Show THE TH LONG ARM BUSINESS How Row the AdMan AdNan Brings New Industries In Int the t e World orI 0 Commerce Old Ones There ThereBY ThereBY and Keeps the te Od Tee 0 o Oo c 4 I P BY JAS H COLLINS Reprinted by permission from the Sat Saturday Sat Saturday Saturday Evening Post Post Yesterday it ft was wa as the unusual in ad advertising adVertising that attracted public atten attention aten tion or the thC th hideous Ketchum Cheatum were a firm of attorneys In corners of or newspapers their sign was referred to as an oddity of advertising built world Or an American trust buit a beating sign sig on Dover cliffs and all al England demanded an act of parlia parila parliament parla parlament ment ment But this has all al 01 been changed The public may not have observed yet et to today today today day advertising is in this country at in industry industry Industry established business an least leat an with wih fixed methods and recur recurring recurring recurring ring human types So much has been written about the curious quaint won wonderful wonderful wonderful and unsightly in advertising that perhaps it i Is Js time tim tm to say sa something about it i as 3 a calling A good many man men and women coming up UI in the world might find this industry attractive for themselves They ought to know what sort of persons and usages they are likely sor to meet with if they enter it i First I create crate the demand said the book agent then I supply it Advertising once did that and ad am little littlemore littlemore more The man was the largest consumer of newspaper space He sometimes went a full ful col column column column in days gone by and people won wondered wondered on dered dere how he made it i pay But he did He filled fled that column so full ful ful of agate symptoms that tat few escaped the diseases his stuff was good goud for A great reat many advertisers took small smal spaces then too but were chiefly swindlers Their mild mildest mildest est pst offer was a hoax such as the post postoffice office ofer would shut down on today and their blackest the robbing of widows I and orphans A few useful things were advertised honestly but the subjects w were r usually honesty novelties for which it i was necessary to reate demand Staples sold themselves s sin in times and reputable n business houses avoided the advertising ng columns as they did bad credits credis There were fewer publications pu The country f was smaller Business center d on neigh neighborhoods neIghborhoods neighborhoods It took toole years for New York fashions to I reach the Mississippi Rail Railroads Rai Railroads ef roads were fever fe ver mail mai service less and a broad broa I national movement in a trademarked brand of flour four salt saltor sal salor saltor or baking powder almost unknown Bill boards were for the circus cIrrus and Bi theatrical troupe A merchant might print a small amaH dry card in his local news newspaper rarer paper But the department stores were wen vet unborn To have used advertising then hen then I as a distributing force would have hae been as much ahead of the times as try trying trying trying ing to make an 1 diagnosis with gaslight The Voice of the Modern System But today advertising really distri distributes distributes and its uses are now almost wholly commercial The swindler is be being being being ing elbowed out by publishers on one hand and snapped up by postal Inspectors Inspectors is the the other Advertising s tors tor on voice of our superb system for fOI carry carrying carrying carrying ing things wherever they are arc arC wanted It I publishes news of commodities commo ites na nationally nn nationally and the business house can canu it either to build national demand use u e r that th or 01 t 0 find out by b experiment commodity t in question wanted on a national scale scle I Advertising now deals with ith the sta staples st pIes ples and essentials Instead of hoaxing or swindling once it Introduces com coin commodities that will vill wi be purchased over ocr o l land and over again It has ha eliminated the thet the t I in commerce and puts New York fashions across the Ule Mis Misouri Is j ouri river before they are adopted in inthe inthe n the metropolis itself isel It I has a genuine influence and a beneficial one on diet dress and hygiene Once it sold only soap map now it sells sels bathtubs Once it i recommended a nostrum to cure von you when you were sick now it i brings ense Into your ration so you keep well One very ver striking instance of the way w wit it works york is found fOUld in the mens clothing industry where Urea rea once a byword and a hissing has now put on a scale whre wh re almost any ony rny man manan can an be fitted as well yel as a tailor could fit ft him Comparisons of Yankee Yank e ready lead tower clothes cothes wit it similar products of oter countries sows o a remarkable su superiority superiority u Advertising ing brought about this change because bec it gave a means for distributing the product and an man manufacturing manufacturing manufacturing on a great scale The The growing public confidence in tn ad advertising fd advertising is now hOW so vital to the solid soU business interests of this country that the charlatan and swindler are rapidly being eliminated The patent medicine man ma sending