The Indianapolis journal. [volume] (Indianapolis [Ind.]) 1867-1904, 1897-07-25
Here is what he answered in reply to my
first propositions:

My Dear Mr.. Bonner-I am almost
dumb after reading your proposition and
must clear my head before | say a word.
=" '(Signe0) HENRY WARD BEECHER.'
when 1t was announced that Mr. Beech
er was to write the story there was de-
cided sensation in literary and religious
circles. Some preachers, and especially a
Rev. Mr.. Seeley, criticised Mr.. Beechers
actions in making money in that way. I
wrote an editorial on the subject, which
was rather facetious, and sent the proof
of it to Mr.. Beecher suggesting that if he
thought well of it that he might give me
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:
My Dear Bonner-I think you like to
gobble up minister or two every year to
aid digestion just as hens swallow gravel
stones. You have swallowed me in one
way and Mr.. Seeley in another. l like my
way best
"'(Signed) HENRY WARD BEECHER.'
Then on the other side of the sheet he
had written this recommendation:
Ito 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 mas MADE me laugh so much:
Just to look at him would make one feel
good natured, and therefore / suggest that
his picture be published Should he begin
contributing to the Punch he would in less
than two years own and edit it, but other
wise he may be trusted.
g '(Signed) HENRY WARD BEECHER.'
''That letter gives you some idea of how
quick Beecher was. The most of the two
hours was taken up in the boys going
from my office to Mr.. Beechers house and
back, and Mr.. Beecher must have dashed
the letter off within five minutes He was
very quick and was always full of ideas"
What kind of a man was Edward Ever
ett?" I asked.
He was much misunderstood man." re-
piled Mr.. Bonner. You remember what
Wendell Phillips once said of him. 1t was
when Mr.. Everett was in the Senate. Said
Mr.. Phillips: am speaking of the SEN
ator from Massachusetts, not that polished
icicle Edward Everett, but that human gen
tleman, Charles Sumner When Everett
was minister to England Queen Vic
toria is said to have remarked that he was
the only American gentleman she had ever
met Mr.. Everett was more than a pol,
ished icice. He was not a mere intellectu-
ality, but he was a man of great soul. His
letters to me were full of feeling. He sell
dom sighted any one. He was a high
minded Conscientious patriotic Christian
gentleman"
WAS he a good writer?" 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 ar
tices he wrote and rewrote before he
sent them to me. He was glad to get sug-
gestions, and sometimes asked my advice
as to the publication of certain para
graphs"
MONEY FOR ADVERTISING.
The conversation here drifted to adver-
Using matters, and 1 asked Mr.. Bonner to
tell me the secret Of his success in adver-
tisings He replied:
Il can hardly remember when L was not
studying the advantages of different adj
vertising features. When 1 was boy the
New York Herald was very much criticised
by the other newspapers of the country.
L saw that the more the Herald was talked
about the more the people bought it, and
when 1 took the Ledger 1 saw that L must
get the paper talked about. 1 must not
only have a good paper, but the people
must know it. L would not borrow, but 1
spent all my surplus in Advertising One
time 1 spent $1,000 for a single advertise
ment in the New York Herald; at another 1
offered the Tribune So 600 for one insertion
In the daily, weekly and tri-weekly. L paid
during one week $4,000 for advertising, and
in one year $l50,000. These sums in those
days were as big as ten times the same
amounts now, and many Of my friends
thought L was going crazy. At one time l
paid $4,000 to the papers for publishing in
stallments of a certain story which ended
with the words continued next week in
the New York Ledger L did this once in
the Herald, publishing two installments so
that the readers thought they were 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 continu-
alton in the Ledger. All of this rapidly in
creased my circulation.
"One of the secrets of good advertising is
to have your advertisements unlike those
of any other man. If all advertisements in
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 1 must use
less capitals. L answered that 1 would not
use any, and repeated one sentence an
nouncing 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 had several columns Of solid type in
the Herald. The advertisement was about
the most striking the Herald had ever had,
and after that Mr.. Bennett told me that I
could do as l 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 1 wanted. replied
that l would take the whole paper on the
next Saturday. Mr.. Bennett said all right.
and he published an additional sheet. Civ
ing me page opposite each page of read
ing matter. I could give you fifty other in
stances of advertisements which attracted
attention, but this is enough. One of the
great secrets of success L believe is to first
have good thing, and then to advertise
it so that the people cannot help knowing
that you have it,
FRANK G.. CARPENTER.
-&-O-N
New Deal.
Detroit Free Press.