Milford chronicle., 1896-01-10
Woman and Publicity

Man was made first, hut woman came
so soon afterwards that man forgot he
was ever in the bliSsful state of being
sole monarch of all that could be sur.
veyed.
In the days of Eden woman took
charge of man. She helped bim or i'll
iure6 him-ss you please
The man that thinks that he is indie
pendent fools himself
The man uni auenced by woman never
could have been born of woman.
Ninety perceut of everything, whether
it be of flour. uolasses, shoes, shirts, skirts.
trousers, furniture, stoves, tiuware, or food d,
is purchased directly by women, more or
less, and principally less, Influenced by
man
Without depreciating the great me-
chauical interests of the country. every
thinking man. If he thinks, will discover
that the direct product of the earth, and
also the indirect through machinery of
every kind, raises makes, or shapes arti-
Giles of necessity for the inside and out
side of the human body Woman con
trolls the home and the buying of all these
articles that are used in it, as well as OF
everything the children eat, wear, or
otherwise handle. There is compare
lively little left for man to buy, except
the Kings which directly pertain to the
running of his business These things
he knows where to obtain, and to a con-
siderable extent without the Intervention
of statesmen 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,
fHrtkt -rrtf
takes no interest in the set of his trous
ers, or in the gloss of his shirt front, that
she does not care whether his office chair
be cushioned, or made of rough side Of
a plank, that she has no inclination to
criticise anything used by him, and in no
wav attempts to influence him in any
purchase of masculine necessity Poor
fellow, he's started in With a wrong kind
of wife. The average woman knows
better how her husband looks than her
husband knows himself. The general,
who with a cigar III 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 10 buy for the sec
ond time, a pair of trousers of a tailor his
wife thinks does not know how to fit him
The nominal power is in the man, the
real power is i'll the woman Nearly
seVenty-hve per cent. of the advertising
IN the leading magazines aud papers of
national circulation, and nearly all OF the |
advertisements in local papers daily and |
weekly, are directly directed to woman, |
and a 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,
aud direct the husbands attention to the |
articles advertised.
have made several experiments, and |
without exception the results have proven
that to reach man you must cater to wo.
man; to reach woman you must cater to
woman You must cater 10 woman any
way, and comparatively little 10 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 the
wording of the advertisement, circular,
or announcement of any kind, in ninety
nine and nine-tenths per cent of local
business must be directed so as to attract
the womeh's eye and taste, or the adver-
User will make failure Of it.
IL ran a retail boot ana SnOe StOrei OF
a local Office furniture store, or local
mems furnishing goods store, or local
carriage shopper anything else producing
or selling articles used entirely by men,
| would direct ninety per cent. of my ad-
refreshments 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
willing to be, a sister to him.