, there will surely be friction. To sell 
 the retailer at less than the wholesaler's regular price 
 to him is not in accordance with the ethics of the trade. 
 
 Large retail stores that go direct to a manufacturer 
 and demand wholesale prices are another problem, 
 if the latter is committed to the general policy of 
 selling to wholesalers. 
 
 The third channel is through a third middleman, 
 the manufacturer's agent, broker, importer, or exporter. 
 
 The Third ^^ ^^^ ^^^^ ^^^ ^^' ^^ ^^y^ ^^^^ ^^® 
 
 Middleman manufacturer and sells to the wholesaler, 
 
 ~BmkX' ^^*^ ^^^^^ *^ ^^® retailer, and the retailer 
 Importer, scUs to the cousumcr. 
 
 or Exporter rr\i t • p i • 
 
 ine functions of the importer and ex- 
 porter are fundamental. They get goods from for- 
 eign countries and ship domestic products to markets 
 where they can be sold. Only the largest and most 
 complete wholesale or retail establishments are able, 
 in their own organization, to take care of the particu- 
 lar service of the specialist importer and exporter. 
 
 ADVERTISING AND SELLING 
 
 135 
 
 He sells to the wholesaler. He is seldom equipped 
 for going direct to the retailer or the consumer. His 
 margin of profit is small; volume is vital to his exist- 
 ence. Small sales do not interest him. 
 
 "Merchandise broker," and "manufacturer's 
 
 agent," are practically synonymous terms. The 
 
 merchandise broker differs from the im- 
 
 Broker and , , • i • xt_ j. i.* i 
 
 Agent portcr or exporter mainly m that his work 
 ^il^^s^^^ is intra-national instead of inter-national. 
 He is the manufacturer's exclusive repre- 
 sentative for a certain field. In this field he repre- 
 sents from two or three to fifty different non-con- 
 flicting producers. His margin of profit is smaller 
 than that accorded the wholesaler; he is after volume. 
 He makes it possible for the manufacturer to approxi- 
 mate a unit system of distribution. 
 
 The manufacturer's broker carries on most of the 
 negotiations with wholesalers. All difficulties are 
 referred to him for adjustment. He may have much 
 to do with framing the general policy for his territory. 
 He is (save the representative on salary from head- 
 quarters) the manufacturer's most direct representa- 
 tive. 
 
 The broker seldom goes straight to the retailer. 
 
 His commission will not permit it. He must go to 
 
 The Broker *^^ wholesaler, where each order means big 
 
 SeUs the busiucss. If he does any work at all on re- 
 
 Wh^lesaler ^^.j^^.^^ j^ j^ j^^ ^^^ purpose of influencing 
 
 demand upon the wholesaler. Progressive firms, 
 who employ a broker and want to get the maximum 
 
136 ADVERTISING—SELLING THE CONSUMER 
 
 volume of sales, allow him to engage specialty men; 
 or they send specialty men to work under his direc- 
 tion. These men call on retailers and stimulate 
 demand upon the wholesalers by whatever arguments 
 of merit, advertising, profit, or special cooperation 
 seem best. 
 
 House-to-house canvassing of consumers, sam- 
 pling, and store demonstration are means by which 
 the manufacturer cooperates with the broker. The 
 size of the manufacturer's organization, the amount 
 of capital he has, and the universality of the appeal 
 of his product must determine whether or not he will 
 use brokers and the amount of cooperation he shall 
 give them. 
 
 The fourth route is from the manufacturer to the 
 consumer, with no intermediaries save the manu- 
 Sellin the '^^l^^^^^'s own representatives on salary or 
 Connimer Commission. This classification includes 
 (1) the mail-order house, (la) the manu- 
 facturer selling by mail, and (2) the manufacturer 
 who operates retail stores or sells direct through 
 agents or salesmen. 
 
 Mail-order businesses are of two sorts. The pri- 
 mary purpose of one is to sell goods of its own manufac- 
 ture, the business of the other is to sell goods by mail. 
 
 In the first class is the manufacturer who special- 
 izes upon a few articles; in the second, the firm that 
 maintains extensive manufacturing establishments, 
 and also buys from other manufacturers materials to 
 complete its own extensive lines. 
 
 ADVERTISING AND SELLING 
 
 137 
 
 In Chapter XXII I have covered the mail-order 
 method of selling in greater detail. 
 
 Some manufacturers sell the consumer direct 
 through their own representatives who are paid 
 either a salary or commission. 
 
 The automobile maker who maintains agencies 
 or branches in different cities for the purpose of sell- 
 ing direct to the user is an example. But if he allows 
 his cars to be sold by an independent local sales com- 
 pany, he must be accounted as using the second trade 
 channel — manufacturer to retailer. 
 
 The sale of advertised specialties has developed a 
 type of manufacturer's representative not at all 
 like the ordinary merchandise broker, who goes to 
 the wholesaler with a sample, quotes him a price, 
 and wires his principal the wholesaler's offer. The 
 manufacturer's representative selling advertised spe- 
 cialties must be a creative salesman in every sense 
 of the word. He must understand how to conserve 
 the value of the trademark. He truly represents the 
 manufacturer in serving the customer and does not 
 compete on a price basis. 
 
 Small specialties are often established by solicitors 
 sent out from the manufacturer's office. Firms 
 Introducing having only a small capital, and unable at 
 Goods to the outset to advertise and sell in a bifif 
 by way, often use solicitors, for a time only, 
 as a means of making the goods known 
 and as a preliminary to selling through retailers. 
 Specialties which are limited in appeal cannot be 
 
 Solicitors 
 
 It' 
 
 w 
 
I' 
 
 i-t 
 if. 
 
 
 138 ADVERTISING— SELLING THE CONSUMER 
 
 sold successfully by any other means. If the mar- 
 gin on them is small, the solicitor handles them as one 
 of a number of articles which he is prepared to present 
 to the consumer. 
 
 The manufacturer who operates retail stores is also 
 
 a direct-to-the-consumer seller. In his advertising 
 
 TheManu' ^^ often lays particular stress upon the 
 
 Jacturer statement that he has eliminated the 
 
 who Op- 
 
 eratesRetaU middleman's profit and can, therefore, 
 
 «'°™ make the consumer a better price. 
 
 It may be he can, but I doubt it. He has taken 
 upon his own shoulders the burden of maintain- 
 ing a more complex organization and of handling 
 many men on the road. In other words, he cannot 
 eliminate selling expenses by going direct to the con- 
 sumer. He may minimize it by perfection of sales 
 equipment and the institution of economics in the 
 supervision and conduct of his business. 
 
 Unless he is a wonderful organizer and a handler 
 of men, he may find at the end of the year that his 
 net profits are less, and that the public has fared 
 no better. That does not mean to say that direct- 
 to-consumer selling is not economical. It certainly 
 must be backed by the highest type of business 
 ability if the manufacturer is to make a success 
 of it. 
 
 Chain stores are not always examples of manu- 
 facturer-to-consumer selling; they are simply or- 
 ganized retaiHng. 
 
 In the fifth channel, the mail-order house, instead of 
 
 ADVERTISING AND SELLING 
 
 139 
 
 going direct to the manufacturer, buys from his sales 
 agent. This means the mail-order departments 
 mj,„ of large businesses whose chief concern 
 Ml:r,er may be either wholesaling or retailing, 
 ^'""^ but which maintain mail-order sections. 
 It also covers the buying of goods by a mail- 
 order house from an importer or exporter or a mer- 
 chandise broker instead of from the manufacturer 
 direct. 
 
 The conditions which control the production of 
 an article, the amount of capital to be used for pro- 
 motion purposes, the utihty and value of the article 
 itself, the distance which separates it from its mar- 
 ket — all these things must be considered in choosing 
 a selling method. 
 
 Almost all selling systems call for a middleman. 
 Importer, broker, wholesaler, or retailer, whichever 
 he may be, he is a helpful factor in distribu- 
 Middleman tion and has justified his existence. To 
 in^Mrmst i^^rkct merchandise costs a certain amount 
 AU SeUing of money, varying in accordance with the 
 character of the merchandise and the ability 
 and the amount of work that the selling organization 
 will put into a campaign. A manufacturer who de- 
 cides not to employ middlemen does so because he 
 has developed — or is convinced that he can de- 
 velop — within his own organization the distributing 
 ability which is the primary function of the middle- 
 man. Whether or not he can save money is a matter 
 which he must determine for himself by trial. 
 

 140 ADVERTISING-^SELLING THE CONSUMER 
 
 The manufacturer must be a creative salesman, 
 or surround himself with men who are, or his busi- 
 ness will come to nothing. The middleman must 
 be a producer — serving the consumer — or be elimi- 
 nated. 
 
 Nothing tliat I have said in this chapter should be 
 construed as endorsing the idea that the five routes 
 I have outlined are the only correct ones for mer- 
 chandise to follow. In many instances I believe 
 radical changes in distribution should be made. 
 There are manufacturers who sell to the jobber, 
 through a sales agent; the jobber then sells 
 to the retailer; the retailer sells to the 
 consunier. There are many articles han- 
 dled in this way which could be shipped in 
 the original package, direct from the 
 manufacturer to the consumer. Even if the sale 
 were handled through two or three middlemen, 
 still each party to the transaction would benefit 
 materially by the change, especially the consumer. 
 
 The route of distribution should be governed by 
 the character of the merchandise. The middleman 
 should know definitely what his functions are, and 
 should not attempt to handle any work that could 
 be done elsewhere more economically and with 
 greater satisfaction to the consumer. 
 
 There are too many middlemen in a number of 
 lines. There are lines in which one or two bold 
 spirits could, by making use of modem merchandising 
 and advertising methods, increase the scope of their 
 
 ADVERTISING AND SELLING 
 
 141 
 
 The Mid- 
 dleman's 
 Functions 
 Should Be 
 Clearly 
 Defin&i 
 
 The Con- 
 sumer Is 
 the Final 
 Test 
 
 business, get an enormous volume, reduce the cost 
 to the consumer, and give themselves financial re- 
 turns many times in excess of any sum they can 
 ever make by trying to maintain a fictitious value 
 for the service they render. 
 
 There is need for radical readjustment all along 
 the line. The particular point I have endeavored 
 to drive home in this chapter is that even 
 though the manufacturer goes to the con- 
 sumer by means of all the established 
 routes of distribution, his responsibility 
 to the consumer for the quahty of his wares is not 
 lessened. 
 
 I reaHze that many distributors will oppose any 
 change, just as the hand compositor fought the in- 
 troduction of the hnotype machine. Yet linotype 
 operators make from two to three times as much as 
 they did, under the very best conditions, as hand 
 compositors. Many distributors have been blindly 
 following established custom; they have not analyzed 
 conditions or causes, nor have they realized that 
 there are better ways of doing business. 
 
 All along the Hne the distributive system is loaded 
 with heavy labor costs — usually the lowest-priced 
 labor is the most expensive. 
 
 Advertising can reduce the cost of every phase of 
 distribution, at the same time increasing the com- 
 pensation of the personal labor required for the 
 maintenance of the various distributive chan- 
 nels. 
 
I ' 
 
 142 ADVERTISING— SELLING THE CONSUMER 
 
 One prominent retailer, who is generally reported 
 
 to figure his cost of handling merchandise at 30 per 
 
 cent, on the gross price, told me that more 
 
 Advertising ,i i if i ■ • i i • i !• 
 
 Confers a than half his expense is labor, including 
 b'^m ^^^^^ ^^^> management, delivery men, 
 '"^ janitors, etc. His advertising cost was 
 less than one per cent, on his total business. I told 
 hhn it did not seem good business, to me, to tax 
 the consumer with 15 per cent, for labor and only one 
 per cent, for informative advertising which would 
 reduce the cost of salesmanship, if his clerks are 
 tramed to cooperate with the seUing campaign. 
 
 This same condition exists in the jobbing busi- 
 ness. Men unpack, handle, and repack goods which, 
 if standardized and if the consumer were educated 
 to want it in exactly the form in which it leaves the 
 manufacturer, could be shipped direct from the 
 manufacturer to the consumer, who would select, 
 at the retailer's, from well-displayed samples. 
 
 There is much opportunity for improvement, and 
 I predict that the next ten years will witness changes 
 that might be characterized as revolutionary. But I 
 beUeve that the estabhshed channels of trade will 
 remain fundamentally as they are now. 
 
 KEFEKENCES ON CHAPTER Xin 
 
 There are trade papers which deal with the prob- 
 lems outhned in this chapter, many of them. Some 
 are of unquestioned leadership, with offices in all im- 
 portant trade centres. 
 
 i 
 
 ADVERTISING AND SELLING 
 
 143 
 
 Particularly noteworthy are the Dry Goods Econ- 
 omist and Iron Age (both published in New York), 
 which are edited by men of great power and national 
 influence. 
 
 There are five (monthly) publications for under- 
 takers and eight for miners. The grocer, the general 
 merchant, and the allied trades are served by sixty- 
 eight publications. And so on down the list, from 
 automobiles to watchmaking. Each one of these 
 trades has its own literature, to say nothing of house 
 organs and catalogues which display the highest type 
 of advertising skill. 
 
 Ill 
 
mi 
 
 CHAPTER XIV 
 
 HOW THE MIDDLEMAN SERVES THE CONSUMER 
 
 THE retailer does 95 per cent, of the business 
 of supplying the wants of the American 
 family. I doubt whether this percentage 
 ever will be much altered. The mail-order business 
 will increase and so will the jobber's and retailer's, 
 just as rapidly as elimination of the present waste 
 in our distributive system is changed into increased 
 comfort and luxury for the consumer. 
 
 Many people will always find it easier and more 
 satisfactory to order goods by mail after they have 
 read a catalogue; others want to see and examine 
 merchandise before they buy. The question, " What 
 kind of service does the consumer like best?" has as 
 many answers as there are different kinds of people. 
 
 The mail-order business proves that people scat- 
 tered over a wide area may be organized and held 
 together by group consciousness. 
 
 Once in the backwoods of Kentucky I met a man 
 who isolated himself. He refused to buy anything 
 from the local stores. His greatest satisfaction 
 seemed to be his abihty to read and supply his wants 
 by means of the catalogue of a Chicago mail-order 
 
 144 
 
 HOW MIDDLEMAN SERVES CONSUMER 145 
 
 firm. He evidently felt a personal superiority and 
 distinction — sometimes encountered among "our very 
 best people" — in being able to do something which his 
 less fortunate neighbors could not do, i. e., read. 
 
 Many manufacturers have been considering the 
 
 middleman their customer, because he buys their 
 
 goods. Goods in the market may be a 
 
 MimLan menace to the man who has made them. 
 
 /* Not a They are never sold until they are in the 
 
 onsumer j^^^^^ ^£ ^^ consumer, the final buyer, the 
 
 man who does not want or intend to sell them again. 
 
 Many distributors are recognizing the new order of 
 things, and are limiting their activity to banking and 
 purely distributive functions. They are not attempt- 
 ing.specialty salesmanship, because they can get expert 
 assistance of this kind from the manufacturer's sales- 
 men. And they make more money than they could 
 by having a larger margin of profit and taking the re- 
 sponsibility of educating the trade by specialty work. 
 
 Any distributive system which does not bear the 
 test of constantly giving the consumer the best ser- 
 
 The Jobber ^^^^ ^^^^ ^^^^* ^^ ^^^ middleman who 
 andAdver- opposcs the handling of advertised goods 
 tised Goods ^g^j^^gg i^g thinks the consumer, knowing 
 
 the producer, may go direct to him and thus dispense 
 with the middleman's services, is making a wrong 
 deduction. The consumer is best served when each 
 factor of production and distribution is concentrated 
 upon the one activity for which it is particularly well 
 equipped. 
 
When 
 
 Private 
 Jobber's 
 
 Brands 
 
 Are 
 Justified 
 
 146 ADVERTISING— SELLING THE CONSUMER 
 
 No manufacturer should have the preference of the 
 consumer or the retailer unless his merchandise merits 
 it. If the maker of a food product which 
 is intelligently merchandised and nation- 
 ally advertised is able to get only from 
 2 to 5 per cent, of the total business 
 for it, there is no reason why the jobber 
 should not put in his own private brand-if the con- 
 sumer and the dealer would have confidence in his 
 guarantee of quality and his backing of the prod- 
 uct. 
 
 In a number of instances the demand for a certain 
 article is a highly developed want which has been 
 created solely by the constructive genius, organizing 
 ability, unwavering purpose, and unceasing devotion 
 of its manufacturer. Any attempt to share in this 
 business is httle short of a willingness to accept 
 something without rendering an equivalent for it. 
 It is not only unethical and unmoral; it is the worst 
 kind of bad business, and cannot be encouraged or 
 countenanced by honest men. 
 
 In some cases the manufacturer, the jobber, and 
 
 the retailer put their names on the merchandise, 
 
 and tell the consumer exactly what each 
 
 Distributing ^^^ doue and stands willing to do toward 
 
 SA^ gaining and meriting his or her confidence. 
 
 Educate In the grocery trade there is much dis- 
 
 aum^' cussion of the comparative value of manu- 
 
 facturers' and jobbers' brands. There are 
 
 forces at work in the distribution of groceries that 
 
 Better 
 Under- 
 standing 
 
 WiU 
 
 Eliminate 
 
 Waste 
 
 HOW MIDDLEIVIAN SERVES CONSUMER 147 
 
 seem as relentless and as irreconcilable as those now 
 engaged in warfare in Europe. 
 
 A specialty manufacturer sends his salesman to call 
 on the retail grocery trade. He takes orders to be 
 shipped through the jobber. And then 
 he finds out that the jobbers' salesmen 
 have killed a number of them. 
 
 Many jobbers control the retailer's 
 trade by granting him credit. Then they 
 can insist that he handle their brands, not the manu- 
 facturer's. 
 
 Where the consumer is indifferent the conflict is 
 most active. I am convinced that this, wasteful 
 antagonism is unnecessary. It can be largely 
 eliminated by a more perfect understanding of what 
 business really is, and a wiUingness on the part of 
 everybody concerned to give the other man the con- 
 sideration and courtesy to which his service en- 
 titles him. 
 
 The best interests of the consumer are the best 
 
 interests of the retailer. But the consumer does 
 
 ' not always understand what is best for 
 
 and him. This is the dealer's opportunity for 
 
 ^^Have^ service. If the retailer personally or his 
 
 Identical salesmen, who should be governed by ser- 
 
 interests . • t i 1*11 1 i^ii i» 
 
 Vice ideals which he has laid down for 
 them, can persuade his customers to accept some- 
 thing which is better for their wants than the par- 
 ticular things for which they ask, he is giving them 
 true service by doing so. 
 
148 ADVERTISING— SELLING THE CONSUMER 
 
 The retailer who does this will not be misled by an 
 overzealous salesman who talks large profits on 
 unknown articles against a fair margin on well-ad- 
 vertised articles which move rapidly, and give the 
 dealer more profit because of volume. This type of 
 dealer will soon win the confidence of his customers 
 so completely that they will not expect him to meet 
 cut prices on standard articles. They will prefer 
 to trade at a store where scientific methods of distri- 
 bution are appreciated and used. 
 
 I am sure that most of the difficulties which are 
 now worrying the dealer, the jobber, and the manu- 
 facturer (to the detriment of the consumer) will 
 disappear as soon as the functions, the rights, and the 
 responsibilities of each are more fully comprehended. 
 
 You may have heard some one say that "the manu- 
 
 facturer ought to advertise, in order to force the 
 
 jobber and dealer to handle his goods." 
 
 Shmdd^ If advertising is strong enough to force the 
 
 cZce J^^^^^ ^'' *^^ '^^^^^'" ^^ ^"^ something which 
 he does not want to do the man who invokes 
 
 and uses this power for such a purpose is making a 
 wasteful use of it. 
 
 He would much better be employed in convincing 
 the jobber and retailer that their interests are con- 
 served in the possibilities of cooperation and absolute 
 assurance of increased sales, because more intense de- 
 velopment of the consumer's wants and a more direct 
 supplying of them would increase the volume of busi- 
 ness. 
 
 II 
 
 HOW MIDDLEMAN SERVES CONSUMER 149 
 
 The generally accepted definition of the word 
 
 "gentleman" is "strength tempered with courtesy, 
 
 justice, and a square deal." No jobber 
 
 Sh^dtm ^^ retailer should be forced to do anything 
 
 Merchxin- ^hich docs uot further his best interests. 
 
 dised 
 
 A merchandising plan which contemplates 
 ruthless disregard of the wishes of a distributor lacks 
 much. The middleman should be "sold" on the 
 advantages to him of cooperating with the plan of 
 distribution. 
 
 The best manufacturers, those who distribute 
 through national merchandising and advertising, are 
 considerate of the middleman. Before they under- 
 take a campaign — which represents an enormous 
 investment of capital, time, thought, and energy — 
 they have data gathered which enables them to deter- 
 mine what complete service to the consumer is worth, 
 and what the middleman's share of this service is 
 worth. Then these manufacturers " sell " the middle- 
 man on cooperating with them, because it will 
 serve his own interests and at the same time give the 
 consumer satisfaction, which is the best possible in- 
 trenchment of his business. 
 
 The jobber and retailer who help the producer 
 get the increased volume of business which is bound 
 to result from the use of a correct merchandising 
 plan will make more money on their capital and 
 energy and will do best by the consumer. This 
 type of middleman is intrenching himself for the 
 future and will not be eliminated; instead he will 
 
 m 
 
150 ADVERTISING-SELLING THE CONSUMER 
 
 become a more and more important factor in dis- 
 tribution. 
 
 REFERENCES ON CHAPTER XIV 
 
 In "The Economics of Retailing," published by 
 the Ronald Press Company, New York City, 1915, 
 Paul H. Nystrom has covered the whole range of 
 retail distribution in a most interesting and readable 
 
 manner. 
 
 "The Wages of Salespeople," "Location and Rent," 
 "How Retail Prices Are Fixed," "The Mail Order 
 House," "Are There too Many Retail Stores?" are 
 titles of exceedingly interesting chapters. 
 
 He makes an argument for publicity in its broadest 
 sense when he says : 
 
 "Sooner or later the growing unrest of the pubHc 
 concerning the rising costs of living will be focussed 
 on the costs of distribution. Public investigations 
 will be made and legislation proposed. Much of any 
 ill-will that might be present in that scrutiny, when 
 it comes, can be averted by retailers if they will but 
 take the public into their confidence. Price is the 
 tender spot in nearly all economic discussions where 
 public interest is concerned. It is highly essential 
 that all retailers, who are doing a legitimate business 
 upon a reasonable profit basis, cooperate m letting 
 the public know what are their price-making proc- 
 esses and problems." 
 
 CHAPTER XV 
 
 RETAIL ADVERTISING — PREPARATION 
 
 IN CONSIDERING retail advertising, one must 
 not forget that many dealers have gone into 
 business without having made a comprehensive 
 plan of campaign. Some have inherited a business. 
 Others started in as clerks, and gradually worked 
 up. 
 
 In agricultural districts, retired farmers, who have 
 moved into town so that their children may have 
 city school advantages, often buy a grocery business 
 or handle farm implements. 
 
 Many of them fail because they lack expert 
 knowledge of the business itself and especially because 
 they did not know the characteristics of their con- 
 suming group. 
 
 Other things being equal, the retailer should pre- 
 fer a location in a city whose industries are exten- 
 
 A OS 11 sively advertised. Manufacturers who use 
 
 A Stable , , . . . 
 
 Labor advertising to create a permanent, steady 
 
 N^sa^ to naarket are least affected by industrial 
 
 Swxessfui changes. Employees are benefited by this 
 
 policy, because they are not laid off ii^ 
 
 times of general depression. 
 
132 ADVERTISING— SELLING THE CONSUMER 
 
 Having chosen a city or town in which to estab- 
 lish himself (if it is possible for him to do this), 
 the retailer's next move is to select the particu- 
 lar street upon which it seems best to locate his 
 store. 
 
 Here again we see the value of the group spirit, 
 which accounts for the fact that property at the 
 comer of State and Madison streets, Chicago, is 
 worth many times more rent per year than is 
 the same number of square feet one nule from 
 there. 
 
 The fact that a large group of people has formed 
 
 the habit of passing a particular corner, or along a 
 
 particular block, every day. makes a loca- 
 
 ilt™ tion at that point worth more to the re- 
 
 *^^.f^ taller than the same amount of space a 
 
 short distance away. 
 
 The retailer should next consider the character- 
 istics of his group, as a whole, and also those of the 
 many smaUer groups of which the community is 
 composed. He should study their tastes, their 
 prejudices, and the influences that are maintaining 
 or changing their mental attitude and their manner 
 of living. He should select his clerks carefully, 
 considering their fitness to sense and work in har- 
 mony with the prejudices and preferences of the 
 majority of his customers. Much might be said 
 about fitting up his store so that his wares will be 
 in plain sight and easy to get at. Allow plenty of 
 space for showcases, counters, and shelves for the 
 
 RETAIL ADVERTISING— PREPARATION 153 
 
 display of desirable merchandise. Mute salesman- 
 ship of this kind costs little and gets substantial 
 results. 
 
 The retail merchant should buy reliable, depend- 
 able goods. It is wiser to concentrate his buying in 
 
 Bu From ^ ^^"^ ^^''^''^^ "^^ ^^?P^^' '^ ^^""^^^ ^^ ^^^^ 
 
 Competent his busiucss attractive to the best houses, 
 
 ^m^mt- ^^^ ^^ ^^^ ^^y insure getting the greatest 
 ing Reliable amouut of attention. Where the quality 
 ^'"''' of the merchandise and the general policy 
 of the houses from which the dealer can buy is the 
 same, he should, in justice to himself, give prefer- 
 ence to the salesman who studies his needs and is 
 best equipped to counsel and confer with him about 
 how to merchandise the goods he buys. Many 
 dealers owe much of their success to counsel and 
 advice given them by salesmen who believe that the 
 business of selHng is an opportunity for service, 
 and who treat the dealer's confidence as a sacred 
 trust. 
 
 As soon as the dealer knows the purchasing capac- 
 ity of his possible customers, he should gradually 
 foster in them an appreciation of a little better 
 standard than they have been asking for. In this 
 way he can secure the leadership which is neces- 
 sary if he is to build up a big business, and can 
 get and hold the trade of people who like to feel 
 that they appreciate quality and that goods have 
 been brought to their attention because they know 
 quality. 
 
 I 
 
154 ADVERTISING-^ELLING THE CONSUMER 
 
 It pays tx) stock advertised brands instead of un- 
 
 advertised, when they are of equal merit. If he can 
 
 buy the latter for less money, then he must 
 
 Uve^Vdue determine how much the advertising on the 
 
 Hs^/^ higher-priced Hne is worth to him. If he 
 
 Unadver- cau be suTc that the advertised merchan- 
 
 P^ucu ^^^ ^"^ ^^^^ ^^^ ^^^^^ ^^^* ^®^*» ^^^ other 
 expense, then the advertising justifies it- 
 self. As a rule advertised lines are meritorious, and 
 the cost of advertising is not an excess tax upon the 
 consumer. In which case the dealer has no excuse 
 for handling anything but advertised Hues. 
 
 Careful discrimination is necessary when the re- 
 tailer takes over the exclusive sale of a Hne of goods. 
 Many manufacturers market their goods 
 A^^^ to one dealer only, in each town, because 
 Should Be they know that having something which 
 Considered oue s immediate competitor does not pos- 
 sess appeals to retailers generally. Some- 
 times the retailer makes a mistake in listening to this 
 argument. For there are articles, having a wide 
 national distribution and sold to any dealer who will 
 buy them, that unquestionably give the greatest sat- 
 isfaction to the consumer because of the advertising 
 which has been done both before and after the 
 purchase. 
 
 Retailers often try to substitute an article of which 
 they have the exclusive local sale for one that has a 
 broad national sale. It is a mistake to do this. The 
 manufacturer who gets control of a market and 
 
 RETAIL AD VERTISING— PREPARATION 155 
 
 reduces the price, in order to entrench himself, 
 
 unquestionably gives the greatest possible service 
 
 National to the final buyer. Every manufacturer 
 
 ^^A^^ with a sound merchandising policy wants 
 
 Local the retailer to handle goods at a satisfactory 
 
 ^ *"^ profit. In fact, so far as I know, present 
 agitation for the purpose of getting legislation in Con- 
 gress which will permit manufacturers to insist that 
 retailers maintain the manufacturer's retail selling- 
 price has been instigated by the manufacturer. He 
 wants the retailer to make money; he does not wish 
 to reduce the retailer's profit. He knows that if he 
 can get the largest possible volume of distribution, 
 he can, because of economies possible in production, 
 reduce prices and entrench himself against competi- 
 tion. He knows that price-cutting on the part of 
 the retailer reduces the total volume of sales, and 
 that the retailer cannot give the consumer complete 
 service unless he is sure of a steady and permanent 
 demand. 
 
