The Butler weekly times. (Butler, Mo.) 1881-1918, 1898-04-07
ADVICE FROM MR.. WANAMAKER.
Why He Prefers Newspaper Advertising TO
Other Kinds.

resident partner in that city Of the
Wauamaker firm delivered an ad-
dress before the Merchants associa-
ton on advertising as Business
Force" The speaker based his
remarks on long experience in ex
tensive and successful newspaper
advertising. He began by saying
that retail business may be-divided
into three parts: the goods to be
sold, the persons employed to sell
them and tbs advertising. While
the three were considered OF equal
importance the advertising was call
ed 1.-The dynamo power of the
business" setting it in motion and
increasing it's volume. One point
brought out is that the relative i'm
portance of advertising is not taken
seriously enough, that is, not regard
ed as one of the essentials. The
speaker would no more think of
running a business without advsrtis.
ing than of owning machinery with
out a motive power. He prefers
newspaper advertising because other
kinds are resisted by the public, that
passing through the mails often
going direct into the waste basket.
Money, it was admitted, can be
wasted iu advertising. The advertiser
may underrate it's value and, indeed,
give but slight study to it's princi-
Piles, and be soon discouraged. 1.-The
most successful advertising 1 have
ever known" said this expert, ''is
that which has been exploited on a
very large scale. The man who has
had the courage 10 advertise to e !
certain extent and spend $4,000 |
should have had the courage to
spend another $4,000 and vitalize
all the rest" In these cases there is
a lack of the needful faith and per-
aistence. Advertising was presented
as necessity of the retail business,
it's pulse, movement and circulation.
The newspaper column is the mer
chants rostrum. In using it to
address the public his statements
must be veritable. Advertisements
muat be we'll expressed, and the
of a good grade. It
has been the Wanamsker policy to
advertise in a terse, direct style,
though freely as to space, and to
use Typography which newspaper
readers soon recognize as distinctive
An anecdote was related of Glad
stone, which the speaker could vouch
for as true. The English statesman
was asked why he bought the Amer
lean edition of a certain American
magazine instead of its English |
reprint. Mr.. Gladstone replied that
the American advertising interested
him, and was to his mind a means
of guaging the material prosperity
of the country. Mr.. Wanamaker's
representative concluded his address
by asserting that sound theories of
advertising, founded on reason and
common sense, are as certain to pro
duce good results as are forces of |
nature to bring forth harvest. The
growth of business is due to it's
controlling influences, among which |
vitalizes the others It
is we'll known that newspaper adver
Using has been the cornerstone of
the immense Wanamaker retail trade |
in Philadelphia and New York, and |
this address embodies experience
rather than theorizing
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