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By George F. Burba
THE Spirit of the Times shall teach us Speed.”

Life is motion,-speed. The more life, the more motion.

Speed has been worshiped in all ages, by all people. Mercury, favorite messenger of the gods, had wings upon his feet,-symbolical of Alight. Flight at that time was the highest conception of speed. Camilla was the most popular servant of Diana, because she was swiftfooted; ran like the winds ; tarried not ; got there.

The ox-cart was the quickest way of getting a burden to a given point. Horses were caught and broken to harness because they were swifter than the ox. The automobile was invented because the Spirit of the Times, in very truth, had taught us speed.

Not all the imperfections of the mind of man, nor thoughtlessness, nor fear, nor the abuse that is its portion, can curb the progress of a race by lessening the demand for power cars. The Spirit of the Times has taught us speed. This mighty messenger of men, swift steed of steel and springs, faster than Mercury, quicker than Camilla, as elegantly proportioned as the thoroughbred, as graceful as the swan, more powerful than the teams of old Pharaoh, has come to stay, because of the love of man for speed.

* * * As for the sport that comes from automobiling—pity the gods who had to be content with riding upon the wings of a storm. It must be indulged in in the country to be fully appreciated. All good things will sooner or later come the farmer's way. Night is the best time to contract the disease—for automobiling is a disease; caused by a germ; the symptoms as well marked as the symptoms of that most acute of all diseasesLove.

Night is the time for automobiling, the best time, the exhilarating time. And a moonlight night-just as a moonlight night used to be the best time for buggy-riding. Not that the moon is needed, for it is not. The automobile has its own moons, full-rounded ones, glaring monsters that reach out and bring close to you the country roads ever drawing to a point, but never reaching it.

The fields and fences are a part of the game. The uncertainty that lies just over the end of the reflection; the breeze weaving through the hair, for all the world like the waves that weave through the curls of the mermaids. The motion—all motion is a poem—the vibration, the resiliency, the thought that beneath the hand lies the unseen power of half a

hundred horses, the dust, the speed—everything and everybody seems good when one is in a car in moonlight, tearing off strips of space and hurling them back into the teeth of the night.

* * * It was a philosopher who prayed for the luxuries of life, stating that, given the luxuries, he could get along without the necessities. If it is claimed that the automobile is a luxury, so be it. Given that, we can get along until the luxury becomes necessary, for has it not been stated that the luxuries of today are the necessities of tomorrow?

But speed—a necessity at all times, ever a luxury—for that we pray. We would be active and agile; we would run the race hard from start to finish; we would outstrip disease and scud before all sorrows. Spurred by ambition, winged by the desire to accomplish something worth while, stripped of the weight of fear, we would show such pernicity of decision and such continuity of purpose that he who tarried for a moment would be blinded by our smoke. For what would it profit a man to gain the whole world if he could not ride in an automobile?


A duck, who had faithfully stuck to well and favorably known the world business during the summer and laid over.-Editor Studebaker." several dozen fawn-colored eggs, complained that she was not appre- Sure thing! and then, too, if he hanciated. "See that hen over there?” said dles the Studebaker wagons they will the duck; "she has not laid as many help him cackle. They have good eggs as I have, nor so big, but she has “tongues”; their cackle will "reach” a books written in her honor, while no long distance. They will cackle "evener" body says a word about me.” “The without getting "tired" than any living trouble with you is,” said a wise buff, "felloe.” He won't have to "hound" peo"you lay an egg and waddle off without ple to buy Studebaker wagons. O! saying a word, while that sister of mine somebody head us off! We're getting never lays without letting everybody in the "skein" all tangled up! Didn't know the neighborhood know of it."

that a duck could raise such a "hub" Moral—If you want to be appreciated, bub. What! Who "spoke"? This is cackle about it-advertise.-Bill's News. "standard." Don't attempt to "spring”

Moral No. 2—The hen had a good anything further! We'll take our "seat.” article to cackle about. So has the man This has started the "wheels" in our who handles the Studebaker line, which, think "box.” Feel as if we needed a like the hen's manufactured product, is "bolster.” Whoa! Back up!

