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There is a quaint Spanish proverb which reads, The importance of attracting attention by a “When they give you an heifer, be ready with the moving object was forcibly brought to the rope.” Apply this maxim to advertising and writer's attention in a business exhibit several you get, "Where trade is booming, be around years ago.

A rival concern had a booth near by, with your advertisements."

with one of their machines in operation, and the A good advertisement in a good medium will result was the crowd would gather around their always achieve its specific mission, but in the exhibit and examine the apparatus to the exclunature of things it follows that the returns from sion of our own display. a prosperous locality will eclipse those from one In advertising, this is a potent force. A steamsuffering from trade depression.

ship company recently had a very effective adThe astute advertiser will therefore attend to vertisement in a street car. The motion of the the flourishing districts first, and will work them car was utilized to keep a lot of spangles, which systematically and thoroughly.

outlined the reading matter, in constant motion. Just now Lancashire and her cotton mills form There is a wide field open to the advertising England's commercial oasis and bid fair to hold man who has, a little inventive ability along the premier position for months to come. these lines. As a suggestion, the varied and

Never, during the last twenty-five years, have beautiful effects of the kaleidoscope only need manufacturers traded to such advantage, nor this slight jar to produce them.

If this were have the workers been so fully employed, and

worked up properly it would be an invaluable so well recompensed as now.

means of drawing the attention of the traveling Expansion is noticeable on every hand; old public. mills are being renovated or enlarged and new Among the practical “mechanical advertiseones are in the course of erection, and every- ments” in operation, where motive forces at hand where there is hurry and bustle in this busy hive are used without any additional expenditure for of industry. Manufacturers had orders booked power, are wooden hands attached to the existthat have seen them well into 1906, with the ing shafting in the building by means of an pleasant prospect of more to follow. Surely, eccentric, resulting in the continual motion of here is the "Advertiser's Cotton Chance."

the hand to call attention to the sign alongside; The primary effect of this unparalleled wave

a representation of an airship with moving proof prosperity is the visibly increased purchasing peller. (placed on a roof), etc. Many things of power of Lancashire's vast army of workers.

this kind will suggest themselves. In this con

nection the use of exhaust steam was used reAnd after the enforced economy of the last twenty-five years there will be a sure and cer

cently by a soup-making concern that had an tain reaction that will take the practical form

imitation tureen surrounding an exhaust steam of increased indulgence in those creature com

pipe on the roof. The result was as though the forts, long desired but long denied.

soup was piping hot, ready to be served, and the

general effect was excellent. Then the cotton weaver and family will spend With the use of special motive power, of this well-earned holiday on more extensive

course, a much larger field opens up to the scale than formerly, and it behooves the wide

imagination. In this article the use of mechanawake advertiser to be on hand to aid in the ical devices without resorting to any specially equipment for, and to facilitate, the annual arranged power, has been the subject under conexodus to seaside or country.

sideration—that is, utilizing the powers that be. In every sphere of Lancashire life, money is plentiful, hope runs high, desire is potent, and herein lies the advertiser's opportunity.

“The business world is full of young men This is sufficient reason why he should hover content in simply putting in their time continuously around the cotton county and thus somehow and drawing their salaries, makreceive his share of the golden harvest.

ing no effort whatever to increase their effiJudicious advertisements that are well written, ciency and thereby enhance their own as well that are ingenious, bright, crisp and breezy, will as their employer's interest. win all along the line, and the result will exem- "To every young man I would say, seek at plify the old adage, “He is well paid who is well the start to cultivate the acquaintance of those satisfied."

only whose contact and influence will kindle Thus Lancashire is for the present—and proh- high purposes, as I regard the building up of a ably for many months to come—the advertiser's sterling character one of the fundamental prinEl Dorado—the advertiser's cotton chance. ciples of true success."-Varshall Field.




In bringing forth the crude treasures of the tions with many of the publishers of the great earth to the services of man, three words typify technical papers, and to know not only their three great departments of effort-mining, manu- methods and achievements, but their plans and facturing, marketing.

aspirations. If, therefore, I write with enthusiBy ax and plow and pick wringing the raw asm of the future as indicated by present attainmaterials from the planet, with every cheapening ment, it is because I see more than appears upon power and automatic machinery molding these the surface. materials into myriads of Iseful fornis, and I do not think that in any other department finally placing the product in the hands of the of publishing the advertising medium has risen consumer.

to so high a degree of efficiency as it has in the The magnitude of the problem of distribution technical field. My reason for believing this I which is just dawning upon the minds of inan:- trust will be apparent, as I point out some of facturers can scarcely be over estimated. Not what seem to me to be the essential characteruntil the manufacturer can impress the superior istics of the best specialized advertising medium. merits of his product upon the greatest possible The keynote of the ideal technical or trade number of buyers at the lowest cost, and every paper is helpfulness to its readers. And the greatconsumer, on the other hand, discovers the best est helpfulness depends upon a knowledge of the thing for him by reasonable effort, will the great wants of the reader and sympathy with him on problem of distribution be solved.

the part of the editor on the one hand, and, on The consumer still spends much time in in- the reader's part, confidence in the accuracy, requiring what to buy, and more in regretting that liability and truthfulness of the contents of the he did not buy something else.

paper. For example, no matter what automobile you! After judging whether a paper so strikes the choose, you will wish you had bought some other. reader as to fertilize the advertising soil, and not The question of economical and efficient listri- close the buyer's pocketbook, the next question bution concerns the consumer even more than it is who it ought to reach, whether its contents does the manufacturer.

indicate that it should reach the people who are Mere physical distribution is relatively a mat. really influential in selecting machinery, equipter of detail. The question is how to make known ment and supplies. the merits of the commodity.

