The times. (Owosso, Mich.) 1882-1897, 1891-05-29
Success ana Failure Among Adver-
tisers.

$3.50
Users.
Recent statistics, according TO Bradstreets
Commercial Directory. show that in all lines
OF industrial life more than four-fifths, or
over eighty-two per cent of all who failed
in business in the United States last year
were brought to that condition primarily be-
cause OF lack of equipment, either natural
or acquired, mental or financial. or through
| lack of special education in their respective
| lines Of trade.
1t is clear and plainly evident that poor
and superficial preparation for business life
Is the one great weakness of our present in
dustrial traning-the broadcast of all ave-
| nues leading to failure. IL is this lack of
proper equipment which causes certain ad-
vertlsers TO fail, while others gradually work
their way to eminent success and great
wealth. The great study with the advertis-
er, therefore, should be how to start right,
how to go on right, how to constantly keep
fully equipped.
~
Advertising is science. What would be
thought of young man or youth who de-
velOped genius for mathematics, who said,
IL will not study arithmetic. or algebra, or
geometry will not give time to the teach
ing OF the professors and masters Of that
great science. but will work all out for
myself, arriving at better methods, through
the power of my own intellect and genius"
However great his natural ability he could
not progress far in lifetime. But If he
availed himself of the knowledge left to all
as heritage-treasure accumulated by
thousands of great minds in the years and
ages past-then might he become great in
the profound science, and possibly renown-
ed through some advance or improvement
or simplifying of method.
The same holds true i'm the science of adj
yertising; the man who becomes great in it
must possess genius of certain description;
and he must ever be student-first to Sc
cure the wisdom of the past and present;
second, to keep in the van, to be leader in
the rapid march of progress.
AS the ordinary youth readily learns
enough of mathematics to very well serve
the purposes of ordinary business life, so
may the ordinary advertiser succeed mOder-
ately well with the same half careless study
and the same lack of genius.
Hard, patient work accomplishes much.
In one sense industry and research are the
parents Of genius. Thus. advertisers with
out much genius, succeed fairly, while those
who have natural genius in a high degree,
but who will not work to learn from others.
almost invariably fail. But great success is
the result of the happy union of natural
genius and careful, patient study and in
vestigation.
#x*
Printers Ink, published weekly, at So a
year, by George p. Rowell q Co., New
York.
This little magazine is an educator; it
teaches the science of advertising From an
editorial standpoint it is able Its contrbu-
tors are, in the nam, the most successful
advertisers and advertising experts. Its adj
vertisers are very largely the ablest adver-
tising agencies and the livliest and most
valuable advertising mediums. Its proprie-
tor, the strong. leading advertising agency,
of whom that progressive, thoughtful stu
dent and teacher of the science of advertis-
ing, Mr.. George p. Rowell, is the head.
The reader is constantly brought in contact
with many of the brightest and ablest minds
who are interested in advertising. Such
interchange of thought means constant
progress.
1t is an exchange for the promotion of
the science of advertising through bringing
together, in free discussion, the ablest
minds. AS publication calculated to sue
cessfully educate and develop the advertis-
er, it stands entirely unequaled and unrival-
ed in this or any other country. Issued
weekly, its teachings and influence are
continuous OH the reader; thus are men
guided and developed almost without realiz-
ing it. This continuous education means
continuous progress for the great field of
advertisers. Do not understand me as say
ing that all wisdom in the art is to be found
in this magazine, but L do say that more is
to be found there than in any other single
channel in the world. The chart is little
thing, but on it much of the safety of the
mariner depends. Printers Ink is the chart
or guide to whom many advertisers already
owe much of their safety and success.
For twenty years | have constantly adver-
tised. Successful at the start, through the
value of an original, popular idea, | was
weak enough to fancy that i knew some
thing about advertising. The loss of over
one hundred thousand dollars in 1872 made
profound impression on me, to the effect
that l knew nothing about it. l went to
work to try to learn the art, and, by con-
slant endeavOr and study, have been able
to hold place in the ranks of success.
Could have had at that time such a
magazine, such an exchange of thought,
such a teacher and educator as Printers
Ink, think l should have saved over one
hundred thousand dollars in 1872. | also
believe | should have made more money,
and with less worry and care, as the years
rolled by.
The reader doubtless infers that | would
pay very high price for Printers Ink if
necessary. l would pay one thousand dol
lars year for it if it could not be secured
for less, simply because l believe it to be
worth more than that sum to me in my
business.
*x#
The successful lawyer studies the Law
Reporter, the successful physician and sur
geon the Medical and Surgical Review, and
the successful advertiser Printers Ink.
NV
Mistake not, reader. This article is not
intended to flatter and does not flatter.
Flaltery initiates as nearly as possible the
form of honest, deserved merit, and the one
is only too frequently taken for the other
Happy are those whose keen perceptions
enable them to clearly distinguish the true
and substantial from the false and hollow.
f. G. ALLEN.