The Milan exchange. (Milan, Gibson County, Tenn.) 1874-1978, 1875-08-19
ADVERTISING PAYS.
Orange Judd's First Lucky StrOke-An
Interesting "Reminiscences.
nropcx., T,,dd 49, ,-o.ss-a 4 -, ,a;eLe, -

2tkemtnIscence.
Orange Judd. the veteran publisher OF
the American Ag -icultarist, writes the fol.
lowing to the New York Tribune:
SIR: The account in Saturdays Tribune
of its new clock, with the appearance of a
/ false story that just now met my eve for
the hundredth or thousandth time, leads
me TO send you true account OF an Incl
dent in my business experience. of great
4 interest TO me and probably usefully sug-
! gestive 10 others. The old Tribune clock
was an important factor in the trans
| action.
| Some twenty years ago having just sue
4 ceeded from the editorial chair to the pro
1 prietOrship of the american AgrtcuitRTist,
/ I desired to ascertain by trial whether ad-
vertising would not do as well for good
thing as for patent medicines and other
humbugs. Though having a small work
ing capital, resolved TO do what was
then a Father large thing, viz, to take 40
lines under - Special Notices." all in one
advertisement. Being Unexpectedly de-
ldyed, | reached the Tribune Office at g. D.
-m.> with the advertisement still to write,
while an engagement in the country re-
quired me to take the boat from Fulton
Sbp. Securing 40 lines space al the head
Of thefirst column, went-to the little desk
on the southwest side of the Office, over
which had stood the old clock for many
years. intended to write rapidly a varit =
I-iy. of matter during thirty minutes, and
in the next 20 minutes pick out the strong
points, and cOndense 10 40 lines. Keeping
my eye on the clock occasionally, wrote
on . letter backs" furnished at the desk.
andpasted them together until had four
feet or more of copy to cOndenSe from. |
turned TO the clerk and asked if could
have line or two more than 40. "Yes."
said he, y you have the first place take
all the space you want" CHANGING to
notice the Ciry-hall clock, it pointed t. ten
minutes OF four. The old clock had stop
ped at twenty minutes past three, un-
noticed by me. L attempted to draw the
pencil ehr0dgh some portions of the manu-
script. and in despair threw the whole at
the clerk with an order to insert il, and
ran for the boat, to save nine-mile night
walk. -,.-
The natter troubled me all night. as an
over-hasty thing, and | feared to see the
Tribune and the probable bill. Starting
before daylight the next morning, bought
the first copy in the hands of a newshOy,
and counted 1876 lines, costing $24 80 at
that time, when ordinary advertisements
were cents and specials 121 cents line
terrible dose for literary man, new in
business, and with a small capital. Has
tening to the Tribune office paid the bill,
and slowly and sadly went down to my
second-story Office. fully resolved to act
more deliberately in future.
The result: The bold advertisement,
conspicuoRsly inserted, attracted the at
tention of the multitude coming in on the
morning trains. Over 100 dropped in and
subscribed on their way TO business {;
others sent in messengers, and Others
called on their way to a noon lunch. At
p. III. had received 226 subscribers from
that one advertisement, and more came
next day by mail. repeated the desc in
the Tribune and other papers. The eX
periene" taught me that il | wanted to
move crowd with a big rock, would
hurl it at them, and not throw it out in bits
of pebble or sand. From that day to this |
have never been afraid to advertise largely
and boldly-the only limit being the time
| could devote to preparing good, truthful
advertisements and to selecting good me
diums-the latter work of no little diff
Guilty My success in business has been
abundantly satisfactory to mvself, and, |
trust, to my patrons also. NV rule has
been Find customers by free advertising,
and then keep them by supplying good
articles and by fair dealing; and whatever OF
success have had has been largely due TO
the old Tribune clock, which stopped so
quietly and at the proper time for me.
ORANGE JUDD.
NEW YORK, August 3, 1876.
In a private note accompanying the
above, Mr.. Judd mentions that he has
since spent nearly or quite half million
dollars in advertising, and estimates the
amount spent in the Tribune alone at much
abUve fifty thousand. He has the results
to show for It'd. 9116iGne