 The retailer is wrong who apportions his expense 
 of doing business among all the articles he sells. For 
 instance, it costs him more in rent, labor, and over- 
 head, to serve a glass of soda, at five cents a glass, 
 than it does to hand out a package of chewing-gum, 
 the demand for which has been created and developed 
 by national advertising. 
 
 He fools himself if he thinks that the washing of 
 glasses, the labor of dispensing the soda, and the 
 amount of time taken up by people who stand at 
 
 1= 
 
 I ' ii 
 
156 ADVERTISING— SELLING THE CONSUMER 
 
 the soda fountain is anything Uke the same degree 
 
 of expense to him as the transaction involved in 
 
 WeU-ad- handing out the chewing-gum. In order 
 
 verti»ed to prove it, he needs only to find out 
 
 Lines Cost . i • i 11 
 
 Less to how many chewmg-gum sales a clerk 
 Handle qqu^^ make, in a day, to people who came in 
 about as fast and as regularly as the patrons of an 
 elevated railroad go through the gates and drop a 
 ticket. For five cents the elevated railroads give 
 the consumer a good deal of transportation, aTid the 
 labor of the people who sell him tickets and receive 
 him at the gates. 
 
 The retailer can profitably use every advertising 
 medium that I have described in this book. Many 
 of them he can afford to use directly. He can get 
 the benefit of all of them, indirectly, by cooperating 
 with the manufacturer's advertising of goods of 
 which he has the exclusive sale for his own section; 
 or by cooperating with national advertising cam- 
 paigns on goods that are sold to any dealer who will 
 buy them. By doing this he will get more than his 
 share of the business which the manufacturer creates. 
 He should do no local advertising until his store is in 
 shape to back any promises he may make in his ad- 
 vertising. 
 
 REFERENCES ON CHAPTER XV 
 
 Mr. Harlow N. Higinbotham, formerly a partner 
 in Marshall Field & Co., Chicago, and President of 
 the Chicago World's Fair, has written a valuable 
 
 RETAIL ADVERTISING— PREPARATION 157 
 
 book, "The Making of a Merchant," published by 
 Forbes & Company, Chicago. 
 
 The science of advertising has developed a service 
 phase since Mr. Higinbotham wrote "The Making of 
 a Merchant." He recommends unadvertised lines 
 as giving the dealer a larger profit; and now he would 
 find that the manufacturer's advertising actually 
 saves the dealer clerk hire and rent, and brings him 
 business. 
 
 Mr. Higinbotham recommends that retailers teach 
 their clerks to be decisive in dealing with customers, 
 and aptly says: "When the decision is put up to the 
 customer, he invariably names the brand most widely 
 advertised, because it is the first that comes to his 
 mind." 
 
 -Ill 
 # 
 
METHODS AND MEDIUMS 
 
 159 
 
 1 
 
 
 r'TTAPTT?!? xrwT 
 VylxAx X riXt ATI 
 
 RETAIL ADVERTISING — METHODS AND MEDIUMS 
 
 THE retailer's first purpose in advertising is 
 to bring people into his store. 
 For appealing to those who pass the store 
 every day the best medium is a display window. 
 Goods should be attractively arranged and show the 
 price. Then the effect of the advertising in the win- 
 dow can be accurately checked. 
 
 The same clear-cut fundamentals govern the 
 
 success of a department store and fruit stand. Each 
 
 exists, primarily, because of a group. 
 
 M^e Each has been established in a locality to 
 
 IpoT^ which common interests and needs draw 
 
 a group of people constantly. 
 In polishing his apples, arranging the grapes and 
 cherries in small packages, and putting in his spare 
 time making up attractive assortments, the fruit- 
 seller shows the same elemental appreciation of the 
 advertising value of display which is revealed in the 
 department store's handsome windows, neat shelves 
 and counters, and carefully trained clerks who im- 
 press all comers with the fact that "it is a pleasure 
 to show goods." 
 
 158 
 
 The price ticket on a basket of grapes is both an 
 appeal to the bargain-hunting instinct of the su- 
 burbanite and a confidence-compelling aflSrmation 
 by the proprietor that the goods are worth the price 
 asked, and that he is willing for any one to know 
 
 it. 
 
 This same fruit vender has found out that he can 
 depend upon a certain class of discriminating trade, 
 if he carries well-advertised goods in the original, 
 unbroken package. Many a small store proprietor 
 would do well to follow his example. 
 
 A certain Chicago retailer moved his store not 
 long ago. The new location costs him $15,000 a 
 
 Show y^^^ more for the same amount of space 
 Windows he had before. But now he has six show 
 
 Sileli windows. He had only two before. Nei- 
 SaUsmen ^^^ ^.j^^ ^jj^^gg ^f people who pass the new 
 
 store nor the numerical strength of the group 
 seems to have changed much. But the four extra 
 display windows more than justify the $15,000 
 additional rent. These windows are changed con- 
 stantly. 
 
 The windows bring people into the store, where 
 materials of especial interest for the moment must 
 be attractively displayed, interesting them and 
 stimulating desire to purchase. Such silent sales- 
 manship, making use of the power of suggestion, 
 often contributes more to a sale than does the clerk's 
 selling talk. 
 
 The newspaper is the best medium for reaching 
 
160 ADVERTISING— SELLING THE CONSUMER 
 
 people who do not regularly pass the retailer's store. 
 K he knows how to use local newspapers, and gets 
 prompt responses, he is fortunate indeed. 
 
 As I have said before, it isn't necessary to advertise 
 bargains all the time. It is wise to remind the 
 readers of the newspapers, every now and then, 
 that he sells] dependable goods, and stands back of 
 them. 
 
 In only one respect has modem business improved 
 upon the method of the late Mr. A. T. Stewart, 
 ^, ^ . who used to stand at the front door of 
 Newspaper the store, greet his regular customers by 
 j^^aU^'g name, and occasionally slip into a package, 
 Best for good measure, a tapeline, a spool of 
 thread, or some other useful little article. 
 The improvement is the change from a personal to 
 an institutional basis, the result of emphasizing the 
 fact that the business is being conducted according 
 to such sound merchandising principles that the 
 constant personal presence of the owner is not es- 
 sential to perfect service. The one-price system 
 and the custom of returning to the buyer the pur- 
 chase price if goods are returned within a reason- 
 able time have gained the confidence of the public. 
 These thoughts should be emphasized again and again 
 in the retailer's newspaper announcements. 
 
 The retailer can use local newspapers advantage- 
 ously in another way, described in the chapter con- 
 cerning "National Advertising and Exclusive Deal- 
 
 ers. 
 
 »» 
 
 Treat 
 Your 
 Advertising 
 Appropria- 
 tion as a 
 Trust Fund 
 
 METHODS AND MEDIUMS 161 
 
 The retailer who has the exclusive sale of a na- 
 tionally advertised specialty can double the value 
 of his newspaper advertising by "tying it up" 
 with the manufacturer's national magazine advertis- 
 ing- 
 There are advertising mediums which the retailer 
 
 should absolutely refuse to use. I refer particularly 
 to those of a semi-benevolent or semi- 
 charitable character. 
 
 The retailer who feels he must contribute 
 somethmg to a local church or lodge, or 
 some other semi-benevolent enterprise that 
 wants to sell him space in a program, can contrib- 
 ute, instead, an equivalent value in merchandise 
 which, for some good and suflacient reason, must 
 be seen at his store. Very many clever ideas have 
 been worked out along this line. As certain trade 
 papers and specialty advertising organs keep a 
 record of them, I shall not attempt to give further 
 
 detail here. 
 
 The store must be kept in such an attractive con- 
 dition at all times that customers will be pleasantly 
 
 impressed. 
 
 His advertising appropriation should be from 2 
 to 4 per cent, of his total sales. He ought to spend 
 it as if it were money held in trust for another, 
 which must be made to earn the maximum profit. 
 Such a viewpoint would not permit him to be "sold'* 
 by various schemes, of doubtful value, that are being 
 brought to his attention continually. 
 
 •• W,\ 
 
Ill '! ,1 
 
 162 ADVERTISING— SELLING THE CONSUMER 
 
 There are men who go around the country per- 
 suading retailers to advertise in local newspapers 
 schemes that make the soKcitors enormous profits. 
 However, this practice is about at an end, because 
 retailers and publishers know more, now, about real 
 advertising and its value. 
 
 The retailer should not buy calendars, novelties, 
 or advertising devices of any kind until he knows 
 exactly how he is going to distribute them. 
 
 The best plan is to give them to people who will 
 come into his store and get them. A small news- 
 paper advertisement, a circular, or a letter would tell 
 the reader about them. 
 
 I have previously pointed out that local news- 
 papers are especially effective for advertising the 
 big department store. Fortunate indeed 
 W^k anS ^s the retailer in a town that has a pro- 
 Wo^ Your gressive local newspaper covering his trade 
 territory fully. 
 
 An entirely different problem confronts the 
 neighborhood retailer, in a large city, and the 
 suburban dealer who has no local newspapers 
 whose circulation corresponds with his trade terri- 
 tory. 
 
 These suburban storekeepers, especially grocers 
 and druggists, are just now discovering that by dis- 
 playing wares which are being widely advertised 
 in newspapers and magazines that circulate in their 
 neighborhood they can actually cash in on the manu- 
 facturer's advertising. 
 
 METHODS AND MEDIUMS 
 
 163 
 
 A number of newspaper publishers realize how 
 
 important it is that retailers who cannot afford to 
 
 „ advertise be taught how to profit by the 
 
 Suburban manufacturer's general advertising. 
 
 Can' Before he advertises a special line of 
 
 Cash in goods every department store proprietor 
 Newspaper teaches his clerks how to cooperate with 
 Advertising ^^^ advertising when the customer comes 
 in to see the goods. All retail stores can use manu- 
 facturers' newspaper and general advertising, with- 
 out cost, merely by cooperating with it. The re- 
 tailer who knows what kinds of newspaper and 
 magazine advertising pay, what the circulation of 
 general mediums is, in his territory, can realize on 
 manufacturers' advertising as completely as if he 
 himself were paying for it. 
 
 If he is in doubt as to the amount that is spent by 
 the house that sells to him, he can get accurate in- 
 formation by applying direct to the publisher, or to any 
 large advertising organization that cooperates with 
 national advertisers in preparing and placing copy. 
 
 Some retailers, having been imposed upon by ad- 
 vertising promises that were never fulfilled, assume 
 
 Dealers *^^* ^^ advertising is alike, and that one 
 
 Should manufacturer's publicity is no more valu- 
 Discrimi- able than another's. No part of the re- 
 "*^ tailer's equipment is more important than 
 an accurate knowledge of advertising mediums, both 
 national and local. This will enable him to dis- 
 criminate between manufactiu-ers who use adver- 
 
f 
 
 164 ADVERTISING— SELLING THE CONSUMER 
 
 tising to serve the' consumer and reduce tte cost of 
 distribution, and those who try to bluff him by mak- 
 ing him tliink that they are advertising on a larger 
 scale than is really the case. 
 
 Better grade magazines, newspapers, and class 
 publications are censoring carefully the advertising 
 of the manufacturer who does business in a question- 
 able way. Many publishers will not accept copy 
 unless they know that the advertising is sincere, 
 and straightforward, and planned to benefit both 
 consumer and distributor. Just as any banker will 
 express an opinion about any worthy investment, 
 so any advertising house of standing will verify the 
 claims of a reputable advertiser. Dealers certainly 
 should not give their cooperation to manufacturers 
 whose merchandise does not measure up to the claims 
 made by their advertising, or to those whose busi- 
 ness methods can be questioned. 
 
 In closing let me repeat that at least once a year 
 
 the dealer should map out for himself a definite, 
 
 y^ tangible, complete campaign. He must 
 
 Plan More know exactly the size of his appropriation 
 
 Important it it i«. •#•. 
 
 Timnihe and should spend it as if it were money 
 Medium gp^n^ Jn tjugt for another, with which he 
 
 must buy the maximum profitable result. He can 
 have all of the exhilaration of the chemist who makes 
 discoveries in his laboratories, the satisfaction of the 
 mathematician who solves problems, the zest of the 
 hunter, and the calm sense of power of the man who 
 makes plans and sees them materialize. 
 
 METHODS AND MEDIUMS 
 
 165 
 
 li ' 
 IP 
 
 I'.. 
 
 REFERENCES ON CHAPTER XVI 
 
 Very many books have been written about retail 
 advertising. Correspondence school courses are 
 largely concerned with writing advertisements for 
 retailers. Several houses which sell to one dealer 
 only, in each locality, maintain a syndicate service 
 which supplies the dealer with ready-made adver- 
 tisements. 
 
 In almost every city of 10,000 population or over 
 there are one or more advertising agencies or adver- 
 tising service bureaus which make a specialty of 
 writing copy for retaUers. Practically every paper 
 covering retail trades has a department devoted to 
 retail advertising. 
 
 The live daily newspapers, in metropolitan and 
 provincial cities, are the best primers for the man 
 who wants to study the best, latest, and broadest 
 aspects of retail advertising. 
 
 George M. Reynolds, president of the Conti- 
 nental and Commercial National Bank of Chicago, 
 states that when a boy in a small Iowa town, he sub- 
 scribed for the great newspapers of our large cities, 
 in order to keep constantly in touch with the outside 
 world. 
 
 I. R. Parsons, Advertising Manager of Carson 
 Pirie Scott & Co., of Chicago, in Pnnters' Ink, June 
 24, 1914, says: 
 
 "I know of stores that are purported to spend but 
 one and one-half per cent, of their entire gross re- 
 
t 
 
 
 166 ADVERTISING-SELLING THE CONSUMER 
 
 ceipts for advertising, their advertising charges in- 
 cluding many items of more or less general expense, 
 like window decorating and other general promotion 
 costs, and each of the stores in question does a tre- 
 mendous business. I know of several other stores 
 whose yearly advertising cost amounts to 4 per cent, 
 of their gross sales or thereabouts and they seem to 
 get away with it. But I do not know of any retail 
 store of any consequence which spends less than one 
 and one-half per cent, for advertising, nor did I ever 
 hear of any store lasting very long with an advertising 
 burden of more than 4 per cent." 
 
 Frank Farrington of Delhi, New York, author of 
 "Making a Drug Store Pay" and a number of other 
 very valuable books for retailers, and editor of Prof- 
 itahle Storekeeping (Chicago) says: "My observation 
 is that 2 per cent., in the case of the average store, 
 (which, by the way, is not a very large store) is a 
 satisfactory figure." 
 
 METHODS AND MEDIUMS 
 
 167 
 
 Mr. Parsons gives the following figures as being 
 those of a hypothetical store "generaled by a mer- 
 chant in the good old Anglo-Saxon meaning of the 
 term": 
 
 YABD GOODS AND ACX^ESSORIES 
 
 Department 
 
 Silks and Velvets 
 Dress Goods 
 Wash Goods 
 
 Laces and Embroideries 1 
 Ribbons 1 
 
 Trimmings 1 
 
 Notions and Dressmaker's 
 Supplies 1 
 
 Advertising 
 Percentage 
 
 11% 
 2% 
 11% 
 
 % 
 % 
 % 
 
 % 
 
 DRESS ACCESSORIES 
 
 Veilings 
 Handkerchiefs 
 Women's Neckwear 
 Gloves 
 
 Hosiery 2 
 
 Knit Underwear (cotton) 2 
 
 Knit Underwear (silk) 3 
 
 Parasols and Umbrellas 2 
 
 Jewelry S 
 
 Hair Goods 4 
 
 Leather Goods 3 
 
 Toilet Articles 2 
 
 ii% 
 if% 
 1 % 
 
 n% 
 
 % 
 % 
 % 
 % 
 % 
 % 
 % 
 % 
 
 HOUSEHOLD LINES 
 
 Fumitm* 5 % 
 
 Linens 1|% 
 
 Carpets and Rugs 3 % 
 
 Blankets, Bedding, etc. 3 % 
 
 Lace Curtains 3 % 
 
 Art Needlework li% 
 
 Silverware 3 
 
 China and Glassware 3 
 
 Tnmks and Bags 4 
 
 Housefurnishings 4 -/o 
 
 Books 3 % 
 
 % 
 % 
 % 
 
 EEADT-TO-WEAR APPAREL FOB 
 WOMEN AND CHILDREN 
 
 Department 1.^™?„'^| 
 
 Women's and Misses' Suits 3 % 
 Women's Dresses 4 % 
 
 Girls' Apparel 
 Women's and Misses' 
 
 Coats 
 Shoes 
 Waists 
 
 Separate Skirts 
 Millinery (in season) 
 Petticoats 
 Lingerie 
 Negligees 
 Infants' Wear 
 Corsets 
 Furs (in season) 
 
 4 
 3% 
 
 3% 
 8% 
 3% 
 
 3% 
 
 3% 
 
 2i% 
 
 2J% 
 3% 
 2i% 
 3% 
 3% 
 
 READY-TO-WEAR APPAREL 
 FOR IfEN AND BOYS 
 
 Men's Clothing 
 Boys' Clothing 
 Men's Shoes 
 Men's Furnishings 
 Men's Hats 
 
 % 
 % 
 % 
 3% 
 4% 
 
 5 
 4 
 3 
 
 Total Average Advertising 
 Cost 
 
 .21% 
 
 Which figure, being reduced by 
 business done by departments not 
 advertising, will undoubtedly come 
 within the 2^% limit. 
 
 * ' 
 
i 
 
 CHAPTER XVn 
 
 RETAIL ADVERTISING — MAKING GOOD 
 
 \T AN exhibit of farm vehicles, once, I heard 
 l\ a barker, in replying to a couple of farmers 
 -^ -^ who were chaffing him about his sales talk for 
 the buggies he was demonstrating, point out clearly 
 the institutionalism of banking and merchandising, 
 and the labor-saving value of trustworthy methods of 
 doing business. 
 
 They told him he was the most interesting liar 
 they had ever heard. He turned on them quickly 
 and said: "You are honest farmers, but 
 you have a peculiar way of showing your 
 honesty when you do business with each 
 other. You trust your bankers with your 
 money without question. You let your 
 wife and children trade with your local merchants, 
 and it never bothers you at all, because you know 
 they will be given a square deal. But I notice that 
 when one of you wants to buy a horse or a calf or 
 anything else from another farmer, you don't delegate 
 that business to anybody. You always do that 
 work yourself. You are honest, certainly you are, 
 and you show it in the way you trust each other." 
 
 168 
 
 Retail 
 Dealers 
 
 Are 
 
 Expected 
 
 to Be 
 
 Square 
 
 MAKING GOOD 
 
 169 
 
 The point of this story is the fact that the dealer 
 is expected to be honest and trustworthy as a matter 
 of course. It is certain that his influence, prestige, 
 and permanent position in the field in which he does 
 business are in direct relation to the size of the group 
 which has confidence in him. 
 
 In Chapters XIV and XV I have said that the 
 retailer must know the relative value of advertising 
 mediums, and how to use them for accomplishing 
 specific results. But when this has been done, he 
 has still a responsibility w^hich, in my judgment, is 
 worthy of a separate chapter — to make good on every 
 advertisement he puts out. 
 
 The retailer who gets the most out of advertising 
 
 is one who thinks of it as a promissory note to the 
 
 ,, . ^ . public. He has invited the public to come 
 
 Maintain- ^ , « . •. 
 
 ing to his store. He has put himself m the 
 flncre^es positiou of the host at a dinner-party. If 
 the Dealer 3 there is a hurrying and scurrying about 
 
 to lay extra places at the table after his 
 
 guests arrive, they may feel they were not wanted, 
 after all. 
 
 It is of the utmost importance that the advertiser 
 backs up his advertising with the same sincerity he 
 expresses in his announcement. 
 
 Clerks must be trained to appreciate that the word 
 of the store has been given, and that any failure to 
 make good, on their part, is a serious offence. 
 
 A certain most successful manager of a big depart- 
 ment store believes he cannot possibly cash in on his 
 
M 
 
 170 ADVERTISING— SELLING THE CONSUMER 
 
 advertising unless he maintains to an extreme degree 
 the confidence of every one who comes into his store. 
 He told me, one day, when I was calling on him, that 
 the man who had just left his office was the manager 
 
 of his shoe department. Mr. showed me, 
 
 with evident satisfaction, the report which this 
 manager had just left with him. He explained that 
 three months before he called in this department 
 manager and told him that the percentage of re- 
 turned shoes was too small. The subordinate men- 
 
 InnHngthe *^^^^^ ^^^ ^^ ^^^ expected commenda- 
 Returnof tion instead of criticism for this, and in- 
 
 X/" sisted that wherever there had been the 
 ^Ihr^if ^^^^^ reason he had permitted shoes to be 
 returned and the money refunded or other 
 shoes sent out in place of them. 
 
 "You certainly don't want to let a girl come in 
 here and get a pair of fine dancing shoes, dance in 
 them half the night, and come in the next morning 
 and exchange them for everyday shoes, do you?" 
 the department manager protested. 
 
 "That is exactly what I do want. That girl has a 
 father and a mother who undoubtedly do not ap- 
 prove of all that she does, but they will feel kindlier 
 toward us when they find that we are indulgent with 
 her. Try it three months and see." 
 
 The report showed an increased volume of sales 
 in the shoe department, and the manager of the store 
 believed that it was due to the increased liberaHty 
 in the matter of returns. 
 
 MAKING GOOD 
 
 171 
 
 On another occasion I went with the salesman of a 
 
 large paint house to call on a prominent store. The 
 
 «< faking keen eye of the salesman picked out a small 
 
 Back" can of paint lying on the floor, and he asked 
 Decder Did the manager if he handled that particular 
 
 NotSeU i^ranj, Xhe manager laughed and said: 
 "No, but a woman came in this morning, said she 
 had bought this can from us, and didn't want to use 
 it. Of course we took it back without argument." 
 
 This is an extreme case. The manager did not 
 question the customer's statement that she had bought 
 an article he had never had in the store, and then 
 gave her the amount of money she claimed she 
 had paid for it. It illustrates, however, the fact 
 that the customer's mental bias in favor of the store 
 is of the utmost importance and cannot be trifled 
 with without harming the group spirit which is, 
 after all, the store's most valuable asset. 
 
 Service to the customer should be the reason for, 
 the expression, and the follow-up of every advertise- 
 ment. 
 o/s^7 Attractive window, counter, and floor 
 displays which remind and inform passers- 
 by are true service factors. They economize the 
 time of both consumer and dealer. 
 
 Courteous, prompt, and intelligent attention by 
 salesmen who know their stock and have constantly 
 in mind the satisfaction of the customer is the only 
 good-will asset which will bring trade from a long 
 distance and hold it in spite of price competition. 
 
 i 
 
f 
 
 172 ADVERTISING—SELLING THE CONSUMER 
 
 RetaUers who sell service have no mail-order com- 
 petition, and they take pains not to advertise the 
 mail-order business by discussing it. 
 
 When we can be sure of price maintenance on 
 
 nationally advertised goods, we shall have rehable 
 
 merchandise at lower prices than ever be- 
 
 cutting fore, because of economy in wholesale pro. 
 
 A^Sy duction and unimpeded movement to the 
 consumer, with minimum salesmanship 
 cost to all distributors. The retailer who advertises 
 bargains is not giving his customer a square deal if 
 he sells an advertised product of merit at a price 
 which does not cover his legitimate distribution cost. 
 He is not giving the consumer, who is his cusiomery 
 the service or the protection to which he or she is 
 entitled if he cuts prices on advertised goods for the 
 purpose of more than offsetting this loss by the in- 
 creased sale of other goods on which his margin of 
 profit is abnormally high. 
 
 I realize that some persons may take exception to 
 my statement that the retailer should maintain in all 
 cases the price which the manufacturer puts on the 
 goods to be sold to the consumer. Let me make my- 
 self perfectly clear. There are, especially in the drug 
 field, lines of goods which give the retailer an abnor- 
 mally high profit. Knowing that all business should 
 benefit the consumer, we must not exploit him by 
 asking him to pay more than the service is actually 
 worth. Many cut-rate drug prices are legitimate, 
 but they are giving the consumer a wrong impres- 
 
 MAKING GOOD 
 
 178 
 
 sion. The fact of the matter is the retail margin 
 scheduled by the manufacturer is sometimes too 
 high in the first place, and he did not expect it to be 
 maintained. 
 
 It is certain that on nationally advertised goods of 
 
 genuine merit, the distribution cost of which has 
 
 been scientifically fixed, the retailer will do 
 
 Z)ef?fW b^st to cooperate. He is not being square 
 
 Every with his customcrs if he creates the impres- 
 iheDeaJ^'a sion that he sells all goods on the nairow 
 
 2^1^ margin which ' cut prices on advertised 
 goods of real merit allow him. On the 
 other hand, he cannot command the manufacturer's 
 cooperation and support in developing a larger 
 volume of business if he interferes with the manu- 
 facturer's scientifically developed plans for benefiting 
 the consumer. 
 
 This brings up a question that might as well be 
 discussed here as elsewhere — is it certain that the 
 consumer always receives full value, even though the 
 work of distribution has been ably and conscientiously 
 
 done? 
 
 For instance, many people believe that the sale 
 of liquors, tobacco, and luxuries in general is econom- 
 ically wrong, and a burden upon the public. Others 
 think that the selling of patent medicines is detri- 
 mental to the interest of the people. Others main- 
 tain that an investment should not be advertised at 
 all, but that all advertising in connection with in- 
 vestments should deal only with the integrity and the 
 
 I *i 
 
 1 
 i 
 
 ! 
 
II 
 
 n 
 
 174 ADVERTISING— SELLING THE CONSUMER 
 
 ability of the banking or investment institution that 
 sells the securities. 
 
 We must recognize that intrinsic value, real value, 
 and commercial value are three different things. 
 
 I would define intrinsic value as the sum of those 
 
 quahties in an article which scientific expert buyers 
 
 would determine by test to be valuable. 
 
 Difference Alcohol used in the arts might be intrinsi- 
 
 Beiween cally moFc Valuable in one brand than in 
 S,"p another. Yet many persons would hold 
 ^"vd^^f^ that alcohol has no real value. The real 
 value of any given article would be the sum 
 total of its qualities which actually benefit mankind. 
 Pure water possesses real value. There might be 
 some discussion as to the distinction between the 
 intrinsic and the real value of pure water. These 
 differences of opinion would be governed by differ- 
 ences in the uses to which it is put. 
 
 Commercial value is that quality in an article 
 which creates satisfaction. Satisfaction is the test 
 of every purchase. When the consumer is satisfied 
 with his purchase we may safely say that the article 
 he bought possesses commercial value. That is 
 the basis on which we must discuss the question of 
 value in relation to advertising. 
 
 The point ha^ been made that the department 
 store's attractive advertising has raised the standard 
 of living to a point where people believe they cannot 
 do without many articles which really are luxuries, 
 not necessities. But they justify the purchase of 
 
 MAKING GOOD 
 
 175 
 
 them, to themselves, by allowing themselves to be- 
 lieve they are necessities. Some economists main- 
 tain that the work most valuable to the community 
 has been rendered by those who endure privation, 
 rather than by those who are surrounded with lux- 
 uries the enjoyment of which calk for a 
 
 TIT *If 
 
 sZ^ heavy expenditure of both time and money. 
 Become too J jjayc uevcr been able to see how adver- 
 tising could be responsible for creating a 
 condition that would be injurious to the consumer 
 in any degree. Perhaps I should qualify that by 
 saying that truthful advertising could not mjure the 
 public in any possible way. 
 
 Fortunately the movement for truthful adver- 
 tising has been inaugurated and pushed by ad- 
 vertising men themselves, because they realized 
 that absolute and constant dependability would 
 demonstrate and develop the greatest value of adver- 
 tising. 
 
 Leaders of the advertising business have asked 
 that the law recognize the benefit of truthful adver- 
 tising by disciplining advertisers who do not pro- 
 mote the best interests of the consumer. 
 