out his column of symptoms symptoms symptoms toms for Insertion at regular rates now from pub publishers gets as a many may l ushers lishers Ish rB as us might an epic poet Lately there ther has ha been serious discussion as to I whether he is of any an use at all aU Only I the other day the in con convention I vent on assembled ruled him off the boards in his viler vier phases and indicated that the circus and melodrama had bet bets better betta tot ter ta reform too ton When the circus and theatre alone used billboards they were wee measured In running feet feet But Bt now the solid soUd business Interests the break and condensed milk mik the shoe and the corset are Crowding on to co the boards and they the theare are measured in running miles mies Finan Financial Financial cial cal sharks have haye as much chance of ot get getting ting Into the better beter magazines as of getting into heaven There is a body of publishers ever Increasing who openly offer to make good to readers any loss they may mar sustain through a fraudulent advertisement and upon simple proof that you have bave actually been cheated they make good goodIn In other words advertising has been t commercialized Once a byproduct of newspapers and not a very savory savon one on oni it i is today an immense business force lorce The Price of Attention The public school may be reckoned one factor in its productiveness this is isn isa K Ka a n nation of or readers Some say High HI h average wages and a liberal scale cale of living Iving But there is another reason that will not be comforting to stand patters In hardly any an country on the globe can cn A manufacturer do business over over so wide a territory unrestricted by tariff as a a in the United States nor nort norean t ean an he be in any country that has so many mam I railroads or of ot so 50 evenly comfortable a population Trading to the Indies was W small potatoes compared to our trade tre treat at home borne Advertising a curiosity but part pait of the fixed charge of distribution distribution pat tion like freight lon Selling through drummers wilt vill wi cost c st the manufacturer more more than selling through the printed word This was demonstrated In a remarkable way wa when Mr Ir Hughes investigated life in Insurance A certain enterprising life Ute in insurance surnce solicitor sol in New York succeed succeeded policies through maga magazine magazine ed in writing maga zine advertising at SIG S1 15 apiece whereas the companies paid solicitors 65 for tor tile the tle This has since or organized organized same sae service servI e man ha 01 a company that employs no sOlicitors but sails S 15 entirely entre through ad advertising ac Sortie Some so e years ars ago another originator ator 4 noticing not icing that the largest concern in thus t ti J country making plumbago lumbago products was w not pushing stove polish as it should be b pushed began buying plumbago of the th trust and advertising a 0 new new liquid stove polish of his own He was vas wa a asmal small smal fellow at the start He bought sparingly on an 3 sometimes got behind in his hits bills bis But he took up territory bit bt by bit and advertised his liquid polish the systematically and eventually ly gave gae trust with wih its is solid sold stove stoe polish a arun arun arun run in that trade Greece has only one important crop currants When it was found that sates sai over the whole world did not take all 1 this crop the Greek government began to advertise currants in Great Britain distri distributing distributing explaining their food value and buting recipe books if i only to help peo people people pIe cook cool currant buns Universities municipalities and ad states now use the advertising pages to get students Industries and population The banker has found that he owes it as a duty to his community not trot only to take talce its is savings but to encourage thrift through advertising and warn against speculation Even religion is now dis distributed distrIbuted distributed through the printed word Avord No better beter Idea ideo of the present solidity of ot advertising can be had than in noting the practical ways in which it i Js ap applied applied plied pled to a great grent variety of purposes From Leader to Piccolo The Tle public is familiar chiefly with the advertisement writer wrier His work is nat naturally naturally most conspicuous and convincing convincing ing lug and there th re have been circulated d many stories about his high salary his lucky strikes his genius for inventing the quaint advertising characters But advertising writer wrier today really r aU plays lays the piccolo and I Is a very ver small mal factor in the thE industry as a whole There is his boss the advertising agent and the theman theman theman man who sells s Us his product the adver advertising Using tsing solicitor and a number of other prominent figures in the industry the publisher the special agent the adver advertising advertising UsIng artist artst and the rate man When a young fellow fello concludes that advertis advertising advertising ing is the occupation for him hira it still remains to determine d which branch he heis heis heIs is going to take take up When he actually gets in perhaps it t may be Ibe apparent that he has decided wrong and he will