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False Economy and Other Mistakes in Advertising

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

dumped paper, and good illus

just the same, and to trations left a much

this day the better impression, than

rence is pointed to, by the economical cheap

the over-economicals, stuff. After I

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

M. M. JOHNSON

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 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

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While speaking of papers, do you re- and poultry advertisers generally. I surmember the farm paper that had a hen mise they would not do it over again, editor that was ferninst incubators? Of but see the boost ? course you remember it. The paper, if And who eventually pays for it? you remember, carried all the incubator Let me say to you right now, Mr. ads. The wise hen editor came out Publisher, that you would appeal to me with a hen editorial that incubators were a great deal stronger, if you gave evino good. It took less than a week for dence of absolute fairness instead of the incubator advertisers

get partiality towards any particular person gether. The next number of that paper for any particular reason. For instance: did not have 30 cents' worth of incu- it did not appeal to me worth a cent, bator advertising

to have a publisher tell me what great I presume that it was your company things a competitor had secured, while that put the publisher wise, anyhow in I knew I was short, in the same paper. due time I got a personal letter from I felt that part of the great results were the publisher reading this way.

at my expense, yes sir! that's so, Mr. “Dear Mr. Johnson:-I do not need to

Publisher! I am a jealous cuss, but tell you how much I regret the withdrawal after all, the sum and substance of it of the incubator advertising. I fully de

is, that I or any fair minded advertiser, serve the bitter dose; I merit the treatment,

would prefer hands off, or hands on, but let me say I did not place any particular importance on a hen editor's position,

all alike. I dare say that you who until the damage done. Now, Mr. thought to win favor didn't do it after Johnson, I do not care half as much for the

all. money, I do for the consciousness of

As far as I am concerned, it did having done your people an injustice.”

not influence me a cent's worth, further If you remember, Mr. Editor, that

than to make me conclude that you actuvery frank letter from the publisher re

ally gave away more advertising than instated every incubator man. A hen

you were paid for, I mean advertising editor with brains was installed and

value. everything went lovely.

While I am speaking of advertising Speaking of to-day again, right now

and publications, let me say something I propose to conclude that a publication

about special incubator numbers. For is friendly to my line of business, before

my part I regard them as a nuisance to they get much of my advertising from

regular advertisers, and for the reason Still more-I want some evidence that the hen editor and advertising eternally demoralizing.

that system in placing advertising is

eternally demoralizing. The preparing manager are absolutely fair between us

and fixing special ads costing more valudifferent advertisers. A publisher, a able time than it comes to in actual rehen editor, or advertising manager, sults. Hereafter the other chaps can that boosts one advertiser, does so at blow themselves on specials while I the expense of the other advertisers. All

pound away with regular liberal space. I expect when I place my ad is, I want

Here's the way it works: All hands it to earn every cent for me that it

blow themselves for once, then a can on its own account; but I demand action comes and we pinch the space. absolute fairness.

To have my own sweet choice about Recently an incubator dvertiser sent it, I would rather go the other fellows a testimonial letter to nearly 40 pub- a little better in regular issues, and lishers. They each in turn used it as let them blow and be durned in the a testimonial, mailing it to incubator

special issues.

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*

The principal thing that a man knows at forty, which he did not know at twenty, is that at twenty he did not know very much.

When a

man imagines he is above criticism, he is; that is to say, he is lost when criticism will not reach him.

Money Talks—The Farmer Now Has the Floor

Albert E. Pharo

M

man

ONEY talks; and when large sums of money join in vocal converse they speak in a loud

tone of voice, and all the peopie stop to listen.

The Annual Report of Industries for 1906 recently entered the country through Newspaper Avenue and begged to receive the attention of the people.

The women readers promptly gave that page of the paper a hurried go byit was so awfully stale and so full of dry figures; they had no time for such dull reading And the young

who fondly imagines he is reading the "news" when he peruses accounts of murder trials and the delineation of human frailties,-he also turned the page quickly seeking the rank growth of sensational pastures.

But every man who had any measure of business responsibilities on his shoulders made himself comfortable in his chair and was lost to the world, while he absorbed figures which dilated his nostrils like those of the trained war horse at the thrilling sound of the battle bugle.

He read that a few gentlemen who own some iron and steel works, transacted a moderate business amounting to one billion two hundred million dollars; and he also read that the railroads collected from the people who travel and who ship things the little matter of two billion three hundred and twenty million dollars.