 I am convinced that our great captains of industry 
 get little more, in exchange for their arduous efforts, 
 than shelter, clothing, and a modest amount of food. 
 These men work under self-imposed privations 
 because they believe this method is definitely help- 
 ful in accomplishing the important work they have 
 undertaken. 
 
 1 
 
■ 
 
 »l 
 
 
 176 ADVERTISING— SELLING THE CONSUMER 
 
 Booker T. Washington is authority for the state- 
 ment that until the desire to possess things that are 
 Th$ generally conceded to be luxuries is aroused 
 ^flTir ^^ *^ negro, he cannot be stimulated to 
 Stimulates Scientific and fruitful methods of work. 
 ^ Industry j ^^ ^^^^ ^^^ ^^ Cultivation of domestic- 
 ity—beautifying the home and making it a more 
 comfortable place to live in, the possession of works 
 of art and care in preserving and keeping them — ^has 
 a beneficial reflex upon the community. 
 
 Personally, I am not afraid of the extension of 
 
 the service idea on the part of our large department 
 
 Smnce ^^^^^' although it is true that the cost of 
 
 Competition concerts, lectures, rest rooms, and long- 
 
 Co^^Zion ^^f ^^ deliveries must be covered by the 
 
 price the consumer pays for merchandise. 
 
 The best protection against abuse of this method is 
 
 the fact that big national advertisers are vieing with 
 
 each in giving the consumer the greatest possible 
 
 service for the amount of money he spends. 
 
 At present this force is apparently working in 
 competition with the big department stores. There 
 are indications that some of the larger and better 
 managed department stores are beginning to realize 
 that it pays to cooperate with the national advertiser. 
 If the department store refuses to stock large 
 national advertisers' products, because they do not 
 allow it sufficient margin to pay for all this service, 
 these goods will be distributed by smaller stores 
 which are located closer to the consumer. Such 
 
 MAKING GOOD 
 
 177 
 
 service competition will benefit every one that is en- 
 gaged in it. 
 
 Advertising can — and I predict will, during the 
 
 next ten years — accomplish many reforms. It is 
 
 going to convince the consumer that buy- 
 
 Advertising • i> in* ■ 
 
 Will Bring ^g irom pcddlcrs IS an unnecessary tax 
 Needed upon him, and that the time of the can- 
 ^'^ vasser could better be spent upon labor 
 which produces more for the community. 
 
 It is going to prove that food products handled in a 
 sanitary way will not only eliminate the waste due to 
 sickness which is the result of unsanitary conditions, 
 but that the possibility of merchandising in a broader 
 way will enlarge the market. And the larger the mar- 
 ket, the more the proceeds of a day's labor will buy. 
 
 Advertising is the most potent force we have to- 
 day for equalizing the ups and downs of labor condi- 
 tions. It is seldom that a national institution which 
 markets tiirough advertising channels is obliged to 
 lay off employees. As a rule the well-managed and 
 competently advertised business is continually adding 
 to its force of operatives, and its current of incoming 
 business is steady and permanent. 
 
 The man who advertises extensively and nation- 
 ally ought to be, and actually has to be, a student 
 of general conditions. He must know 
 Conditions how to price his goods to the consumer so 
 Insure ^g ^q ^q^^ ^qj^^ qJ fluctuation in the price 
 
 rrospenty , , * 
 
 of raw material. Stable commercial con- 
 ditions of course mean money in the pocket of the 
 
 ■i I 
 

 
 1 1 
 
 178 ADVERTISING— SELLING THE CONSUMER 
 
 worker — ^his consumer. For an unanswerable argu- 
 ment for the value of stable conditions, contrast the 
 continued prosperity of the six million American 
 farmers of to-day with the state of agriculture when 
 the castles along the Rhine and on the shores of the 
 Mediterranean were inhabited by warriors who pro- 
 tected the tillers of the soil from pirates, to be 
 sure, but at a price — continual warfare — which gave 
 the farmer very little chance to make use of his 
 land. 
 
 There is no force at work in America to-day which 
 is doing more than advertising is toward the estab- 
 lishing and maintenance of stable business condi- 
 tions 
 
 REFEHENCES ON CHAPTER XVII 
 
 Particularly recommended is "How to Run a 
 Store at a Profit" (the System Publishing Company, 
 Chicago), from which the following suggestions for 
 the retailer have been culled: 
 
 1. Fixed price articles carried as an accommoda- 
 tion ought at least to take care of themselves. 
 
 2. Newspaper advertising appropriation should 
 be from 3 to 5 per cent. 
 
 3. Carry the right amount of stock and no more. 
 
 4. Watch your overhead expense. Overhead is 
 frequently either figured or charged incorrectly. 
 
 5. Know at all times what percentage of your 
 profit is actually net. 
 
 6. Have your goods so arranged and displayed that 
 
 MAKING GOOD 
 
 179 
 
 the minimum amount of time is necessary for laying 
 them before the customer. 
 
 7. Keep a record of the percentage of the selling- 
 price lost by mark-downs. 
 
 8. Look out for negative expenses. They are: 
 poor displays, dingy stores, insufficient light, heat, 
 or ventilation, ice on sidewalks, discourteous or in- 
 attentive clerks, etc. 
 
 9. In buying forget that you own the store and 
 regard yourself as the purchasing agent for your 
 community. 
 
 I also call attention to the "Retail Merchant's 
 Ten Commandments," which were published in the 
 Monthly Bulletin of the National Association of 
 Credit Men, 41 Park Row, New York City: 
 
 1. Confine purchases to as few houses as possible. 
 
 2. Do not overbuy. 
 
 3. Take all discounts and pay all bills when due. 
 
 4. Have some books, especially an accurate ex- 
 pense account, a daily sales record, a book showing 
 purchases, with cost and when due. 
 
 5. Carry enough insurance. 
 
 6. Make accurate reports to the commercial agen- 
 cies and answer all letters. 
 
 7. Keep a clean, well-arranged store. 
 
 8. Do as much cash business as possible. 
 
 9. Do not make unjust claims. 
 10. Live within your means. 
 
PRICE MAINTENANCE 
 
 181 
 
 CHAPTER XVIII 
 
 PKICE MAINTENANCJE 
 
 WE CAN best approach a consideration of 
 price maintenance by reviewing the fol- 
 lowing points: 
 
 (1) The one-price system builds business for the 
 retailer. It serves the buyer best, by saving time 
 which he must otherwise spend in bargaining. It 
 conserves the selling energy of salesmen who can 
 then concentrate on demonstrating to the con- 
 sumer the specific value of the goods offered for sale. 
 
 (2) Mail-order business is possible only because 
 prices can be fixed and vast editions of catalogues 
 printed and extensively circulated. Consider the 
 confusion, loss of time, and congestion which would 
 be inevitable were any time devoted to writing letters 
 to ask for prices or to haggle over charges. 
 
 (3) The exclusive dealer, or the agent of the manu- 
 facturer, likes the one-price plan because it insures 
 him a profit. In fact, the price argument is thebasis of 
 the abuse of the exclusive dealer idea. Many manu- 
 f acturers put in time selling the dealer which could be 
 spent more profitably upon the consumer. Many re- 
 tailers load up with exclusive lines; whereas a keener 
 
 180 
 
 appreciation of the value of service in the distribution of 
 staples would have been more valuable to the con- 
 sumer, and, therefore, more profitable to the dealer. 
 
 Producing a staple and advertising and distrib- 
 uting it through every possible channel are the big- 
 ,,, gest things a manufacturer can do. This 
 
 Field of effort calls for more kinds of ability than 
 Accomplish- any other kmd of commercial enterprise. 
 "^"^ It is no task for the quitter, the faint- 
 hearted, or the "piker." The results it gets are 
 princely in scope and splendor. 
 
 Given an article of merit and a fair price (which 
 means a margin of profit to all who assist in getting 
 
 Getting the maximum distribution for it), an ade- 
 the ''Jump" quate national advertising campaign will so 
 entrench one manufacturer's position that a competi- 
 tor who makes equally worthy merchandise must 
 spend many times as much for advertising in order 
 even to divide the field with him. 
 
 Price-cutting by retailers must be fought because 
 the manufacturer who creates and controls the mar- 
 ket for his own goods under a scientific plan of dis- 
 tribution serves the consumer best. 
 
 Retailers who make leaders of advertised goods 
 by cutting the price will eventually substitute to the 
 detriment of both manufacturer and consumer. 
 
 Unfortunately, the Supreme Court of the United 
 States has been ruling against the manufacturer who 
 wants to put a fixed reselling price on his merchan- 
 dise. Some lawyers believe that the fact that a man 
 
 H 
 
 1* 
 
 1 
 
182 ADVERTISING— SELLING THE CONSUMER 
 
 can control the use of his name and can prevent others 
 from selling goods which purport to be his will even- 
 .tually find legal expression in a decision 
 f jriwrw CouH that will give owners of trademarks the 
 F^!!dPHce "^^* ^ determine the price the consumer 
 shall pay for goods bearing that trade name. 
 Present ruHngs proceed upon the assumption that the 
 man who buys and pays for an article owns it ab- 
 solutely and can give it away or sell it for any price 
 he sees fit to place upon it. 
 
 There are two ways of handling price-cutting on 
 staple, trademarked products which all manufactur- 
 Two Ways ^^^ agree are reasonable: 
 of Main- (1) MoTol suoswn, I could citc many 
 Price— Both mstances where a salesman has induced a 
 Effective ^jg^ler to give up price-cutting on his prod- 
 uct. Each dealer promises to quit if the others will. 
 Dealers are in business for the money there is in it. 
 If price-cutting does not bring trade which buys 
 other goods at a profit, the dealer soon throws out 
 the article he has been cutting and substitutes a com- 
 petitive article. The manufacturer who created and 
 developed the market loses; and the consumer loses. 
 (2) By refusing to sell to prwe-cutters. It is illegal 
 SelecUng to agree not to sell, but a manufacturer may 
 refuse to sell to a distributor without giving 
 any reason. 
 
 The advantages of price maintenance 
 are so universally conceded and the evils 
 of price-cutting so generally condemned that sales- 
 
 PRICE MAINTENANCE 
 
 183 
 
 the 
 
 Salesman 
 
 Able to 
 
 Stop 
 
 Price' 
 
 cutting 
 
 men should be selected with direct regard to their 
 ability to put a stop to the latter in the territory 
 which is assigned them. 
 
 When dealers are fully conscious of the power of 
 a trade-building advertising campaign to locate new 
 buyers for advertised staples they will not be so prone 
 to cut on them. 
 
 A salesman who comes to the dealer with sugges- 
 tions, plans, and methods for increasing his business 
 by cooperating with the manufactiu'er's advertising 
 plans (which means new business for both manufac- 
 turer and dealer) can easily convince the dealer of 
 the folly of diverting an established demand, for a 
 little time, by price-cutting. 
 
 For each buyer who knows the value of a piece of 
 merchandise and would be tempted by a cut price 
 there are twenty prospectives who have been almost 
 convinced by the advertising, and need only (in 
 order to close the sale at a profit to both dealer and 
 manufacturer) the dealer's invitation to buy and his 
 assurance of quality. 
 
 Cutting the price to these prospectives may 
 "queer" the sale altogether by suggesting inferior 
 Cut Price ^^^^^Y' What little is gained by enlarging 
 to One the market among those who are already 
 De^?oy convinced of the value of the article is more 
 ^of^mUT *^^^ offset by the loss of confidence among 
 those not yet sold and the certain curtail- 
 ment of distribution by dealers who will put under 
 the counter goods that are sold at cut prices else- 
 
 i 
 
 11 
 
 n 
 
•hi 
 1'' 
 
 184 ADVERTISING— SELLING THE CONSUMER 
 
 where, and only supply them upon positive de- 
 mand. ' 
 
 Retail merchants' associations know what the 
 effects of price-cutting are. Sometimes retail grocers 
 have met department store price-cutting at the 
 instigation of the secretary of their local organiza- 
 tion, who keeps them informed of exactly what is 
 being done. The department store has to make a 
 profit, and will stop cutting when there is nothing to 
 be gained by it. 
 
 It is commonly believed that the grocery section 
 
 of a department store is only a bait to get trade into 
 
 the store. It is noteworthy, m this con- 
 
 S^ nection. that to reach the grocery section 
 
 cJprice °^^ ^^^^ "^"^y P^* through other de- 
 partments where profitable goods are at- 
 
 tractively displayed. Many successful retail grocers 
 meet the situation squarely by seUing customers on 
 the value of their service, and by convincing them 
 that a reasonable profit on dependable merchandise 
 is just. 
 
 Some years ago there was considerable talk about 
 the manufacturer advertising to the consumer, there- 
 by creating a consumer demand which would force 
 the retailer to handle his goods. In many instances 
 this poUcy has apparently worked. Wherever such 
 is the case, there exists an opportunity for a com- 
 peting product of equal merit to supplant the present 
 leader, if the manufacturer will work out a scientific 
 plan of advertising to the consumer, sell to the logical 
 
 PRICE MAINTENANCE 
 
 185 
 
 distributors, and give each link of the distributive 
 chain a reasonable profit. 
 
 For every dealer who can be coerced by advertising 
 
 which creates a consumer demand there are twenty 
 
 „ . who can be convinced that in the "almost 
 
 Persuasion i • i * 
 
 vs. persuaded' consumer there is a chance for 
 
 ^^^^^ manufacturer and dealer to cooperate and 
 build business for each other. 
 
 The manufacturer's salesman can say truthfully 
 that he is not interested in the sales the dealer is 
 forced to make through advertising. His house is 
 bound ultimately to get the business of the consumer 
 who will seek the store that keeps advertised goods 
 and refuses to trade at the store which does not. This 
 salesman can say that he is not sent out to get the 
 business that is the result of advertising demand, but 
 to get new business by showing the dealer how to 
 make sales which have been started and partially de- 
 veloped by advertising. 
 
 The dealer who understands the power of adver- 
 tising will not be a price-cutter. He will be a con- 
 servationist, not a pirate, and will push his busi- 
 ness on service lines; for service brings him the 
 good-will and fixed buying habits of satisfied cus- 
 tomers. 
 
 No advertising and selling campaign of national 
 scope can be considered complete or apt perma- 
 nently to entrench the product advertised as the 
 leading staple of its class unless the price of the ar- 
 tide to the consumer has been fixed justly. 
 
M ■* I 
 
 186 ADVERTISING— SELLING THE CONSUMER 
 
 Merchandise of universal distribution should be 
 priced low, for two reasons: 
 
 (1) Because the patronage of the masses cannot 
 be expected unless they get maximum value for their 
 money. 
 
 (2) While cost does not measure the value of goods 
 to people who have money enough to gratify their 
 desires, a low price does enlarge the market for any 
 product by bringing it within the reach of the largest 
 number of people. It also fortifies the manufacturer 
 against future competition. Persistent advertising 
 supplemented by shrewd, competent salesmanship 
 will hoU a market once preempted. 
 
 Why? Because good advertising is the cheapest 
 salesmanship; because the skillful adver- 
 tiser can pay the highest salaries for the 
 best salesmen, and still keep his total sell- 
 ing cost under that of his competitors. 
 Goods marketed through all channels of distribu- 
 tion are advertised in the largest way to benefit 
 . , . . the consumer, the advertiser, and every 
 
 Advertising • .i i * j* x •!_ j." 
 
 —the mtermediary m the plan of distribution. 
 ^Ally^of Such merchandise becomes a staple with 
 Price Main- the cost of moviug diminished to the least 
 figure. It actually pays best at a low price. 
 It gets the widest market. It bears a suflSicient mar- 
 gin to pay all those whose services are needed to give 
 adequate distribution. This is the ideal condition. 
 The lower the price to tlie ultimate consumer, the 
 less trouble the manufacturer will have with price- 
 
 PRICE MAINTENANCE 
 
 187 
 
 Confidence 
 
 vs. 
 
 mttxcb- 
 
 cutting 
 
 cutting, the wider will be his market, and the more 
 likely he will be to estabhsh himself permanently in 
 it. He must remember, though, that the laborer is 
 worthy of his hire, that stable conditions must be 
 fostered, and that price maintenance is the mother 
 and father of stability. 
 
 It cannot be out of place to close this chapter with 
 the statement that a manufacturer who trademarks 
 an article of merit and plans a comprehensive 
 merchandising and selling campaign, the objective 
 point of which is the confidence and convenience of 
 the consumer, creates a staple in every sense of the 
 
 word. 
 
 A well-advertised product towers above its com- 
 petitors in the pubHc mind, though it may be no more 
 deserving. It has achieved distinction and acquired 
 the consumer's preference. Its maker can count on 
 a certain known demand. This insures better qual- 
 ity for the consumer. All this because he and she, 
 the consumers, put their trust in the manufacturer's 
 trademark. Price maintenance is the manufacturer's 
 duty to protect the business he has created. 
 
 REFERENCES ON CHAPTER XVIII 
 
 "Price Maintenance," 1912 (the Commerce Pub- 
 lishing Company, Philadelphia), by Thomas A. 
 Fernley, is the most complete exposition of the idea 
 tliat has reached me. It contains many specific ideas 
 for trade betterment. But the author betrays a 
 pecuHar lack of appreciation of the power of adver- 
 
 ts 
 

 188 ADVERTISING— SELLING THE CONSUMER 
 
 tising tx> do away with many of the evils for which he 
 suggests other remedies. 
 
 Much of the agitation in favor of the Stevens bill 
 seems to be wasted energy. Prof. F. W. Taussig 
 of Harvard University has ably pleaded for leaving 
 conditions as they are, in his address before the 
 Twenty-seventh Annual Meeting of the American 
 Economic Association. Inquiries in regard to mem- 
 bership should be made to Prof. A. A. Young, 
 Cornell University, Ithaca, N. Y. 
 
 Professor Taussig pertinently says: 
 
 "It is easy to see how the work of retailing could 
 be systematized, how the selling force could be kept 
 constantly employed, how stocks could be kept to 
 the minimum. As things now stand, we pay heavily 
 for the privilege of freedom in the use of our time, 
 for vacillation and choice, for the maintenance of 
 a stock and a staff adequate for all tastes and all 
 emergencies. It is common to speak of the waste of 
 competition; much of it is in reality the waste neces- 
 sarily involved in liberty." 
 
 The particular point that Professor Taussig seems 
 to overlook is that we should have a law which enables 
 a manufacturer and retailer to agree on a resale price 
 and make such contracts enforceable. 
 
 Louis D. Brandeis has stated the position I hold in 
 a manner that has not been successfully assailed in 
 the following terse statements: 
 
 " The law has been laggard in recognizing the social 
 value of the one-priced article. Stability of price — 
 
 PRICE MAINTENANCE 
 
 189 
 
 the knowledge that one citizen may procure an article 
 for the same price that is charged another citizen — is 
 akin to stable currency. 
 
 "No one has questioned the legal right of an inde- 
 pendent producer to establish exclusive sales agencies. 
 (It is in this manner that automobile manufacturers 
 maintain their prices.) Then why should the maker 
 of a trademarked article be prevented from estab- 
 lishing a marketing system under which his several 
 agencies for distribution will sell at the same price? 
 
 "If a dealer is seUing unknown goods or goods under 
 his own name, he alone should set the price; but when 
 he has to use somebodys else's name or brand in 
 order to sell goods, then the owner of the name or 
 brand has an interest which should be respected." 
 
 ! 
 
 I 
 
 I 
 
» 
 
 PI 
 
 111 
 
 M 
 
 
 ri 
 
 CHAPTER XIX 
 
 COOPEHATION BETWEEN SALESMEN AND ADVERTIS- 
 ING — SALESMAN, THE CLOSER — ^ADVERTISING 
 
 THE MISSIONARY 
 
 A DVERTISING becomes a significant element of 
 
 ZJk salesmanship when the salesman perceives its 
 X A. power to implant the buying impulse in the 
 minds of prospective customers. Then he can devote 
 to closing sales, the time and energy he had been put- 
 ting into stimulating them. A worth-while sales- 
 man's time is valuable, and should not be put to 
 work that could be done by advertising. A salesman 
 should be a closer, not a missionary. 
 
 Advertising serves the salesman by placing the 
 dealer in the most favorable mental attitude before 
 
 Crecding ^^ Salesman calls. The dealer soon dis- 
 the Buying covers that advertising serves him, too, 
 
 Impulse 1 .. n J 1 • • 1 . 
 
 by contmually developing m his customers 
 the impulse to buy. 
 
 It follows that advertising cannot be completely 
 productive until it has the salesman's confident 
 cooperation. 
 
 The most successful salesman uses advertising 
 in selling merchandise, just as the factory superin- 
 
 190 
 
 SALESMEN AND ADVERTISING 191 
 
 tcndent uses modern machinery in manufacturing 
 
 it. 
 
 It may seem strange, therefore, that it should ever 
 be difficult to get a salesman to cooperate with the 
 advertising of the institution which he represents. 
 
 Team Salesmen really sell ideas. The sale 
 
 Work takes place in the buyer's mind when he 
 lets the salesman's idea supplant his own. 
 
 Salesmen are human beings and must themselves 
 he sold on new ideas to replace the old ones. So for 
 the past ten years my work has largely been selling 
 to salesmen who were already doing a good business 
 the idea of cooperation with advertising. 
 
 First, it is necessary to convince the salesman that 
 
 by cooperating with the advertising he can so greatly 
 
 increase his sales that his net personal in- 
 
 ^/^f come will be larger, although computed on 
 
 for the a smaller percentage of direct return to him 
 
 SaLegman . ,, , , , i 
 
 on the individual sales. 
 Advertising is justified only when it serves the con- 
 sumer. Personal salesmanship can be permanent 
 only when it survives the same test. No 
 manufacturing institution or retail store 
 can advertise and pay its salesmen the same 
 rate per dollar of actual sales without in- 
 
 creasing the burden to the consumer. If 
 
 a^'Sf the salesman is putting in full time and con- 
 
 manship centrating on his work, it is comparatively 
 
 easy to convince him that more competent tools 
 
 mean larger aggregate sales. It is applying to him- 
 
 i 
 
 Service 
 
 to the 
 Consumer 
 
 —the 
 Stability 
 
 Test of 
 
 Both 
 
 
 ii It'll 
 
in ADVERTISING— SELLING THE CONSUMER 
 
 1 1 
 
 self the same principles of frequent turnover which 
 are the foundation on which the best retafling is 
 built. 
 
 The salesman who scorns the assistance of adver- 
 tising, if he is to be consistent, should refuse to use 
 y/jg the mails, the telegraph, and the telephone. 
 Salesman Becausc the cost of thcsc three agencies, 
 Medieval which multiply so many times the possible 
 ^^^ number of buyers within his territory, must 
 be charged to the selling appropriation. 
 
 There are 92,919 commercial travellers in the 
 
 United States, and 611,139 retail salesmen. Most of 
 
 Reducing ^^^^c 704,058 men and women are dis- 
 
 the Setting tributing merchandise to the consumer 
 
 more economically than he could be served 
 
 by any other means. There are also 317,811 agents 
 
 and peddlers. It may safely be said that no agent 
 
 or peddler delivers goods to the consumer at less 
 
 than double the price he has paid for them. No 
 
 advertised line that I know of, sold through local 
 
 dealers, bears anything like such a selling cost. 
 
 The commercial traveler and the retail 
 
 the M^ni salesman must decide whether they will be 
 
 ^f^]?-*^ peddlers and do practically all the work of 
 
 selling, or whether they will be salesmen in 
 
 the true sense of the word, cooperating with all those 
 
 forces which medn volume of business and are most 
 
 economical and serviceable to the consumer. 
 
 I have often said that the first manufacturer of 
 a competitive line who advertises can market his 
 
 SALESMEN AND ADVERTISING 193 
 
 product by means of advertising and the best type 
 of salesmanship, pay his salesmen better salaries 
 . . than his competitors can afford to pay 
 aJ'sS theirs, and keep his total appropriation 
 MmeO^n ^^^ advertising and salesmanship within 
 Salesman- the figure which previously had been 
 ship Atom g^^^i^jj^ f^p personal salesmanship only. 
 
 It is a question of "turnover." 
 
 This statement has been proved to be true for 
 many lines, notably ready-made clothing. The cloth- 
 ing manufacturer did not advertise to the con- 
 sumer at all twenty years ago. The best houses 
 pay their salesmen 3 to 4 per cent, on their total 
 sales. The advertising appropriation is generally less 
 than this. It would not pay a salesman who handles 
 a well-advertised line at 3 per cent, to exchange 
 it for an unadvertised line at 10 per cent. With 
 advertising, his volume of sales goes up immediately, 
 and the conditions of work are more pleasant. 
 
 Salesmen for a certain manufacturer who adver- 
 tises nationally to the consumer but distributes 
 j,j^ through the local dealer stop at the best 
 Salesman hotels whercver they go, carry a packer 
 
 mgg^'J^ "* whose salary and expenses must come out 
 
 ^''^^ of their sales, and arrange in advance for 
 customers within a radius of eighty miles to call on 
 them on specific days, allotting two hours a day to 
 each customer. They get these customers together 
 in the evening for a conference and general coopera- 
 tive discussion of trade-building plans in which all 
 
 3 
 
 u 
 
 I 
 
 I 
 
 ^i 
 
 i 
 
 I 
 
 ! 
 
 « 1 
 
 ti 
 
 I! 
 
 ill 
 
 1 
 
 
• 
 
 III! 
 
 194 ADVERTISING— SELLING THE CONSUMER 
 
 are interested. Under the old regime, the salesmen 
 had to pack and unpack their sample trunks, and 
 could not cover nearly so large a territory. Result: 
 their total sales were much less. 
 
 A commercial traveller who understands thoroughly 
 that his salary and expenses must come out of the 
 goods he sells will take advantage of every force 
 that will help him get the same result at less cost 
 to the dealer and consequently to the consumer. He 
 Mows (at least he can know if he investigates) that in- 
 telligent advertising does work that he must other- 
 wise perform— and does it at less cost. A retail sales- 
 man ought to be glad to push advertised lines, for by 
 so doing he is rendering the consumer the largest 
 amount of service, and making himself more nearly 
 indispensable. 
 
 There are a number of large mercantile establish- 
 ments which must adopt another method of dealing 
 Advertising ^ith their salesmen, or — ^have no chance 
 insmance ^* ^^' twenty years from now. Unless 
 
 Against they soou perccivc that scientific adver- 
 the Future |.|gjjjg ^^^^^ moucy, youug merchants who 
 
 do are going to crowd them out. 
 
 There are wholesale grocers who permit their sales- 
 men to quote cut prices on staples, and then measure 
 their value Jo the house by the amount of mer- 
 chandise they have sold on which exorbitant profits 
 have been made. This practice fosters a mer- 
 chandising condition which is just about as bad as 
 it could be. The retail grocer ought to respect 
 
 SALESMEN AND ADVERTISING 195 
 
 the wholesaler's salesman; this man can be an im- 
 mense help to him in building a business. The 
 grocer should be sold on cooperation. 
 wtu^ale He should be taught how to explain to 
 ^olsawun j^jg \xfxdQ that his service is worth the 
 ^Siihe difference between the cost and the retail 
 0/ Bm3 price of his wares. The handling of adver- 
 sta-^ to tised staples by retailers fosters such a 
 strndSirds relation; but the salesman or jobber who 
 ^U^ confuses the retailer and destroys his 
 conception of values is a force that pulls 
 in the opposite direction and is demoralizing. 
 
 The commercial traveller who represents an adver- 
 tised line and the retail salesman who talks to the 
 consumer across the counter have a chance 
 
 It Is the 
 
 Salesman's to study the buyer at close range and to 
 
 Edi^His a^^P^ ^^i^ merchandise to his desires and 
 
 Trade to nccds. Of the two the commercial traveller 
 
 Cooperaie ^^^^^^^ j^^^^ ^^^ broader outlook. He 
 
 should be able to talk not only to the merchant but 
 to his clerks, from their own standpoint, which is that 
 of the man who purchases goods to sell again. He 
 must also convince them from the standpoint of the 
 
 consumer. 
 
