Show TALK ON advertising by C W post to publishers at banquet at battle creek the sunshine that makes a business plant grow is advertising growing rowing a business nowadays novi Is something like growing an appletree apple tree you may select good sted plant it in good so I 1 water and work vork with it but the tree will not produce fruit until another and most powerful ing and life giving element Is brou brought glit to bear you must have sunshine and lots ot of it can you expect to ripen apples in the dark can you expect to grow a profitable bas less plant nowadays without the sunshine ot of pub lie favor produced by advertising this plant is a good lilus ot of that law it seems but a short time ago when I 1 pa puy a few men at work in the carriage house of the barn you have seen today to day where we began making coffee the seed then p anted less than 9 years ago was a new kind of apple seed and it was not er certain how the people would like the apples we did our work worl thoro ably and plenty of it we knew we had a good some thoughtful man might say that if what you manufacture has merit once you get a trade established people will continue to purchase even if the advertising Is stopped but to act on that conclusion would be a fatal mistake for there are always bright men on the lookout to steal your a apples P and tf if vou give them the chance they will come in and take the fruit sure right here let us drive a nail nall not a shingle nail but a forty penny spike your article must have merit far and away beyond the ordinary un advertised thing it should be the very best that human intelligence and ingenuity can produce then you have a foundation to build upon that will not slip out from under when the building grows heavy there are per sons ignorant enough to believe that a poor article can be advertised into a success it cannot and any one wt o tries the experiment will pay beav heavily fly for his experience critically examine any well known and advertised article that has been years on the market and N 4 fim ll 11 9 pv t 11 4 arta I 1 va wa U va 1 K 11 I 1 do 14 4 D 11 0 4 14 I 1 J f dayl T IM pl vz V z m k 1 eok N Z I 1 va 4 R Q 1 I 4 cr I 1 i I 1 AT 1 a P I I 1 I 1 I 1 I 1 0 W I 1 V tj W 7 I 1 aa it 9 pure food factor es that make kosturn and crape grape nuts apple tree ot of fine quality but how to develop our work and the apple tree into a productive and profitable tree vas visa another question it needed sunshine and the kind of sunshine that is spread by the news papers and magazines it Is an abao lute certainty that without the pub lucity thus agven g ven in other voids the sunshine Bunsh lne the business never would have developed you yau have seen to day factory build ings thirteen or fourteen in number covering many of ground em plowing hundreds of workpeople pro food and drink in an aggregate of four million packages per month which goes to every cly llred country on the globe and yet the entire enter prise is less than then 9 years old we have found it necessary inasmuch as the tree has grown and the apples ma aured by hard work and sunshine to continue the work nork and the sunshine day in and day 0 it month in and month out the insl ine appropriation amounting to ly a trillion mill on dollars a year for advert sing for ex peri ence teaches that it aou ou mature the atiee under sunshine and bring it up to a thrifty and healthful state where it ces profitable ap pies plea yo i c 1 lot not withdraw tl at c in shins shine else the tree will gradually die it vill ft ill be found to possess exceptional merit in ancient days newspaper publish ers considered an advertisement an evil but a necessary evil and that it should be hidden away as carefully as possible so that no one would dis cover that the paper was trying to make a little money by inserting pub lie announcements A paper run that way to day would woula fail fall the most successful exponents of the new plan of doing business with ink and paper are using every ble means to make the announcements attractive and sought after by the readers it is sate safe to say that thousands 0 ol 01 f omen read the newspaper not the telegraphic page but the pages con announcements anno in cements ot of bargains in stockings skirts hats gloved pianos burnit ire food for the table etc you have been invited to visit bat tie creek tor for the purpose of viewing one of the most un que advertising buildings in the world also to look over a large b built up eus sus tamed nourished and kept active by sunshine and at the same time have an opportunity to see one of the mo most r t thrift accle active and prosperous towns of its size in the world built up largely by the same dinv of suns sunshine hIrte |