The record-union., 1898-12-12
A GENIUS IN ADVERTISING.
Odd Eject Of A Young Journalists
Capitalization.


journalist of a Western city, q was
the editor of country paper in town
Of about 5000 people, and having lived
for year in New York I had an idea
that l was really the only person in
town who knew anything. I had a pref
ty hard time making things come my
way, but youth and enterprise are hard
to down, and I kept at it. There was
one firm in town, Smith Brothers, which
was the strongest and most conserva-
tive there, and I knew an advertise
ment from them would be the making
of me; but they were very slow in let
ting me have it. However, l persisted,
until at last l had it in my clutches. and
l grasped it as a drowning man grasps
at life preserver
THE senior partner, who was a most
austere and particular old chap and
deacon into the bargain, was anxious
to impress me with the fact that they
were doing great deal for me, and /
must return value received. All of
which I agreed to do; and then the old
gentleman surprised me by telling me
he would give me the copy and leave
it to my new-fangled notions, as he
would show Smith Brothers to be as
progressive as any other merchants in
town and quite as ready to meet the
modern ideas. Well, this was more
than could have asked for If they had
begged me to do So and I went out Of
the place almost shouting. When I
reached my office I read the copy over
again to find it's strong points of dis
play. 1t was as follows, for l can never
forget it: Smith Brothers, the we'll
known dealers in groceries, are pleased
to make the announcement that they
are in receipt of the biggest stock Of
canned goods ever seen here, and they
will be sold at prices hitherto un-
known. Some advertisers may be liars,
but Smith Brthers are happy in know
ing that they have a reputation for
veracity which is worth more to them
than gold.
THAT was good, plain stuff, with not
much of a margin visible for the play
of my versatile fancy, but / was expect
ed to do something that would attract
attention, for the old gentleman had
been especially strong on that point.
He was tired Of the plainly severe, he
said, and wanted something that would
not fail to stir things up. 1 sal up
more than half the night with that
copy, and when morning came I had it
all in shape to fill column, the amount
Of space he wanted it to occupy. He
told me, when he gave me the copy,
that if he didn't get around to see the
proof, just to let it go and take the
chances, which I did when he didn't
appear, and when the paper came out,
there, in the biggest and blackets let
ters / could set up, was this advertise
ment for a full column on the first
page:
SMITH BROTHERS.
the well-known dealers in groceries,
ARE.
pleased THn # make
announcement that they are in receipt
of the
BIGGEST
stock Of canned goods ever seen here, and
at prices hitherto unknown. Some
advertisers may be
LIARS
but Smith Brothers are happy
IN
knowing that they have a reputation in
TOWN
than gold
that ad fairly shouting to them and at
them and about them. they were the
madest men you ever saw, and they
were only restrained by their religion
from shooting me on the spot. How
ever they sued me, in spite Of all my
defense of the attractive qualities Of the
display, and I would have gone to the
wall for my genius and Napoleonic brill
liancy had it not been for the fact that
before the time of hearing the suit the
ad. had actually given Smith Brothers
boom that almost frightened them by
its tremendous popularity; and though
they never repeated the ad., and always
made me submit matter before 1t was
printed, we became great friends, and
each of US did much for the other in
financial and other ways. ."-Washins-
ton Star.