Middlebury register. (Middlebury, Vt.) 1886-1937, 1893-01-13
ADVERTISING DOES IT
CIGARETTE SMOKING Is KEPT ALIVE
BY CLEVER SCHEMES.


An Interesting and Instructive Talk with
"A Man who Sells the Obnoxious Arti-
cle-He Says That Only Fine Tobacco
Is Used in the Manufacture.
"Three-fifths of the cigarettes sold in
this city," said a commercial traveller rep
resenting an eastern mandatory, a few
days ago, "are from one house. Why?
If you could see our advertising bills
you wouldn't ask. Nothing on earth is
so capricous, so tickle as the cigarette
trade, or the cigarette either, for that
matter. The cigarette would lie down
and die tomorrow if it were no. for the
small boy, and he is the most capricious
thing that strides the earth. Today he
swears by the 'Trio's Delight tomorrow
he grows enthusiastic over the old Sol
der and the next day loudly calls for
Pearls Pet !"
doesn't the name have good deal to
do with it?"
"Yes; my opinion is that securing a hap
py name is half the battle. But there is
absolutely no telling whether it's going to
take well or not. I've seen some of the
most euphonious names ever heard of fall
fiat"
"Why do cigarettes require more adver
Using than cigars"
"For one thing, cigars of a certain price
vary in quality more than cigarettes
When a man finds good cigar he sticks
to it. Just notice the difference in a cigar
store. That cigar smoker comes in and
calls for his brand, the cigarette consumer
looks through the glass case hesitates,
picks out the kind that for the moment
10 ba
same thing every time. Cigarette smok-
ers, other than tie small boys, are people
inclined toward the aesthetic, there is no
DENYING that AS rule the cigarette
smoker is a man rather refined in his
tastes And this taste has to he appealed
to through the eye as well as anything
else
"In the whole range of advertising you
won't find any class of wares more arts
tically advertised than cigarettes. Some
cigarette manufacturers claim that it isn't
so much the advertising that sells their
GOODS it's simply the extraordinary quail
ty of their goods, and say that they don't
spend more than 5 per cent. of their re-
ceipts in advertising. That is all bosh.
Our firm spends from 35 to 40 per cent. and
count ourselves lucky. If we should quit
advertising for single month am CON
WINGED our receipts would fall off onehalf"
Five cigarette manufactures make over
80 per cent. of all the cigarettes sold in the
country The amount of ''all tobacco
cigarettes sold, compared with the paper
product, is intintesimal.
Continuing the agent said
1.-THE evolution of cigarette advertising
is quite interesting. Being head and shout
ders above all competitors it is only nat
ural that we should have inaugurated
every advertising novelty that you see to-
day. The first unusual thing in cigarette
advertising that we did was bill posting
London woke up one morning and found
; itself with sort of yellow flush about it.
We had pasted 10000 big yellow posters
- about the central portion of the city in one
u night. That was the beginning Pretty
soon we were posting bills all over the
globe; on the Alps, on the wall of China
: and when was in Burmah last summer
: saw some there.
"Then we began using photographs Of
q large size Afterward we used small pho
tographs-one in each package of ciga
rettes. Other manufacturers Immediately
j, began doing the same thing, and WE
dropped it and used colored lithograpl
cards instead. These we run in series O
{ so and 100 cards. First were the flags O
u pictures of 100 famous pretty women. TheI
II the flags of fifty cities, then race horses
n then the sporting champions of the world
II Next we issued "a series of jockey colors
b then the arms of nations, followed by fifty
1t naval flags. After this we had the bird
? of America, then fifty Indian chiefs, anc
u then series of game birds.
Following this we gave prizes ticke
IL inserted in each package giving the buye
L a chance in the drawing. Just think of it,
i he said 80 500, 900, 900 cigarettes were solt
q last year. In spite of all the fight that ha
4 been made and is being made against tn
u cigarette it is an actual fact that NOR
1t cigarettes are consumed every year.
t Lying aside all personal interest, an
re unable to understand all this antagonist
IF to the cigarette Instead of being made G
the poorest tobacco it is made of the best
III that is, the cleanest and mildest, whic
H. are the top leaves of the tobacco plant. A
ei the adulteration is a little glycerin t
1t make the tobacco stick together while it
ne being shaved up. | have been around
tobacco factory good deal, and neve
u saw anything else put in. The idea tina
TX opium is used is absurd.
al "There is, however, no such thing rs riC
I'd paper used Ordinary linen paper is we
ei with IA solution of rice water. The troub
with the cigarette is that ii is so mild tina
the smoker oversmokes himself before /
Is realizes it. Then many people don't cal
to smoke cigarettes unless they can inha
Is the smoke. I .iat's always bad. T~ere
"a law against selling them to boys undo
he sixteen years old, but have never see
he the boy yet, even if he couldn't reach up
Ell the counter, VINO wasn't willing TO swei
al he was sixteen. They soon caught on
ed that. Dealers invariably protest again
lg the cigarette because the margin of prot
eel is so much smaller than OH cigars. 1t
almost like druggist selling postas
st, stamps "-Ohio State journal.
as
'S The Congo Rivers Deep Mouth.
The London Society of Telegraph f