Pullman herald. [volume] (Pullman, W.T. [Wash.]) 1888-1989, 1889-03-02
A Little Advertising History, with ;
Large Moral.

Jay, III IeSdru 10 advertising. Odlu ID.
m. was one of the sort who do not be-
lieve In investing money to any extent
in pushing his business through the
newspapers. He didn't think it paid;
no one read advertisements, whether in
big type or small type; anyhow, he had
himself been in business so long that
everybody knew him, and he could gain
neither profit nor notoriety by advertis-
ing his wares. People "didr't read
newspapers like they used to-" and it
would be money thrown away. With
much more to the same effect Our ref
erence to the colossal fortunes amassed
by such firms as A.. T. Stewart & Co.
Hostetter & Smith; Field, Letter & Co.;
John Wanamaker & Co., with many
others who base their success principally
upon extensive advertising, were not
convincing as to the utility of the news
paper as a vehicle of information to the
public which could be reached at the
homes in no other way SO well. He was
firm in his belief that the assistance of
newspapers was a secondary considera-
ton in any business.
The case of this man reminded the
HERALD of another which came under
its observation not many years ago in
an Eastern town. An extensive dealer
in groceries, etc, whose opinion upon
advertising was like unto the above, and
who had been solicited frequently and
in vain to make trial of it, once took a
trip to a certain city for the purpose of
laying in p stock of goods. Being of a
very social turn, he fell among Philis-
tines in the wicked city, and for two or
three days had much "fun with the
boys winding up in disgraceful row
that landed him in the police station.
AS quickly and quietly as possible he
extricated himself from the affair and
hurried home. The city papers men
toned the matter, but the merchant was
safe there under an assumed name given
at the police court. But the facts fol-
lowed him homeward- matter how
and few days after his return he was
startled by the information that one of
q, the home papers had the thing written
up in detail for publication. 1t took
him only about four seconds to reach the
Office Of the journal in question; to seize
Z We editor by the lower vest-button, draw
him into an obscure corner and whisper
into his north ear:
Don't do it!''
Don't do what?" inquired the scribe.
"Why, that idiotic affair of mine in
the city, you know. Heard you had it
all ready for publication. If you print
it, Tn ruined in this community"
Now, the scribe had on several occa-
sions besought the advertising patronage
Of this merchant, and had been met with
the arguments detailed above.
'Well," said he, with tinge of malic-
iousness, II can't see how it is going to
injure you. Mighty few people now
adays read the papers, and those who dc
probably will not know YOU"
"Thunderation! Don't everybody
round here know me? One will tell it
to another; everybody will Immediately
want to see the paper, and the blamed
thing will be all over the county in two
days time. My name and trade will go
to the demnition bow-wows among
respectable people"
"But, my dear sir, you are incon-
sistent. According to your theory, its
publication, like that of an advertisement,
will have no effect on the public mind
''Yes, but this is a scandal, and tie
public are always after such things"
''They show similar propensity for
the best bargains in trade" suggested
the editor. but, really, the paper has
gone to press, aud fear it is too late to
stop the article"
The merchant clutched the arm Of the
pencil-shover and whirled him around.
The latter had turned away to conceal
the rosy flush which mantled his fair
checks as he uttered the last sentence,
for it was an experimental subterfuge.
Tell me the price Of the whole
edition." said the merchant, earnestly,
land I'll pay for its destruction. You
can then remove that article and run off
another lot for your subscribers"
After some hesitation, price was
named "a rather exorbitant one it was,
too), and the gentleman quickly drew a
check for that amount 1t would have
secured him double-column advertise
ment in every paper in the city for some
time; but his name and business were at
stake, as he supposed, and he did not
hesitate. Handing over the check, and
being assured that the article would be
suppressed, he departed evidently much
relieved. The truth of the matter was
that the article had not then been written
for publication. How the report that it
had, reached the merchants ear is still a