The morning news. [volume] (Savannah, Ga.) 1887-1900, 1893-10-23
WOMAN AND PUBLICITY.
The Power Behind the Nan, Greater
Than the Man Himself.

zso 8uvs Everything, From Clothes
nins to Landaus-She is The Ally of
aood Business. BY Nathaniel G.
FOWLER, Jr., Doctor of Publicity.
,c,nrrtzht, 1898, by The Trade Company
Boston,
Man was made first, but woman came
~ soon afterwards that man forgot he
ros ever in the blissfuI state of being
.oIe monarch of all that could be sur
veyed.
In the days of Eden women took charge
If man. She helped him, or injured him
as you please.
The man that thinks that he is indie
pendent fools himself.
The man uninhuenced by women never
could nave been born Of woman.
Ninety per cent. Of everything, whether
il be of -four, molasses, shoes, shirts,
skirts trousers, furniture stoves, tin
ware. or food, is purchased directly by
women, more or less, and principally less,
Influenced by man
Without depreciating the great me-
chapical interests of the country, every
thinking man, if he thinks, will discover
that the direct product Of earth, and also
the indirect, through machinery of every
kind, raises, makes, or shapes articles of
necessity for the inside and outside of the
human body. Woman controls the home,
and the buying of all these articles that
are used in it, as we'll as of everything
the children eat, wear, or otherwise
handle. There IS comparatively little
left for man to buy, except the things
which directly pertain to the running of
his business. These things he knows
where to obtain, and to a considerable ex-
tent without the Intervention Of sales
men or advertising, except of course the
goods sold by the retailer. But, as the
majority of these goods are used directly
or indirectly by the woman, they come
under the control of woman.
The business man may say that his
wife takes no interest in the set of his
trousers, or of the gloss of his shirt front;
that she does not care whether his Office
chair be cushioned, or made of a rough
side of plank; that she has no inclina-
tion to criticise anything used by him,
and in no way attempt TO influence him
in any purchase of masculine necessity.
Poor fellow, he's started in with a wrong
kind OF a wife The average woman
knows better how her husband looks than
her husband knows himself. The gen
eral, who with a cigar in mouth, stands
calmly before the mouth of the cannon,
or the navigator who knows not the
meaning of fear, whether he be upon sea
or land, is seldom brave enough to buy,
for the second time, a pair Of trousers of
tailor his wife thinks does not know how
10 fit him. The nominal power is in the
man; the real power is in the woman.
Nearly - per cent. of the advertising in
the leading magazines and papers of ma
tl0nal circulation, and nearly all of the
advertisements in local papers, daily and
weekly, are directly directed to woman,
and good proportion of the advertise
ments are of goods to be used or pur-
chased by man, but so worded that the
woman will see the advertisements first
and direct the husbands attention to the
articles advertised.
l have made several experiments, and
without exception the results have proven
that to reach man you must cater to
woman, to reach woman you must cater
to woman. You must cater to woman
anyway, and comparatively little to man,
for man can be reached through woman,
but woman never can be reached through
man.
The arrangement of a store, from side
walk to roof, the selection of employees,
from Office boy to floor walker, or tile
wording Of the advertisement circular or
announcement of any kind, in 90 9-10 per
cent. of local business must be directed 50
DIS 10 dJJfacJ Ihe WOman'S eye and taste,
or the advertiser will make failure of it.
IfIran a retail boot and shoe store, or
local Ofhce-furniture store, or a local
mems furnishing goods store, or a local
carriage shop, or anything else producing
or selling articles used entirely by men,
l would direct 80 per cent of my adver-
tisements to women, for the man who
hasn't wife expects to have one, or is
living under the influence Of an old maid
aunt or some young lady who is, or is will
ing to be, sister to him.
The following examples illustrate ad-
vertisements of goods that are used ex-
clusively by man, but are so arranged as
to especially appeal to woman, in order
that the woman may literally drive the
man into purchasing the articles adver-
fused.