 In Chapter IV I have outlined the advantages to 
 the individual of being a member of various groups. 
 There is also this: that the leaders of the various 
 groups to which you belong, by reason of the obliga- 
 tions of their oflfice, relieve you of various duties, and 
 much planning and organizing. 
 
 t 
 
 
 lift 
 
 i 
 
 tiP' 
 
 
HN 
 
 
 m 
 
 I 
 
 196 ADVERTISING— SELLING THE CONSUMER 
 
 Just here I want to point out that the man who co- 
 operates is constantly educating within himself the 
 highest t}T3e of individuality. We all know the man 
 who, as a youngster, went into a large business house 
 and did willingly and cheerfully everything he was 
 asked to do; until it became a matter of habit to give 
 him the first opportunity to handle whatever new re- 
 sponsibilities arose as the business grew. This type 
 of man rises to the head of an institution as inevita- 
 bly as cream comes to the top of milk. His ability 
 to assume and make good on the varied tasks en- 
 trusted to him gives him a broad grasp of the business 
 and develops individual competency and the sense of 
 power which is the product of responsibility. 
 
 The word "responsible" really means "ability to 
 
 respond," which is about as true a definition of "co- 
 
 Eespomi- operation" as could be framed. The per- 
 
 bility—Co' SOU who Cultivates the ability to respond is 
 
 operation .■! •• ii t.» i«i 
 
 constantly exercismg those qualities which 
 characterize the best type of manhood. I would 
 qualify this statement only thus far — that such a 
 man must test what he does by this one query: 
 "Does the business I am engaged in and the work 
 I am doing in connection with it give the con- 
 sumer the best service which he or she can possibly 
 obtain?" 
 
 Advertising flourishes where cooperation is under- 
 stood and practised. A baseball team will have 
 better catchers, pitchers, basemen, and fielders if 
 each member of the team unmistakably and enthusi- 
 
 SALESMEN AND ADVERTISING 
 
 197 
 
 astically desires each one of his fellow-players to 
 perform brilliantly and to constantly excel. 
 
 The reflex upon the man who practises cooperation 
 makes him a better man; it enlarges his individual 
 powers. It instils in the minds of his associates the 
 idea of reciprocity, thus assuring him of their support 
 You Are ^^^^ ^^ needs it. Cooperation reduces 
 Bound the cost of production. By elevating the 
 Than You standard set for all — because that standard 
 ^\^^ constantly embodies the best thought of 
 How Much each individual member of the organiza- 
 ^^" ^ tion— cooperation improves the quality of 
 the joint product of all the members of that organiza- 
 tion. 
 
 REFEKENCES ON CHAPTER XDC 
 
 The idea which underHes scientific management is 
 intelligent and confident cooperation. Salesmen will 
 enjoy Frederick Winslow Taylor's "Principles of 
 Scientific Management," 1911 (Harper & Brothers, 
 New York City). 
 
 Harrington Emerson's books are authoritative 
 and interesting. His "Thirteen Principles of EflS- 
 ciency," are 
 
 1. Intelligent Use of Records. 
 
 2. Planning. 
 
 3. Scheduling. 
 
 4. Dispatching. 
 
 5. Standardized Conditions. 
 
 6. Standardized Operations. 
 
 < 
 
198 ADVERTISING-SELLING THE CONSUMER 
 
 7. 
 
 Written Standardized Procedure. 
 
 8. 
 
 Ideals. 
 
 9. 
 
 Common Sense. 
 
 10. 
 
 Competent Coimsel. 
 
 11. 
 
 Discipline. 
 
 12. 
 
 The Fair Deal. 
 
 13. 
 
 Efficiency Reward. 
 
 ADVERTISING OPPORTUNITIES 
 
 THE advertising business in its various phases 
 offers opportunities for three distinct types 
 of men. 
 First, the personal salesman, who has the faculty 
 of clearly grasping an idea and presenting it in a 
 plausible and sincere manner. He is essentially 
 social and sympathetic by nature and quick to see 
 things from the standpoint of those he approaches. 
 
 This type has been very highly developed and I 
 
 question whether the advertising business will see much 
 
 in the way of improvement for many years to come. 
 
 Second, the imaginative, creative type of man who 
 
 takes an idea in the rough and develops and refines 
 
 Three it and at the same time gives to it the most 
 
 ^y^ clear, distinctive, forcible, and pleasing 
 
 oj Men forms of expression. 
 
 The successful copy writer and illustra- 
 tor must be men of this type, and while there are a 
 number of such in the field to-day, it is my convic- 
 tion that we shall see a higher degree of development 
 during the next ten years, than is possible among men 
 of the first type. 
 
 100 
 
I 
 
 
 I 
 
 f 00 ADVERTISING—SELLING THE CONSUMER 
 
 The third type is the analytical, scientific, admini- 
 strative man who comes into the advertising field 
 most logically as an accountant. He should seek to 
 find facts as they are. He should have, of course, 
 sufficient imagination to know that the sentiments 
 of prospective buyers are facts when selling plans are 
 being considered. 
 
 But primarily he should hold both the first and 
 second type in line by continually impressing upon 
 them the importance of coordinating their efforts 
 with his figures and facts. 
 
 There is more opportunity to-day in the adver- 
 tising field for the third type of man than either the 
 first or second. We have probably reached the top 
 in advertising salesmanship; we cannot go much 
 farther in developing writers and illustrators, but 
 we can certainly use more men of the intellectual, 
 scientific, engineering type. 
 
 By this I do not mean to say he will command the 
 large incomes that come to salesmen, writers, and 
 artists unless he has both an analytical and synthetic 
 mind and is capable of managing a large organiza- 
 tion. 
 
 He must have both executive and consecutive 
 ability. He must do well every day the many little 
 things that come to his desk that the salesman and 
 the artist are prone to ignore. 
 
 He must master detail and never be immersed 
 by it. 
 
 The word "opportunity" suggests a human being. 
 
 ADVERTISING OPPORTUNITES 
 
 201 
 
 Imagination is the key to opportunity. To man 
 only is given the power first to project a mental pic- 
 ture of a possibility and then to transform it into 
 an actuality. 
 
 Progress is thought that has found expression in 
 
 physical labor. Work without thought will always 
 
 Thought .^^ menial and have to pay a heavy tribute 
 
 Must Be to supervision. Thought which does not 
 
 to Be find concrete form in creation makes man 
 
 Valuable ^ mere dreamer. 
 
 The line between success and failure is so thin 
 that every man has to keep two thoughts constantly 
 in mind. One is to know what he can do better 
 than other people; the other is to know how to 
 convince all who can profitably use the kind of ability 
 he possesses that he can and will deliver his service 
 without friction. He must know what he knows 
 and know how to cooperate with every one with 
 whom he comes in contact in rendering service. 
 
 First, let me emphasize the fact that there is 
 nothing mysterious or strange about the business 
 activities which are covered by the word "advertis- 
 ing. 
 
 Young men who want to study advertising often 
 come to me for advice. A little questioning makes it 
 
 ^Advertisin P^^^ ^^^^ ^^^y think advertising is a mar- 
 [a S§riou8 iouctte show sort of thing, operated in 
 
 Business . i»i*i • iii 
 
 some strange fashion by wires and hands 
 not seen, and speaking a lingo all its own, a magic 
 formula for making money rapidly — something 
 
 (^ 
 
■' I 
 
 •I 
 
 202 ADVERTISING— SELLING THE CONSUMER 
 
 which can be acquired in much the same way that we 
 learn the multiplication table. 
 
 The big field for advertising lies in its application 
 to ordinary, everyday business. The business of pro- 
 ducing, marketing, and using advertising space does 
 require various kinds of talent and experience. But 
 the big opportunity in advertising lies outside what 
 is commonly known as the advertising business- 
 and will for the next ten years. The key to success 
 for the young man whose sole capital is brains and 
 'energy t the application of the principles of adver- 
 tising to ordinary, everyday business. 
 
 There are several distinct types of advertising men. 
 
 1. The publisher or plant owner is the man who 
 
 produces advertising space. It happens that he is 
 
 rarely the best judge of its value to the advertiser; 
 
 Tke ^or hie is primarily an organizer and execu- 
 Pvhluher j-jy^ 'j'jjg j^^gi- publisher is the man who 
 
 knows b~est how to get and hold subscribers. The 
 men who own street railway advertising and bill- 
 posting privileges, painted bulletins and wall space, 
 and electric signs, are concerned largely with leases 
 and with the details of building and maintaining 
 a plant. 
 
 2. The advertising solicitor who represents the 
 publisher and plant owner must possess marked sales 
 
 y^^ ability. The advertising solicitor of twenty 
 
 Admrtidng years ago did not at all resemble the man 
 
 who does this work to-day. Business men 
 
 no longer need to he persuaded to advertise. Adver- 
 
 ADVERTISING OPPORTUNITIES 
 
 203 
 
 tising is not on trial now. Each advertising medium 
 has won its own place in economical merchandising. 
 Contract-getters are constantly being replaced by 
 men who know the characteristics of the groups of 
 people reached by the mediums they represent, and 
 who can advise how best to use the space they sell. 
 The ideal representative advises against the use of 
 his medium when he knows that the advertiser's 
 story is best suited to another. He seeks for cus- 
 tomers those whose business can best be advanced 
 by using his medium. He is after permanent busi- 
 ness, and that predicates the possession of satisfied, 
 loyal customer groups. 
 
 3. The advertising writer's w^ork is to find out the 
 salient points of the merchandise he is expected to 
 
 y^ sell, and its points of contact with the peo- 
 Advertidng pie whose confidence in the medium makes 
 ^^^ them accessible to him. The mere writing 
 is simple, once the preliminary study has been com- 
 pleted. The illustrator differs from the writer only 
 that he uses pictures instead of words. Both of 
 them know well that in the interpretation of the 
 advertiser's message to the group which can most be 
 benefited by it lies the highest expression of the art. 
 
 4. The buyer of advertising space must be an 
 
 analyst and a statistician. A goodly 
 - Buy^ of measure of experience and common sense 
 Advertising added to this, and ability to read human 
 
 nature, soon put him in the foreground 
 of the advertising field. 
 

 204 ADVERTISING— SELLING THE CONSUMER 
 
 5. Printers, plate-makers, and typesetters advance 
 
 Printers, beyond the limits of trade lines in direct 
 make^sflnd ^atio to their ability to comprehend and in- 
 Typeseuers terpret the advertiser's message. 
 
 Broadly speaking, one of the best openings for 
 
 the young man who wants to take up advertising is 
 
 ]^ig with the publisher. Each one of the 
 
 Adveriinng 20,000 daily. Weekly, monthly, and mis- 
 
 with the cellaneous publications has a permanent 
 Publisher pi^ce for the man who can increase its 
 revenue and eliminate waste in the distribution of 
 the fruits of intelligently directed labor. To do this 
 he must insist that the advertising columns of the 
 paper be as informative and interesting as the news 
 columns. It is not as easy as it appears. 
 
 Many publishers have added to their personal in- 
 comes and made their publications more useful to 
 the readers, and therefore more valuable to the ad- 
 vertisers, by writing copy for those who buy their ad- 
 vertising space. 
 
 It would pay each one of the 800,000 retail dealers 
 of America to study advertising, the laws which 
 govern it, and its methods; and then apply them. 
 
 The manufacturer who advertises serves the con- 
 sumer by keeping in touch with him in gathering 
 data for advertising, and by teaching him how to 
 make the best use of what he buys. Every merchant, 
 every salesman behind the counter, every commercial 
 traveller, every sales manager, should know what is 
 right and what is wrong in advertising. Those who 
 
 I 
 
 ADVERTISING OPPORTUNITIES 
 
 205 
 
 neglect so to equip themselves must not complain 
 when they are supplanted by those who have done so. 
 It is noteworthy that universities are now offering 
 courses in journalism and advertising, and that there 
 Advertising ^^^ Several Correspondence courses in adver- 
 Courses in tisiug that are well worth the time and 
 
 Universities .-, ^ •, rr\i i 
 
 money they demand. I he only warnmg 
 I should voice with reference to the study of adver- 
 tising applies with equal force to all theoretical 
 knowledge. A fact is a theory that has been demon- 
 strated. 
 
 All learning is valuable m so far as it trains one to 
 think and teaches the principles which control the 
 everyday events of life. 
 
 The spirit, not the letter, is the thing. To imitate 
 is servile. 
 
 Many an advertising failure is the result of follow- 
 ing precedent blindly, of applying the letter of the 
 law instead of its intent, the slavish imitation of the 
 mannerisms and style of the successful. It is the 
 frank, spontaneous expression, aUowing the style to 
 take care of itseK, which has the appeal. 
 
 The quiet, unobtrusive service methods of present- 
 day salesmanship, as contrasted with the boister- 
 ousness and occasional sharp practice of its fore- 
 runner of a quarter of a century ago, is paralleled 
 by the differences between the advertising man of 
 that period and the writer of copy, the illustrator, 
 and the solicitor of to-day, who rely upon a simple, 
 straightforward story to the consumer. An expres- 
 
 I 
 
 m !i 
 
 I 
 
 f 
 
 ^ 
 
 ii 
 
 ! 
 
 i: ii 
 
 I 
 
i 
 
 £06 ADVERTISING-SELLING THE CONSUMER 
 
 sion which diverts attention from the main issue 
 — ^the service the consumer is to receive — is wastefuL 
 The opportunity in advertising is the opportunity 
 which exists in all merchandising and selling — to 
 eliminate waste, and to install and maintain simple, 
 direct methods which conserve the buyer's time by 
 giving him, with the least effort on his part, a com- 
 plete understanding of the usefulness he is to have in 
 his purchase. 
 
 REFERENCES ON CHAPTER XX 
 
 "How to Get a Position and How to Keep It," 
 1908 (Funk & Wagnalls Company, New York), by 
 S. Roland Hall, will help the beginner market his 
 ability. 
 
 "The Message to Garcia," by Elbert Hubbard, 
 must always remain a classic in revealing the kind of 
 man who grasps and makes the most of the oppor- 
 tunities that are in his path. Mr. Hubbard's 
 brochure, "Get Out or Get in Line," is typical of his 
 sound business philosophy. His style can be profit- 
 ably studied by every writer of advertising copy. 
 
 CHAPTER XXI 
 
 THE ADVERTISING MANAGER 
 
 THE young man who is considering making 
 advertising his life work is apt to think that 
 the position of advertising manager is the 
 
 most desirable goal. 
 
 In so many cases he has a notion that the work of 
 an advertising manager consists mainly of sitting at 
 a desk where he interviews men who have all kinds 
 of space to sell, photographers, printers, engravers, 
 artists, and dealers in novelties. 
 
 True, there are advertising managers whose only 
 
 duty it is to act as a buffer for the man higher up. 
 
 And to a certain extent this is worthy 
 
 Advertising work. Many of them show keen dis- 
 
 ^SMd crimination and judgment in selecting 
 
 Direct from the mass of detail which comes to 
 
 ^°^ their attention each day the ones which 
 deserve to be taken up with the sales manager or 
 the head of the business. 
 
 The duties of an advertising manager cannot be 
 strictly defined in scope, or standardized. In many 
 cases an advertising manager has absolute author- 
 ity; or he may have authority only to investi- 
 
 207 
 
 
 'ir V 
 
208 ADVERTISING-SELLING THE CONSUMER^ 
 
 gate and make recommendations. Still others are 
 clerks to whom the checking of detail work is 
 delegated. 
 
 The duties of an advertising manager, strictly 
 construed, should be those of a sales manager — ^he 
 should interpret the sales policy of the business, both 
 to the personal salesmen and to those who are reached 
 through the medium of printers' ink. My twenty 
 years' experience in the advertising business lead me 
 to believe that the advertising manager's job is just 
 about as big as the man who occupies it. Mr. H. 
 M. Swetland, president of the Class Journal Pub- 
 lishing Company, once said to me that he couldn't 
 make a trade paper any bigger than the man who 
 was editing it. 
 
 Sometimes it has happened that an advertising 
 
 manager, with his first broad insight into business, 
 
 y^ has grasped the possibilities of the market. 
 
 Advertising in its relationship to the group of people 
 
 Can^C?Zte ^^^ Sustain and make it possible, better 
 
 Folides ^^^ ^^^ superior oflScers have. And, in 
 
 consequence, has been advanced to the 
 
 highest executive positions in other businesses in 
 
 charge of men who were big enough to appreciate 
 
 creative ability and grasp of selling opportunities. 
 
 Instances could be cited, almost indefinitely, of 
 the rise of the advertising manager, in present-day 
 big businesses, to an executive position having a 
 part in the direction and control of the poUcy of the 
 institution. 
 
 THE ADVERTISING MANAGER 
 
 209 
 
 In the course of a successful business career every 
 man passes through four distinct epochs. First, 
 
 The Four ^^ ^^ ^^^^ ^^^^ ^^ ^® earning enough 
 Epochs money to pay for his clothes and board 
 B^Lss and have something besides, without being 
 Care&r dependent in any way upon his parents, 
 comes the consciousness that he can support himself. 
 This is a prime satisfaction, to be remembered 
 fondly. It is the foundation upon which the execu- 
 tive has built his career— the fact that he can say 
 that at a certain age he performed a certain duty 
 for a certain sum, and that he earned what he got, 
 without any pull, preference, or any consideration 
 other than actual value rendered the business upon 
 whose pay roll his name appeared. 
 
 In the second epoch the young man has measured 
 up to taking care of, without supervision, responsibility 
 Second which is delegated to him. He realizes 
 ^/»— that he is trusted and must act upon his 
 ^^S own initiative and in accordance with his 
 Supervision ^^^ judgment. He has learned that hon- 
 esty, dependability, and the power to accept respon- 
 sibility bring him extra cash dividends, dividends in 
 addition to the sum to wliich the amount of physical 
 and mental labor he can put into his task entitle him. 
 This is the position occupied by many travelling 
 salesmen. Uiiortunately for them and for the firms 
 they represent, sometimes they feel that this stage 
 is the limit of their ability, a mental attitude which 
 handicaps them seriously. 
 
I !i| 
 
 (1 
 
 Delegating 
 to Sub- 
 ordinates 
 Is Epoch 
 Number 
 Three 
 
 210 ADVERTISING-^SELLING^THE CONSUMER 
 
 The third epoch might be termed the executive 
 period. It begins when the man first reaKzes that, 
 if given assistants to whom he might dele- 
 gate work to be handled under his super- 
 vision, he could accomplish more for him- 
 self and more for his employers. The man 
 who reaches this stage is on the sure road 
 to advancement, for there is always some one ahead 
 of him doing work he can well afford to delegate, in 
 order that he may have time for bigger things. 
 
 The organization which makes every member of it 
 feel that there is work to be done which is worth 
 more money than he is now getting, and that in order 
 to handle the higher grade of work he must delegate 
 wherever possible to men getting less than he is, is 
 bound to be a growing, united, progressive, successful 
 business. 
 
 The man in the fourth epoch of development is able 
 
 to command the cooperation of men more expert 
 
 ^ , than he. As the head of a department he 
 
 Command- . i . . .t 
 
 ing Co- greatly mcreases his power by wmnmg the 
 oTm^^Mm confidence of other heads who are co- 
 ls Fourth ordinating with him. As chief executive of 
 a big business, the man who can get the most 
 help from his lawyer, his banlcer, and all the experts 
 associated with firms from whom his business buys 
 and to whom it sells, is worth much more even than 
 is one who is prolific of original ideas. True execu- 
 tive ability is shown in getting things done by the 
 men most competent to do them. 
 
 THE ADVERTISING MANAGER 
 
 fill 
 
 The advertising manager should delegate as much 
 
 work as possible, for the reason that by working with 
 
 experts he will get the best work done on 
 
 Ji^tnt ^^^ niost economical basis. His judg- 
 
 More Im- mcut as to where and how things should be 
 
 ^han done is worth more to the house than his 
 ^maiU ^^^^ ^^ doing things himself. In this way 
 he is bound to put himself in a position 
 where he can grow with his institution. 
 
 Fortunate indeed is the young man who is adver- 
 tising manager for a business the executive head of 
 which is dominated by an ambition to be a controlling 
 factor in the market. For such a man is always 
 ready and willing to assume increased responsibihty 
 himself, and when that happens will delegate freely 
 the work he is doing to men who can take it off his 
 hands. 
 
 It is often necessary for the young subordinate to 
 take work away from the executive, by main force. 
 But if the latter aims to be a dominating factor in his 
 market, he mil approve rather than resent such ac- 
 tion on the part of his advertising manager. Forti- 
 fied with a simple system of accounting which shows 
 at all times that he is taking care of the responsibili- 
 ties entrusted to him, the advertising manager is 
 sure to advance more rapidly, in a large business, 
 than will associates having equal abihty, unless it be 
 the general sales manager. 
 
 An advertising manager should keep in touch with 
 general literature of all kinds. He should constantly 
 
 M 1 1 
 
 I 
 
 iiliJii 
 
Ait' 
 
 212 ADVERTISING— SELLING THE CONSUMER 
 
 watch the development of new ideas. He should 
 take his work seriously, and develop the broadest 
 possible culture, keeping always in close touch with 
 all the men who have practical experience in the 
 details of the business with which he is connected. 
 
 It is the same principle that inspires the head of 
 the largest business to use the best banker, the best 
 physician, the best architect, the best engineer, the 
 best lawyer, the best expert in every line. And it is 
 the man who entrenches himself in modern business 
 in this way whose position is practically impregnable. 
 
 The advertising manager should be the peer of 
 
 every one of hi^ associate officials. To perform fully 
 
 his function, as I have said before, he 
 
 Business should have the supervision of sales. He 
 
 Should Be should be a part of every conference at 
 
 Book to the which the policy of the house is discussed. 
 
 ^MawM&f Advertising is effective in so many different 
 
 directions that no question arises in any 
 
 business organization upon which advertising has 
 
 and can have no bearing. 
 
 An advertising manager, in order to comprehend 
 his responsibility fully, should have passed through 
 the three preliminary epochs of business experience 
 and be in the fourth. He should deserve and be able 
 to get the complete confidence and intelligent co- 
 peration of the head of the business. 
 
 He should be able to command the confidence and 
 cooperation of the factory superintendent and of all 
 the salesmen on the road, whether they report 
 
 THE ADVERTISING MANAGER 
 
 213 
 
 directly to him or to another who has coordinate 
 authority with him in sales. He should be able to 
 employ (and secure the best results from his personal 
 contact with) expert printers, advertising writers, 
 publishers, and organized advertising institutions 
 equipped for giving service. 
 
 It has been well said that a bad workman quarrels 
 
 with his tools. The advertising manager who com- 
 
 The Strong plains that he cannot get service from those 
 
 Advertising .., ■, •.•i«i • . ii.i i 
 
 Manager With wnom it IS his Dusmess to deal thereby 
 Miist Be stamps himself as mediocre. Ability to in- 
 
 Mature tn . '^ ^ , •' 
 
 Development spire men with whom he does business to do 
 their best is one of his greatest assets. It is the qual- 
 ity in him that will make his efforts count for most. 
 Advertising in itself is too complex, too broad in 
 scope, too infinite in detail for any one man to master 
 it all. The man who accomplishes most as an adver- 
 tising manager is the man who knows where the best 
 work can be done and how to get it for the institution 
 with which he is connected. But he cannot get it 
 by sitting in his office and waiting for good things to 
 be brought to him. 
 
 There are men, capable and valuable, who have not 
 
 yet learned how to sell their ability in a market where 
 
 _. . it will be most appreciated. No man ought 
 
 wt^Z to be more conscious of this than the adver- 
 
 «^ t tising manager, and he should be most alert 
 
 Secret of to leave his office to find out where the 
 
 Success , , •••IT 1 • . 
 
 best service, in the hues he can use, is to 
 be secured and developed. 
 
,1 
 
 m 
 
 «14 ADVERTISINGS-SELLING THE CONSUMER 
 
 I should advise the young man who accepts the 
 position of advertising manager for a business that 
 has never done any advertising to proceed about as 
 follows: 
 
 Usually he is expected to write their copy. The 
 best thing for him to do—and he shouldn't undertake 
 
 Advice to *^^ ^^^ ^* ^^^ uuless he is able to write 
 
 Advertinng plain, sensible, ordinary, everyday, one- 
 
 inTcln- syllable English — would be to saturate 
 
 ATv^iHn ^^^^^^ with the ideas by which the best 
 
 salesmen of the house produce permanent 
 
 business. By permanent business I mean sales to 
 
 customers who show their satisfaction by repeat 
 
 orders and a constantly increasing volume of business 
 
 each year. 
 
 When completely saturated with every phase of 
 the service which his house excels in performing, 
 the advertising manager will embody this knowledge 
 in the copy and letters he writes, intensify the hold 
 the house has on its present group of customers, and 
 intelligently devise ways and means of enlarging 
 the customer group. 
 
 The next step is to select a printer in whose 
 honesty and integrity he has complete confidence. 
 He should accept no favors of any kind from 
 him. If he goes to lunch with him, he should make 
 it a rule, either to buy his own lunch always, or to 
 alternate with the printer in paying for lunch for 
 both. 
 
 The temptation to accept little favors from those 
 
 THE ADVERTISING MANAGER 215 
 
 from whom one buys is great. But the advertising 
 
 manager who can be influenced only by quality 
 
 Getting ^^^ service and who insists, in the name 
 
 Saturcded of his firm, upou reciprocity in matters 
 
 Information of this kind, has gone a long way toward 
 
 EssenHal insuring his own standards and getting the 
 
 best service from those with whom he deals. 
 
 A good printer is a man who knows how to manage 
 his own business successfully, who doesn't estimate 
 on a hit-or-miss basis, who has an organ- 
 ^%d^r*^ ized, systematic scale of prices, and figures 
 fairly and honestly. Such a man will 
 usually have time to confer with the young adver- 
 tising manager, and, because he is a good business 
 man himself, can generally be of assistance in the 
 solution of the advertising manager's problems. 
 
 I know several young advertising managers who owe 
 much to having given their confidence to self-respect- 
 ing successful printers, having a regular scale of charges, 
 who do business on a sound but profitable basis. 
 
 Everything said about the printer is true of the 
 engraver, the paper house, and all the others who 
 come in to sell to the advertising manager. The 
 latter should never forget for an instant that he is a 
 trustee of his employers' interests, that he can main- 
 tain his self-respect only by handling every dollar so 
 that it will produce the largest possible return for the 
 house. 
 
 Many young men do not seem to realize that a 
 high standard of responsibility has a reflex in the 
 
 I 
 
216 ADVERTISING— SELLING THE CONSUMER 
 
 development of their character. It also attracts 
 to them a class of men who can afford to be discrimi- 
 nating in the customers they select. 
 
 The man who buys on a service basis is bound to be 
 cultivated by men who sell on that basis. It is cer- 
 tain that intimate, confident cooperation between 
 men who buy and sell, each giving the best possible 
 service to the business for which the advertising is 
 being developed, is sure to maintain advertising 
 itself on the highest possible plane. 
 
 Much could be said about the observance of 
 orderly, systematic habits in one's personal life and 
 in relation to one's business associates. 
 
 It is a mistake for an advertising manager to allow 
 any man holding a responsible position in the 
 organization to remain in an indifferent or 
 an antagonistic attitude toward him. 
 
 It is the function of advertising to create 
 good-will. An advertising manager can 
 scarcely expect to organize and systema- 
 tize the protection of good-will for his 
 house unless he first has mastered the art 
 of creating good- will for himself inside his 
 own organization. 
 
 The general manager of a large institution told me 
 once that his advertising manager would more than 
 earn the very large salary he was being paid, even 
 if he never wrote any copy or did anything except 
 promote harmony and good fellowship among heads 
 of departments. 
 
 The 
 
 Advertising 
 
 Manager 
 
 Must 
 
 Command 
 
 Oood'WiU 
 
 in His 
 
 Otganizoi' 
 
 Hon 
 
 THE ADVERTISING MANAGER 217 
 
 I should also advise every young advertising man- 
 ager to shoulder every bit of responsibihty he can 
 make good on. The first thing he wants to do is 
 to create the impression that if there is work to be 
 done, he can do it. Then he should systematize 
 his own work, so that not more than 50 per cent, 
 of his time is occupied with its actual details. A 
 good executive can organize his work so that he can 
 be free at least half his time, free for interviewing 
 those who call to see him, and to go out in search of 
 new ideas. 
 
 I beheve an advertising manager should accord 
 at least one audience to every man who calls on him. 
 If the salesman does not convince him then that he 
 has something the house needs, he is not entitled to a 
 second interview. 
 
 The advertising manager who tells callers about 
 his own achievements and what he intends to do is 
 wasting time for everybody concerned; unless he 
 does it deliberately, with the idea of stimulating 
 more valuable suggestions or confidences from his 
 Hsteners. 
 
