The San Francisco call., 1896-01-01

attained his SPECIAL knowledge under Demas
Barnes, whose name was as we'll known some
few decades ago as his modern followers are
to-day. Mr.. Barnes was man of great ability,
wonderful energy, and he had the happy
faculty OF securing class OF men who were
able TO carry out his plans. Mr.. Fletcher or
ganlZed the Centaur Company in 1870 and
put forward Centaur Liniment, Weideman S
Catarrh Cure and number of other prepara-
tlons. They could shard.y be considered as as
pronounced successes, and the company finally
concentrated all It's energies on pushing Cas-
toria. The work done very thoroughly
ana Systematically, but it required number
OF years and the expenditure OF large amount
OF money TO fully establish ii upon the market.
Mr. Fletchers interest in and attention to the
business OF the company is just as thorough as
before the goods became SO popular. The re-
porter OF THE CALL was particularly charmed
with the easy cordiality of the man and the
smoothly working office machinery under his
personal supervision. He is assisted i'll the adj
Vernslng department by j. g. Ham.
Ihe Centaur Company issue Csstoria alma
nae each year, and are reputed to spend in the
nelghborhood of $500, 900 per annum in OBJ
tanning publicity OF this very large proper
t1on is expended in daily newspapers.
! ROYAL BAKING POWDER.
This preparation was put upon the market
by John c. Hoagland, the present president
and general manager of the company, some
thirty Odd years ago. Mr.. Hoagland was at
that time proprietor of a retail drugstore at
cleveland, Ohio, and conceived the idea OF
providing convenient substitute for the old
fashioned saleratus that our mothers were ac-
customed to.
The Royal Baking Powder Company is one
OF the most standard advertising concerns in
America, and out of the twenty odd thousand
publications in America to-day there are but
comparatively small number that do not
carry Its announcement. For a great many
years it made few if any changes in
late 1t has branched out into a style
OF display advertising, many OF the de-
signs OF which have been both original and
| progressive. Its advertising bureau is finely
equipped and Systematically conducted, and
lts dealings are exclusively conducted direct
with the publishers
During the baking powder wars of the past
there have been many personalities and bitter
assertions on both sides, but this seems 10
nave all been forgotten and state OF armed
neutrality prevails.
The Royal Baking Powder Company claims
! to have made a strong fight against PERSONAL
hes i'll advertising aud 10 have impressed upOn
The minds OF publishers that one advertiser
should not be permitted To defame another
patron OF the paper through its advertising
columns.
The advertising department is conducted by
| ii. A. La Fitra and +. Z. Call and eXpends
about hall million OF collars Annually. They
also Issue very complete cookbook. which is
| distributed among housewives generally. The
company has been prosperous one from the
start aud although il has several very tuStv
competitors the sale OF Roya! Baking Powder
probably exceeds them all.
PYLE'S PEARLINE
The soap business Of this country has a.
ways led the van liz successful Rdve Rising aud
among many prominent houses it is very
hard to discriminate: But without eny inyidl-
Gus comparisons we may well consider Pearl
Inc aS Leader in is own peculiar field
This well-known product is a washing soap
III powder form, pat mp in convenient sized
cartons II has become very prominent arti-
Gle in household economy and from compara
! tlve!y small beginnings ii as grown to prob
ABLY the most standard preparation OF its kind
IN the country. Its success cannot be assigned
entirely 10 it's merits. although il Is said 10 be
q good preparation OF It's class, nor TO the lact
that the housewife or maid can utilize soap in
! powdered form 80 much more readily than in
- Dlid state. PeariIne's success has unuoubt-
edly been mainly accomplished by its ener-
/ getic methods oi publicity. Realizing that the
demand must come from The maid, the
housewife that Is brought in contact with IN =
maid. the advertising OF Penrline has been
adauted 10 The mental possibilities of such
People. Cuts-Some ol the IN ridiculous. many
"l them bold, nearly all OF them striking
have been most generally employed White fhe
text ompanying them is set in large type.
ana IS usually composed OF words in everyday
use. Even the VerieSt iEuoTamuS Is thus i'm
/ pressed, the idea of the cuts grasped and the
reading understood.
I This concern expends more than quarter OF
Il million dollars HnnEally in ADVERTISING OF
which fully three-quarterS goes to the newSpa-
! pers ana other publications. The sidewalks oi
I groceries where the goods are sold have also
! been painted from one end OF the land TO the
/ other.
Mr.. J. 7. Pyle-Son of James PYLE the founder
( Of lhe buSIneSS-has full sway il the advertiser
department and the sa les speak for themselves
!. T. Pyle IL past mast in the art of thought.
expressing epigramS. To illustrate The
writer once proposed a scheme to him thai
/ upon careful consideration was found TO be
unlenable. Although knowing this from the
start, Mr. Pyle listened to it courteously, and
after explaining the impossibilitv OF il. likened
it TO Swinging train OF cars from the track
3 with n I,pr kite lppro ni fba-
! Pyle Is The only American who has never had
his picture printed in any book or periodical.