The Dallas daily herald. [volume] (Dallas, Tex.) 1873-1887, 1875-10-03
OrangeJudd's Fortune.

Az wv AulNOt VI INC NOW I oAh iIlpuuH'
SIR; The account in Saturday y
Tribune Of its new clock, with the
appearance ola false story that just
now met my eye for the hundrodth
or thousandah time, leads me to send
you true account ofan incident in
my business experience, Of great
interest to me and probably usetuIIy
suggestive to others, The old rrib.
une clock was an important factor
in the transaction.
Some twenty years ago, having just
succeeded from the editorial chair TO
the propretorship Of the American
Agriculuralist, ! desired to ascertain
by trail whether advertising would
not do asweIl for II good thing as for
patent medicines and other hum
bugs, Though having n small work =.
ing capital, | resolved to do what was
then Il rather large thing, viz to
take forty lines under Special No.
tico, all in one advertisements Be.
ing unexpectedly delayed, reached
the Tribune Office at 3 p. IN, with the
advertisement still! to write, while
an engagement in the county re-
Quired me to the i o'clock boat from
Fulton-slip. Securing forty lines
space at the head Of the first column,
| went to the little desk on the south
west slice Of the office, over which
had stood the old clock for many
years. | intended to writo rapidly
a variety of matter during the next
thirty minutes, and in tho next
twenty minutes pick out the
strong points, and condense to the
forty lines Keeping my eye on the
clock occasionally, wrote on :let-
ter backs" furnished at the desk,
and pasted them together until l
had four feet or more ofcopY to con
dense from. | turned to the clerk
and asked if | could have a line or
two more than forty. "Yes,' said
he, "you have tho first place take
ali the space you want Chanc-
ing to notice the City Hall Clock, it
pointed to ten minutes of four. The
Old clock had stopped at twenty
minutes past three, pnnoticed by me
| Attempted to draw the pencil
through some portions OF the manu-
script, and in despair, threw thc
whole at the clerk with IN order t.
insert il. and ran for the boat to
save {, nine mile nightwalk.
The matter troubled me all night
MS an overhasty thing, and ! feared
to see the Tribune and the probable
bill. Starting before daylight the
next morning, | bought the frs
copy IN the hands of Il ncwsboy, ant
counted 1876 lines, costing $2l 80 Il
that time when ordinary advertise
ments were s cents, and specials ~
cents Il line-a terrible dose for
literary man, new in business, ant
with n small capital. fastening tc
the Tribune Office, lpaid the bill, an,
slowly and Sadly went down to th'
second story Office, fully resolved tC
act more deliberately in future.
The result The bold advertise
ment, conspicuously inserted, at
tracted the attention of the multi
tude coming in on the mornln!
train. Over 100 dropped in ant
subscribed on their way to business
others sent in messengers, and otlI
ers called on their way to n moo
lunch. Ats p, m. had receive,
226 subscribers from that one 40
vcrtisement, and more came noX
day by mail. | repeated the dos
in the Tribune and other papers
The experience taught me that #
wanted to move a crowd with u bl
rock / would hurI it at them, an
not throw it out in bits of pebble G
sand. From that day to this, ! hav
never been afraid to advertiF
largely and boldly--the only Inn
, heing the time i could devote
preparing good truthful advertise
ments, and to selecting good med
ums, the latter n work ofno little d.
, Guilty. Ny success in business hO
been abundantly satlsiactor
to myself, and ! trust,
r my patrons also, Ny rule has been
Find customers by free advertising
D and then keep them by supp'ylr
t rood articles and by fair deaIm'
0 and whatever success ! have 1T
!, has been largely due to the old II
Y hume clock which stopped so quiet
$ and at the proper time for me-
o ORANGE JUDD.
il New York, Aug. 3, 1873.
1t rim n private note accompany
= = the above, Mr.. Judd mentions th
n he has since spent nearly or quite
Ii million dollars in advertising, Al
l. estimates the amount spent IN =
e, e, Tribune alone at much above III
~ thousand lie has the results
show tor it.
rs
us The Cherokees and Chocttaws, /