Clarksville weekly chronicle. [volume] (Clarksville, Tenn.) 1865-1867, 1865-12-29
Advertising and How to Do It.
Interesting LECTURE By FreE IT. G.. Eastman, o.
Poughkpse, Nev York.


In Chicago recently Prof II. G. Eastman, of
PoughRepse, N. Y, delivered a very interesting
aud instructive lecture on the science of "Adver-
tising and how TO do it successfully"
The lecturer gave much valuable instruction to
those wishing to advertise, and showed that adver-
tisng to be successful must be frcqucRt, generous,
and well considered
The following il an outline Of the lecture:
Prof Eastman opened his lecture by saying that
advertising was not common subject for lectures
Few would undertake to say much about this sub
iect But advertising was not properly taught
There were not over three men in the United States
who thoroughly understood advertising. Men who
could advertise n business properly could always
get good salaries There were thousands at the
moment he was speaking who were cndeavoring to
write proper advertisement for the morning pa
pcrs But the proper method Of advertising could
be rivcn in four words -Four words could explain
IL. The principle contained in those four words
WAS that which had made men rich by its practice
The advertising man Of Stewart got $4,000 for
his talent in this respect But that $4,000
spent for good advertiser got 100000 in return
There is a great deal Of talk about advertising
men-that they are humbugs-Barnum humbugs
but was any man who visited Barnums Museum
and paid therefor twenty-five cents, willing to say
that he had any the worse museum because he ad-
yertiscd it so well? One Of the largest pencil
manufacturers in the world had succeeded by adj
yertisng. This man Eved in Paris At first he
was unsuccessful in his business although he made
better pencils than any else, but at last he ad-
ycrtised in every possible way he could think Of
that would secure the attention Of the public, that
would create On excitement, and finally became
one of the largest manufacturers Of pencils in the
world. But he made good pencils aud people soon
became aware Of it.
An the large business houses in this country adj
vertise largely, and spend immense amounts Of
money for that purpose. The Metropolitan Hotel
was advertised by its pudding. That pudding was
mt uron tho hotel table and ii attracted the attcn-
ton Of the guests and was worth TO the establish
Iment'a hundred thousand dollars
The four words, refined to were "Excite, but
inevcr satisfy them They must not he satisfied
Iuntil they bought the articles and then, If the
articles were pool,' las they always ought to be-
customers would come again. To illustrate the
truth Of this the lecturer related the experience o
a Young lawyer in ST. Louis, rcmarking in the first
place that n lawyers business was geneully sup
bosed 10 bediAlcut 10 advertise. The young lawyer
being short of money and having no business, re-
lqucstcl the lecturer TO lend him S2j TO pay his ex
ncnses TO Cincinnati. The lecturer asked what wa
the matter. lie said hc lad no business, and hat
spcnt al bis money. The lecturer said he woul,
not Give him the money but he would UdVcrtis
for him. ard pryldicl hun lhai Il the advertising