wi take up UI one of the others Advertising as a business is singular singularly ly attractive in more ways than one In the first place it is directly connect connected ed ed with wih publishing and all al the delights s of going to press pres and coming out with witha wih a n new issue i sue weekly or monthly Pub Puh Publishing lishing in turn is connected with the world of ideas id as An advertising a in man is I thus in touch on one side wita the tle worm world of modern business with Its is vim yim and go and battles battes royal and national sweep or operations and has on the theother theother theother other hand a contact with literature and the world wor of thought t which may mav not be known at lal hal to the young fellow who decided that tha t would ao do fo for his calling A little study of business men shows that they broadly divide into two groups One Is I the man of staples the theother the theother theother other the th man of novelties whatever Now the advertising man branch he takes tal es up has a place in the he world of business busin ss where were he lie is something of a freelance coming into contact with the man of staples and holding his respect and having the zest of adventure adventure adventure ture of the man of or novelties no The man mau manufacturer manufacturer of staples is not a talker or writer but he is finding out lately that he needs a voice Bricks Briks ks are being crowded by structural steel and rein reinforced reinforced reinforced forced concrete Flour is still flour but hut you can sell sen more of it if i you advertise e ea a n trademark and guarantee the quality quality quality ity The man of staples needs a voice yole and in th advertising man he finds it The manufacturer of novelties though often ofen a skillful salesman face to face with his lite hi customer may not have the art artof artof of ot writing advertising nor the knowl knowledge kowl knowledge edge of periodicals and meth methods methods methods necessary to introduce his product nationally national So the advertising man is lS s his voice too and often ofen helps build him from small smal beginnings into a captain of industry The fascination of newspaper report reporting reporting ing ins lies les in a continual shifting of inter interest est 3 4 l new novelty novely a new environment every eer diy day d y The advertising agent ad advertisement advertisement writer advertising solicitor are in a way wa reporters in business life Today they the are soliciting a stove man manufacturer manufacturer manufacturer to get him interested in ad advertising aad ad tomorrow going through his factory to study his product and processes so that the story of his stoves may be set before the public attractive attractively ly Next week they will wi be up on the coast of Massachusetts studying proc processes processes processes esses of canning sardines and packing codfish and a nd the week after that investigating Invest Investigating t the picturesque facts about a alithia althia alithia lithia water and the week after that studying the rudiments of music so as asto asto asto to talk tal convincingly about a piano plano player layer Every Even new business investigated has hasIs its Is human sides There are re problems of competition to be entered into int and ab absorbing absorbIng details of manufacture and raw materials and stories of development under adverse circumstances and a thousand and one attractions that keep the advertising man interested in his work There Thele is to be sure plenty plenty of or iou rou routine tine in advertising But the typical man of or routine the he man who can an sit si squarest on a stool exactly the advertising type The lat latter latter latter ter be he agent solicitor advertising manager manage or needs an equip equipment equipment ment meat quite different from the man who will wi settle down own contentedly in the rou routine routine routine tine of an accounting department He lie Heis Heis lieIs is Is nearly always alwa a fair fall hand at writing copy or can furnish suggestions and ideas for writers to work out The kind of young man who goes farthest in advertising ad seems to be a asp special specIal sp type t pe created c by nature for fOI the continuance of advertising publishing and their allied industries Nature may I have set him down way wa out ut in Kansas for a beginning but Just as there is a n I kind of young man n who goes west when in II the east so there is l a type that hat hatI I have classified for my own conven convenience convenience lence os as S the Come Core ast east young man manNo mal manNo No matter mater how far out in Kansas ne he te may start there is In him an Instinctive Instinctive tive affinity for fot things metropolitan n nand and though his first departure may maybe be only for Topeka eventually evelt al he will Hi RO go iO 01 0 to Kansas ansas City and from there to Chicago and finally reach New York even ven even London which is now the goal of American advertising men When he arrives on Broadway nobody marks him for a farmer because he h hhas has long worn attached cuffs and his socks sock are correct There has been prin printers printers tern ink on his fingers typewriter ink too He knows a little of reporting and loves to meddle with wll type ty e He lie can |