The Topeka state journal. [volume] (Topeka, Kansas) 1892-1980, 1897-01-30
VALUE OF
PUBLICITY.
4 Word to Merchants and the
General Public
On One of the Big Lessons of
the Food Show.
HOW PRINTERS INK
Properly Used Will Bring Sue
cess in Any Line.
Twenty Thousand Visitors to
the Pure Food Show.

Topeka has just had the biggest OBJ
ject lesson in advertising that it has
ever seen The value of printers ink
iudiciously used has been shown in such
a manner as to satisfy the most skeptl-
cal Even the closefisted shopkeeper,
whose idea of business is to hold on to
his stock for two or three years rather
than turn his capital over two or three
times a year must be convinced that
newspaper advertising as exemplited IN
the enormous and overwhelming at
tendance a. the Pure Food show, brings
success.
About six weeks ago the State Jour-
nal began copious and well headlined
notices of the coming exposition Al
most every day these notices were pub
lished each one setting forth in an in
teresting manner a different feature of
the show While the first notices set
the home people talking, marked copies
of the State Journal containing them
were also mailed to eastern concerns
accompanied by circulars prepared py
Secretary c. p. Adams, explaining the
plan of the show and how exhibitors
should secure space. Copies We're also
mailed to retail grocers in Kansas IN
order to impress them with the magnl-
tude of the intended exhibition.
The Journal took pains not to allow
popular interest to flag. In this lies the
the readers interested, and take pains
that every statement you make is true.
The result was soon evident Topeka
began to talk about the Food Show,
then to discuss it, then to enthuse over
it and the week before it opened there
wasn't a home in Topeka where 1t was
not a theme of conversation. What is
more, almost every able-bOd1ed man
and woman in Topeka made up his or
her mind to go to it and they went. No
such attendance of any public enter
ever been chrOnicled. In five days H.
900 of the people of Topeka had visited
it, and the final figures will go to almost
20 900. Now what would any merchant
in Topeka give to turn stream of 20
600 curious, intelligent people with mon
ey in their pockets into his store for
week? Would he give 800 or $500 or
$500 Wouldn't it be worth it? Every
merchant knows if the people can be
got into his store they will buy; and
when they come once, they generally
come again, and if he has the right
kind of statesmen and the right kind of
goods they soon become regular and
valuable customers and no other bust
ness house can take them away from
him without offering extraordinary in
ducements. The lesson to be learned
from the Pure Food show by the mer-
chants is that the right kind of adver-
Using pays beyond the power of COM
putation- You don't care how you get
the shopper to visit you, if you only
get him to visit. Merchants ought to
people as they can and then they ought
to advertise. Not indiscrimately and
without judgment, but with a direct end
IN view. thousands of dollars is wasted
in advertising. 1t doesn't matter how
bright, funny and entertaining your ad-
Vertsement is if it doesn't bring Gus
toners into the store. There is only
one test of advertising: Does it bring
the people or doesn't it? If it doesn't
1T is because you haven't exercised the
right kind of judgment in advertising
no more -1c-Fe
Many merchant pays a higher sal
airy to everybody else in his store than
to his advertisement writer. The good
advertisement writer can put $40 into
his employers pocket where the best
clerk in the store may be able only to
put one. But it takes cleverness
such as is not found lying around loose
for meager salaries.
The Fall Festival is another case in
point of persistent advertising Six
months tirelesS work by the State Jour
nal warmly assisted after a long while
by the other newspapers in the CITY so
thoroughly advertised the Fall Festi-
val that the energetic and hard work.
ing Committee of Fifteen found help
and cash wherever they looked for it
and when everything was ready from
10000 TO $4,000 people came to see the
show that had been prepared for
them.
The clever advertising Of the Fall
Festival feature LORNA got 5000 men
packed into Hamilton hall one night Tor
trying to get in). and started the ball
rolling that made the carnival night
of the Fail Festival a greater success
than carnival night at Kansas City It
stirred up interest and enthusiasm.
This it is that makes success Have
faith in what you are going to adver-
. tiSe. Make UP your mind that YOU are
going to give the people the best Won
have for the money. Stir up the slug
gish and get the enthusiastic to cheer
ing. Pretty soon you will waken a
10 of hn x4rfl1
and accomplish results that will aston
Ash even those who take part in them.
All the most successful men of the
age have that Vigor and determination
to succeed that shows itself in blowing
it's own horn. Advertising was P T
Barnum's stock in trade.
Wanamaker was lifted into wealth
and into the cabinet by it. 1t makes the
commonest things seem extraordinary
and by the popular interest awakened
in them it really makes them extraor-
binary.
Advertising sold 100000 copies of
Looking Backward it made a for
tune for the author of ''Trilby, lit elect
ed Mckinley president-a man so
talked about that his party nominated
him because it was the only logical
thing it could do
Newspaper advertising is going to
make the Bradley Martin ball in New
York the event of two continents. II
made Coxey famous, and put s1OO. 900
into Ian Maclaren's pockets
Advertising Will accomplish anything
within the range of human probabili-
ties
Still there are people who do not be-