P

There are four kinds of Heinz Baked Beans:

Hews Baked Beans with Tomato Sauce.

Heinz Plain Baked Park and Beans without Tomate

He

ROCRUSTES was a Greek robber. entertained travelers who came his way in a peculiar fashion. He owned a bed upon which he made his guests lie down. If they were too long for the bed he cut off their feet or legs to shorten them sufficiently to fit it; if they were too short for it he stretched them to its length. Needless to say, his guests did not survive the operations, but he inherited their property.

To restrict advertising to the narrow limits of a pet stunt is to place the advertiser upon the "Bed of Procrustes," though it may be temporarily profitable to its advocate if he can put it over.

A so called trade-mark, that is, some peculiar design such as a star, a square, a circle or a triangle, is often a necessary thing by which to advertise an article that cannot otherwise be identified, such as cloth, shoes, umbrellas; and the only reason that it is better than the maker's name in such cases is that it can be

registered and copyrighted, while a man's name cannot.

For instance, if John Brown makes shoes and puts him name "John Brown" on them, this cannot prevent another man named John Brown making shoes and putting his name on them; but a "curlycue" of some kind fashioned about the name "John Brown" if registered and copyrighted can prevent the second John Brown from using that particular "curlycue" style of name.

This is absolutely the only reason for a "curlycue" trade-mark. For advertising purposes a name is sufficient and better advertising. Ivory Soap would not be made stronger by putting it into a "curlycue"; neither would Quaker Oats.

Would the advertising of the White, Packard or Peerless automobiles be enhanced by limiting the size of the type used in the name and enclosing the name in a square, a circle, a triangle or a "curlycue" of some kind? A

"curlycue" is in such a case a "Bed of Procrustes." Any such arbitrary limits are likely to be "Beds of Procrustes" to advertisers.

A piano advertiser intends to advertise his piano; an automobile advertiser intends to advertise his automobile-not a "curlycue." Such advertising is inadequate to its object.

Suppose this "curlycue" advertising is ap plied to a piano made by the largest piano manufacturer in the world. Does the "curlycue" with the name of the piano, limited to small letters and placed in a conventional border with a few words of haphazard talk about anything in the world but the piano advertised, interpret this large company and their pianos to the public? Such a manufacturer needs a plan big enough to fit his case; a plan broad enough, ideal enough, and daring enough to interpret his huge concern, his splendid facilities and organization in a large, forceful and inspiring manner.

Advertising is more than an attempt to make the public memorize a "curlycue." Advertising is not a joke. It is more than an announcement of sales. It is more than a

statement of trivial facts.

When advertising is narrowly conventionalized, when it ceases to think, when it ceases to originate, it loses its soul.

Routine advertising is always ineffective

H

is always wasteful. The man who pays for it pays too much for his whistle.

No formula can be made that will apply successfully to all cases; and to apply an idea that was primarily planned and that might be suited to fit unidentifiable things like cloth, shoes, etc., to a piano or to an automobile is to place the advertiser on the "Bed of Procrustes" to environ him with unnecessary and stupid restrictions.

Conventional advertising and curlycues are never advocated by experienced advertising men as applicable to shoes, breakfast foods, stoves and automobiles indiscriminately. It is advocated only by men who have neither the organization, experience or ability to give full and effective agency service. No one large and successful advertiser can be pointed out who was ever made successful along these lines. Conventional advertising is merely a plan to shirk service or an admission of inadequacy.

New and small advertisers who have tried it have soon abandoned it or failed. Large concerns whose manufacture and sales are so well organized and so successful that their advertising is merely an adjunct may waste money upon such a plan without soon being conscious of the loss, but they waste money just the same.

IRAM MAXIM recently invented a shell which requires, if it is to be exploded, the terrific impact with the steel armor of a boat, or the stone wall of a fort. The shells boat, or the stone wall of a fort. The shells can be dallied with by children and they are perfectly harmless, but the minute they are banged up against a substantial obstacle, they explode with effect. And so it is with men. They show their truest selves when they meet obstacles. The greatest men in history are those who went through the most rigorous experiences successfully. As with the cannon shell, it sometimes takes a tremendous obstacle to rile a man, but once wrought up, he fires all the potentialities within himself and something happens.

What would Abraham Lincoln have been if it had not been for the struggles and terrific experiences which he endured in his youth?

Napoleon was greatest in his direst exigencies. It was at the time when his associates thought he must break under the terrific strain and struggle that he evinced his innermost character and showed himself to be a man of iron will and tremendous resource. The thing to do is to face struggles, combats and reverses, with the determination that was in the minds of the old Greek heroes. They were certain that when an enemy was overcome his strength entered into the person of the victor. Being sure therefore, that obstacles are placed before us to serve us as incentives to action, and that when overcome we are the stronger for our efforts, we will meet them with a certain confidence and assurance that they must surrender under our determined efforts. The staunchest oaks have weathered the severest storms.

They were not raised in a conservatory.

T

HREE things of world-wide importance happened in St. Johns, N. B., Dominion of Canada, on May 24, 1870, viz:

The Presbyterian Sunday School held a picnic; Robertson's sawmill was burned down; and Arthur H. Patterson was born.