False Economy and Other Mistakes in Advertising

By M. M. Johnson T the outset of my experience time I had made some changes in my A as an advertiser my limited capi- incubators, and had figured out improve

tal made it necessary to be eco- ments for a new catalogue.

nomical, but I soon learned that The question that confronted me was while it was necessary to be economical, whether to patch up and use the suras a rule, the too close application of plus catalogues or dump them. Well it was a hindrance to progression. In sir, after I had boiled up and boiled printed matter, for in

down the proposition, stance, I soon discov

I dumped them. It ered that after all, its

took nerve to dump mission was to make

16,000 catalogues of impressions, and that

164 pages each, but good printing, good

they were dumped paper, and good illus

just the same, and to trations left a much

this day the occurbetter impression, than

rence is pointed to, by the economical cheap

the over-economicals, stuff. After Iran

as a desperate plunge square against the

of Johnson's. proposition and dis

I built an entirely covered the real facts,

new catalogue for the a simple application

following season, paid brought home to my

a lithograph company self, explained the

$500 for the cover, whole thing.

and made the inside Today you, or I,

of the book as nice or any observing man,

as good paper and would give a well

printing could make groomed salesman a


it. I went still furlittle time, much

ther, and stocked up quicker than we would a tagle tramp with the finest lithographed stationery. looking salesman, no matter if the lat- With the 50,000 good catalogues and the ter were selling diamonds, and the first other good printing matter, I paid axle grease. Verily so, the traveling $28,000 of debts and declared a divisalesman, and the advertiser's printed dend of $36,000. For every three catamatter are the same, when it comes logues sent out, I made two sales. Into dollars and cents to the advertiser stead of extravagance, it worked out as or wholesaler.

an economy. Mr. Editor, let me ramble around a Among my first impressions as an bit. Let me relate some experiences. advertiser, I remember my desire to The pith will be advertising, although want my ad in papers that did not carry a scattered collection. One time I got much incubator advertising. Publishers a large number of quite large cata- that did not carry many incubator adlogues printed; the demand for cata- vertisements patted my hobby on the logues the following season was not back, but in due time I got well of it. equal to the supply, and I had some To-day I want plenty of company in any 16,000 books left over. In the mean paper.


and poultry advertisers generally. I surmise they would not do it over again, but see the boost ?

And who eventually pays for it?

Let me say to you right now, Mr. Publisher, that you would appeal to me a great deal stronger, if you gave evidence of absolute fairness instead of partiality towards any particular person for any particular reason. For instance : it did not appeal to me worth a cent, to have a publisher tell me what great things a competitor had secured, while I knew I was short, in the same paper. I felt that part of the great results were at my expense, yes sir! that's so, Mr. Publisher! I am a jealous cuss, but after all, the sum and substance of it is, that I or any fair minded advertiser, would prefer hands off, or hands on, all alike. I dare say that you who thought to win favor didn't do it after


While speaking of papers, do you remember the farm paper that had a hen editor that was ferninst incubators? Of course you remember it. The paper, if you remember, carried all the incubator ads. The wise hen editor came out with a hen editorial that incubators were no good. It took less than a week for the incubator advertisers to get together. The next number of that paper did not have 30 cents' worth of incubator advertising.

I presume that it was your company that put the publisher wise, anyhow in due time I got a personal letter from the publisher reading this way.

“Dear Mr. Johnson:--I do not need to tell you how much I regret the withdrawal of the incubator advertising. I fully de serve the bitter dose; I merit the treatment, but let me say I did not place any particu. lar importance on a hen editor's position, until the damage was done. Now, Mr. Johnson, I do not care half as much for the money, as I do for the consciousness of having done your people an injustice.”

If you remember, Mr. Editor, that very frank letter from the publisher reinstated every incubator man. A hen editor with brains was installed and everything went lovely.

Speaking of to-day again, right now I propose to conclude that a publication is friendly to my line of business, before they get much of my advertising from me. Still more-I want some evidence that the hen editor and advertising manager are absolutely fair between us different advertisers. A publisher, a hen editor, or advertising manager, that boosts one advertiser, does so at the expense of the other advertisers. All I expect when I place my ad is, I want it to earn every cent for me that it can on its own account; but I demand absolute fairness.

Recently an incubator advertiser sent a testimonial letter to nearly 40 publishers. They each in turn used it as a testimonial, mailing it to incubator

As far as I am concerned, it did not influence me a cent's worth, further than to make me conclude that you actually gave away more advertising than you were paid for, I mean advertising value.

While I am speaking of advertising and publications, let me say something about special incubator numbers. For my part I regard them as a nuisance to regular advertisers, and for the reason that system in placing advertising is eternally demoralizing. The preparing and fixing special ads costing more valuable time than it comes to in actual results. Hereafter the other chaps can blow themselves on specials while I pound away with regular liberal space.

Here's the way it works: All hands blow themselves for once, then a reaction comes and we pinch the space.

To have my own sweet choice about it. I would rather go the other fellows a little better in regular issues, and let them blow and be durned in the special issues.

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