The news & observer. [volume] (Raleigh, N.C.) 1894-current, 1896-04-07


I less merit, issued by the various
manufacturers, including the Yachts,
1 Birds of the Universe, Musical lnstru-
! ments of the World, Costumes of all
! Nations, etc. The latter deserves
/ special mention by virtue of its artistic
/ design and coloring. This beautiful
| work was from the well-known litho-
/ graph house of Major & Knapp, and
/ issued by w. Duke, Sons q Co. This
/ latter firm possesses the distinction OF
producing the most beautiful and cost
/ ly show-cards ever applied to TINS or
any other trade, notably among which
/ will be remembered the yignette OF
Lillian Russell, which was the nearest
| approach to photography ever revealed
| by a Autograph press"
| In the long list of large and success
full advertisers, the tobacco trade COM
mands position of prominence second
| perhaps to no other, fact which be-
comes more apparent when identified
with the cigarette business of the w.
Duke, Sons 81 Co, branch of the Amer
lean Tobacco Company and other CT
gazette manufacturers. 1t has been
stated by those in position to know
that in the one year preceding their
dlIldlG dblOAs uIJWCtlNlS vi Iii &c anu VIZ
half million dollars were expended on
advertising. This firm was among the
first to adopt the familiar cigarette
photograph. The innovation created
departure in commercial photo
graphy. They also sent out albums
which created great interest in the
years 1887 and 1883. The Flags OF
All Nations was among the first, and
"A of br 0vs4fc works
ever produced by the trade, and
were followed by many other works,
each surprising the other in elegance
of design and construction.
In no department of their business
has this great company been more
bold, aggressive and successful than in
its advertising. They have never given
out for publication the immense sums
spent for the Autograph, photograph
and other advertising, but it is known
to have been very considerable. With
less capital in the early days of their
success than their chief competitors,
the Dukes set the pace in many ways
for attractive and brilliant and effect
i've advertising challenging the admir-
alton of their competitors and the
wonder of the public. 1T was the best
investment ever made, and it was all
done with such wisdom that it made
the name Duke as familiar in Japan
and the isles of the sea as it had be-
come in Durham county. Indeed,
long before the inhabitants of Durham
realized that the establishment had
gotten out of its swaddling clothes, it
had grown to worldwide fame, and it's
cigarettes were smoked more by the
lovers of the weed in the Imperial
City, and under the eye Of the Mikado
than the product of the native manu-
facturers.
There is a story, not confirmed by
any member Of the firm, that when the
Dukes began their bold and brilliant
advertising they spent every dollar and
more Of capital they had in one big
contract. 1t is certain that they dis
played an amount Of what some people
would call nerve" and others would
more properly term business fore /
sight" that would have taken the
breath Of sIow-going business men
completely away. But they knew !
what was necessary to a great BUSH |
ness. They knew that nowhere in |
as good tobacco for cigarettes /
80 III Vic AOIAE4l 9E1b III 4
North Carolina. They knew, more .
over, that they were masters of their /
business, knowing its every secret |
from the cultivation of the weed to the 1
packing and stripping, ready for ship !
ment. Having a superior article, that /
the whole world demanded, these wise !
men agreed that there was no reason
to limit the sale of their smoking
tobacco and cigarettes to any circum
scribed territory. If the Tar Heel !
loves a mild and delicious cigarette,
why not the denizen Of San Francisco !
and Boston? 1T was found that the
residents of these other cities liked the
Duke brands quite as well as North
Carolinians If popular in Boston,
why not in Rome? Large sales to the
continent of Europe and the British
Isles attested that those who lived in
the cradle Of civilization were as happy |
TO get the Duke products as the cow
BOYS of the far West The pig-tail |
in San Francisco and New
York were found to prefer them TO any
native luxury, and it was but a step to
a great trade on the Orient. The ne
groes Of the South preferred them to
their chiefest joy, as was seen by
spending their earnings Tor them IN |
preference to what are usually called
the necessaries Of life. Why should
the jewellers Sin darkest Africa" be de-
MED this solace and comfort? And so
step by step, by attractive advertising
and selling only a superior quality, the
products OF the Duke factory came i'm
to greater and greater demand. From
Greenland's icy mountain TO midas
coral strand" and all intermediate
points.