Then, if it should reach such a valuable class, All the progress we have made in advertising does it? For the answer to this question depends has only served to show that merchandising is lipon the publisher more than upon the editor. the crudest department of industrial activity: No matter how good a paper is, it will not tell Look in most any direction, and waste and mis- itself any more than machinery will. carriage are as conspicuous as

economy and

Circulation costs money. It costs much more efficiency.

money in the case of the technical papers than The work of marketing also falls under the the circulation receipts begin to furnish the inhead of three M's—the merchandise, the message, centive for spending. Does the publisher possess and the medium.

the ability and capital and take his paper seriSpace forbids dwelling upon the necessity of ously enough to build the circulation which the a thorough familiarity with the products, the field should justify? claims made by the manufacturers, and how they The incentive for building circulation is very are substantiated. It goes without saying that great if we consider the earning power from the engineer of marketing must first master those advertising or circulation of good quality. points. Nor do I propose to reiterate what has Eight New York technical papers have a paid been so often and so ably set forth as to the circulation of substantially 100,000, and an adnature and clothing of the message, the matter vertising patronage of $1,500,000, which means

s sent forth in exploiting the commodity. that each yearly paying reader enables the pubNo ven do I need to stop to say that fine lisher to earn from advertising $15.00. This writing and all manner of freak cuts and "tape $15.00 plus the subscription price is the basis on worm” borders, etc., do not make good copy, which to work for circulation. This means that but shall confine my attention briefly to the con- the mere subscription price as a basis for figuring sideration of the medium, which is the modern the incentive for building circulation should cut marketing machine.

practically no figure at all. It is my privilege to enjoy confidential rela- Of course the advertiser should know not only



how many people pay for and read a paper. but been made especially. Be on the lookout for these he should have, as far as practicable, an analysis opportunities, go after them, and you will be of the circulation showing the classes of people pleading for days seventy-two hours long so that who read the paper. The publisher shoulil give you can find time to improve them all. every possible facility for judging of the quality Forget “the other fellow” except to draw inof the circulation, and should volunteer and fur- spiration from his best efforts and profit from nish, without asking, ample proof of the number his mistakes. Bear in mind, too, that your sucof copies paid for.

cess must be based on actual service rendered Great progress has been made in the past ten to some present need or good ideal in the world. years in the development of a higher type of tech- You cannot "fake" your way to real and permanical journal, and it is even now proper to refer nent success. to it as the modern selling machine.

Put some heart and soul into your work, and It seems to me that there is every reason to you will find that you are credited with individucommend the tendency toward concentrating ad- ality, for the day a man begins to think earnestly vertising in fewer and stronger papers and using about his own particular opportunities, that day those papers intensely. Intensive is better than Individuality, and Genius, and Nobility and Sucextensive advertising.

cess attend at his council. Then as you work on The best paper not only reaches the mind and earnestly, resolutely, keep close to the truth that inspires the confidence of the reader, but the "the right measure of a man is the use he makes reader acts upon its suggestions and instructions of his opportunities,” be they great or small. Such papers form a trunk line to the consumer. On this basis, and sooner than you expect, you

But as good as some of these papers are, it is will find yourself master of circumstances and doubtful whether any of them are as potent as conqueror of the world-your world. they will be made in the future.

You will be a man who made his little all the Considering the possible improvements in ad- center of the universe, who had no time for vertising plans, copy, follow up, influence of envy, who loved his work as it grew, who worked medium and increased circulation, the future out- with his might, who would not pause until he look for the advertising method of marketing is could put into each task his very best, and then great.

turned cheerfully to the next one with a determination to live up to the full stature of his

own particular opportunities. IN YOUR OWN WORLD


A WORD WITH THE EDITOR It takes individuality to do anything that is worth while. The pattern-made man grows old Whenever any one asks, “What is the purpose like a clerk, and during the afternoon of life he of COMMON-SENSE?" I reply, “To help you make doles out his little savings, or becomes a pen- your life a greater success, in business, social, sioner on the charity of his relatives.