 The best way to get the whole story of the man 
 
 who calls on the advertising manager is to let the 
 
 How to ^^^^^ ^^ al^ t^e talking. Few men have a 
 
 ^laf " ^*^^^ ^^* cannot be told within fifteen 
 
 Callers minutes. A man who has posted himself 
 
 Can Give sufficiently on the business of the house, 
 
 and still takes more time than that to tell his story, 
 
 ought to be Ustened to respectfully and encouraged 
 
Olft A"nVT?"DTT€rNJr' Q1?T T TNin TTIl? r'AMClTTlVnrTO 
 5b lo AJJVJCiltllolINvr — DJiiljJLlINljr lilHi V^UINoUiVLEilt 
 
 to bring in other ideas on which specific suggestions 
 for usefulness could be based. Nothing proclaims 
 the business ability of an advertising manager more 
 effectively than wilUngness to accept ideas and sug- 
 gestions, and to accord credit freely to all who bring 
 them to him. 
 
 REFERENCES ON CHAPTER XXI 
 
 "The Job, the Man, the Boss," by Blackford and 
 Newcomb (published by Doubleday, Page & Co.. 
 New York): is a valuable book for an advertis- 
 ing man to read. It will help him determine the 
 character of the men who call upon him, and it 
 will put him in position to advise and counsel with 
 the executives. 
 
 "Thoughts on Business," by Waldo Pondray War- 
 ren (pubUshed by Forbes & Company, Chicago). 
 are suggestive and stimulating to guide one's own 
 thinking. It is well to remember that thoughts 
 must be put into action constantly in order to pre- 
 vent the thmker becoming a dreamer. 
 
 "How to Write a Business Letter," by Chas. R. 
 Wiers (published by the author, 631 W. Delavan 
 Avenue, Buffalo, New York), is the most thoughtful 
 and practical treatise on tiis subject that /have 
 seen. Anybody who writes will be benefited by 
 reading ISlx. Wiers' book. 
 
 CHAPTER XXII 
 
 THE ADVERTISINO SOLICITOR 
 
 THE actual work of selling gives me greater 
 pleasure than anything else I do in business. 
 I have said many times that I do not be- 
 lieve I am by nature a salesman. It was wholly a 
 bread and butter proposition that started me selling 
 space for an Iowa newspaper edited by my father for 
 more than fifty years. It was there that I got what- 
 ever education I received after graduation from high 
 school and one year at a small academy. 
 
 My first attempt to sell space in our newspaper 
 
 was laughable. I tried to persuade a man in the 
 
 , p. tombstone business to have a clearing sale. 
 
 Attempt ai I was reading the Chicago daily papers 
 
 SolicUing ^^^ j^ seemed that was about the only 
 
 thing the retail merchant could advertise. Three 
 months later I called on the tombstone man again, 
 and he told me, with considerable feeling, that I 
 had done him a great injury. 
 
 Asked if no one had read his advertisement, he 
 answered: "Oh yes, I think everybody must have 
 read it." 
 
 He had lost ten good jobs, he complained, promised 
 
 219 
 
 MA 
 
Mil 
 
 > Hi 
 
 220 ADVERTISING— SELLING THE CONSUMER 
 
 him by farmers if their harvest should be good. For 
 his competitor had told them he was going out of 
 business, and the farmers would not have believed 
 it if they hadn't read the clearing-sale advertisement. 
 I have said many times that what I know about 
 advertising has been gained by actual sales experience, 
 from which I deducted fundamental work- 
 
 Advertising • . . i -r ., .,,. , 
 
 Can Harm ^g prmciplcs. I am quitc wiUmg to 
 *" ^d ^ coi^cede that advertising can harm the 
 advertiser as much as it can help him. 
 Advertising is a good deal like food. Three meals a 
 day keep one in better condition for work than spas- 
 modically gorging and starving would. Too little and 
 too much are equally harmful. Successful advertis- 
 ing will always call for careful judgment which is 
 based upon positive knowledge of actual conditions. 
 In Chapter XXI, I indicated that an advertising 
 manager who wants to give his customers the largest 
 possible service for their money can well afford to 
 cultivate the cooperation and confidence of printers, 
 engravers, and dealers in advertising supplies who 
 are creative salesmen, "creative" in the true sense 
 of the word. 
 
 This fact is the advertising solicitor's greatest 
 
 opportunity. He must know accurately the merits 
 
 A Solicitor ^^ ^^^ medium he represents. He ought 
 
 Should to know what the medium he is selling 
 
 What He will do Under certain definite conditions. 
 
 ^<^'»«tf This is a part of his equipment. 
 
 His success depends upon his ability to make sure 
 
 THE ADVERTISING SOLICITOR 
 
 221 
 
 that the person or institution buying from him gets 
 the largest possible service in results. 
 
 No retail merchant ever voluntarily bought space 
 in the daily paper for which I first solicited adver- 
 tising. But the traveling patent medicine man, the 
 advance agent for the circus and the man who came 
 to town every now and then and rented a storeroom 
 where he conducted a fire sale, always called on us 
 and bought space; apparently with the purpose of 
 appearing to be liberal and free-handed spenders. 
 
 Some of my most valuable lessons in advertising 
 
 were gained by helping the retail merchant write 
 
 his copy. When I moved to Chicago, in 
 
 Writing the iggi yery few busiucss men were willing 
 
 Advertise- i • i 
 
 mentOnce to admit that any one could write their 
 PrerogJive advertisements as well as they could. 
 
 One of the marks of progress in adver- 
 tising is the change which has taken place in the 
 minds of advertisers and advertising managers as 
 to who can best write their copy. 
 
 Few men are able to put into clear-cut, understand- 
 able English the sales-impelling thoughts of a master- 
 ful, creative salesman. It is a gift, and a power — this 
 knowing how to put words and phrases on paper, or 
 to put ideas into an illustration, so that the adver- 
 tisement will influence thousands, at a time, to do 
 that which the personal salesman can get only one at 
 a time to do, at the cost of a talk lasting from twenty 
 minutes to two hours in each case. 
 
 The advertising solicitor's opportunity lies in un- 
 
 Jd. 
 
 m 
 
 b^ 
 
222 ADVERTISING--SELLING THE CONSUMER 
 
 derstanding the service possibilities of the advertising 
 
 accounts he is soliciting. He must be resourceful. 
 
 A Solicitor "^^ i^iust be able to convince those whose 
 
 MtutGiwi business he seeks that his medium, plus 
 
 ^'^^^ his ideas in connection with the use of it, 
 
 will give the largest possible service to the advertiser. 
 
 The service idea is very marked in advertising sales- 
 manship to-day. It will be more so in the future. 
 
 We have outgrown the old idea of salesmanship-^ 
 that it was clever to catch the buyer unawares and 
 "put something over" on him. Review mentally 
 the names of the men who were prominent in adver- 
 tising salesmanship twenty years ago, and compare 
 them, in personality and method, with the men who 
 are leaders to-day. 
 
 I have often said I was trained in the school of 
 salesmanship which taught that the best salesman 
 
 The New ^^^ ^^^ ^^^* tum-downs, because he made 
 
 Order of the most calls. 
 
 unhng rpj^^ j^^^ ^^j^ .^ ^j^^ greatest opportunity 
 
 in advertising to-day. The man who sells adver- 
 tising space or advertising material must master the 
 art of having practically no lost sales. 
 
 One of the most effective means of winning the 
 Turning Confidence of the buyer and of making sure 
 of getting a hearing, as against competitors, 
 the next time he is in the market, is to de- 
 cline to sell him, even when it is apparent 
 that the sale could be closed, if it is evident 
 that the purchase would not be profitable for him. 
 
 Down 
 Business 
 a Royal 
 Road to 
 
 Future 
 Business 
 
 nrrrn7 A T^TTTrTJT'TCTVrr' CAT TrTTTklJ 
 
 223 
 
 This is a form of advertising which the advertising 
 solicitor can cultivate most profitably. One of the 
 surest ways of proving your sincerity is to refuse to 
 make money when you have a chance. 
 
 By convincing the buyer that you want his money 
 only when you can give him the largest possible 
 service for it. the advertising solicitor saves himself 
 many fruitless calls. Then buyers will regard his 
 call upon them as an honor. When they learn that 
 he is in the reception-room, or is telephoning for an 
 appointment, they will feel sure he has something to 
 tell them which they cannot afford to miss. 
 
 In this way the advertising soKcitor can build 
 permanent personal prestige and a loyal customer 
 following; thereby overcoming, to the largest pos- 
 sible extent, the general handicap of being able to 
 be in only one place at a time and of being Umited 
 to not more than ten eflicient hours' work each day. 
 
 If asked to advise a young man who wants to 
 become an advertising solicitor, I should urge him to 
 get a position with a well-established, well-managed 
 newspaper or magazine, a printing or an engraving 
 house. Select as employer one who has a reputation 
 for making good on every responsibility. Pay no 
 attention to the size of the salary for the first year. 
 Then I should make a list of prospective 
 
 Soltcitina jx* 1j.»j.i i 'a* 
 
 Is a advertisers, selectmg those whose position 
 Serious in the market fits them for delivering a 
 
 Job - . HI 
 
 larger service to the group of people 
 which your medium serves better than any other. 
 
 i 
 
 l||h 
 
224 ADVERTISING— SELLING THE CONSUMER 
 
 Enow your own medium absolutely. The 
 best way to find out all about it is to start out 
 selling it. Jot down in a memorandum book every 
 question asked you. When you go back to the office 
 have this answered by the man who knows most 
 about it. The next time that particular question is 
 asked, you will know how to answer it clearly, con- 
 cisely, and completely. 
 
 Very soon you will have at your tongue's end 
 clear-cut, definite, convincing answers for practically 
 every question the buyer will ask. 
 
 In presenting the merits of what you have to sell, 
 always visualize the maximum assistance it can 
 give the prospective advertiser in accomplishing his 
 plans for his own market. 
 
 Avoid discussion of technical detail. 
 
 Never discuss competitors. This is the safe path 
 for the young solicitor; it is the custom even with 
 the majority of old-timers who are in position to 
 discuss competitors intelligently and accurately. 
 Their time is too valuable to waste upon argu- 
 ment. 
 
 The best informed salesmen I know (if competitors 
 are discussed at all) name the particular in which 
 they consider the competitor most successful. Then, 
 conceding this, they prove that the house which they 
 are representing is even better equipped for giving 
 just that kind of service. 
 
 The advertising solicitor ought to take his work 
 seriously. He should be serious in his approach 
 
 I 
 
 THE ADVERTISING SOLICITOR 
 
 225 
 
 A Solicitor 
 
 Should Be 
 
 Sociably 
 
 Serious 
 
 — Never 
 
 Clownish 
 
 and in his discussion of business matters with the 
 buyer. He should never joke about his own busi- 
 ness or speak flippantly of it. He cannot 
 command the respect of other people unless 
 he himself treats his business respectfully. 
 Confidence and respect are so nearly 
 synonymous and so interwoven that it is 
 difficult to separate them. Confidence is the only basis 
 on which permanent business-building sales are made. 
 By this I mean, not that one shouldn't joke or laugh 
 and have a good time, but that one's stories should be 
 clean and all jokes should be about things having 
 nothing to do with business and in no way reflecting on 
 the honor or integrity or the ability of the people 
 associated with him and the house he represents. 
 
 An advertising solicitor should know more about 
 
 the use of the medium he represents than the man he 
 
 7^^ is soliciting can know. He must make 
 
 Solicitor the man to whom he is talking believe this. 
 
 Must Know ,^- 1 . . 1 
 
 —Bluffing Ine surest way to do it is to be so strongly 
 Doesn't Go equipped with knowledge, facts and figures 
 about how his medium has been used that he can 
 discuss the subject accurately and intelligently. 
 
 The advertising solicitor should be definite in his 
 statements. He should not deal in generalities. 
 He shouldn't tell a partial story. If he gives a 
 definite transaction in detail, he should point out 
 both its good and bad features, and endeavor to 
 show how the latter might have been avoided. 
 
 One of the best rules for an advertising solicitor 
 
 :■ 
 
 It' 
 
226 ADVERTISING— SELLING THE CONSUIVIER 
 
 to follow is the old one: "Plan your work and work 
 your plan/* He must avoid antagonizing the buyer. 
 And for that reason he should discuss with him no 
 subject about which there could be a justifiable dif- 
 ference of opinion. 
 
 Under no circumstances should an advertising 
 
 solicitor or a salesman permit criticism of the house 
 
 o/'iw ^^ represents. This is the most serious 
 
 House u reflection on his own judgment that can 
 
 ^y^r^ be made. A good salesman does not have to 
 
 Success associate^himself with an inferior business. 
 
 The man who allows a buyer to say that he is all 
 
 right but that his house is wrong is committing busi- 
 
 Selling ^^^s suicide. If the house is wrong, he 
 
 Publishers defend it and absolutely refuse to listen 
 a Big Job to criticism. Minor errors should be 
 conceded and corrected without discussion. 
 
 The best businesses are constantly on the lookout 
 for and eager to hire more salesmen of the right sort. 
 
 There is no work which affords a more pleasant 
 opportunity for making use of the best there is in 
 one than in the sale of advertising space for a large 
 institution. It means working with 13-inch guns, 
 it is doing things in a big constructive way. 
 
 The demand for big men as advertising solicitors 
 greatly exceeds the supply. And the period of 
 training which fits one for holding such a position is 
 longer or fully as long as that which the lawyer, the 
 physician, the architect, and the engineer must have. 
 
 THE ADVERTISING SOLICITOR 
 
 227 
 
 Good Men 
 
 It is the old story it takes longer to lay the founda- 
 tion for a twenty-story building than for a two-story 
 
 The Bunt cottage. 
 
 for Young men must be ready to work and 
 
 eager to learn while they are developing. 
 Training the judgment is an essential part of prep- 
 aration for filling big positions in the advertising 
 business. Fortunately, judgment can be trained, 
 for judgment is experience, intensified by clear, 
 analytical thought. Judgment gives men courage 
 to try the task they know to be fundamentally sound, 
 over and over again; convinced that ultimately all 
 obstacles will be overcome. 
 
 The two largest publishing interests in the United 
 States are conducted by men who are conspicuous 
 for periodically going out on what they call a "man 
 hunt . ' ' The officials of these organizations have been 
 recruited from all over the United States. 
 
 Men in small places (who have swung responsi- 
 bility in a well-rounded way) are sought for, to fill 
 the larger positions. A well-balanced character, 
 ability to see below the surface, courage to continue, 
 no matter how many the rebuffs, confidence that 
 sound business principles will ultimately win, and 
 a rigid adherence to what one is convinced 
 is sound basically, all tempered by cour- 
 tesy, kindness, and forbearance, are bound 
 to win in the long run. 
 The advertising solicitor's hazards are 
 many, more numerous than in any other line of 
 
 The Solici- 
 tor's Fate 
 
 Lies 
 
 Largely 
 
 in His 
 
 Own Hands 
 
 m 
 
 III ' 
 

 828 ADVERTISING— SELLING THE CONSUMER 
 
 business with which I am familiar. But the master- 
 ing of all these diflSculties gives him the satisfaction 
 of achievement and accompKshment which main- 
 tarns his own self-respect. This, after aU, is the 
 goal most worth striving for. 
 
 REFERENCES ON CHAPTER XXH 
 
 The editorials of Arthur Brisbane in the Hearst 
 papers are well worth careful reading by every soUci- 
 tor for three reasons: (1) Mr. Brisbane understands 
 the group spirit and knows how to hold attention 
 of a very large portion of the reading public; (2) he 
 keeps in very close touch with the development of 
 scientific and philosophic thought, and (3) because 
 of his masterly interpretion of technical subjects 
 in plain, simple language that anyone can under- 
 stand. 
 
 It is my conviction that an advertising solicitor 
 ought to be reading continually the works of men 
 who have given much thought to specialized subjects 
 such as Ruskin's "Unto This Last"; George Horace 
 Lorimer's "Old Gorgon Graham: More Letters from 
 a Self-made Merchant to His Son" (Doubleday, 
 Page & Co., Garden City, N. Y., 1904); Otto Weini- 
 ger's "Sex and Character" (G. P. Putnam & Sons, 
 N. Y., 1906); Crewson's "Tales of the Road" (Gros- 
 sett & Dunlap, New York), and H. G. Wells' "Wai 
 of the Worlds" (Harper Bros. & Company, New York, 
 1909). 
 
 AU these books stimulate thought and suggest new 
 
 THE ADVERTISING SOLICITOR 
 
 229 
 
 ways of approaching the solution of fundamental 
 problems. 
 
 "Getting the Most Out of Business," by E. St. 
 Elmo Lewis (The Ronald Press, New York), is a 
 very readable presentation of modern "eflficiency" 
 thought from the standpoint of a successful adver- 
 tising manager. (Note: I intended in writing 
 "Advertising-Selling the Consumer" to refrain from 
 using the words "efficiency" or "psychology" but I 
 really need the word "efficiency" to describe the 
 contents of Mr. Lewis' book.) 
 
 The Ronald Press publishes a number of other 
 books of special interest to advertising men. Speci- 
 ally noteworthy are: 
 
 "Selling Newspaper Space" by Joseph H. Chas- 
 noff, late Manager of Advertising Promotion, St. 
 Louis Republic, 1913, 133 pages, 5j x 8. Cloth, 
 $1.50. 
 
 "Advertising — ^Its Principles and Practice," Tip- 
 per, Hotchkiss, Hollingworth, and Parsons, 1915. 
 575 pages, 162 illustrations, Cloth $4. 
 
 "Effective Business Letters" by Edward H. 
 Gardner of the Faculty of the University of Wiscon- 
 sin. Second edition, 1915, 376 pages, 5$ x 7J, 
 Cloth, $2. 
 
h 
 
 CHAPTER XXm 
 
 MAIL-ORDER ADVERTISING 
 
 MAIL-ORDER AD\TRTISING 
 
 ^1 
 
 ADVERTISING is most competent when it 
 
 /\ serves the consumer in the distribution of 
 X JL worthy merchandise through the natural 
 channels of trade. 
 
 Some people think that the mail-order business is 
 an illogical and unnatural business, because it elimi- 
 nates the jobber, the traveling salesman, and the 
 retailer. It is not. It is the direct result of intel- 
 ligent and adequate advertising. No one can fully 
 grasp the power of national advertising and mer- 
 chandising through the ordinary channels of trade 
 until he clearly comprehends the possibilities and 
 the Kmitations of the mail-order business. 
 
 The total business of mail-order houses cannot be 
 
 accurately determined. The business for 1914 of 
 
 the two largest aggregated less than $200,000,000. 
 
 , It IS not possible for me to beheve that 
 
 PlBTltv OT 
 
 Room f or all othcrs brought the grand total up to 
 
 tl^l $1,000,000,000. 
 
 DeaUr There are 20,689,000 families in the 
 
 United States. Their income is about 
 
 $27,000,000,000. With twenty-seven billions coming 
 
 ^ ftso 
 
 in and not over one billion going out in mail-order 
 business, our 790,886 retailers and 42,293 whole- 
 salers have a chance to do an excellent business. 
 
 There are in the United States 2,164 towns having 
 a population of 2,500 people or more or a total of 
 41,140,847. More than 42,000,000 people hve on 
 our 6,361,502 farms. This leaves about 8,000,000 in 
 villages of less than 2,500. Our 42,517 rural mail 
 routes serve 16,199,000 people. These fig- 
 Mail-order ures provc that there is a natural and strict- 
 Ned^dand ^^ legitimate place for mail-order business, 
 Legiiimate and it is bouud to increase in volume each 
 year. 
 A large wholesale jobbing house has recently been 
 estimating the cost of doing business with three 
 classes of merchants, i. e., those located in towns of 
 (1) less than 2,500 population, (2) between 2,500 and 
 25,000, and (3) 25,000 and up. The figures prove 
 it does not pay to send a traveling salesman with a 
 full line of samples to a town the population of which 
 is less than 2,500; and that unless the merchant him- 
 self goes to the market often, he cannot meet mail- 
 order competition, for his merchandise will not 
 satisfy the wants which the newspapers and maga- 
 zines have aroused by the story of what is newest 
 and best in the large cities. 
 
 For many years I have been asking my dealer 
 friends this question, "Does a live, wide-awake 
 local merchant who comes to market at least twice 
 a year fear mail-order competition?" I have still 
 
232 ADVERTISING^SELLING THE CONSUMER 
 
 to find an instance in which a good merchant was 
 
 unable to meet and overcome it. Mail-order busi- 
 
 The Lim ness depends on the inadequate stocks or 
 
 fVide-awake incompetency of local merchants or serves 
 
 Merchant t- */ 
 
 Has No a class of people so widely scattered and 
 MaU'order having wauts and desires so occasional 
 Competition that it would not pay the local merchant 
 to consider them. 
 
 This, it seems to me, is the logical field of mail- 
 
 order business, and retailers and mail-order houses 
 
 ^y are recognizing it. It includes courses of 
 
 Field Thai instruction by correspondence, awarding 
 
 Mail-order . # .1 i i» t 
 
 AdveHisers premiums for the sale of soaps, perfumes, 
 
 sJ^THan t^^' ^"^ ^^^^'^ *« °-^'« ^'^ShhoTS, buying 
 
 Any One diamonds and household furniture on the 
 installment plan, and all kinds of farm 
 utensfls. bunding materials, bicycles, buggies, pianos, 
 piano players, and the like. Dealers in poultry and 
 poultry supplies, and subscription agents have been 
 especially successful with mail-order'methods. The 
 purchasers are so widely scattered and the lines so sea- 
 sonable that it does not pay the retailer to stock them. 
 Quite a number of nationally advertised lines of 
 merchandise were started in a mail-order way. When 
 Many a group of influential consumers had been 
 ^Aftr^d developed, the agency for the line was given 
 Zin«' to a local retaDer. who cooperated with the 
 
 Started in a . • 1 1 ■ ■ * mi * 1 1 1 
 
 Mail-order national advertising. This plan has been 
 Way most economical and successful in introduc- 
 ing such articles as card-index cabinets, sectional 
 
 MAIL-ORDER ADVERTISING 
 
 233 
 
 bookcases, guaranteed hosiery, tailors-to-the-trade 
 supplies, washingmachines, safety razors, typewriters, 
 and cameras. 
 
 Each mail-order house builds its own consumer 
 group. The sum total of these small groups con- 
 stitutes one great group which buys by mail. There 
 are a number of publications of national circulation 
 whose subscription lists are the result of sending 
 circulars through the mails. There are some which 
 are called "mail-order papers." 
 
 Those who subscribe by mail are most likely to buy 
 by mail. In Augusta, Me., a city of 13,000, two 
 Ckoosin, publishing houses send out, each day of the 
 the Medium year, an average of more than a carload of 
 Matrder mail-order matter. To look through the 
 Advertising advertising columns of these publications, 
 to answer the advertisements, and to study the fol- 
 low-up material would be a liberal education in mail- 
 order methods. 
 
 No mail-order business that I know of has been 
 successful in attempting to sell direct from its adver- 
 tisements. 
 
 Mail-order advertising aims to locate possible 
 buyers. Whether or not a mail-order business will 
 
 Folhw- P^^ depends upon the contents of the cata- 
 
 up Systems logucs, printed literature, and sales letters 
 
 in Every which are sent out to follow an inquiry. 
 
 MaU-order Many of the mail-order businesses which 
 
 Business 
 
 have accumulated money during the last 
 twenty years have been based on plausible but in- 
 
£34 ADVERTISING--SELLING THE CONSUMER 
 
 sincere appeals. But the government has put most 
 of these fakes out of business. 
 
 Mail-order houses which make good on their pro- 
 mises merit the confidence their customers have in 
 Sales *h^™' Their catalogues are informative, 
 M^teflf ^^^^^^ ^^ logical and emotional appeal, and 
 H^h "^ could profitably be studied by every mer- 
 Us^Z ^^^^^ ^^^ clerk who handles similar Hues. 
 3lml-order Houses which put out large catalogues 
 reckon each page as worth several thousand 
 dollars in sales power. Each department is charged 
 with the cost of the space it occupies in the cata- 
 logue. Therefore a high premium is placed upon 
 ability to write accurate, informative, sales-com- 
 pelling descriptions of the items illustrated there. 
 Catalogues are not sent out indiscriminately. 
 Great care is taken to prepare the mind of the recip- 
 ient for the catalogue and to invest it with value 
 in his or her eyes. Customers who have not ordered 
 for some time are cut off the mailing-list. 
 
 Each letter or inquiry is completely and cheerfully 
 answered. Each complaint is given courteous and 
 careful attention. The confidence of the buyer is 
 
 Creaiin ^^^^^^^^^ ^^^ courted in every possible 
 Confidence Way, eveu to Sending goods on approval. 
 
 '^^tMm ^^'^ ^^^"y ^s ^^t t^^ r^sk it appears, be- 
 
 Maiurder ^^^^^ ^^^ ^^^^^^ ^^^^ ^^ ^^^ United States 
 
 ItouI/'^ are strictly enforced. Our Government 
 
 deals promptly with the man who buys 
 
 merchandise by mail and does not pay for it. Express 
 
 MAIL-ORDER ADVERTISING 235 
 
 companies allow buyers to inspect goods sent them 
 on approval by a mail-order house and return them 
 to the shippers if they are unsatisfactory. 
 
 It is interesting to note (as proof that the mail- 
 order business does not encroach upon the territory 
 covered through the ordinary channels of trade) that 
 large retail stores have found it impossible to build 
 successful mail-order departments with the talent 
 which is useful and valuable in serving the consumer 
 over the counter. 
 
 There is something fascinating about being able to 
 write a piece of copy that will produce direct mail- 
 MaU-order ^^^^^ rcpHes within a certain cost. The 
 Copy Must preparation of mail-order hterature, the 
 Offset Z answering of letters, and the handling of 
 Vresiige, the goods themsclvcs must be delegated to 
 persons who reahze that they must more 
 than offset the prestige-producing and 
 confidence-building effect of a well-located 
 store, attractive counter and window dis- 
 plays, and capable salesmen. The copy-writer must 
 understand the value of these factors, and replace 
 them in his advertisements, catalogues and in the 
 letters and other "follow-ups" he sends to each in- 
 quirer. • 
 
 The building of an advertisement which shall at- 
 tract new customers for a mail-order house is as 
 severe a test as a copy writer can be put to. Unless 
 he gets enough direct responses from the right class 
 of people to make the merchandising effort as a whole 
 
 Displays, 
 and Per- 
 sonal Sales- 
 manship 
 of the 
 Store 
 
 II 
 
 t'A 
 
236. ADVERTISINGS-SELLING THE CONSUMER 
 
 profitable, his work is wasted. He must know how 
 to tell an interesting and plausible story; he must 
 also have the faculty of putting into that story an 
 appeal to the buying impulse which will bring a re- 
 sponse large enough to prove constantly that his work 
 is being well done. He must keep in mind the 
 cost as well as the stimulating character all the 
 follow-up material which is to be used upon these 
 inquiries, so that he will not attract the merely 
 curious. 
 
 The trained writer of mail-order advertisements 
 knows that a single word may affect seriously the 
 Every Word ^^iinber of inquiries received. The head- 
 CaTejuZ ^'''?' "Increase Your Salary," brought 
 n^gkedin twice as many inquiries, in the same 
 M^Z^d^ publication, as "Increase Your Income," 
 
 "^ w*" *^^ ^^^^ ^^ ^^^ advertisement being exactly 
 the same. 
 
 A considerable portion of the want columns of 
 daily newspapers and of the advertising space 
 of mail-order papers is devoted to "Agents Wanted" 
 advertisements. The consumer undoubtedly pays 
 more for an article that is peddled from house to 
 house than for an equivalent value to be had at any 
 reputable retailers. 
 
 It is safe to assume, however, that as long as 
 human nature is as it is, the satisfaction of having 
 one's trade sought after and the pleasure of listening 
 to a forceful sales talk will make it profitable to peddle 
 sewing machines, subscription books, enlarged por- 
 
 MAIL-ORDER ADVERTISING 237 
 
 traits, and many household articles. Almost all such 
 agents are secured by mail. 
 
 Manufacturers whose product is to be sold by can- 
 vassers put out ingenious advertising and follow-up 
 The Change matter. The word " Rider," in front of the 
 
 wirdMade ^^^^^^^^^^ ^^^ ^one the less dependable 
 a J^nrf^r/J words "Agents Wanted," brought the 
 
 ifj^or'a ^^^^ ^^^^^ Company 630 answers from a 
 Medwcre single insertion of an inch advertisement in 
 the Youth's Companion. Something about 
 the headline, "Rider Agents Wanted," gave the old 
 story a new significance, and many people wrote in 
 who decided, when the agency plan was explained 
 to them, to buy the bicycle but not to canvass for 
 sales. 
 
