The Pacific commercial advertiser. [volume] (Honolulu, Hawaiian Islands) 1885-1921, 1891-09-14
ART IN ADVERTISING.
Men Who Know How 1t Ou2ht
To Be Done Can Make Big
Incomes.


met Yesterday one OF the gentlemen
who has made quite name iof himself
as the inventor of clever modes OF adNer
Using. and realizes every year 81 eoou III
come by the exercise CT ingenuity III
field Of which few people kno" anythlhg,
although it is now becoming more VI
less known through the efforts OF tiie
magazines to make people read tue
hundreds of pages OF advertisements
which they now bind up after the regu-
lar reading matter: Ihis IS the age
of specialities. The gentlemen L
speak of first came into prominence
among advertisement writer's by the
skill with which he wrote the advertise
ments of famous clearinghouse. Inc
| firm in question spent great deal OF
money upon newspapers, and employed
this writer to devote his whole time to
making up attractive advertisements:
sometimes using pictures. L am told
that the salary paid for this WORK was
81 900 wear. but such is the money
value of notoriety that it seems 81 900
was not enough, for the happy man who
could command such salary from one
firm gave it up and went into the busl-
ness of supplying people with advertise
ments-terms upon application. lie
sent around letters to every large firm III
New York, saying that he had written
the famous "ads" OF & Co. and said
that if any one wanted soap, ink, shoe
backing, typeWriters, sewing machines,
champagne, or any other commodity put
before the public in as attractive and lf-
resistible shape as could be done In
print, he was the man to do 1t. am
told upon good authority that the bust
ness is enormously profitable, and one
can understand that when the returns
for many businesses, such as that OF
patent medicines for instance, depend
almost wholly upon the skill OF the adver-
Using, such an experts services would be
greatly in demand There are more than
fifty firms in New York to-day who
spend 100000 year in advertising, and
each one of them can we'll afford to pay
$4,000 year to make sure that their
money is we'll used. This gentleman
charges $50 for making up magazine
page, such as may be found in the back
part of the Century or Harper's, and
this is his price whether you take the
work he does or not. For newspaper
. sad" his prices vary from $25 TO $50 a
column, according to the work involved.
Some time ago he sent to a certain
soap manufacturer his idea OF a page
"ad" for a magazine; it consisted sim
ply of one big exclamation point in the
middle of the page, and then down in
one corner, in very fine type, state
ment that - & Co. had sold fourteen
million cakes of their laundry soap in
1889. The firm in question thought the
charge was rather high, but they paid it
If they had refused to pay, the expert
might have quoted the case of Messon
Ter, the famous French painter. who
J was once asked by lady in his studio
to paint small picture that she coulc
take away with her in her carriage
Meissonier sketched off something il
twenty minutes, and the delighted visi
tor asked how much she should have tC
pay him.
Give thousand francs," said Nelson
Ter.
"Why." exclaimed the woman, GIVE
thousand francs! It didn't take yol
half an hour"
MADAME" replied Meissonier, calm
ly, " it has taken me twenty years t
paint that picture"
In the same way the expert writer o
70 telling advertisements might say that i
had taken him twenty years to find on
that big exclamation point in the mid
die of a page would make people reat
the fine type at the bottom. -[Charlestol
News.