The fire was totally unexpected, but arrangements for the other two events had been in active preparation for some months.

Each one of these events was a big success in its own way; the mill was rebuilt on a much larger scale; the Sunday School picnic made such a hit that it became an annual event; and baby Patterson grew to man's estate and now "lives and moves and has his beans-in Chicago."

St. Johns was quick to take advantage of the greatness thrust upon her by this trio of famous events and some there are, still residents of that city, who claim that what St. Johns is today-a commercial center on

Chicago was selected as the future home but not before young Patterson had been hooked up with Frank Munsey in his Mohican Store Syndicate a chain of grocery and provision stores scattered over New England that Frank Munsey established and operated just to show his business versatility. Unfortunately for both employer and employee Mr. Patterson was not brought into personal contact nor combat with Mr. Munsey, and the latter never knew what a particularly efficient young man he was losing. Had they ever met, it is more than likely a different story regarding the life and times of Arthur H. Patterson would have to be here chronicled.

Mr. Patterson landed in Chicago simultaneously with the first appearance of the Chicago Evening American, July 4th, 1900, but through an oversight upon the part of the new paper no notice of the arrival was mentioned in the American and in consequence it was nearly a week later before Mr. Patterson found a position.

the tiptoe of prosperity-is due in no small measure to the advantage gained over the other cities of the Province in the events noted above.

Young Patterson was destined for bigger things than are pulled off in far-away St. Johns, however. Consequently his parents heard and heeded the call of the stars and stripes when young Arthur H. was less than ten years old.

A resident in New England of a few years during which time none of the family was satisfied was terminated with no regrets, and

Being a Britisher, Mr. Patterson likes his beef, so no wonder it is that the beef packing industry looked good to him. He was only a short time in working up to a responsible position in the establishment of Armour & Co., where his work and his manner of performing it were frequently and favorably commented

upon.

But even bigger things were in store for him and a number of these developed during his connection with the National Packing Company, where he held the position of sales man

ager and had charge of the company's advertising.

A year ago Mr. Patterson accepted a position with Sulzberger & Sons Company as manager of the advertising department and here he feels certain he has the opportunity for putting over bigger advertising campaigns with bigger possibilities for bigger business and bigger results than he has ever achieved before. And the odds are about ten to one that he will do it.

The various products of the Sulzberger plants are famous throughout the continent for their purity. They will make good on every claim set forth in Mr. Patterson's advertising copy and the extent of the increase in volume of

trade and the corresponding increase in profit to Sulzberger & Sons Company will be in direct proportion to the advertising appropriation furnished the department of which Mr. Patterson is the head.

He knows good copy and insists upon having the best. He knows the value of mediums and is an excellent buyer of space. He knows the high grade quality of the Sulzberger products and he can talk about them and write about them interestingly and convincingly— these things he must know and know thoroughly to be the efficient employe that he is.

Mr. Patterson is a married man and glad of it. He holds the Kenwood medal for domesticity-a badge of honor bestowed yearly.

N

OTWITHSTANDING

the misapplied

energy of the press agent and his deepseated conviction to the contrary, publicity is not advertising any more than a base ball score is literature.

An actor-a matinee idol-playing in a stock company in a Western city received during last season upwards of $75,000 worth of publicity. The press agent called it advertising. The actor believed him and kicked for an increase in salary. He didn't get it so he quit. This season he is leading two blood hounds and playing the base drum in an Uncle Tom Company and is willing to swear that "advertising" doesn't pay.

The lawyers on both sides of the Thaw case got a million dollars' worth of front page publicity during the progress of the trial, less than four years ago, and yet today there are comparatively few people who can name two of the lawyers and tell which side of the case each

one was on.

More recently the name of Ballinger and Pinchot were given newspaper publicity, the cost of which cannot be even estimated because it could not be bought, and today one would have to ask many people of average intelligence before he could find out just who Mr. Ballinger is and who Mr. Pinchot is and for what each contended.

A Southern clergyman-one of the sensational kind-who in his sermon sought not

to "point the way", but rather to say things that would be quoted in Monday's paper, succeeded in getting many pages of publicity. He failed to hold his job, however, and is now soliciting subscriptions for a weekly paper and giving a set of books, a fountain pen, an insurance policy, a package of breakfast food, a rainy day skirt and a mushroom hat with each subscription. He manages to earn enough to keep his wife and family from starving. The publicity which he mistook for advertising is of no value to him in his present job. But

P. T. Barnum has been dead for twenty years. During his life he never spent to exceed $200,000 per year in advertising—a modest sum in comparison to some present day advertising appropriations—and yet today Barnum is known the world over and in twenty nor in forty years from now will he be forgotten.

PUBLICITY fades.

ADVERTISING lasts.

Publicity is a theory. It never has and it never can be demonstrated.

Advertising is a fact attested to by many who, through persistent and constant use of the advertising columns of the daily, weekly and monthly papers, have grown wealthy and established a trade for their various products that is increasing yearly.