 Six pieces of copy, with different headlines, but all 
 telling the same story, published on different pages 
 ^ Good of the same publication, brought answers 
 MaU-^d^ costing from 8 cents to $1.54 per inquiry. 
 Should Be A good piece of mail-order copy can carry 
 Reveated ^^ expenditure of from $50,000 to $200,000 
 before it wears out. A business which sells a course 
 of instruction pays as high as $1.00 per inquiry, 
 and makes good money on each of seven follow- 
 up letters which are sent out within the next eighteen 
 months. 
 
 The best foundation for a mail-order business is 
 the list of names resulting from dragnet advertise- 
 ments in mediums of general circulation. 
 
 Businesses have also been built up by circularizing 
 
11 
 
 I 
 
 •il 
 
 238 ADVERTISING-SELLING THE CONSUIVIER 
 
 lists of names. Several houses make a specialty of 
 listing dealers according to sections, ratings, and 
 
 OetHngthe ^^ ^^^ ^^ merchandise handled, and 
 Names of guarantee the names to be live and that 
 ^Buy^^ the addresses are correct. There is also a 
 business in selling names that are taken 
 from answers to mail-order advertisements. At clip- 
 ping bureaus one can buy lists of the names of 
 persons who are accustomed to travel, those who are 
 reported ill of certain diseases, those who contemplate 
 building, and other information which is gathered 
 from the newspapers. 
 
 Seldom are mail-order advertisements used for 
 any other purpose than to get new names of possible 
 customers. Some houses have used large space in 
 order to get a certain prestige. But in mail-order 
 work the custom is to use no more space than is 
 necessary to locate a possible buyer. Prestige-build- 
 Mau^der ^^^ ^^^ coufideuce-developing work must 
 Advertinng be douc by the catalogue and follow-up lit- 
 Attention ^^ature. 
 
 c2^ue ^^^ ^^y y^^^^ ^ certain large seed house 
 that sends out more than 500,000 catalogues 
 during December and January has used large space 
 in pubKcations which have big circulations in 
 March. Apparently the aim was to get new in- 
 quiries for the catalogues. But in reahty it is to 
 centre attention upon the catalogues already placed 
 in these 500,000 homes, and to stimulate immediate 
 purchases. 
 
 MAIL-ORDER ADVERTISING 
 
 289 
 
 Mi 
 
 Much of the "Agents Wanted" misleading mail- 
 
 order advertising has been barred out by the better 
 
 Writing <^^^ss of national publications. It will be 
 
 ^Coly'^T ^^^"^^^ ^y ^^^S^ dai^y newspapers as soon 
 True as their pubhshers realize that the confi- 
 
 Training ^^^^^ ^f ^.j^^ reader is an asset which should 
 not be trifled with by advertisers who do not make 
 good in every way. 
 
 Many men who have been successful in planning 
 and writmg mail-order copy have found a larger and 
 more profitable market for their abihty in connection 
 with the established channels of trade. 
 
 For many lines of business, then, mail-order 
 methods of locating and selling the customer are 
 most economical, and for the introduction of a prod- 
 uct often afford a quicker, more satisfactory, and 
 more profitable national distribution than could be 
 secured in any other way. 
 
 REFERENCES ON CHAPTER XXHI 
 
 A live and readable monthly, the Mail Order 
 Journal (Chicago), contains all the news about mail- 
 order advertising and much valuable information 
 about general advertising. 
 
 In 1900 the Sawyer Publishing Company, Water- 
 ville. Me., issued an interesting book, "Secrets of the 
 Mail Order Trade." Though much of its data is 
 now obsolete, it is well worth reading as an historical 
 document. 
 
 A complete series of the catalogues of any great 
 
 It - 
 m I 
 
i 1 M ^^^^^H' 
 
 
 ^^^^H 
 
 ^^^^^1 
 t ^^^^R 
 
 
 
 ! ' '■ 
 
 dl 
 
 
 240 ADVERTISING— SELLING THE CONSUMER 
 
 mail-order house would give one the most graphic 
 history of the development of mail-order method? 
 and ideas. 
 
 By answering the advertisements and reading the 
 follow-up matter sent out by a successful mail-order 
 house one can make sure that one's information is 
 up to date. 
 
 n 
 
 
 1 
 
 CHAPTER XXIV 
 
 NATIONAL ADVERTISING AND EXCLUSIVE DEALERS 
 
 ONE of the fallacies which an advertising man 
 must combat constantly is the statement 
 that if a Httle advertising is good, more of it 
 should be a great deal better. Advertising is hke 
 food— it should be taken, not as an end in itself, 
 but as a means to an end. Three meals a day three 
 hundred and sixty-five days in the year is more 
 economical and more valuable than alternate fasting 
 and feasting. Too little starves and weakens; too 
 much is a burden and does not allow the system to 
 
 function properly. 
 
 In the preceding chapter I indicated that adver- 
 tising will start a business. It will also maintain a 
 business. The weakness or strength of mail-order 
 advertising is at once evident in the business itself, 
 for advertising is its foundation. 
 
 We see quite a different use of advertising when we 
 consider the manufacturer selling to the exclusive 
 dealer. Here advertising is the factor which amal- 
 gamates the work of two distinct and strongly en- 
 trenched forms of business. On the one hand is the 
 retail merchant who values his personal reputation 
 
 241 
 
>if^ 
 
 111 
 
 "1 
 
 Willi 
 
 I 
 
 i 
 
 242 ADVERTISING— SELLING THE CONSUMER 
 
 and standing in the community in which he lives; 
 on the other is the manufacturer proud of the quality 
 of the merchandise he makes and appreciating keenly 
 his responsibihty to the consumer. 
 
 The manufacturer does not care to have the 
 
 identity of his goods lost in the average jobber's 
 
 stock; the retailer does not want to put his 
 
 rtnetZit ^^^^*^^^ ability back of merchandise which 
 
 Between cau be Supplied to his trade territory by any 
 
 wt::^" of his competitors. 
 
 RetaUer The manufacturer approaches the mer- 
 
 Ben^toS chant and explains that he is looking for 
 ^«^ the same high quality of service in placing 
 goods in the consumer's hands that he 
 himself puts into their design and making. He 
 knows that the retailer can take care of certain ele- 
 ments of a complete service to the consumer better 
 and more economically than he can. He must con- 
 vince the retailer that he can maintain a high quality 
 and make it possible for him (the retailer) to serve 
 his community with the best at the least cost to the 
 The Manu- <^onsumer. 
 
 Mustc" Cooperation of such sort cannot be 
 tribute AM effected unless the manufacturer brings to 
 
 SeJ/^ *^^ merchant all the selling helps which are 
 Help— the produced in a national way most econom- 
 
 AMy Really, and unless the retailer puts forth 
 ^ sL'*** the best effort of which he and his organi- 
 zation are capable and takes advantage 
 of the national selling helps that are given him. 
 
 EXCLUSIVE DEALERS 
 
 US 
 
 The manufacturer can afford space in national 
 mediums which, in so far as they circulate in the 
 retailer's territory, are most valuable local advertis- 
 ing for him. The manufacturer's national adver- 
 tising doubles the value of the dealer's local publicity 
 if the dealer mentions in his local advertising the 
 nationally advertised lines he carries exclusively. 
 
 The manufacturer can afford to employ expert 
 illustrators and the best copy writers, and supply 
 the dealer with a complete retail advertising service, 
 plates, or matrices ready for use in local newspapers, 
 at a cost which would be prohibitive to the dealer. 
 Booklets, window displays, and sales ideas are fur- 
 nished him at the minimum expense. 
 
 Unfortunately the exclusive dealer plan has been 
 abused. Therefore many retailers hesitate to back 
 an exclusive line with their own prestige 
 Manufac- and hard work. They are often right in 
 faUteG^ *^^ stand, for some manufacturers have 
 Pr^ used national advertising as a bluff, pure 
 Assistance and simple, to load dealers with their goods, 
 to Retailers ^nd then have failed to give them the right 
 kind of advertising help. This condition 
 is particularly to be regretted, because it takes so 
 little money to cover the United States in national 
 mediums and so much can be done if the manufac- 
 turer acts in good faith and advertises to arouse the 
 interest of the consumer. 
 
 There are a number of national appropriations 
 of less than $100,000 a year each which include 
 
'I'^ 
 
 244 ADVERTISING-SELLING THE CONSUMER 
 
 the use of national mediums and collateral adver- 
 tising helps for the dealer. 
 
 One hundred thousand dollars is only one 
 
 J^cal dollar per thousand population, but it makes 
 
 by'^D^JS^s ^ wonderful showing in carefully selected 
 
 ^u^^ publications of general circulation. Dealers 
 
 National whose trade territory comprises 25,000 
 
 Advertising p^^^j^ ^^^ -^ profitable to spend from $25 
 
 to $50 annually with local newspapers, to 
 tie up with national advertising, and it is the most 
 influential kind of local advertising they do in their 
 trade territory. 
 
 If the national advertiser furnishes definite sales 
 suggestions, the dealer will buy the necessary addi- 
 tional local advertising to work them out. Most 
 dealers are committed to a certain amount of local 
 newspaper space in any case, and since the exclusive 
 sale of a high-class product is a trade-builder, and is 
 profitable, it can be said truthfully that local ad- 
 vertising which cooperates with national advertising 
 more than doubles its own value. 
 
 It is possible (it is being done every day) for 
 
 national manufacturers to word advertisements in 
 
 Drawing ^ediums of general circulation so that they 
 
 'nrougt ^^^^ ^"^^ ^^^^^^ ^^^^ replies. These letters 
 National are the dealer's best weapon of defense 
 
 '^tolt^t"*' against mail-order competition. They also 
 
 %e^n ^^^^^^ people who may be trading with his 
 
 competitors, and give him an excuse for 
 
 paying them particular attention, in order to get 
 
 '^: 
 
 EXCLUSIVE DEALERS 245 
 
 them into his store and demonstrate the superiority 
 of his service. 
 
 Luckily there are scattered throughout the United 
 States dealers who are as good judges of national 
 advertising campaigns as they are of merchandise. 
 And the manufacturer who makes a superior product 
 and supplements it with a national advertising 
 campaign which reflects the sincerity and honesty 
 that goes into his merchandise will get the coopera- 
 tion of intelligent dealers the minute his salesmen 
 show them his national and local advertising plans. 
 Selling goods to one dealer in a community appeals 
 particularly to the manufacturer of high-grade mer- 
 SeUingto ^^^^^^f' There are 559,000 families in 
 One Dealer the United States having incomes of $6,000 
 PaA^riy ^ ^^^^ ^^ ^^^re. Their trade is worth while. 
 sLurT^lf ^^^ progressive dealer makes a bid for it 
 HigCgrcde ^Y having the exclusive sale of high-grade, 
 ch^ndise ^ft^onaUy advertised goods. They give 
 him prestige and hold the trade of the 
 wealthier families whose community pride makes 
 them buy goods at home if the local dealer can give 
 them the best quahty. 
 
 The exclusive dealer plan has been tried out by 
 manufacturers of automobiles, pianos, fine silverware, 
 paints, furniture, kitchen cabinets, stoves, candies, 
 and shoes. Even in a small town one can pick out, 
 by noting window displays and the contents of the 
 shelves, the dealer who caters to the high-class maga- 
 zme-reading group of the community. 
 
 I 
 
f 
 
 246 ADVERTISING--SELLING THE CONSUMER 
 
 The better magazines now refuse to carry the 
 advertising of a manufacturer who seeks the coopera- 
 tion of the local dealers, unless his national campaign 
 is adequate and accurate, safe and conservative. 
 How the ^^^^ censorship is winning the confidence 
 Maga^nes of better class dealers throughout fhe coun- 
 iecHng the try, and givcs manufacturers who have not 
 
 clmZi^g y^* *^^^ "P national advertismg assurance 
 
 the of success whcu they do. 
 
 of^^^ The only basis for successful exclusive 
 
 ^^ur^ dealer distribution is cooperation between a 
 
 high-class manufacturer and a high-class 
 
 retailer, each doing to the best of his ability that 
 
 which he is best fitted to perform. 
 
 Advertising, which is the cementing factor of this 
 relationship, often gets results much greater than the 
 financial outlay would seem to warrant. It appears 
 to develop power as a lever does. It brings out the 
 latent force of both manufacturer and retailer as 
 nothing else can. 
 
 Certainly the retailer who has a choice between 
 a fine line of goods made by a firm which does no 
 The general advertising and a line equally good 
 "^Man^f backed by a broad and skillfully executed 
 turer Gets plan of general advertising will not hesitate. 
 ence^v^k But the man who makes a superior product 
 Live Dealers and Supplements his service to the consumer 
 by national advertising and sales-building coopera- 
 tion with dealers cannot afford to identify himself 
 with a second-rate dealer, or to allow his line to be 
 
 EXCLUSIVE DEALERS 
 
 247 
 
 Failure to 
 Handle 
 
 Advertised 
 Goods a 
 
 Reflection 
 on the 
 Dealer 
 
 sold by one who will not cooperate with him earnestly, 
 vigorously, and honestly. 
 
 It is noteworthy that people who read general mag- 
 azines and do not find the goods advertised at any 
 local dealer's are inclined to consider it a re- 
 flection upon the dealer rather than upon 
 the manufacturer. 
 
 Producers who advertise nationally 
 should remain unrepresented in a com- 
 munity rather than allow an incompetent 
 or unsympathetic local representative to weaken 
 their prestige and lower the standard of service which 
 they have estabKshed. 
 
 A cooperative arrangement is impossible if either 
 manufacturer or retailer is doing business on a price 
 basis. Unless service to the consumer, which is 
 nothing less than permanent satisfaction, is the goal 
 of both manufacturer and dealer, this form of mer- 
 chandising must fail. 
 
 It is not altogether necessary that the manufac- 
 turer use national mediums. For certain territories 
 ^ , . . he may use publications which cover them 
 
 Advertising • i i i --^ , 
 
 in Re- in a broad general way. For several years 
 r'r^SS^a a certain manufacturer selling almost ex- 
 clusively to dealers located within the State 
 of Iowa has used three agricultural papers which 
 cover Iowa. Daily papers published at wholesale 
 markets are as competent as national magazines to 
 reach influential consumers and get the cooperation 
 of local dealers within the territory which they cover. 
 
PI 
 
 III I 
 
 h 1l 
 
 «48 ADVERTISING-SELLING THE CONSUMER 
 
 There are manufacturers who do no general adver- 
 tising, but furnish the dealer with electrotypes, book- 
 lets, mailing cards, form letters, posters, hangers, 
 window displays, motion-picture slides, premiums, 
 and novelties. A tailor-to-the-trade establishment 
 Advertising ^^^ ^^d built up a large business in this 
 F^^'^hed ^^^ spent about $100,000 for devices of 
 Dealers this kind and put on a campaign in five 
 a'v^ety ^^^ioual magazines, including a double- 
 0/ Diferent spread in the Saturday Evening Post, with- 
 out increasing its total annual advertising 
 expenditure. Mailing cards and form letters were 
 largely replaced by national magazine publicity, 
 because it sells both consumer and dealer. The net 
 result was more consumer effect for the same money, 
 and therefore more dealer cooperation. 
 
 REFERENCES ON CHAPTER XXIV 
 
 The campaigns of national advertisers who dis- 
 tribute through exclusive dealers are the best mate- 
 rial for the student. Manufacturers who use this 
 method of distribution and dealers who cooperate 
 with them will undoubtedly furnish information in 
 detail to any persons entitled to it. 
 
 Each campaign is individual and distinct, and has 
 solved its various problems in its own way. 
 
 To copy the campaign of another would defeat 
 your purpose. 
 
 The creators of new ideas and new ways of dressing 
 up the old story make very good money. 
 
 ! 
 
 CHAPTER XXV 
 
 TRADEMARKS 
 
 WE WANT to consider, first, what the trade- 
 mark is worth to the consumer. 
 I can think of no real reason why the con- 
 sumer should prefer goods which do not bear a trade- 
 mark. He sometimes has a notion that they cost 
 less than goods of equal merit which are sold under a 
 trademark. But that wrong notion has been bred by 
 a certain wasteful kind of advertising effort which 
 aimed to develop a bargain-seeking class of buyers. 
 
 Merchandise without a trademark lacks backing. 
 People who buy things because they are cheap or 
 because they are so-called bargains are wasting their 
 substance. The purchaser of a bargain assumes all 
 responsibility for the quality of the merchandise. 
 So many of us are willing to do this because we do not 
 realize how little our judgment of value is worth. 
 
 Most of us are qualified to judge the value of 
 
 only the few lines of merchandise with which we have 
 
 What Is had much experience. The.highest-salaried 
 
 Our men in large mercantile establishments are 
 
 Amateur ^ i -kT 
 
 Judgment the buyers. Not until they have had years 
 
 ^ of selHng experience are they entrusted 
 
 with the responsibility of selecting from the mass 
 
 249 
 
250 ADVERTISING— SELLING THE CONSUMER 
 
 of mixed qualities that which is worthy. Much 
 of the tallc about the high cost of living is fathered 
 by the flimsy, useless bargain which pleases for the 
 moment but does not contribute at all to the comfort 
 and satisfaction of the home. But the present-day 
 consumer is beginning to demand utiUty in mer- 
 chandise. 
 
 Some retailers who will not handle goods bearing 
 the manufacturer's trademark are sincere in this 
 stand. They feel the responsibihty of giv- 
 ^^w^ ing to the merchandise they sell the author- 
 Manufac- ity of their owu endorsement. This seems 
 and Dealer to me one of the most encouraging features 
 Co^^'i^ of modem business. It means that with 
 the best retailers and the best manufac- 
 turers, both animated by a high sense of responsibility 
 to the consumer, a degree of intimate cooperation will 
 be possible which the merchandising world has not yet 
 known. And the consumer will benefit thereby. 
 
 It has not yet occurred to most of us that a trade- 
 mark adds to the value of merchandise. Persons 
 who have declared that such was not the case have 
 in the next breath admitted that the piano which they 
 own would not be so valuable, even if they knew it 
 to be the very same instrument, were the gold leaf 
 which reproduces the trademark removed from it. 
 
 The trademark fixes responsibihty. The manu- 
 facturer knows he must make good on the standard 
 which he has established for his product, and the 
 consumer actually enjoys more and derives a greater 
 
 TRADEMARKS 
 
 251 
 
 satisfaction from an article the fine points of which 
 he has been educated to appreciate, an article from 
 which he has been taught to extract the largest 
 amount of usefuhiess. 
 
 Trademarked goods, intelligently advertised, yield 
 the manufacturer a larger return for his labor, and 
 cost the consumer less money. 
 
 Profit to The maker of a competitive line of mer- 
 ''l^^' chandise must base his selling price on the 
 
 Cost to cost of manufacture and distribution. 
 This price is unstable. Its fluctuations de- 
 pend upon the aggressiveness or lack of intelhgence of 
 his competitors. Under such circumstances, he can- 
 not institute or maintain the economies which are 
 possible when he can count on a stable price, no 
 matter what his competitors may or may not do. 
 
 Given a profit of 25 per cent, on the selling price, 
 grocers are glad to push goods sold under a well- 
 advertised trademark. On unadvertised lines they 
 demand from 33| to 100 per cent. The difference 
 represents the manufacturer's cost of advertising. 
 Yet the article costs the consumer no more. 
 
 Advertising, properly done, serves consumer, dealer, 
 and manufacturer. It saves the consumer's time 
 and adds to his satisfaction; it multipHes the dealer's 
 "turnover" and increases his profits, and gives the 
 manufacturer a stable market with all the economies 
 incident thereto which I have covered in Chapter II. 
 
 The advantages to the manufacturer of putting a 
 trademark on his goods are so obvious that I can 
 
I 
 
 252 AD\TRTISING— SELLING THE CONSUMER 
 
 think of no reason for his failing to do so except that 
 he wishes to escape responsibility for them. By put- 
 ting them out under a trade name he recognizes the 
 principle that his individuality is the basis upon 
 which he must build the largest possible influence 
 with his fellowmen. 
 
 Advertising a trademark and marketing goods un- 
 der it give them stability. Stability means economy. 
 It is not a physical or material quality, but 
 Tradeinark » state of mind which is the result of satis- 
 
 I have said that a trademark on mer- 
 chandise invests it with added value in the purchas- 
 er's mind, because we associate trademarks with the 
 creation and maintenance of quahty standards. 
 
 But the worth of the trademark to the manufac- 
 turer Hes in the fact that it serves as an anchor for all 
 creative sales work which he has done in behalf 
 of that product. A trademark is the tangible thing 
 that enables the manufacturer to tie to each piece of 
 merchandise that he makes or handles the prestige 
 and confidence which his ability and integrity have 
 won for him in the buyer's mind. 
 
 Mr. Edward S. Rogers, a prominent trademark 
 lawyer of Chicago, states that the right to a trade- 
 
 Dq ^^i mark does not depend upon invention, dis- 
 T^ ^ **"[ covery, or registration, but upon priority of 
 
 Under a adoption and use upon goods, and upon 
 
 Bushel continuous occupation of the market with 
 goods bearing this mark. 
 
 TRADEMARKS 
 
 253 
 
 This statement is interesting in that it implies an 
 obligation on the part of the owner of a trademark 
 to he aggressive in salesmanship^ to dominate the 
 market. 
 
 He dare not assume that, his trademark once es- 
 tablished, he can rest on his oars. 
 
 If he pushes his product constantly, he may be 
 able, later on, to reduce the price to the consumer. 
 He should do so if the resultant increase in volume 
 would maintain the same net returns, even if it did 
 not actually increase his profits. 
 
 Henry Ford is a notable instance of a manufacturer 
 serving his own best interests by giving to the con- 
 sumer the benefit of all price reductions that dom- 
 inance in his market enables him to make. 
 
 The manufacturer who does not advertise cannot take 
 business from the one who does. 
 Baching ^^ ^^^ ^^^ some business, temporarily. 
 
 Up the by price-cutting to distributors who will. 
 
 Trademark . , . , , . • -i i • ■ 
 
 with for a larger margin, attempt to deliver to 
 Adverhnng j^jjj^ business that has been created by the 
 producer who advertises. But manufacturers and 
 dealers who do this can never succeed unhss the 
 manufacturer who advertises is making his advertising 
 support a higher price than the consumer ought to pay. 
 Temporarily an advertising manufacturer may lose 
 business through price-cutting of dealers as I have 
 explained in Chapter XVHI. Fortunately proof is 
 abundant that the merchant or manufacturer who 
 possesses a franchise in the form of the good-will 
 
i 
 
 A 
 
 I 
 
 
 * 
 
 254 ADVERTISING—SELLING THE CONSUMER 
 
 of the general public is stronger than any of the 
 powers of pillage or thievery. 
 
 Dealers and consumers have been educated to be- 
 lieve that a lower price is a confession of inferiority, 
 and that the cost of the trademark (apparently paid 
 by the consumer) is so little that its elimination by 
 the non-advertising manufacturer gives him no prac- 
 tical advantage in the market. The consumer is not 
 benefited by the extra sales cost or the inferior quality 
 of unadvertised lines. 
 
 If, however, a man takes up a line of business which 
 has been established by a manufacturer using a trade- 
 mark, and competes with him intelligently. 
 Stronger the by advertising and straightforward sales 
 ^ma^fat^ work, the competition is a distinct benefit 
 the Bm^t to the Original manufacturer, the dealer, 
 and the consumer. 
 
 The manufacturer who lets his competi- 
 tors make his prices loses his sense of re- 
 sponsibility to his customers, and puts a premium on 
 mediocrity, slovenliness, and carelessness. 
 
 Legally the trademark must indicate with cer- 
 tainty the commercial origin of the article to which it is 
 aflSxed. The device or symbol has no value 
 '^As^!^ apart from the business itself. The courts 
 have ruled that a trademark cannot be sep- 
 arated, for a price, from the business of which it is the 
 visible sign. 
 
 It is not necessary to register a trademark, but it 
 is always advisable. 
 
 to the 
 Trade- 
 marked 
 Product 
 
 TRADEMARKS 
 
 *»?i? 
 
 In many foreign countries registration of the trade 
 name gives the right of ownership to the one making 
 the first registry. In the United States it is merely 
 presumptive evidence. Title to the business and the 
 right to use the trademark depend entirely upon pri- 
 ority of use. 
 
 The law of unfair competition has been the most 
 valuable protection that users of trade names have 
 had. It says that no one has the right to represent 
 his goods to be the goods of another. 
 
 The best trademark is an arbitrary or coined word 
 which has no descriptive quality in connection with 
 the goods to be sold under it. It should be of such 
 character that it can mean one thing and nothing else, 
 both legally and practically. It is quite easy to in- 
 vent a word which is easily pronounced, but does not 
 appear in the dictionary, with a meaning which be- 
 longs altogether to the goods on which it is placed. 
 It is wiser not to advertise anything like "Michigan" 
 celery, or "Minnesota" flour, as these are generic, 
 descriptive terms and could be adopted by any one 
 who wants to enter the same field. 
 
 Before deciding upon a trademark it is best to get 
 expert legal assistance. There are many names in 
 which no exclusive right can be secured because they 
 are descriptive, or are otherwise legally objectionable, 
 or cannot be protected because they have been pre- 
 empted. 
 
 Several large advertising campaigns have been 
 held up, after they were launched, because it was dis- 
 

 
 1( 
 
 I 
 
 a 
 
 256 ADVERTISING-rSELLING THE CONSUMER 
 
 covered that some obscure manufacturer doing a 
 small local business had prior right to the use of the 
 name which had been selected for a trademark. 
 
 One of the most valuable elements of the service of 
 a national advertising organization is its ability to 
 devise effective trademarks. Years of experience 
 with trademarks have taught them where the shoals 
 are which threaten the manufacturer who contem- 
 plates adopting a trade name and marketing his 
 wares under it. ' 
 
 REFERENCES ON CHAPTER XXV 
 
 "Good Will, Trade Marks, and Unfair Trading," 
 by Edward S. Rogers (A. W. Shaw Company, 1914, 
 Chicago), is a most interesting and exhaustive pres- 
 entation of the whole subject. 
 
 "Trademarks and Their Advertising," 1913, by 
 Charles G. Phillips, president of the Dry Goods Econ- 
 omist, 231 West Thirty-ninth Street, New York 
 City, is a two-thousand word monograph crystalliz- 
 ing the experience and convictions of one of our fore- 
 most trade-paper publishers. Mr. Phillips will send 
 a copy to any reader of this book who requests it. 
 
 For additional reading on trademarks, I refer the 
 student to the following treatises: 
 
 "Sebastian on Trade Marks," "Paul on Trade 
 Marks," "Hopkins on Trade Marks," and "Nins* 
 Unfair Business Competition." 
 
 111 
 
 CHAPTER XXVI 
 
 PRESTIGE-BUILDING ADVERTISING 
 
 EXPERT salesmen agree that their work must 
 be authoritative, i. e., it must lead the buyer 
 to accept their judgment as to what he had 
 better buy, instead of following his own bent. A 
 The capable salesman knows more about the 
 Salesman's goods he scUs than any buyer can possibly 
 Establish- know. Of coursc he iJ^Mst also be able to 
 ing Prestige pfQ^uce in the buyer that mental attitude 
 which will afford him the greatest possible utility and 
 satisfaction in his purchase. 
 
 I have said before that the salesman who wishes 
 to establish his position as an authority on his par- 
 ticular line must not let his aim be too apparent, lest 
 the buyer resent it. His prestige must be an out- 
 growth of the buyer's satisfaction with the goods which 
 he is accustomed to purchase on his recommendation. 
 The most satisfactory customers are those who think 
 they buy, not those who know they have been sold. 
 
 Prestige is that quality which causes others to 
 accept one's statements without question. It is the 
 crystallization of earnest, faithful work on the part of 
 the producer of the goods, in realizing the best quality 
 
 «57 
 
 m < 
 
Prestige 
 
 — the 
 
 Impression 
 
 of Quality 
 
 Without 
 
 Question 
 
 258 ADVERTISING— SELLING THE CONSUMER 
 
 for a given purpose and then impressing upon the 
 
 mind of the purchaser all the possibilities of usefulness 
 which the merchandise will possess for him 
 when it passes into his hands. 
 
