Evening star. [volume] (Washington, D.C.) 1854-1972, 1897-07-24

a recommendation whereby l could get
place on the London Punch. Within an
hour after my boy had left the office he
came back with the following note:
g Ny Dear Bonner:
L think you like to gobbe up a minis
ter or two every year to ALL digestion just
as hens swallow gravel stones. You have
swallowed me in one way and Mr. Seeley in
another. L like my way best.
lSigned) HENRY WARD BEECHER.'
Then on the other side of the sheet he
had written TINS recommendation:
To the London Punch:
Robert Bonner desires an engagement
on your paper. 1t gives me pleasure to
testify TO his good character. No other
one man has made ne laugh 80 much.
Just to look at him would make one feel
good natured. and therefore | suggest thar
his picture be published. Should he begin
contributing to the Punch he would i'm less
than two years own and edit it but other
wise he may be trusted
lSigned) HENRY WARD BEECHER'
Ihat letter gives you some idea of how
quick Seecher was. The most Of tn. two
hours was taken up in the boys going
from my Office to Mr.. Beecher's house and
back. and Mr.. Beecher must have dashed
the letter of within five minutes He was
very quick and was always full of ideas"
About Edward Everett.
What kind of a man was Edward Ever
ett?" 1 asked
He was much misunderstood man" re-
piled Mr.. Bonner. You remember what
Wendell Phillips once said of Kim. 1t was
when Mr. Everett was in the Senate. Said
Mr. Philips: am speaking of the
senator from Massachusetts not that
polished icicle Edward Everett but That
human gentleman Charles Sumner When
Everett was our minister to England
Queen Victoria is said to have remarked
that he was the Only American gentleman
she had ever met. Mr.. Everett was more
than polished .cicie. He was hot a mere
lnteiiectuality, but he was a man of great
scGl. His letters to me wera full of feel
ing. He seldom sighted any one. He was
a high-minded. conscientious, patriotic
Christian gentleman"
Was he good writer" / asked
Yes replied Mr.. Bonner. He was the
first scholar OF the land, AMI still he was
very careful of his work. He made no mis-
takes in punctuation and some of his ar
ticles he wrote and rewrote before ne
sent them to me. He was glad to get sug-
geStions and sometimes asked my advice
as to the publication of certain para
graphs"
Zig Money for Advertisements.
The conversation here drifted TO adver-
Using matters. and 1 asked Mr. Bonner to
tell me the secret of his success in adver-
Using. He replied
Il can hardly remember when / was not
studying the advantages of different adj
vertisng features. When / was a how the
New York Herald was very mucIr criticised
by the other newspapers of the country
L saw that the more the Herald was talked
about the more the people bought il and
when took the Ledger i saw that / must
get the paper talked about. | must not on
ly have a good paper, but the people must
know it, / would not borrow, but | spent
all my surplus in advertising. One time l
spent 5000 for a single advertisement in
the New York Herald; at another | offered
the Tribune $1,000 for one insertion in the
daily, weekly and tri-weekly. / paid dur
ingNone week S2f.o0 for advertising. and in
one year sl50,ajU. These sums in thos.
days were as big as ten times the same
amounts new, and many of my friends
thought / was going crazy. At one time /
paid S2,.ooo TO the papers for publishing in
stallm -ntS of a certain story which ended
with the words, continued next week n
the New York Ledger | did this once i'm
the Herald, publishing two installments. SO
that the readers thought they We're going
to get the whole story in the Herald. and
then at the close of the second instailment
stated that ;hey must look for its continu-
alton in the Ledger. All of this rapidly in
creased my circulation.
The Secret of Good Advertising.
''One of the secrets of good advertising is
10 have your advertisements unlike those
Of any other man. If all advertisements i'm
a paper are displayed, this is equal to no
display. My advertisements were always
original they attracted attention and The
publishers of the papers who were averse
to display objected to them. Once the
elder Bennett sent word that | must use
less capitals. / answered that l would not
Use any, and repeated one sentence an
ncuncing "a new story over and over again
to the extent of several columns without a
break. The letters were continued out to
the edge of the column line without regard
to the finishing of the words, and the next
day i had several columns of solid type i'm
the Herald. The advertisement was about
the most striking the Herald had ever had.
and after that Mr.. Bennett told me that 1
could do / pleased. At one time the
Tribune refused TO give me a page I'm the
weekly. Mr. Bennett heard of this and
sent word that the Herald would always
give me all the space ] wanted. | replied
that | would take the whole paper on the
next Saturday. Mr.. Bennett said all right
and he published additional sheet Civ
ing me page opposite to each page of
reading matter. ! could give you fifty othe-
Instances of advertisements which attract
ed attention, but this is enough One of
the great secrets of success l believe is to
first have a good thing. and then to adver-
tise IL SO that the people cannot helm
knowing that you have it,"
FRANK G.. CARPENTER
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