Bellows Falls times. [volume] (Bellows Falls, Vt.) 1856-1965, 1875-08-27
A Lesson in Advertising.

The successful publisher of agricultu-
tural papers, through liberal advertising
and honest work, Mr.. Orange Judd, tells
this interesting story of the beginning of
his fortune through an accidental excess
Of advertising.
Some twenty years ago, having just
succeeded from the editorial chair to the
proprietorship of the American Agricul- |
turist, | decided to ascertain by trial
whether advertising would not do as we'll
for good thing as for patent medicines
and other humbugs. Though having a
small working capital, resolved to do
what was then rather large thing, viz.
to take 40 lines under Special Notices"
all in one advertisement Being unex-
pectedly delayed, reached the Tribune
Office at 3 P. M, with the advertisement
still to write, while an engagement in
the country required me to take the four
o'clock boat from Fulton slip. Securing
40 lines space at the head Of the first
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 variety of
matter during thirty minutes. and in the
next twenty minutes pick out the strong
rnInfS an6 onndapca 10 tha g.
Keeping my eye on the clock occasion
ally, | wrote on "letter backs furnish
ed at the desk, and pasted 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 forty Yes" he said, "you
have the first place; take all the space
you want" CHANGING to notice the city
hall clock, it pointed to ten minutes to
four. The old clock had stopped at
twenty minutes past three, unnoticed by
me- | attempted to draw the pencil
through some portions Of the manuscript,
and in despair threw the whole at the
clerk with an order to insert it, and ran
for the boat, to save nine-mile night
walk.
The matter troubled me all night, as
an over-hasty thing, and l feared to see
the Tribune and the probable bill.
Starting before daylight the next
morning, | bought the first copy in the
hands of newsboy, and counted 1876
lines, costing S24.50 at that time, when
ordinary advertisements were eight cents
and specials twelve and half cents
line-a terrible dose for literary man,
new in business, and with small capt.
tai. Fastening to the Tribune office, /
paid the bill, and slowly and sadly went
down to my second story office, fully re-
soled to act more deliberately in the flu
ture.
The result: The bold advertisement.
conspicuously inserted, attracted the
attention of the multitude coming in on
the morning trains. Over 100 dropped
in and subscribed on their way to bust
ness; others sent in messengers, and
others called ON their way to a noon
lunch. AT 3 P. M, had received 226
subscribers from that one advertisement,
and more came, next day, by mail. l
repeated the dose in the Tribune and
other papers. This experience taught
me that, if | wanted to move crowd
with big rock, l 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
l could devote to preparing good, truth
full advertisements and to selecting good
mediums, the latter work of no little
difficulty. My success in business has
been abundantly satisfactory to myself
and, trust, to my patrons also. My
rule has been Find customers by free
advertising, and then keep them by
supplying good articles and by fair
dealing; and what ever of success |
have had has been largely due to the
old Tribune clock, which stopped so
quietly and at the proper time for me.
MIR. Judd adds that he has spent in
all nearly half million dollars on adj
vertising-and it has made him a mil
honaire