 Advertising builds prestige for the manu- 
 facturer and good-will for all his products. 
 Prestige is not inherent in an article, but 
 
 is what people believe about it, what 'peojple say about 
 
 ity and to whom they say it. 
 
 The prestige of the political leader is gained by 
 
 confidently affirming and by continually emphasizing 
 
 to the group which looks to him as its leader 
 Reiteration that he posscsscs ccrtam qualities. He may 
 PrT^ge ^^^^ *^^™ ^^ commou with many other per- 
 sons, but the group does not realize that, be- 
 cause he is advertised, and the others are not. 
 
 Politicians know very well that what is said about 
 them and the manner of saying it measurably affect 
 the amount of influence they have with their camp 
 followers. Both praise and condenmation may add 
 to prestige; but no man can be laughed at and hold 
 a loyal following. 
 
 We are respected as much for the enemies we make 
 
 as for our friends. No one who needs the support of 
 
 Prestige the pubHc dare neglect the manner in which 
 
 ^Str *^^ ^^^^y ^^ ^^s achievements, his move- 
 the Manner meuts, his Opinions, and his ideas on certain 
 
 MatZr of subjects is to be told to those whose appro- 
 Your Story bation he would win. 
 
 In many instances public service corporations 
 
 I 
 
 PRESTIGE-BUILDING ADVERTISING 259 
 
 that are giving real service are unpopular because 
 their officials have overlooked the fact that prestige 
 can be gained by telling a story scientifically, i. e., 
 an interesting and informative story which will, at the 
 same time, create that apparently intangible but none 
 the less real factor which is called "favorable public 
 opinion." 
 
 So often we have misunderstood the motives of pub- 
 lic men who were discharging their duties faithfully. 
 We have regarded their refusal to talk about 
 
 Price of their work as proof that they were dishonest. 
 
 Silence g^^j^ ^ situation has usually been due to their 
 
 misconception of what is true publicity. 
 
 Many who were severely criticised while they lived 
 have a high place in history, because the publicity 
 given them by the historian has accomplished after 
 death what a well-trained advertising man could have 
 done when it would have been worth while. 
 
 Those who knew intimately and came into per- 
 sonal contact with Mr. Taft while he was President 
 A Pointed of the United States were sure of his sin- 
 
 inHance cerity and his keen appreciation of his 
 responsibilities. 
 
 Mr. Taft is not our President now because he did 
 not understand that it is not so much what one does 
 as it is what is said about what one does that adds to or 
 takes from prestige. 
 
 Some day some writer of history will find, perhaps 
 in Mr. Taft's personal correspondence, or in the 
 private papers of men who were close to him, proof 
 
a 
 
 260 ADVERTISING— SELLING THE CONSUMER 
 
 that he possessed qualities that would have gained 
 abundant prestige for him during his term of office 
 had we all been told about them in a simple, straight- 
 forward, understandable way. Such a prestige might 
 have been produced, I believe, that Mr. Roosevelt 
 would not have risked opposing him. 
 
 By neglecting to control the manner in which the 
 story of his work was told, Mr. Taft deprived himself 
 of the prestige to which his work judged alone gave 
 him clear title. 
 
 Much of the present-day prestige of the dis- 
 tinguished men of the past they owe to the men 
 who recounted the tale of their deeds. 
 
 Masters Many of the master artists of all time have 
 
 ^t%hr ^^^^ ^^^ ^^^^ poverty-stricken, because 
 Master uo Contemporaneous historian interpreted 
 PuUi£y *^^^r ^^^^ so that their fellowmen could 
 understand and appreciate it. Nor would 
 most of us value these masterpieces to-day did not 
 art dealers and collectors, by one means or another, 
 constantly keep up our interest in them and direct 
 our attention to points of excellence which must oth- 
 erwise have escaped us altogether. 
 
 The man who is to profit by whatever prestige may 
 
 legitimately attach to his achievements needs some 
 
 Thf one to tell his story for him. Unless in- 
 
 huUding deed he chance to be one of those few for- 
 
 itfreUing ^unatc men who are able both to do and to 
 
 of It get the rest of us to appreciate what 
 
 they do. It might be remarked in passing that 
 
 PRESTIGE-BUILDING ADVERTISING 261 
 
 the man or woman who knows how to teach the many 
 to value his or her talent often gets a larger share of 
 honor and glory than the public thinks is due. It is 
 just at this point that most of us fail to reason ac- 
 curately. 
 
 Doctor Cook had ample publicity, but it won no 
 
 prestige for him, because he gave us something which 
 
 5/-^ ^^U f^r short of what his publicity had led 
 
 Without us to expect of him. Each year new names 
 
 Prestige ^^ j j^^^^ appear above the horizon which 
 
 separates the "unheard of" from those who have 
 "arrived" — and disappear; because they could not 
 "make good" on their publicity, or sustain the pres- 
 tige which it would have created for them. There 
 can be no permanent prestige unless the story fits the 
 facts. 
 
 Many will contend that there are more far-seeing 
 
 statesmen than Theodore Roosevelt, that there are 
 
 Masters of ^ctresses whose work is truer than Sarah 
 
 Prestige- Bemhardt's has been, that Mary Garden 
 
 " *"^ cannot sing; but the fact is that large 
 groups of people believe in each of them, and evidence 
 that belief by continuing to give them their support. 
 That is proof absolute that they "make good" on 
 their publicity. 
 
 It is only when the publicity has overstated or has 
 been more liberally interpreted than it should have 
 been that a sense of disappointment has resulted in 
 connection with any one of those geniuses who 
 possess so bountifully the knack of telling the story 
 
 i 
 
' ' 
 
 ■» 
 
 £62 ADVERTISINGS-SELLING THE CONSUMER 
 
 of what they do in just the way which insures them 
 maximum pubKc appreciation. 
 
 The reflex of using a trademark is to create a sense 
 of responsibility which forces the manufacturer to 
 
 The ^^^^^^^^ ^ ^igt quality standard. The 
 
 Penalty— Same thing is true of publicity. Themanu- 
 
 G^" facturer who advertises that his goods 
 
 :, represent a certain well-defined standard 
 
 has practically discounted his note of hand with the 
 
 pubhc. He has to make good. 
 
 Sometimes a manufacturer takes up general ad- 
 vertising because he thinks he will make more money 
 
 Advaiising ^^^^ ^^^^ ^^^ ^^^ ^^^^ ^casou Only. As 
 Makes the soou as he realizes that the advertising has 
 
 Uptotk^ committed him to maintaining a certain 
 
 Alined ^^^^^^^ w^^^ the pubhc, he bestirs himself 
 
 to improve his inside organization. Better 
 
 merchandise is the result. The consumer gets the 
 
 benefit. 
 
 Other manufacturers have decided, after investi- 
 gating the power of general pubHcity, to improve the 
 quahty of their merchandise before undertaking a gen- 
 eral campaign. 
 
 I know a man who considered the pros and cons 
 a long whOe before he made up his mind to advertise. 
 He knew that if he started it he would have to keep 
 up the quality, no matter what the raw materials 
 cost. And he was afraid he might not be able to 
 increase the price to cover such a rise. That man is 
 a national advertiser now. He foimd out that the 
 
 PRESTIGE-BUILDING ADVERTISING 263 
 
 confidence of the public (which advertising gets for 
 him) is the best means of adjusting prices to the 
 market conditions of raw materials. 
 
 Some years ago another manufacturer had to face 
 
 a decided rise in the price of his raw material. His 
 
 salesmen gave him to understand they 
 
 Rise in could not sell goods at the price necessary to 
 
 ^Prestigf^ cover this advance if the quaUty was not 
 
 to be changed. He was tempted to use an 
 
 inferior raw material, or to cancel his advertising for 
 
 the year. 
 
 Instead, he went to the consumer and the dealer 
 and explained that in order to keep up his quality 
 he was obliged to increase the price. By inference he 
 created the impression that competitors who did not 
 do likewise must be using a poorer quahty of raw 
 material. This pubHcity strengthened the bonds of 
 confidence between his brand and dealers and con- 
 sumers; he increased his advertising appropriation, 
 and the net result was the best year he ever had. 
 
 In planning a campaign the advertiser should re- 
 . . member that it can build for him, if he co- 
 
 Advertinng . . , . . i . i mi . 
 
 Bnngs the Operates With it, a prestige which will give 
 ^^te^ him the balance of power when buyers 
 
 hesitate. 
 Certainly an advertiser who shows by his man- 
 ner of conducting his business that he values the 
 quality of its prestige more readily gets the co- 
 operation of publishers who believe that admis- 
 sion to their columns bestows upon the advertiser 
 
a 
 
 iM 
 
 264 ADVERTISING-CELLING THE CONSUMER 
 
 the prestige which the pubKcation has with its 
 readers. 
 
 An advertiser who wins first the confidence and 
 support of the leaders of the group to which he wishes 
 to sell is wise. He is realizing on their prestige, which, 
 it will readily be admitted, is a force quite separate 
 Building ^^^^ ^^^ inherent value of the merchandise 
 Prestige on he offers or the salesmanship he uses in ore- 
 ^ sentmg it. 
 Advertising mediums confer prestige upon the ad- 
 vertiser who uses them in exact proportion to the 
 reader's confidence in its advertising pages. 
 
 The advertising of one firm has more prestige than 
 that of another for exactly the same reason. 
 
 Prestige rests upon confidence, and confidence is 
 won by plausible publicity, the foundation of which 
 is the sincere desire to always give satisfaction. 
 The creation of prestige should be the aim of every 
 advertiser. It means conservation of power and 
 elimination of waste. 
 
 There is a certain kind of salesmanship which finds 
 a market among those who positively enjoy possess- 
 ing things which their less fortunate neigh- 
 
 SnllZlal ^""^ ^^^^ "^^^ *^^ "^^^^^ *^ buy. Dealers 
 —Not BuiU in antiques, small exclusive shops that are 
 
 sZmsh^ supposed to be patronized only by the 
 ne*» socially elect, freak restaurants and sum- 
 mer and winter resorts often get business 
 by an appeal to snobbishness. 
 This might be mistaken for prestige-building. It 
 
 PRESTIGE-BUILDING ADVERTISING 265 
 
 is not. Fashions, fads, and fancies come and go con- 
 stantly. The man who elects to make a living by 
 catering to them leads a precarious existence. 
 
 Of course there are many people who need not con- 
 sider the cost of gratifying a desire. They are willing 
 to pay for the pleasure of dealing with per- 
 Pnce of sons of refinement and culture. They are 
 Confidence ^jj^g ^q pay for knovdng they are not 
 
 going to be thrown in contact with objectionable 
 persons. They are willing to pay for their confidence 
 in the merchandise they buy, although they may not 
 be conscious that they are paying so much for mer- 
 chandise and so much for confidence. 
 
 The practice of institutions which have been es- 
 tablished by the use of prestige-building salesman- 
 ship and advertising is to reduce their prices to a 
 point where no customer need pay more than he 
 would elsewhere for the same service. Then the 
 prestige of the business, which undoubtedly is an 
 element of the purchaser's satisfaction, is service 
 
 plus. 
 
 No business is safe which charges more, simply be- 
 cause its customers will pay more. Prestige is busi- 
 ness life insurance. 
 of^al^da '^^^ patrons of certain dealers in musical 
 instruments, jewelry, and art objects, and 
 of certain tailoring and dressmaking establishments, 
 insist they get full value for every dollar they spend, 
 quite apart from the question of the prestige of the 
 house from which they are buying. Competitors 
 
■4' 
 
 «66 ADVERTISING-SELLING THE CONSUMER 
 
 have their groups of customers who are equally sure 
 that they get full value in the merchandise of stores 
 which sell lower-priced lines. 
 
 When does a customer pay for prestige and when 
 does he get it as an additional satisfaction? It is the 
 old story, "How can you tell the difference between 
 a mushroom and a toadstool? " 
 
 When the consumer beUeves a lower price com- 
 mands equal quahty and satisfaction, prestige no 
 longer exists and the manufacturer or retailer who 
 counts on it is in a dangerous position. 
 
 A waiting-list would seem to be the only positive 
 insurance which a business that depends altogether 
 upon prestige alone may have. 
 
 The dividing line between the house 
 which charges for prestige and the house 
 which gives full value in service cannot be 
 determined by consulting the customers of 
 either or both houses, for there will be 
 radical differences of opinion. 
 
 When a lawyer has more possible clients than he 
 can take care of, when a physician's reception-room is 
 crowded with people waiting their turn, when motor 
 cars have to be ordered several months in advance, 
 it may be assumed that the high price is justified by 
 the service. 
 
 But that business is doomed whose customers, 
 having ample means to pay the highest prices, go else- 
 where believing they are getting the same value for 
 less money. And the management usually wakes up 
 
 As Omar 
 
 "A Hair 
 
 Perhaps 
 
 Divides 
 
 the False 
 
 and True" 
 
 PRESTIGE-BUILDING ADVERTISING 267 
 
 too late to reestablish the business on a sound service 
 basis. 
 
 REFERENCES ON CHAPTER XXVI 
 
 Lord Rosebery's "Napoleon, the Last Phase," 
 1900 (Harper & Brothers, New York), detailing 
 Napoleon's life after he reached St. Helena. 
 
 "The Greatness and Decline of Rome," 1907-1909 
 (W. Heinemann, London), by Guglielmo Ferrero. 
 
 William Hickling Prescott's "The Conquest of 
 Mexico," 1909 (E. P. Dutton & Company, New 
 York). 
 
 These books are as fascinating as modern fiction: 
 they tell of men who believed in and attempted to 
 create prestige for themselves. 
 
 They trace clearly the effect of ideas dominating 
 the group consciousness in the history of nations. 
 
 They show how real leaders of men have always 
 striven to sway the minds and especially the emotions 
 of the people whose confidence gave them their 
 power. 
 
 They show how prestige passes and with it the 
 power of leadership though all its inherent qualities 
 may remain in the man who formerly was a popular 
 idol. 
 
 They show clearly the difficulty of the historian in 
 separating fiction and fact, because leaders of people 
 have always been more concerned as to how the story 
 of what they were doing was told the people than 
 in the story itself. 
 
 if 
 
Il *' 
 
 CHAPTER XX\1I 
 
 CAN THE COMMERCIAL VALUE OF GOOD-WILL BE AC- 
 CURATELY APPRAISED? 
 
 WALTER M. ANTHONY, ComptroUer of 
 the Maxwell Company, once remarked to 
 me, "Anything for which cash has been 
 should be immediately converted into cash or given 
 at least the same care and attention as cash. 
 
 This thought will yield wonderfully profitable 
 results if appHed to printed matter, office and manu- 
 facturing equipment, or anything else which appears 
 on an inventory. 
 
 Whether printed matter should be sold as waste 
 
 paper or whether the second-hand man should have 
 
 Constant f ^^iquated pieces of office furniture or the 
 
 Appraisal juuk dealer should own obsolete machinerv 
 
 Necessary • • . . , *^ 
 
 to Value requires constant appraisal. Money in the 
 
 ^Pw^ly ^^""^ ^^^ ^^^^ ^^ *^^ drawer receive such 
 attention. 
 
 Manufacturers and retailers rightfully class "good- 
 will" as an asset. My readers will agree with me 
 that unless "good-will" is conserved it will dis- 
 appear. 
 
 There are forces in every business which build 
 
 VALUE OF GOOD-Wn.L BE APPRAISED? 269 
 
 "good-will." Dependable methods of appraising it 
 should be devised. 
 
 There should be frequent inventories to determine 
 the enhancement or the depreciation of "good- 
 will." 
 
 My first conception of what is termed "good-will," 
 as attached to a business, came to me in considering 
 the story of two young men who were partners in a 
 lumber yard in a Western city. 
 
 They were successful. In the course of a few 
 
 years they made enough money to build and pay 
 
 for a modern, completely equipped fac- 
 
 The New tory where they made sash, doors, and other 
 
 mill work. 
 
 Not long after the new factory was 
 finished differences arose and the partner- 
 ship was dissolved. In dividing the property 
 one took as his share the up-to-date fac- 
 tory — and thought that he had outwitted 
 his former partner, who was content to take as his 
 portion the old lumber yard, which was equipped with 
 only a few old sheds and a little frame office. A few 
 dollars would replace them. 
 
 Time proved that the man who kept the lumber 
 
 yard was also in possession of their market. Farmers 
 
 Customers ^ho had been buying lumber there, now 
 
 Do Not and then, kept coming back occasionally 
 
 Things Are with their wagous, made purchases, and 
 
 ^"^ took them away. Intervals of seven years 
 
 elapsed between purchases. 
 
 Factory 
 
 Did Not 
 
 Possess 
 
 the Good- 
 
 vyill of 
 
 the Old 
 
 Lumber 
 
 Yard 
 
270 ADVERTISINGS-SELLING THE CONSUMER 
 
 These customers knew nothing about the new 
 factory — they really did not know nor care where the 
 doors, window sash, porch columns, fencing, and 
 railings were made. 
 
 The man who kept the factory had to find a 
 new market. Even his former partner found it 
 did not pay to look to him for a supply of mill 
 work, as the very same things could often be bought 
 in Oshkosh and delivered in Kansas City for less 
 money. 
 
 By this story I wish to make it plain that good-will 
 is primarily the result of giving customers satisfac- 
 tory service, and that advertising cannot be a factor 
 in creating good-will unless the service given cus- 
 tomers measures up to the expectation which the 
 advertising has created. 
 
 So far as I know these two young men had done no 
 
 advertising worthy of the name, but they had given 
 
 Good-imil ^}^^^^ customers real service, and as a tang- 
 
 l^Attadied ible result of doing that, the market was 
 
 Which attached to the place where the service 
 
 ikeT^m^ had been rendered. 
 
 Had they advertised they^would have 
 developed a larger good- will value. There can be no 
 doubt that long before the first sale is consummated, 
 advertising develops in the mind of the prospective 
 purchaser a preference which is in every respect 
 equivalent to the good-will which is the result of 
 satisfaction in a purchase. 
 The advertising of automobiles makes people 
 
 IP 
 
 Two 
 Clearly 
 Defined 
 Objects 
 for AU 
 Advertisers 
 
 VALUE OF GOOD-WILL BE APPRAISED? 271 
 
 want to own one. It is astonishing how often a 
 definite preference for a particular automobile exists 
 in the mind of a man who has never owned any kind 
 of a car. 
 
 Conceding this you will agree with me I am sure 
 that all advertising should be planned with two 
 clearly defined purposes in mind: 
 
 1. To influence the largest possible num- 
 ber of immediate sales, always remember- 
 ing that the sale takes place in the buyer's 
 mind, and that very often merchandise is 
 practically sold many months before the 
 buyer comes to the dealer, ready to pay for and take 
 away the merchandise. 
 
 2. To create in possible purchasers' minds and in 
 the minds of those whose opinion might affect the 
 mental attitude of a possible purchaser the most 
 favorable impression of the intrinsic merit of the 
 article being advertised. Many rich people buy 
 things which they believe people of culture and re- 
 finement would buy if they had the means to gratify 
 all their wishes. 
 
 Therefore it is often advisable, in advertising 
 luxuries which can be afforded only by the few, also 
 to impress favorably those who would buy them if 
 they could, because their esteem of the merchandise 
 is an important factor in the satisfaction which the 
 possessor of the luxury takes in it. 
 
 In Chapter VI, I said that by having a merchan- 
 dising audit made of the state of mind of possible 
 
II 
 
 £72 ADVERTISING-~SELLING THE CONSmiER 
 
 consumers and those distributors who influence 
 the consumers' opinions, a manufacturer can de- 
 AMer- termine in advance his marketing possi- 
 Audit wm «^"^"es. 
 
 M^kefing ^^ ^""^^^^^ ^^^ ^^^^ ^^^ ^^^ mauufac- 
 PosnbUu turer can from time to time accurately 
 ^''' appraise the value of the good-will which 
 attaches to his merchandise. 
 
 Neither the salesman nor the writer and illustrator 
 is the best type of mind to undertake the task of ap- 
 praisal. The salesman is too apt to look 
 The '^^ ^^^*s which will fit in with his own pre- 
 
 ofXa'L- ^^^^^^^^ ^^t^o^ <^^ what the facts are; the 
 aru Prefer- Writer and the artist are too prone to give 
 
 slklman ^"^ ^^^ ^^^^ ^ ^^^ tum which alters their 
 or Copy commercial significance. 
 
 MaHnf ^^ ^s the man who has been trained as an 
 ^in^AudUa' ^^^^^^^^t or as an engineer who can most 
 accurately determine the present value of 
 good-will. 
 
 Granting that good-will is the result of advertising, 
 
 there must be a method of determining just what 
 
 Bow a portion of the good-will which attaches to 
 
 dM:fZdit^''^''^ successful business has been pro- 
 
 ^^£d^^ Quced by its advertising. I recommend 
 
 the following procedure: 
 
 1. Base your calculations upon the amount spent 
 for advertising within the last three years. 
 
 2. Measure the space which has been given to the 
 promotion of each selling point or service idea. 
 
 VALUE OF GOOD-WILL BE APPRAISED? «73 
 
 3. If 5 per cent, of the total amount of space 
 bought has been devoted to one point, and one-tenth 
 of one per cent, to another, the first point should be 
 fifty times as well grounded in the minds of consumers 
 and those who influence them, if the advertising has 
 been as effective as it must be before it can create 
 the maximum good-will. 
 
 We often find, in canvassing groups of consumers 
 and distributors, that the point on which only one- 
 tenth of one per. cent of an advertising appropriation 
 has been spent has been the determining factor in a 
 large percentage of the sales. 
 
 Sometimes, too, we find that neither the consumer 
 nor the distributor ever mentions a point on which as 
 much as 5 per cent, of the appropriation has been spent. 
 
 In the first case, our one-tenth of one per cent, is 
 still a tangible asset, an investment in every sense 
 of the word, because of its good- will value; in the 
 second case we are safe in assuming that this money 
 has produced no sales and created no good-will. 
 
 The groups of distributors and consumers which 
 
 are canvassed must be large enough to be representa- 
 
 tive of the entire group but small enough 
 
 tive to permit of most thorough appraisal. 
 
 of^Feaple Insurance actuaries constantly prove 
 
 Musi Be that what will happen to a thousand men 
 
 Canvassed . . , . i i • i 
 
 of the same age and m normal physical 
 condition will happen to the entire group of all such 
 men, and in the same degree. 
 An appraisal of good-will can be made safely on the 
 
274 ADVERTISING--SELLING THE CONSUMER 
 
 same basis. When the effects of magazine advertis- 
 ing are studied, it is astonishing how similar are the 
 results in the minds of consumers and dealers in 
 California, Texas, and New England. 
 
 There are other factors which must be considered in 
 appraising the results of advertising. It is very good 
 CkaH l>usiness to ignore your competitor in your 
 Your own advertising, but it is very unwise to 
 tors* fail to take into account the effect of his 
 "sT^^nH advertising in making your own plans. 
 Adv&rtise When you are auditing your own adver- 
 ^™ tising, that of your competitors should also 
 be charted, as well as its effect on the minds of con- 
 sumers and distributors. 
 
 In making an appraisal we are often very greatly 
 surprised to find that what had seemed only a minor 
 point has had a far-reaching influence. 
 
 The average human mind seems distinctly averse 
 
 to making its own decisions. When competitive 
 
 The advertisers all make the same claims, 
 
 ^fffdif thereby convincing the consumer of the 
 
 Minor equality of the value of the competing 
 
 Points in t_ i • . • i . . 
 
 Adveriis' merchandise, a comparatively minor point 
 tng often swings the decision, because it is the 
 onlif apparent difference between them. 
 
 I should like to see bankers, comptrollers, auditors, 
 and, in general, all men who deal constantly with 
 statistics so interested in advertising that they would 
 apply to the furtherance of its development their 
 experience and technical skill. 
 
 VALUE OF GOOD-WILL BE APPRAISED? 275 
 
 Several organizations could specialize, profitably, 
 in the preparation of merchandise audits. I am sure 
 that bankers, who are frequently asked to loan 
 money on good-will, would welcome an opportunity 
 to review an appraisal which had been made in the 
 manner suggested here. 
 
 It may be objected that in the foregoing I am 
 only emphasizing the value of accurate accounting 
 methods in everyday business. That is precisely 
 what I wish to do. 
 
 No element of successful advertising is more im- 
 portant than a system of accounting which records 
 all transactions accurately, so that the totals show 
 unmistakably the trend of the business. 
 
 Advertising is creative and constructive, and 
 largely a matter of spontaneous expression — the best 
 reason in the world for determining exactly the 
 strength and competency of it as a productive force, 
 and the positive value of each separate factor of it. 
 
 Accounting is not a matter of books, cards, blanks, 
 
 and specific forms. It is keeping track of the details 
 
 of advertising all the time, so that they 
 
 "^^^^^"^ may be considered in the aggregate fre- 
 
 Provides quently and intelligent deduction made. 
 Bans/or There is a good deal of red tape about 
 niducHans ^^^^^^ accounting. Some of it is value- 
 less, but much can be accomplished if a 
 proper system is used. The cumulative figures will 
 be full of meaning. 
 
 I have often said that my most valuable business 
 
 ! 
 
276 ADVERTISING—SELLING THE CONSUMER 
 
 experience was that gained by the installation of an 
 accounting system in our business some years ago, 
 coupled with the process of emancipating ourselves 
 from the system by putting into practice the prin- 
 ciples which supported it. We all got a thorough 
 grounding in the essentials of accounting. 
 
 Frequently I have been appalled at the inadequate 
 knowledge upon which a prospective advertiser was 
 Proper hasing his conclusions. So often overhead 
 Distribu' expense is not properiy distributed in figur- 
 Overkead iug costs. In the oue case a particulariy 
 Expense profitable transaction may be made to bear 
 far more than its share of general expense; in another 
 case a positively unprofitable item, which appears 
 to be making money, is continued — ^because it 
 has been charged with its rightful portion of over- 
 head. 
 
 It is my conviction that each department of a re- 
 tail establishment should be charged directly with 
 every line of publicity for which it has been respon- 
 sible and from which it is to profit, and that "general 
 publicity" or "cumulative results" should be "vel- 
 vet" or a plus commodity. 
 
 Advertising that has for its purpose general public- 
 ity is usually purposeless publicity. Even if it does 
 accomplish what it is expected to do, it is only half 
 as valuable as it should be; for the same results 
 would have been had, at no cost whatever, had this 
 publicity been charged to and paid for by the proper 
 department. 
 
 VALUE OF GOOD-WILL BE APPRAISED? 277 
 
 A simple, accurate system of accounting, to check 
 
 up results, is necessary to "make advertising pay." 
 
 If a salesman is able to reduce his per- 
 
 Up^ReJSts centage of unproductive calls by talking 
 
 Should Be j^j^g advertising of his house in addition 
 
 Made Easy ^ Z j , -ji i • i i . 
 
 to the worth of the goods, or if he is able to 
 increase the amount of his average sale, his reports 
 should show it. All salesmen's reports should be 
 tabulated, so that the sales manager can plan intel- 
 ligently for the future. Such a method does not 
 mean harder work for the salesman, mentally or 
 physically; but he accomplishes more, is worth more. 
 He is entitled to know of his increased value and to 
 receive a fair share of the profits of his cooperative 
 work. 
 
 Every accounting system should be able to give 
 the executive head of the business all he wants to 
 
 know, whenever he wants to know it, and 
 
 Executim ^^ ^^^^ condensed form that a comparison 
 Shovld Be or an analysis will be simple. 
 "^ll^ Nothing impresses a banker more than 
 H^^^IS^ ^^ exact system of accounting. To most 
 to Know ai bankers advertising is more or less of a 
 
 °^Xf * mystery. The manufacturer must estab- 
 Ush in his banker's mind something be- 
 
 sides the fact that he is advertising; he must convince 
 
 him that he knows how to use advertising so that it 
 
 will get results. 
 When you call on your banker for a loan, there is 
 
 just one kind of advertising that he will look favor- 
 
 ^ 
 
278 ADVERTISING—SELLING THE CONSUMER 
 
 ably upon — the kind that has been so accurately 
 recorded by a comprehensive accounting system that 
 you can prove to him that it has accomplished what 
 it set out to do. 
 
