The Dakota chief. (Gann Valley, Buffalo County, S.D.) 18??-1913, 1895-10-10
4 NOVEL INVESTMENT.
STRANGE COMMERCIAL FAITH.

Enormous Investments IN Nooer"
Business Methods in a
\ume:" Trade Mark. and Their
Defense.
Ii our forcfathers could look down On
modern business m"tho,s they would III
the first glance conclude that nontrH
merchants were as mad as March mares
After they had become Thoroughly az
quainted with the magnificent s!sf"ihs
which. are used 10y our great ralif"ad cor
porations and mammoth trusts. me!
would conclude that the age was an age
Of magiciuns. and not OF fools. The ma
,hin-ry of business has kept p'o" WIN
the improved machinery OF our mills. IN
deed. the merchant Of to-day awaits "i no
little machinery in the conduct al ms
everyday office work. Patented systems
"f copying. of duplicating. w"hd'riui ie-
ter files. and hundreds of neal al'is !"
office work have multiplied very ia>i dur
Ing the past few years and within IN" last
month. The Graphophone has gone mo
active use in business offices. :" that the
merchant can dictate all his corresponds
ence Ia s. machine which records Ii on a
waX-coated cylinder, from which. nj a
later hour. the typewriter can reproduce
il for the mail.
The marvellous Developments Of m"'ern
business show more strongly III the matter
IF advertising than in most other branch
rs. Vast sums of money are apparently
thrown away in this direction. When a
great commercial house spends two hun
dred thousand dollars during II single
wear III newspaper advertising. there -
nothing in the inventory at the close OF
the year which will represent tho outlay.
The papers have been printed. distributed.
read and again reduced to pulp in the
paper mill. while the merchants good
money has been paid 70 the publishers.
Prudent men. even of the present scncr-
alton hardly comprehend it. Thousands
shake their heads. and invest their own
money in bricks and mortar. feeling as
sured thai they can depend on possessions
which they see rather than invest their
money in building NJ something which TO
them seems visionary.
4 true philosopher of the olden time
pui over his door the legend, Things in
visible deceive not" The bankers and
builders of his day snecrcd al him rs they
counted their gold and reared their solid
buildings. Rul he had Scripture for his
Wuiidul. ana i1pueTI duNPTtlSCTS are tlt
direct followers of his philosophy. He
laborei to show men that gold nigh, be
stolen, buildings might burn, substantial
possessions turn TO dust and d%isappoint-
ment. while skill. education and character,
though Invisible, could not be stolen nor
destroyed. The modern advertiser goes
much further. and proves conclusively
that Il mere name may be worth a million
II II IL well known and well respected.
Whats in a name" finds forcible an
sWer IN the columns of our daily papers.
Tn shrewd school boy, who puzzled his
companions by daring them 10 spell
housekeeping in seven letters. and then
solved II by spelling Sapolio, must have
recognized the intimate connection be
tween these two ideas which has been
built up by a vast expenditure of money.
The five letters, PEARS. though valueless
singly, 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 az they are paid for; but if properly
managed. the trade name accumulates
and carries forward the value as q per
manent investment. An article of real
worth. clearly named and widely made
known 10 the public. is sure Of a brilliant
ouNNNsS' PdlOiIO dubIus dDuuUdll tVl-
dence of this. Its great usefulness. its
distinct but descriptive name, and its al
most universal use has resulted in as great
success 10 its manufacturers as in assist
ance 10 the housekeepers of the world.
SUCH an investment as the trade-name
Sapolio needs no fire insurance, and can
not secretly he conveyed TO Canada. If
tempered with or infringed upon, II must
be done openly. and modern law with each
nyf,onnd.n~ yNa,
than before the rights of trade-name own
ers, and Furnishes with greater a~lacrity
attempts at infringement. The manufac-
turers OF Sapolio have successfully over
thrown countless limitations, and we un-
derstand that they are now prosecuting
dealers who silently pass another article
over their counters when the customer has
plainly asked for Sapolio. This is a new
departure in law, but is clearly equitable.
1t promises 10 add another link to the laws
which assist IN the defense Of trade marks
and trade names.
An attempt TO initiate is always d~espica-
BILE, except hen monkeys or stag e mimics
are thereby enabled to amuse an audi.
ence. Yei although the history of trade
furnishes no instance of a really success
full imitation, still hundreds attempt il
every year.
In the office Of the Sapolio manufactnr.
ers there is a Chamber of Horrors where
the proprietors keep samples of the many
cakes Of imitation stuffs which have been
vainly put forward only 10 meet with
prompt failure or 10 drag out a proftless
existence through a few years. The pub-
lie IS too discriminating 10 buy an inferior
article "n the assertion hat il is inst AS
-'n'i a> Sa'"ll".
The man W'" attempts to deceive by
Initiating lUp nam, All .bb,,.r - MO-. ~ m