The Scranton tribune. [volume] (Scranton, Pa.) 1891-1910, 1894-08-04
a T THE
Pie Counter.

W. L. Curtis recently had an interview
with Mr.. Ogden. the managing partner in
ths firm OF John Wanamaker, Philadel-
phia, concerning the cost of advertising.
After remarking that the firm spent be-
tween 5000 and Si00,0 900 each year in
advertising in the newspapers Of Philadel-
phia alone, Mr. Ogden told Mr. Curtis that
the firm does no general advertising. The
monthly magazine and tho weekly news
paper are OF no value except for the mail
branch Of the business, goods that are
ordered and shipped by mail, for accord
ing to their theory an effective adyer-
tisemeut must be new and fresh every
morning, and contain information of
public interest, like the kilograms
in newspaper. The firm never pub.
lshed the same advertisement twice.
Their customers. who include the entire
population Of Philadelphia aud the sub
urbs Of the city, had bsen taught by expo
rience to look for their advertisements
just as they looked for the news of the
day-to seq what's up. This makes it nee
essary to have them attractive, interest
ing and truth. The very soul Of adver-
tising,' said Mr.. Ogden, "is this: 1t never
pays to misrepresent, to deceive or exag-
gerate. II the public Is fooled once by Il
firm it loses confidence, and Is always sus-
pcous afterward. In case a mistake Ia
made which is sometimes unavailable, the
public is always entitled to an ample apol-
ogy and explanation"
When Mr.. Wanamaker Is at home, con-
tinues Mr.. Curtis, he looks after the ad-
vertising himself; when he is away Mr..
Ogden performs that duty. Each morning
the heads of the several departments re-
port to him and make suggestions, which
are carefully considered, and the features
Of the next days advertisements decided
upon. Then the suggestions and material
are turned over to Mr. Gillian, the adver-
tising manager or editor, who prepares it
| for the approval Of Mr.. Wanamaker or Mr..
Ogden, and arranges with the artist for
| illustrations Mr.. Gillian is genius. He
| was for many years connected with the
| Philadelphia Record and was brought up
in that Office. When Willard Spencer was
preparing to produce the opera called "The
Little Tycoon" Mr.. Gillian was EN-.
| ployed to look after his advertising
Shortly after he prepared the advertise
ment for dairy of Holstein cows and
creamery that had been established. His
work was so skillful in these two enter
prises that it attracted the attention of
Mr.. Wanamaker, who offered Mr.. Gillian
large salary to take charge Of that
branch of his business. He has happy
faculty of coming phrases and in writing
headlines He is a genius. Mr.. Gillian is
assisted by an artist, who has been in the
employ of the firm for number of years,
and his work is so perfect that the Illus
tratiOns in the Wanamaker advertisements
are now cut out and used as models for
the drawing classes in the public schools
| Of Philadelphia. Mr.. Wanamaker Is a
great believer in illustrated advertising.
WHAT IT ALL MEANS:
| Each eve she meets me at the gate
Her brow has roses on 1t;
And for one kiss she gives me eight
(Ihat means a summer bonnet).
Each dish that most delights my eyes
The table has upon it;
And Dear try this, and this" she cries
THAT means summer bonnet.
My slippers always are in sight;
My smoking cap, l don it.;
She strokes my hair: you're tired to.
night"
That means a summer bonneD.
Such kind attentions! Never saw
The like Heavens blessing on It'll
| GOD bless both wife aud mother-in.law
THAT means summer bonnet.
--Ethet Kerr, in Home and CountrU,