The evening Argus. [volume] (Rock Island, Ill.) 1861-1871, 1865-12-09
ADVERTISING, AND HOW TO Do 1T.
Lecture BY Professor II. 6. Eastman
of POughkeepsie.

very interesting and instructive lecture was
delivered recently in Chicago by ID. g. Eastman
LII. D., of Poughkeersie, New York, in the large
hall of Eastman's national bushes college. fne
hall was well filled. The subject was "Advertis-
ING. and how to do it successfully" The lee |
rnrer gave much valuable instruction to those |
wishing to advertise and showed that advertising
to be successful must be frequent, generous, and
we'll considered.
The following is an outline of the lecture
Prof Eastman opened his lecture by saying
that advet Using was not a common subject for
lectures Few would undertake to say much
about this subject But advertising was not pro-
perly taught There were not over three men in
the United States who thoroughly understood ad
yertising Men who could advertise busine
properly could always get good salaries. There
were thousands at the moment he was speaking
who were endeavoring to write proper adver-
tisement for the morning paper. Bot tie proper
method of advertising could be given in four
words. Four words could explain it. The prin.
ciple contained in those four words was that
which had made men rich by its practice. The
advertising man of Ste wart got S22 900 for his
talent in this respect. But that S22 900 spent
for a good advertiser got $780, 900 in return.
Tnere is great deal of talk about advertising
men: that they are humbugs-Barnum humbugs;
but was any man who visited Barnum's museum,
and paid therefor twenty five cents, willing say
that he had any the worse museum because he
advertised it SO well One of the largest pencil
manufacturers in the world had succeeded by ad-
yertisng This mau lived in Paris. At first he
was unsuccessful in his business, although he
made better pencils than any one else, but at
last he advertised in every possible way he could
think Of that would secure the attention of the
public that would create an excitement, and f.
naly became one OF the largest manufacturers of
pencils in the world. But he made good pencils,
and peoI lie soon became aware of it.
All the large business houses in this country
advertised largely, and spent immense amounts
of money for that purpose. The Metropolitan
hotel was advertised by its pudding. That pud-
ding was put upon the hotel table and II attract
ed the attention of the guests and worth
to the establishment a hundred thousand dol
lars.
The four words referred TO were Excite, but
never satisfy" Excite the public, but never sat
isfv them They must not be satisfied until they
have bought the articles; and then, if the arti-
cles were good, (as they always ought to be) Gus
toners would come again. TO illustrate the
truth of this the lecturer related the experience
of a Young lawyer in ST. Louis, remarking in the
first place that lawyers business generally
supposed to be difficult to advertise. The young
lawyer being short of money and having no bust
necs requested the lecturer to lend him S25 to
paw his expenses to Cincinnati. The lecturer
asked him what the matter. He said he had
no business, and had spent all his money. The
lecturer said he would not give him lthe money
but he would advertise for him, and promised
him that if the advertising did not succeed he
would pay the expenses and the twenty-five dol
lars beside He requested the young man to &C
to his room and write an advertisement, which
he did making long one, and, when handing il
to the lecturer remarked that he would have i
put in the cheapest part of the newspapers. Tha
would not do, the lecturer told him; the adver
tisement too long; it must be short and pu
into the most prominent part of the paper, anC
wrote one himself, the only words used being
s'E B. Bates, 10 Pine street, attorney and canu
sellor at law, the surname being in large letters
the initials very small, the attorney and coun
sellor at law" in very large letters. Thus Til,
prominent fact was that there a named
Bates and he was an attorney and counsellor a
law. This attracted attention, and after q Will,
his name became well known, and because wei
known its owner was supposed 70 be good law
yer, The resell was that this Mr. Bates, of II
Pine street, now one of the most wealth.
lawyers OF st. Louis.
But whatever was advertised, no matte
what it was, must be of the best quality. rhi
was the case with the Paris pencil man this wa
the case with Barnums museum. Another ex
ample of this was the success OF Mr.. Barnum
Mr.. Barnum paid $500 for his museum with
debt of IS 600 upon it. The man TO whom tn
money was due, visiting Barnum, fnun
him eating cold dinner, and was told by hin
that he should eat Only cold dinners till the SIS
600 was paid. Mr.. Barnum thought of advertis
ing and finally his upon the following plan: Ii
employed a number of painters, making ther
promise not to say anything ABOUT what he wa
going to do, and ordered them to paint picture
of all the animals in the country, and few tina
never were in any couC try. These were on
night stuck all the front of the building
When people came past il in the mornng the
wondered where they had all come from and b.
fore the day over the museum WAS crowded
And this repeated day after day, when q
last he several thousands outside unable
get in. He then made a passage to Ann stree
and advertised that he had san egress" in h
museum, which drew greater crowds than eve
whom he showed through the egress to An
street.
In Poughkeepsie the speaker got man to deli,
er lecture at his college. People said that
would DOT succeed-it would draw an aud
ence. B1 he determined to have ar audienc
and had never failed. The tickots put
high price tocreate an excitement. Then he wsI
printer and ordered hlm print a lot OF ticI
cts with the susee word lDhen upon it. This ere
ated a graat excil>ment. People could not und e
stand IL, anu asSedof each other, and of the prII
ter, what II ment, ou. the answer was eyeryw her
the same,-no one knew what il meant The n @,
day an announcement Was made that such a lie,
turer would deliver an address-the announc,
ment being placed under the word uhen. The r,
suit was o iull house.
To succeed in business must ha hon
The lecturer had never known meu to succeed u,
less they were honest Everything must he uoc
that would succeed.
The proper way to advertise was To advert.
only one article at once As, for instance Sug
-Sugar-Sugar People would have their AT, O.
ton attracted by that one word, and they won
buy sugar. The result would be that a large s
gar business would be established. But If peoD
advertised all they had got to sell they would n
succeed, because their advertisement would \
ho reaA- ia will