private or public lines." We often wonder if the career of this type of To this, I will add that the editorials are drawn man is a matter of “couldn't-help-it." We might from actual successes and failures—from conthink so and be stirred to pity, but for the fact templation of men and affairs—not from books that other men brush aside the same adverse and the theories of others. Such faults are made conditions. They collect their strength, and when matter of comment that in the editor's opinion ordinary reverses come have momentum enough are of sufficient magnitude to form an obstacle to carry them through. But let that be as it may, to one's advancement. Virtues that would add it is every person's right and duty to try faith- to one's successful living are commended. The fully and persistently to escape lifelong medioc- articles and sketches used are designed to be of rity and a dependent old age. To spend time practical help to the largest number of our readenvying others their greater possessions is time The value of the little magazine lies in the wasted; and time is the one precious thing. We fact that it's all meat—there is no chaff. can acquire most anything else in some way, but Vany eyes see more than one pair. You no man's millions will set the clock back the daily note traits, or hear of acts that breed sucfraction of a minute.

cess or failure. Will you co-operate with us, by Let every man make his possessions, what giving us the benefit of your observations? ever they may be, the center of his own particu- Write us a letter-short or long, as the subject lar universe. The most valuable thing to him demands—telling of the things you see, hear or will be his own special opportunities. Every believe, that go to make or mar a man or a man, everywhere, has these opportunities. Only woman. Letters giving points of sufficient value a near-sighted dolt, or the mentally sick, fail to will be published. Address, see them. These golden, nearby opportunities

Editor COMMON-SENSE, are so much one's own that they seem to have

88 Wabash Ave., Chicago, III.



le ex

The True Henry Clay

"As Clay entered Washington from Alexan

dria, he had to take a ferry boat, and here was Joseph M. Rogers has given us in this work,

his first practical introduction to the subject of through the J. B. Lippincott Company, an in

internal improvements which was later to occupy tensely interesting and intimate account of the

so much of his attention. He was

ware that private and public life of Henry Clay, that great

a bridge was contemplated, an

he exAmerican, who, in the author's words, "is fast

pressed his conviction that one

iilt, becoming a mythical personage. One of the

it was with joy he learned fro

at most vigorous, certainly the most emotional, and

the subject was coming up one of the most influential of statesmen has been

gress, of which he was a

.cally lost in a haze of misinformation ; befogged in a

all he did at this brief s

ke an mist of fable and transformed by a sort of mental

ardent speech for the br. strabismus which has affected all his admirers.

plained his whole position

iproveThe Henry Clay of fiction, so artfully constructed

ments, showing a liberality

cked like the heroes of ancient mythology, is a dis

some of the older men who tressing figure. Henry Clay was one of the most

tionists of the Jefferson sort. lovable men who ever lived, if not in all respects

this time as ardent an admi. the most admirable. None knew him but to love

walked in the Capitol, but 1 him, though a majority would never vote for

Constitution was confined to the De.. him.”

from that document, and not for its mein The following from the chapter entitled “The

ing. It did not worry him a bit that there was Youngest Senator" reminds one of an interesting

it no expressed power to build bridges or turnhistorical fact and at the same time shows the

pikes. It seemed to him that if a good thing author's clear, graphic style: “At twenty-nine

could be accomplished, and there was no actual Clay had achieved a success far beyond his wild

prohibition, common sense dictated going ahead est hopes at the time he entered the state, nine

and doing it. He expressed his views freely and years before. He was married into the richest

with the exuberant manner common to his adfamily of the state, owned a comfortable estate, dress to a jury. The personal impression he enjoyed about the best practice at the bar, had

made upon the Senators was that of a young and served a term in the legislature, and was univer- resourceful man with a tendency to harangue his sally popular. Having achieved so much by an

hearers and a lack of appreciation of the Senaimmense amount of energy that had called for

torial dignity. A more funereal legislative body less studious industry than one would naturally

never existed than the United States Senate in suppose, he felt it befitting that he should take a

the early days. For years it had met behind short vacation. The opportunity came when closed doors, and now that its sessions were open, General Adair resigned from the United States

the proceedings were of the most formal and Senate and the governor appointed Clay in his doleful character. There were no efforts at oraplace for the short session of 1806-07.

tory; few speeches of any sort were made, it “At the time no comment seems to have been being the custom for the Senators to briefly exmade upon the fact that he was not of constitu- press their views and then vote. A Senator of tional age and did not become so until after his the period complains that Clay was fond of fractional term had expired. Afterwards a good flowery talk and much given to imagery, while deal was made of it and many explanations

his discourse lacked logical sequence. offered. It is asserted now by one of the family do know that Clay enjoyed himself hugely that Clay really was thirty years old, as shown that winter in the Senate. He was to be found by one of the family Bibles, which contradicts at all prominent social functions and seemed dethe currently accepted date of his birth. This lighted with his 'vacation,' which also gave him a may, however, be confused with the fact that taste for further experience of the sort. He there was an elder Henry Clay who died when a wrote home that his reception had exceeded his baby, and for whom the statesman was named. expectations." It may be that Clay thought that a man almost The book is beautifully illustrated. thirty was eligible to all intents and purposes, or it may be that neither he nor anyone else thought J. B. Lippincott Company, Publishers. Price, in

- The True Henry Clay, by Joseph M. Rogers. of it at all. The fact remains that he was the only man who has sat through his term in the

cloth, $2.00; in half levant, $5.00. Senate without being constitutionally eligible. As nothing was said of the matter at the time, it need not concern us now, except as a curious

A small sum of money invested at the right event.

time can give you an independent future.

* * We

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