| Show M L HADLEY 18 A VISITOR PROM COAST from a skeptic ho became a firm believer Newspaper in advertising from tuesdays standard M L hadler head of tho advertising agency bearing his name with headquarters la san francisco Is registered at the reed he is one ot the most conservative men in the adver business as a short talk with him discloses yet he Is a farm believe la the newspapers as advertising mediums he was asked the pointed question does advertising pay and he answered yes then he went on to quality his statement it pays when backed by honest goods and when the means of distribution are good there must be merit to the thing offered for sale and the salesmen must know their business when yon have that combination the newspaper can perform wonders an fn the way of giving publicity to your excellencies and at 1 purchasers I 1 air hadley were you not skeptical when you first went into the advertising ver business 1 I was the hist year I 1 was discouraged cou raged and was disposed to quit but gradually I 1 discovered the secrets of success and obtained results which made me an enthusiast in tha efficacy of newspaper advertising one thing I 1 learned was not to urge advertising for revenue only but to enter a place 0 business with an honest purpose of benefiting the house I 1 would not accept an ad that in my opinion was not profitable to the advertiser by following this policy the business men welcome you as an adviser and aid instead of a leech he was asked to give an illustration of positive proof that advertising pays here Is something tangible you know the conclusions are deductions we obtain certain results under certain conditions which point to the cause in 1890 schillings first started their campaign of advertising they made a test under the title schillings best the results were such that in 1894 I 1 received an order from them to advertise in every paper in twelve states and territories their increase in patronage was remarkable one of the papers receiving the full line of advertising was the standard and excellent results were obtained 1 I understand that last week the schillings shipped in one consignment an entire carload of tea to og derf 1 I honestly believe a firm gets prestige by advertising that can be obtained in no other way hero Is another instance of success in 1901 J A folger co made an appropriation for utah the standard was one of our big mediums the results obtained were EO encouraging that in 1802 I 1 received a contract covering the newspapers ot five states and the following year two more spates were added 1 I am a newspaper owner as well as the head of an advertising agency and during my experience I 1 have seen some remarkable achievements fram judicious advertising in 1891 H C onabelle On apelle opened a store in oakland my home city and his beginning was most modest but he knew bow to display hia goods and how to use the columns of the dally papers As a consequence he now occupies a foot front and is one of the most prosperous of our business men 1 I would advise no one to attempt haphazard advertising it can do neither advertiser nor publisher good but with intelligent direction I 1 know that no merchant can make a mistake by advertising in the papers |
