The Superior times. [volume] (Superior, Wis.) 1870-1912, 1895-10-12

STRANGE COMMERCIAL. FAITH.


Manner" = Trade Marks and Their
Defense.
If our forefathers could look down on
modern business methods they would III
the first glance conclude that modern
merchants We're as mad Us March harv>.
After they had become thoroughly ac-
quainted with the magnificent systems
which are used by our great railroad cor
porations and mammoth trusts, they
would conclude tn0t the age was an age
Of magicians and not of fools The ma
chiuery of business has kept pace with
the improved machinery of our mills. In
deed, the merchant Of to-day aNails of mo
little machinery in the conduct oi hIs
every day office work Patented systems
OF copying, of duplicating, wonderful LEI
ter tiles, and hundreds Of neat alds 10
o'lIce work have multiplied very fast dur
ing the past few years and within IN" last
month. The Gruphophone has gone INTO
active use in business offices, so that the
! merchant can dictate all his correspond
encc 10 machine which records 1t on n
Wax-coated cylinder. from which, nj 4
later hour, the typewriter Cnu reproduce
II for the mail
he marvellous developments of modern
business show more strongly in the matter
OF advertising than in most other branch
es Vast sums Of money are apparcntly
thrown aU.ov II M liroo+io,, when n
cro,+ o,- =, - .,-. INN,
] 81 ,-i''''' Ci"i HouNe Si'nN' ;,.I,
uiIN '""uSdhd doilars durlhS e'"h.e
year in newspaper advertising, there Is
nothing in the inventory at the close OF
the year which will represent the outlay.
Ihe papers have been printed, distributed,
read and agDin rcduced 10 pulp in the
paper mill ,rbna tba r,orchont's good
| Innro,- bo, ,. ,,,llisLcrs
- .'"S "''H Pai,! 10 ''' f",
nIth' even OF the pieSrn' 80
"'",'T hhFuiE comprehend H. 1nouN"""'
sh"he Iheir heads, and invest theIt own
( money IN bricks and mortar, ictlhE us
sured that they can depend on possessions
which they see rather than invest their
money in buildin,, .,,r, something which 10
them sea,ns ,.i,i,,s,orr.
-. ~, t,Hlola'S- .,l,, .i,,,
t t'"IIoS"lner OIL tue Ur"r"
MS uoot 'uc ltEtl'u hi'''37 -
'SIU'c ueCeiNe not. he hahAeIS uu'l
puIu"rs OF ms day Sneercd at hun as th"E
counted their gold and reared their solid
buildings. But he had Scripture for his
warrant. and modern advertisers are the
direct foIIo,vers of IL ,IiI,s,r,hy U,.
1,t,,.,l - 10 -;l. >,
st',I,,, to;,Ii ~" Altn tIa' H"','
'h ""ii"iHSS might pulh su"S'"'''
I'S''''i"mS 'urh 10 dust ana "'S"Pl',"'
though invisible, could not hc stolen nor
destroyed. The modern advertiser goes
much further, and proves conciuslIeiE
tHat a mere name may be worth Hlllloh
II II is We'll known and well respected.
w nat in nameI" finds turCllie an
sWer IN the CoTruas of our dolly Iaprrs
/ ne shreWd school boy, who puzzled ms
companions by daring them 10 Spti
honsecleaning in seven letters, and then
solved II by spelling Sapolio, must have
recognized the intimate connection he
tween these two ideas which has been
built up by a vast expenditure of money.
The five letters, Pears, though yalueleSs
sHEly, are worth hundreds of thousands
Of dollars when used in connection with
soap. The printed matter. painted signs.
and countless devices to make the name
popular pass away annually, almost as
fast as they are paid for; but if properly
mana ged, the trade name accumulatcs
and carries forward the value as per
manent investment. An article of real
worth, clearly named and widely made
known 10 the public. is sure of n brilliant
success. Sapolio affords abundant evi-
denCe Of this. Its great usefulness, its
distinct but descriptive name. and its al
most universal use has resulted in as great
success to its manufacturers a in assist
anCe 10 the housekcrpers Of the world.
Such an investment as the trade-namp
SapoIiO needs no fire insurance. and can
! not secretly be conveyed TO Canada Ii
tampered with or infringed upon. it must
be done openly. aud modern law with each
succeeding year recognizes more fOrcihly
than before the rights Of trade-namc own
ers, and Furnishes with greater aIacrity
ATTEMPTS at infringement. The fnanufac-
turers of SapOIO have sucCcssfuIIv over
thrown countless limitations. and W., nm
dprstand that they are now prosecuting
dealers who silently pass another article
over their counters when the customer has
drparture in law, but is clearly cquitahIe
] II PROMISES TO add another link 10 The laws
{ which assist in the defense of trade ma rl;s
and trade names.
An sttpnDt 10 initiate Is aIUavs fasnfcn-
b1a avceT+ whom monkeys or star,a rni,,,i,rs
are thereby enabled TO amuse an audi
ence. Yet although the history of trade
furnishes no instance of n really success
fuI imitation, still hundreds attempt it
/ every wear.
In the office of the SaDoIio manufaCtur-
orr tbara is = Chamber Of Horrors ,yLar..
~ = ;stot;Ir -, n. ,yh;.b ha,. -
~ 10 -. farv-srd only m ,+n.+ ni+L
lnl.i5 e. ;I,,ra ar IN drar- or- n ,,r,ftI.s,
p;.a.,, p-;,.' tL,o,1,h n fnzy ycars IN. Drlb
IL = ton discriminating to huv an inferior
"' - ''' - - ,..ar+i,.,7 40. :, 49,. - a
a''T't oii ~ %
sor,' a. ''l"-'L, ..o-,.-. .. 1;
~ .ll ~ ,o-,Ta Cr a-,..oaraI,,o ~ a..
iIi' ii ''us 80. js i; - .,rr,r,,,.l,s -
ojhtt man tOuH9 - "a -. % ~ IL. .I'l''i
lar, ana nov 80 a.. ~ ot it.Ae
49, a. I,,,,a.Iy for one of tIair l,i,I
nav" no ;! ro Letter nraof If ".
4nt p.t''-e +bat tho Goods are rsLeI ~
o. IL Tho cover Of y hafter rc,,,ta
w" ~ +ha Chamber Of Horrors in rho
SapoHo building tens III pam terms how
the pubic recognizes anu uesiHSts sucA
attempts. .- fa:.L