The Indianapolis journal. [volume] (Indianapolis [Ind.]) 1867-1904, 1894-08-01
Indianapolis, Ind.

portant feature, for without the aid or the
facilities offered by the newspapers. Mr.
Ogden says. their business could not be
conducted. Therefore, he thinks, IL should
be inspired and controlled by the head of
the firm. Advertising is the source of John
Wanamaker's success. and without IL Mr..
might as we'll shut up shop.
He declined to tell me how much money
they expended annually for the purpose;
but admitted that the firm was credited
with investing between 100000 and 100000
a year in space in the Philadelphia news
papers. The firm does no general advertis-
Ing. The monthly magazine and the weekly
newspaper are of no value except for the
mail branch of the business. goods that are
ordered and shipped by mail. for. according
to their theory, an effective advertisement
must be new and fresh every morning. and
the kilograms in a newspaper. The firm
never publish the same Advertisement
twice.
Their customers, who include the entire
population OF Philadelphia and the suburbs
of the city. had been taught by experience
to look for their advertisements just az
they looked for the news of the day-to see
what's up. This makes ii necessary 10 have
them attractive, interesting and truthful.
THE very soul of advertising" said MIR.
Ogden, lis this: 1t never pays to misrepre-
sent, or deceive. or exaggerate. If the pub
lie is fooled once by a firm il loses conf
dence, and is always suspicious afterward.
In case a mistake is made, which is some
times unavoidable, the public is always en-
titled to an ample apology and explana-
llOD.
When Mr.. Wanamaker is at home he
looks after the advertising himself; when
he is away Mr.. Ogden performs that duty.
Each morning the heads of the several de-
partments report to him and make sug-
gestions, which are carefully. considered.
and the features of the next days adver-
tisements are decided upon. Then the sug-
gestions and material are turned over to
Mr.. Gillian, the advertising manager, or
editor. who prepares the copy. submits IL
for the approval of Mr.. Wanamaker or Mr..
ogden. and arranges with the artist for
Illustrations. Mr.. Gillian is a genius. tie
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 employed
to look after his advertising. Shortly after
he prepared the advertisements for a dairy
of Holstein cows and a creamery that had
been established. His work was so skillful
in these two enterprises that ii attracted
the attention of Mr.. Wanamaker. who Of
fered Mr.. Gillian a large salary to take
charge of that branch of his business. He
has a happy faculty of coming phrases
and in writing headlines. He is a genius.
Mr.. Gillian is assisted by an artist, VINO
has been in the employ of the firm for a
number of years, and his work is so perfect
that the illustrations in the Wanamaker
advertisements are now cut out and used
as models for the drawing classes in the
public schools of Philadelphia. Mr.. Wanna
maker is a great believer in illustrated adj
vertising, and the old firm of Wanamaker
& Brown was the first 10 use them.