Somewhat further down he noted that the farmer has been doing a little plowing and planting this year, and sisted by considerable perspiration and back bending, has succeeded in earning a scanty livelihood amounting to the almost respectable total of six billion, seven hundred and ninety-four million dollars.

The public prints for years have laid

before us the pleasing habits of certain railroads in "buying up" from time to time a judge, a governor, a congressman and occasionally a whole state legislature. At least this habit seemed pleasing to the functionaries mentioned, though the people at large, not having a highly developed sense of humor, were accustomed to stupidly grumble instead of being moved to hilarious laughter by the edifying transaction.

When we reflect on the vastness of two billion, three hundred million dollars we understand the mighty purchasing power behind the railroads. This sum amounts to about two hundred million dollars per month, or approximately to eight million dollars for each working day in the year. Eight million dollars a day represents a concrete, vital, potent, militant force. It will buy several things and would keep a limited number of factories running full time.

But when we read of the six and three quarter billion dollars made by the farmer this year, the railroads at once become second raters, our intense interest wanes and we hand them over to the tender mercies of the Man in the White House while we turn our attention to more important matters.

What wonderful potentialities do reside in twenty-four million dollars per diem !

Merely to think of this and at the same time spin round violently on one heel-will make one's head whirl. It will daze him, steal his equilibrium, upset his mental balance and cause him to grope wildly for mental and physical support.

If we will take pencil and calculate its wondrous possibilities in the way of spinning factory wheels, it will fairly hypnotize us and lead us captive into the wildest realms of visionary fancy. We will see wondrous visions of fiftyacre factories, of thousands of work

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men, of grand and stately palaces in city and seashore and mountain, of luxurious steam yachts where a hundred sailors form in line and perform the correct military salute on the important occasions of our arrival and departure from the craft.

The scenery of dreamland, how beautiful it is !

Do you note that the farmer looms a grander figure every year?

He gathered in three-quarters of a billion dollars more this year than he did last year, and he is quietly planning to increase his earnings by round billion next year.

Just reflect on the modest greatness of the quiet man with chin whiskers and hip boots.

All the world has climbed on the fence to observe Uncle Samuel tackle the job of digging a ditch that will cost the tremendous total of two three hundred million dollars; and the little boy with cigaret and waxed mustache whispers confidentially to Fatty Bull that he don't believe Uncle Samuel can raise the necessary spuds to see the thing through.

If our Uncle Hayseed should tackle this contract he would merely set aside his earnings for a couple of weeks, which would be amply sufficient to pay for the whole affair, with enough left over to hire a brass band and have a high old dedication when the job was completed.

At the present time one of the popular diversions in the United States consists in advising our horny handed neighbor of his duties in the future.

Friend Hill pauses a moment in liis railroad building to caution him that in ten or fifteen years this country will contain a population of a hundred and twenty-five million people, and that every mother's son of them will want three square meals a day, while some will also want a bottle of grape juice and a squab in the evening. He tells the farmer that the only way he will

be able to feed all these people will be to cast away his present agricultural implements and get the kind which will perform double the work; and he also suggests that the farmer spend his evenings reading agricultural papers so he can acquire the knowledge to make two blades of grass grow where one now tempts the appetite of the gentle cow.

The men who read the book of the future also tell him that the population of China has passed the point where their own acreage will support them, and that they will thank him if he will kindly pass a piece of bread their way, and later they will want it by the shipload.

The farmer is a taciturn man. Не keeps silence in the English language. Through all the hubbub and babel of voices he maintains his posure; he chews the stalk of straw which is in his mouth and resists the terrible temptation to rush into print.

But every once in awhile you hear him casually remark that his mortgage is paid off, his buildings are all painted and he don't see for the life of him why he and his children can't have some of the good things.

If he gets out that wad of six billion dollars and begins to cut loose something will be doing.

The money of the farmer is like a drop of water just fallen from the cloud. It begins at the source and slowly flows through all the varied and innumerable industries; watering them, fructifying them, bringing profits to owners and wages to workers; leaving in its train a pathway of verdant green, where peace, plenty and prosperity sing a gladsome song.

That is why we rejoice with the farmer, and mingled with our rejoicing is a mental reservation to subtly entice a few drops our way by catering to the needs of this Financial Stupendousness, and advising him through the agricultural press of what we have to offer.

All of which is as it should be.

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