The Yale expositor., 1898-04-08
How To Advertise.

advertising as Business Force"
was the subject of discussion yester-
day at the second meeting of the busi-
ness mems convention now in pro-
gress at the Merchants association s
headquarters, Broadway and Leonard
st. The speaker WAS Robert &. Ogden,
a resident partner of John Wanamak-
eT. and his remarks were loudly ap-
plauded by the large audience present.
He said, in part:
"We all know that advertising is q
business force, very great power that
has to be recognized most thoroughly.
Concerning the principal of advertis-
ing / am not quite clear myself but if
| should undertake to make anaualysis
of retail business 1 should divide the
subject into three parts-the merchan-
disc, service and advertising. All three
of them are equal In their Importance
TO each other, but should characterize
the advertising as the dynamic power
of the business. With the public's
mind fixed upon business .as it now is,
with the competition that exists be-
tween traders, il is undoubtedly thefact
that without advertising of the proper
kind business cannot be successfully
DiOOCChlNl w ttllN ltNl SN NANHINNs
fore, consider the advertising as the
force which is to yltaliZe all the other
work that is put into the business.
after the merchant has purchased
his goods. after the service is hired, the
steam that is generated in order to
make the machine move is the atyer
tising.
"One mistake of the advertising mer-
chant iC hn nnaG NOT taEn pnNnp-
Using sufficiently seriously. 1t is re-
garded as an element that is somewhat
important and yet little strange. 1t
is not thought Of generally as holding
the very serious and important relation
to the public at large and TO the busi
ness itself that il really should occupy.
"Say man sends his agent to adver-
tise his goods. that agent at once be-
comes an Ishmaelite. Every mans
hand is against him. If he succeeds in
getting past the servant and then the
butler of the house. il is still doubtful
if he can secure the attention of the
owner. Let him send his advertising
matter by mail, and every obstacle is
put in the way Of its reaching the per-
son for whose eyes it is intended. For
this reason a merchant must place his
advertising in position, and in man
ner which will insure its being read by
those whom it is intended to reach.
"The newspaper is the business mans
rostrum, through its columns he speaks
TO the public, and for that reason he
must regard it as a virtual key to bis
character BY his sayings the people
shall know him and Judge him. lie
must therefore first of all be true
true to himself and true TO his readers.
He must use good English and make
his advertisement as attractive as pos
sible in form, type, illustration and
words. a splendid tribute to Ameri-
can advertising was recently paid by
Mr.. Gladstone. a friend Of mine call
ed on him anal noticed that he kept all
the American issues Of magazines
which are also published in England.
Upon asking him the reason for this,
the grand old man replied: oh. ! like
the English editions, too, but they are
for HIrs. Gladstone. | like to read the
advertisements in the American edi-
tiOns. They are in themselves ltera-
ture, and / can guSge the prosperity of
the country by their very appearance.
In closing, Mr.. Ogden, speaking of
the results Of advertising, said: "As
f0r the facts which come from adyer-
tising, that is matter that cannot be
demonstrated by any set theory. Ii
resolves itself to this: n business man
who advertises continuously-and he
must advertise continuously to achieve
any results-soon notices the increase
in his business and becomes prosperous.
This is the test. There is no other, and
| cannot conclude my few remarks any
better than by ending with the old
proverb:
early to bed and early TO rise,
Don't get tired-advertise