The Saint Paul globe. (St. Paul, Minn.) 1896-1905, 1897-07-25

when Mr.. Everett IN the senate. Said
Mr.. Phillips 4 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 Amer
lean gentleman she had ever met. Mr.. Ever
EFT was more than polished icicle. He was
not mere intellectually, but he was man
! of great soul. His letters to me were fun
of feeling. He seldom sighted any one. He
was high-minded conscientious patriotic
Christian gentleman"
Was he good writer?" I asked.
Yes, replied Mr.. Bonner. HE was the
first scholar of the land, and still he was
very careful of his work. He made no mis-
takes in punctuation and some of his articles
he wrote and rewrote before he sent them
to me- He was glad to get suggestions. and
sometimes asked my advice as to the pubIica-
ton Of certain paragraphs
BIG MONEY FOR ADVERTISEMENTS
me conversation here drifted to advertising
matters, and ! asked Mr.. Bonner to tell me
the secret of his success in advertising. He
replied: liz
Il can hardly remember when I was not
studying the advantages of different adyer-
using features. When 1 was a boy the New
fork Herald was very much criticised by tina
our other newspapers of the country I saw that
the more the Herald was talked about the more
| the people bought it, and when l took the
Ledger | saw that must get the paper talked
ABOUT l must not only have a good paper
put the people must know it. I would not
DorroW, but spent all my surplus, in adver-
using. One time l spent $1,000 for a single
| advertisement in the New York Herald: at
| another | offered the Tribune So 900 for one
insertion in the daily, weekly and tri-weekly
l paid during one week $27 600 for advertis-
| ing, and in one year $150,000. These sums
| IN those days were as big as ten times. the
same amounts now, and many of nv friends
| thought l was going crazy. At one time I
| paid $4,000 to the papers for publishing in
staIlments Of certain story which ended
with the words continued next week. in the
New York Ledger 1 did this once in the
Herald, publishing two installments, so that
| the readers thought they going to get
the whole story in the Herald, and then at
the close of the second installment stated that
| they must look for it's continuation in
| the Ledger. All of this rapidly increased my
circulation.
SECRET OF GOOD ADVERTISING.
| "One Of the secrets of good advertising Is
| to have your advertisements unlike those Of
| any other man. If all advertisements in the
| paper are displayed, this is equal to no dis
play. My advertisements were always orig
| inal; they attracted attention and the pub
fishers Of the papers who were averse to a
| display objected to them. Once the elder
| Bennett sent word that must use less capt.
| tails. I answered that I would not any,
| and repeated one sentence announcing a new
| story over and over again, to the extent of
| several columns, without a break. The let
| tiers were continued out to the edge of the
column line without regard to the finishing of
the WORDS ana the next day nau SeNeral
columns of solid type in the Herald. The ad-
vertisement was about the most striking the
Herald had ever had, and after that Mr.. Ben
nett told me that 1 could do as I pleased.
At one time the Tribune refused to give me
a page in the weekly. Mr. Bennett heard of
this and sent word that the Herald would
always give me all the space I wanted. I re-
piled that 1 would take the whole paper on
the next Saturday. Mr.. Bennett said all
right and he published an additional sheet,
giving me page opposite each page of read
Ing matter I could give you fifty other in
stances Of advertisements which attracted at
tention, but this. Is enough. One Of the
great secrets of success, 1 believe, is to first
have a good thing, and then advertise it so
that the people cannot help knowing that you
have It." Frank G. Carpenter.