 Successful advertising is the active employment of 
 
 many factors properly balanced with relation to each 
 
 Successful ^^^^^' inter-related, one to another, so that 
 
 Advertising their movements Coordinate without waste 
 
 Defined j'a** • .1 11 
 
 or friction in carrying out plans capable 
 of varying to meet an emergency situation but bear- 
 ing directly toward a fixed goal. If I have made this 
 point clear, the importance of careful, comprehensive 
 accounting, up to the minute at all times, is obvious. 
 
 Advertising is many sided— it builds and conserves 
 business, it reduces expense, it strengthens credit, 
 it eliminates waste, it puts a business on a rock 
 foundation as immune as is possible from competi- 
 tion. Facts and figures with reference to it cannot 
 be too carefully gathered and recorded. 
 
 There are no hard and fast rules for determining 
 how much should be spent for advertising, or how 
 much for salesmanship. 
 
 I can only repeat that price is never a measure of 
 value. It only measures the pocketbook's relation 
 to the intensity of desires which have been created 
 by personal salesmanship and advertising. Practi- 
 cally every one has more wants than he can supply 
 with his "free dollars." Lowering the price broadens 
 the market; raising it, contracts the market. Many 
 people who have unlimited means gladly pay for 
 
 VALUE OF GOOD-WILL BE APPRAISED? 279 
 
 exclusiveness and distinction. Price never can deter- 
 mine or measure intrinsic value. 
 
 A five-dollar safety razor leads the market against 
 a competitor which sells as low as twenty-five cents. 
 How is it done? 
 
 The manufacturer put his price high enough, at 
 the start, to provide him with a margin of safety. 
 Then he has had to determine, by accounting such as 
 I have outlined in this chapter, whether the market 
 shall be widened and competition discouraged by 
 reducing the price and making on volume, or if he 
 shall keep up the price and give his goods the added 
 value of exclusiveness. 
 
 REFERENCES ON CHAPTER XXVII 
 
 There is a lack of good elementary works on the 
 subject of accounting. There are plenty of texts 
 used in the high schools and in the business colleges. 
 "Modern Illustrative Bookkeeping," published by the 
 American Book Co., is among the best of these. 
 
 Twenty-five years ago I read * 'Goodwin's Im- 
 proved Bookkeeping and Business Manual," pub- 
 lished by J. H. Goodwin, 1215 Broadway, New York 
 City. It seemed to me then to expound the funda- 
 mental principles of accounting better than anything 
 I have been able to get hold of. Recently I asked 
 George F. Watt, president of the Elliot-Fisher Com- 
 pany, Harrisburg, Pa., maker of the Bookkeeping 
 Machine, about this book, which has been rewritten 
 and brought up to date. Mr. Watt told me that 
 
 11^ 
 
280 ADVERTISING— SELLING THE CONSUMER 
 
 when he was vice-president of the Baker- Vawter 
 Company he inaugurated the policy of giving a copy 
 of this book to each new salesman, to make sure that 
 he thoroughly comprehended the basic principles of 
 accounting. 
 
 The Baker- Vawter Company, Benton Harbor, 
 Mich., and the Burroughs Adding Machine Co., of 
 Detroit, Mich., issue booklets emphasizing the broad 
 scope and value in creative work of modern account- 
 ing methods. Successful Banking — one of the Baker- 
 Vawter house organs — will enable the thinking, pro- 
 gressive accountant to keep strictly up to date. 
 
 "Works Administration," a twenty-eight page 
 booklet of Gunn, Richards & Company, New York 
 City, is a model piece of advertising matter for a 
 professional house, as well as an exposition of ac- 
 counting principles. 
 
 "Accounts — Their Construction and Interpreta- 
 tion — for Business Men and Students of Affairs," by 
 William Morse Cole, A.M., Assistant Professor of 
 Accounting in Harvard University (Houghton Mif- 
 flin Company, Boston), is an authoritative presenta- 
 tion of modern accounting in its scientific aspects. 
 
 The Ronald Press, New York, publishes "Applied 
 Theory of Accounts," by P. J. Esquerre, C. P. A., 
 which connects theory and practice for the man who 
 wants to understand thoroughly the principles of 
 accounting and how to apply them to practical 
 problems. It first explains the features of partner- 
 ship and corporate organization the accountant 
 
 VALUE OF GOOD-WILL BE APPRAISED? 281 
 
 should understand; the general theory of accounting; 
 the single, double, triple, and quadruple entry sys- 
 tems; the form and anatomy of each of the financial 
 books; the theory of controlling accounts, and the 
 classification of accounts. The handling of each 
 individual asset account and liabiHty account is then 
 taken up in detail, giving the "why" of each step, 
 and finaUy the preparation of the different forms of 
 balance sheets, the profit and loss account, statement 
 of affairs, statement of realization and liquidation, 
 etc., are explained in full. 
 
 Ill] 
 
 111 
 
 i 
 
THE ADVERTISING AGENCY 
 
 CHAPTER XXVIII 
 
 THE ADVERTISING AGENCY 
 
 BENJAMIN FRANKLIN'S mother-in-law 
 objected to him before he married her 
 daughter because the business in which he 
 was engaged was overdone — ^he was publishing a 
 newspaper, and there were ah-eady six in America! 
 Now there are 2,600 dailies, 15,097 weeklies, 
 2,491 monthlies, and 1,953 publications of various 
 other kinds. Practically all of them sell advertising 
 space. 
 
 The business of planning, preparing, placing, and 
 checking copy, and buying and paying for adver- 
 tising space involves an infinite amount of detail and 
 a wide range of talent. 
 
 Nearly all retail stores buy space direct from the 
 publisher, who may be represented by one or more 
 advertising solicitors. It all depends upon the size 
 of the field. In large establishments the advertising 
 manager may write the copy. The owner of the 
 store may attempt it. He may use copy writers 
 proffered him by the publisher, or he may employ 
 a "free lance" copy writer, who will, of course, have 
 a number of other customers. 
 
 28S 
 
 A mail-order house generally buys space through an 
 agency. It either has its own copy men, or uses 
 those assigned to it by the agency. 
 
 Foreign advertising is the local publisher's term 
 for out-of-the-city advertising. The national or 
 "foreign" advertiser usually places his business 
 through an agency. These agencies furnish a service 
 which varies greatly in scope and character. The 
 successful advertiser must supplement in his own 
 organization the service he needs but does not get 
 from the agency. 
 
 To fully appreciate the progress the advertising 
 
 agency has made read George P. Rowell's "Forty 
 
 The Early ^^^^^ ^^ Advertising Agent," which tells 
 
 Days of the of the early days when an agency was 
 
 Agency jjjgj.gjy ^^ ^£g^g having a file of publishers' 
 rate cards, files for papers, and a shipping depart- 
 ment. The agent sold space at publishers' rates, 
 forwarded the copy to the publisher, collected from 
 the advertiser, and remitted to the publisher the 
 proceeds less his commission. It was a valuable 
 service then. Newspaper circulation and values 
 were hard to get at. It was a service for publisher 
 and advertiser. 
 
 In time, however, competition arrived. Publishers 
 increased their commissions, and their rates had to 
 go up accordingly. As publishers did not limit the 
 number of representatives they might have, the num- 
 ber of agents increased rapidly, and their competition 
 gave rise to many bad practices. 
 
1 I 
 
 284 ADVERTISINGS-SELLING THE CONSUMER 
 
 Commissions were split. The agent, sometimes 
 honestly and sometimes not, adjusted his service to 
 
 The Era ^^ Compensation, accepting a lump sum 
 
 of Split for a list of publications, but making as 
 sil'^Tlnd i^uch as possible out of the publisher by 
 mmfs" ^^^^ payments, refusing to allow for al- 
 leged incorrect insertions and short meas- 
 urements, and by payment in type, printers' rollers, 
 and other kinds of merchandise instead of cash. 
 This was "playing the game." 
 
 Then came the era of the agent who took business 
 at a certain percentage over net, and "agents' net 
 rates" were commonly interpreted as the pub- 
 lisher's rate card less his regular agent's commission. 
 The customer was billed at this rate plus 10 to 15 
 per cent, previously agreed upon. And the agent 
 felt he was justified in keeping anything else he could 
 get from the publisher. 
 
 ^ This system irritated the publisher, who still had 
 his troubles with short measurements, incorrect in- 
 sertions not allowed for, and various other expensive 
 deductions which so harassed him that he had no 
 time to consider how he could best serve the adver- 
 tiser. It kept him quite busy making sure he would 
 get the money his orders indicated was due him. 
 
 Then came the epoch of agents who, realizing the 
 
 The LoweH value of the publisher's good- will and 
 
 S(JirJ]he cooperation, specialized on some certain 
 
 Bunnest class of advertising, and got inside special 
 
 rates from the publication most logically suited to carry 
 
 THE ADVERTISING AGENCY 
 
 285 
 
 it. This made it possible for him to underbid 
 competitors when they were called in against him, 
 and to make a very long profit when he had no com- 
 petition. This practice further demoralized the ad- 
 vertising business. There was so much juggling of 
 rates that strong publications employed special rep- 
 resentatives, who saw to it that advertisers were 
 informed of their circulation, prestige, and other 
 good points, and made sure that their papers ap- 
 peared on competitive lists. 
 
 The special agency idea was abused by a number 
 of men who bought outright all the space in a group 
 of papers, and then increased the rates. Or, because 
 they had a few strong papers on their Ust, would in- 
 duce the advertiser or his agent to take on the whole 
 list by making apparent but not actual price con- 
 cessions. 
 
 The fact that the advertising agency has survived 
 all these schemes and questionable practices is a sin- 
 cere tribute to the inherent power of advertising to 
 make good, even when the odds are against it. It 
 is also a tribute to the integrity and constructive 
 ability of the men engaged in the business to-day. 
 In spite of the fact that at times both agent and pub- 
 lisher have been doing business with the advertiser on 
 a basis which almost invited an unfair deal, they have 
 established their position — because they have made 
 good with their customers. 
 
 Much might be said about the history and de- 
 velopment of the advertising agency, but we can 
 
£86 ADVERTISING— SELLING THE CONSUMER 
 
 take time only to consider the four definite types 
 
 which are now in existence. In this count I am 
 
 not including a variation now practically 
 
 ^-- extinct-the man who merely clears busi- 
 
 Agencies ness at a small advance on the net cost. 
 
 Four%pes ^^ Cannot make good any more, for most 
 
 publishers either refuse to recognize him, 
 
 or else give the service agent a so much lower flat 
 
 rate that the "clearing agent" cannot deliver. 
 
 There is the agency which sells copy service but 
 does no placing. It may be one man. or a group of 
 men. The charge is usually a fixed amount 
 That Sells Weekly or monthly. They handle none of 
 S^we ^^® details of buying or contracting for 
 space. Their methods are open and 
 straightforward, and the copy is usually satisfactory 
 and well worth what it costs. Their customers 
 knoAr exactly what they pay for and what they get. 
 Type 2 is the agency which solicits and places busi- 
 ness at jmblishers* rates, writes copy, and gives a 
 certain amount of merchandising counsel. 
 Whwh^ Most of the men who are doing business on 
 this basis are honest, capable, and success- 
 ful. But I think this system does not 
 pay them, neither does it pay the pub- 
 Ushers nor their customers. The customer 
 does not always know how much he is paying for 
 agency service and how much for space. A weak 
 publisher may secretly increase his commission to the 
 agent, and the advertiser, because he is doing busi- 
 
 THE ADVERTISING AGENCY 
 
 287 
 
 Places 
 
 Btuiness 
 
 at 
 
 Publishers* 
 
 Rates 
 
 ness at publishers' rates, would not be informed of the 
 change. 
 
 The agent himself often has a wrong conception 
 of his proper relation to the customer and the pub- 
 lisher. He is apt to think it is the publisher's com- 
 mission that gives him his status. He should know 
 that it is the advertiser's money that pays for both 
 the publisher's space and service. 
 
 Type 3 is the agency which sells its service to the 
 customer on the basis of a charge of from 10 to 15 
 per cent, above net and then asks the publisher /or a 
 commission for getting business for him and for pro- 
 tection against the advertiser securing the same net 
 price if he places his business direct. 
 
 The agent who charges publisher's rates is clearly 
 and admittedly the publisher's representative, and 
 naturally looks to him for protection. Such a man 
 must cast his vote with the pubUshers 
 in case of conflict. Most publishers recog- 
 nize that the advertiser is entitled to a 
 square deal, and they implant this thought 
 in the minds of the agents who do business 
 at publishers' rates. This is the only as- 
 surance the advertiser has of being well served by 
 such an agency. 
 
 On the other hand, the agent who offers to charge 
 a certain percentage above net, as guarantee that he 
 will not allow himself to be influenced by any in- 
 •reased commissions offered him by the publisher, 
 and then asks the publisher for larger commissions 
 
 Agents of 
 
 Types 2 
 
 and 3 
 
 Cannot 
 
 Fully 
 
 Represent 
 
 the 
 Advertiser 
 
: ( 
 
 
 288 ADVERTISING— SELLING THE CONSUMER 
 
 (not lower rates) for *^ protection'* dgainst his own 
 customer is carrying water on both shoulders and 
 cannot represent anybody — ^not even himself — for 
 any length of time. 
 
 This type of agent is in hot water continually. 
 
 If an agent is doing business at publishers' rates, 
 he is clearly entitled to keep for himself any rebates, 
 discounts, or free space (publishers do not generally 
 offer these things to advertisers direct). If he is 
 charging 10 to 15 per cent, above net, and at the 
 same time asking the publisher for favors for himself. 
 The Evils ^^® publisher does not know whether the 
 
 of the advertiser or the agent is entitled to favors 
 
 System an appreciative publisher can consistently 
 
 ^^R^prli grant. Such an agent cannot have a 
 
 »entthe sound poHcy in relation to free space. 
 
 Advertiser • i j» . i i i 
 
 special discounts, cash advances, bonuses 
 on volume of space used within a certain time, and 
 short-time rates which the customer may have paid 
 to the agent but the agent has not paid to the pub- 
 lisher. 
 
 The type 3 agent must go as surely as the "placer" 
 has gone. I believe the publishers* rate agent is to 
 be with us for many years, perhaps permanently, 
 because he is apt to specialize on a certain class 
 of mediums, and to be a truly important business- 
 getter for the publisher. If he is an honest and able 
 man, and he usually is, his service is well worth what 
 the advertiser pays for it. 
 
 A number of successful organizations have realized 
 
 THE ADVERTISING AGENCY 
 
 289 
 
 the main features of type 4 in everyday practice so 
 that I can safely say the type is well defined. It 
 mi rr- L ^^ au outgrowth of the organization idea. 
 
 The Highest — -, . •»,-., 
 
 Type of It proves that cooperation and speciahza- 
 S^'ser- *^*'° develop a higher standard of service 
 tiice to Ita than can be attained by an individual, and 
 
 Customers ., . ., , .. -n . , ,• 
 
 that the advertiser will get more for his 
 money if he takes advantage of its methods and 
 adjusts his own organization to it. 
 
 Such an agency sells service, and nothing else. 
 It should have no ownership interest in space or 
 supplies it buys for its customers. 
 
 Its compensation should be a retainer fee, for ad- 
 vice and counsel and the relinquishment of any con- 
 flicting interests, plus a percentage on the 
 System of amount of detail work handled or a specified 
 Comfensa- amount per day for the actual work of its 
 , various members. By far the most satis- 
 factory system is a minimum yearly fee which is 
 credited against a minimum 15 per cent, service 
 charge to be added to the net amount of all purchases. 
 This organization has four definite functions. It 
 can, if properly equipped and intelligently managed, 
 take care of each of these better and more 
 economicaUy than the advertiser can. 
 They are: 
 
 (1) Counsel concerning mediums. The 
 
 organization which undertakes to advise 
 
 Fourth Type ^^^ or against any advertising medium 
 
 should have had constant successful experience in the 
 
 The Four 
 
 Definite 
 
 Functions 
 
 of the 
 AdveHising 
 . Agency 
 of the 
 
 ■I 
 
 It 
 
290 ADVERTISING— SELLING THE CONSUMER 
 
 use of all kinds of mediums. A fully equipped 
 agency organization should maJke money for small 
 advertisers who use only one medium as well as for 
 larger businesses which use several in combination. 
 Its experience should cover newspapers, magazines, 
 trade papers, mail-order papers, all class publica- 
 tions, street cars, electric signs, painted bulletins and 
 walls, and all kinds of printed and lithographed mat- 
 ter, follow-up material, and novelties. 
 
 (2) The buying power of the type 4 agency is main- 
 tained at the highest point by refusing to accept for it- 
 self anything from publishers or space producers. I 
 believe that the ideal organization must refuse to sell 
 its service, under any circumstances, to publishers or 
 space producers, or to any one else from whom it may 
 buy for its customers. 
 
 The number of advertising mediums which have a 
 fixed rate is small, though all the best ones do. A 
 complicated rate card is a challenge to the trained 
 space-buyer. Many mediums offer a net flat rate 
 to large agency organizations, for the reason that they 
 are wholesalers. Their customers are rebated the 
 difference, of course. Where there is an opportunity 
 for trading or dickering it is certainly advisable to 
 employ a man who knows how to do it. It is quite 
 generally conceded that the space-buyer for a large 
 agency organization holds a very responsible position. 
 
 The type 4 agency buys outright, and pays for 
 space in cash, which is important because it com- 
 mands the best the space-seller has to give. The buy- 
 
 THE ADVERTISING AGENCY 
 
 291 
 
 ing department of such an organization has nothing to 
 consider save the actual value of the service available. 
 It is, therefore, more apt to get a low price and col- 
 lateral cooperation than the agency which ajsks the 
 publisher for a commission and protection. 
 
 (3) Copy service. No matter how carefully mediums 
 have been selected, or how economically space has 
 been bought, the space is without value to the adver- 
 tiser imtil it is filled with copy which will get the 
 desired result. The copy staff of a successful organi- 
 zation must represent the picked men of a nation, 
 working together harmoniously in confident coopera- 
 tion with the advertiser's organization. 
 
 Sometimes, after the analysis has been finished 
 and the selling points agreed upon in conference 
 with the advertiser, one man writes all the copy. 
 Sometimes several men work on a national campaign 
 if there are several consumer groups as well as trade 
 literature and selling helps to be taken care of. 
 
 (4) Sales cooperation, the most recent development 
 of agency service, has been misunderstood in many 
 places. It is nothing more nor less than the mer- 
 chandising of advertising itself. It does not mean 
 sales direction, nor the displacement of salesmen. 
 Sales cooperation means getting more service from 
 the publisher or space-producer, by convincing him 
 that he can best entrench his own business by giving 
 the advertiser more for his money. It makes the 
 advertiser's salesman (who cooperates) more valuable 
 to himself and to his principal. 
 
 m 
 
292 ADVERTISINGS-SELLING THE CONSUMER 
 
 The very best salesmen make many calls which are 
 non-productive. Anything which increases their 
 sales as compared with the number of calls made 
 enhances the value of their services without add- 
 ing to their labor. Sales cooperation is the result 
 of applying to selling methods the principles of 
 scientific management. It is sharing with salesmen 
 the responsibility of planning their work. Adver- 
 tising does the missionary work and the salesman 
 becomes an expert "closer" and business-builder. 
 
 Nowadays a banking corporation regards itself 
 
 as the trustee of its depositors' money, and does not 
 
 The loan money to any business in which its 
 
 A^rTr officials are interested. The same general 
 
 T^Hee principles should govern the conduct of an 
 
 Customers' advertising organization. 
 
 Money ^he highest type of advertising service is 
 offered by the organization which attracts as customers 
 only those businesses which are acknowledged leaders 
 in their respective lines, and then at all times regards 
 
 The Agency ^^^ ^ ^ ^^^^ ^f non-conflictiug interests 
 0/ the cooperating for their common good. ^ 
 
 Highest C2 i, • . • .,i , . 
 
 Type Wiu ^^cli an organization will advise against 
 Ag^nlt ^^vertising if conditions are unfavorable. 
 Adv^inng It knows, how, when, and where, advertis- 
 ^erUNot "ig should be done. It should be consulted 
 Ready Jong before the advertiser starts to plan 
 about prices, distribution, the package, sell- 
 ing methods, and the instruction of salesmen about 
 ways and means for cashing in on the advertising. 
 
 I 
 
 CHAPTER XXIX 
 
 HOW MUCH MORE CAN BE GIVEN THE CONSUMER? 
 
 IT WILL be time and money well spent if we can 
 succeed in educating the public to an apprecia- 
 tion of the economies good advertising establishes 
 and maintains in the products and distribution of 
 things worth buying. 
 
 The more the consumer learns about what adver- 
 tising means for him the more advertising itself will 
 give him. The sooner the mind of the 
 Makes th£ cousumcr accepts as an established fact 
 DoUar ^jj^t whenever he sees a thing advertised 
 
 IjlTQBT 
 
 the advertising itself insures him a better 
 value, in quality or quantity, or both, the sooner he 
 will receive a greater share of the actual benefits of 
 advertising. 
 
 When a man or woman appreciates that an adver- 
 tisement is reducing the cost of distributing goods 
 that are in every way desirable, there naturally 
 will follow the realization that this reduction of the 
 selling cost enlarges the purchasing power of the 
 dollar. 
 
 The best way to illustrate the truth of the above 
 assertions is to cite everyday things. 
 
4 
 
 ^ 
 
 IIIP 
 
 i 
 
 294 ADVERTISING—SELLING THE CONSUMER 
 
 The Iowa hen produces more wealth each year than 
 do the gold mines of California. Iowa's egg crop 
 The Iowa ^^ ^^^th more annually than all the oranges 
 Hen h raised in the United States. But there is 
 no money m raismg chickens — as a busi- 
 ness. An apparent paradox! As a "side line" 
 poultry makes $40,000,000 a year for the people of 
 Iowa. 
 
 Labor-saving machinery, the tests of the chemical 
 laboratory, and the stop-watch of the business en- 
 gineer have enormously increased the quantity of 
 production without adding to its cost. But on every 
 hand we discover appalling waste in our distributive 
 system. There can be no question that the time and 
 energy now expended upon the distribution of mer- 
 chandise can be made to yield the consumer much 
 more than he now gets. 
 
 Our A recent merchandising audit revealed 
 
 Dt^ht ^^ *^^* ^^^^ one-half of our garden truck 
 Hve goes to waste. 
 
 System ^ method of changing this waste into 
 saving for the consumer is suggested by consideration 
 of the canning industry. The canner buys fruit and 
 vegetables during the season of surplus at a profitable 
 price to producer for a period during which supply is 
 greatly in excess of the demand. He cans them, pre- 
 serves them, makes jellies and jams of them. The con- 
 sumer buys these fruits and vegetables in the winter, 
 when the uncanned article is either almost prohibitive 
 in cost or else not to be had at all, but he buys them at 
 
 HOW MUCH GIVEN CONSUMER? 
 
 295 
 
 Luxuries 
 at the Price 
 of Necessi- 
 ties 
 
 a price based on the cost of the raw material during 
 times of plenty. 
 
 It has also been found that it often costs more to 
 
 distribute fresh fruits and vegetables than to get 
 
 the same quality of them, canned, to the 
 
 Through consumer. And the consumer has to re- 
 
 ^7h^^^ member always that he is the man who 
 
 Consumer pays for distribution. 
 
 Scientific merchandising methods have 
 developed a soap which is so good that it 
 cannot be made better, yet it is delivered 
 to the consumer for only five cents per cake. 
 All our big manufacturing plants are equipped for 
 turning out many more of the comforts and luxuries 
 of life than they are now making. The added operat- 
 ing expense would disappear in the newly created 
 volume of business. 
 
 Many manufacturers would be glad to reduce their 
 prices if they could be sure of getting larger volume 
 by doing so. Many have attempted it. 
 Scientific Unless they had first developed scientific 
 ^dT«t"" merchandising plans the price reduction 
 often simply gave their merchandise the 
 reputation of being less worthy of the con- 
 sumer's confidence. The most successful 
 manufacturers are those who have had care- 
 ful merchandising audits of their market 
 possibilities made, and from them have evolved plans 
 of distribution, based upon definite knowledge of 
 actual conditions. The manufacturer who can re- 
 
 Benefits 
 Greatly 
 
 Both 
 Producer 
 
 and 
 Consumer 
 
296 AD\^RTISING— SELLmG THE CONSUMER 
 
 duce his price to the consumer and still have the 
 consumer know that the quality of his product 
 cannot have been changed is in the strongest possible 
 position. He will greatly enlarge his market, be- 
 cause he brings what he has to sell within the pur- 
 chasing power of a large number of people. But if 
 he reduces his price to meet competition, neither he 
 nor the consumer will benefit. Either the quality 
 of the merchandise or of the service which gets it to 
 the consumer must be impaired — if the original price 
 was right. 
 
 Fortunately for the consumer, the heads of big 
 
 business are realizing that the surest way to intrench 
 
 the business which they have labored to 
 
 When Big ^^1^ up and develop is to reduce the retail 
 
 Business price of their product and the cost of the 
 
 Men Com- * . , . i . , « , , 
 
 pete service which gets it to the final buyer. 
 
 InAdl^i!^ Profits often depend upon the possible sav- 
 
 ing the ing in the cost of reaching the consuming 
 
 Consumer ^ 
 
 Will Be Best gTOUp. 
 
 Served f]^ waste in OUT present system of dis- 
 tribution is the measure of how much more 
 he is now getting can be given the consumer by means 
 of scientific advertising and distribution. 
 
 My father tells me that as a boy he read every book 
 he could borrow in the Iowa county in which he lived. 
 To-day newspapers, general magazines, technical and 
 class periodicals and public libraries make it possible 
 for all of us to have all the reading matter we want 
 of every kind. What publishers have done and are 
 
 HOW MUCH GIVEN CONSUMER? 
 
 297 
 
 doing for us other manufacturers will do, and we shall 
 have the benefit. Misapplied energy is the biggest 
 single waste item in our present industrial system. 
 W^e see it all about us — in our stores especially, and 
 in the time so many young men waste in getting 
 started upon business careers. 
 
 The cost of all the wastes in our productive and 
 distributive system is borne by the consumer. If 
 the greatest waste is misdirected energy on the part 
 of the everyday worker then the men who create a 
 market for regular, steady, well-paid labor are in- 
 creasing the number of satisfactions for the great 
 mass of consumers. The manufacturers who develop 
 demand for their products by advertising are doing 
 more than any others to raise the standards in the 
 labor market. 
 
 Through advertising our big manufacturers are 
 
 creating their own groups of consumers. These 
 
 manufacturers hold their supremacy by 
 
 fZ^)i giving to their consumers the advantages 
 
 the Greatest of the better quality or lower prices which 
 
 Economic -r i _i •.•i i j j 
 
 Waste ^^^ possible Only with an enlarged and a 
 stable market. Hence in buying the goods 
 offered by the advertising manufacturer the con- 
 sumer is always acting in line with his own best in- 
 terests. He is adding his own influence to the 
 mighty forces which are creating for him a greater 
 number of satisfactions than his daily earning power 
 could otherwise command. 
 
 To say that in ten years the masses will have twice 
 
«»8 ADVERTISING— SELLING THE CONSUMER 
 
 as many bathtubs, books, musical instruments, com- 
 fortable sanitary heating systems, sleeping porches, 
 telephones, electric lights, and labor-saving kitchen 
 devices as they now possess is to speak conservatively. 
 Modern advertising is certainly increasing the num- 
 ber of luxuries and comforts that the day laborer is 
 y^ to command. By reason of the further 
 Comumer's progress that is sure to be made in scientific 
 WUl DoMe^^^^^^^ ^^ production and distribution 
 ^Tm^Zn ^^^ ^^borer's dollar will buy twice as much 
 ten years from now as it does to-day. He 
 will be able to Hve 100 per cent, better than he is 
 living now, because scientific advertising will educate 
 the laborer to appreciate better things. Scientific 
 advertising will also enable the manufacturer to deliver 
 his products to the laboring man at prices he can afford 
 to pay for them. 
 
 We can well believe this when we consider what has 
 been done in the past decade in eliminating waste 
 in production and distribution. 
 
 Advertising cannot benefit the advertiser if it does 
 not serve the consumer. 
 
 The more the consumer realizes this the more his 
 dollar will buy for him and his family. 
 
 The growth of this conviction is so widespread that 
 I am safe in afl5rming that the consumer's increasing 
 confidence in and intelligent appreciation of good 
 advertising gives to the progressive manufacturer his 
 greatest present opportunity. 
 
 THE END 
 
 COUNTKY UrS FKSSS, GAUDXN CITY, MXW YOKJE 
 
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