New-York tribune. [volume] (New York [N.Y.]) 1866-1924, 1898-03-17
VALUE OF ADVERTISING.
THOUGHTFUL AND FORCEFUL ADDRESS
OF ROBERT c. OGDEN.


OF ROBERT c. OGDEN.
THE RESIDENT PARTNER OF JOHN wANAMAKER
DISCUSSES THE QUESTION BEFORE THE MER-
CHANTS. Assoc1ArIoH-THp COLUMN
or THE NEWSPAPER. HE SAYS Is
THE MERCHANTS PULPIT.
Robert c. ogden, the resident partner OF the
firm OF John Wanamaker. delivered forceiul
and convincing address yesterday at the secohu
meeting Of the convention Of the Merchants
Association Of New York on advertising as
Business Force"
The firm of John wanamaker has built up an
enormous business by generous, Judcitus adVer-
Using. and Mi ogden is peculiarly well fitted to
discuss so important subject
Mr. ogden was introduced by w. F King the
president of the association. Il take pleasure.
said Mr. Kirg in announcing for our second
convention an address by Robert c. Ogden
resident partner Of the firm of John wanna
maker on Advertising as a Business Force
We all know that this is one Of the best adVer-
,ised and one of the most advertised firms in
the United States and take pleasure In intro
ducirg him
Mr. ogden spoke as follows;
Gentlemen OF the Merchants Association: think
It would be very dicut indeed 10Y NJ. me 70 b nve
had must dissent from single word used
! by Mr. King in his intro1ucton' that Is tha[ !
sn r such purpose but simply 70 make little talk
upon some Advertising experiences from the Ietal-
e some pGf ren S that are not Engaged in retail
business find here upon the clTcIa qS 'f fo talk
upon Advertising business force TO unaertn% S
10 mql ,rsm We ali know that Advertising is
business force and a very great power that mas 70
6e tSat nave to do with it, all
clear myself II should undertake 70 MAKE mar an
ice" into three parts: the merchandise the service,
the advertising All thrGe OF mem are ebaran
tsrze The advertising as the dynamic power Of the
business.
NECESSITY FOR SUCCESS.
with the public mind fixed upon business as II
now is with the competition that exists between
traders II is undoubtedly the fact that without ad-
,.or,isrq o. tho proper kind a business cannot be
successfully prosecuted any large degree There
fore consider the advertising as the foree tnat IS
to vtaze all the other work tnat ma pe ha sd
offer the service is hired the steam that IS gen
Grated in order to MAKE axe me see here are some
Of Eew-Yorks advertisers am not spedih.ms
10 thsH' H., Members Of the Merchants Association
that have the money to spend and wish 10 spehu "
TO me Pes saw hat one mistake OF the advertising
merchant IS that he does not lake advertising SUI
ticently seriouSi onortant bat Yet little strange
n is not thought Of think Eenetdly a. w io IN
III ~ isrse and 10 the business itself that II really
nc AZ arr Hu Therefore think that retail mer
cbont cannot possibly eXagger1te 70 ms OWL l'l.
me imnorance of the relation Of his adverusing 70
ms ms ob bs nbe 70 drop little further on may make
,his LITTLE more clear. now propose 70 pa, III IA a
,rasmentarv way several things that come 10 my
LIN through experience. one mos importah,
,htnr is This When a man has anything WIFI I nv
" @ febmanIite Every mans hand Is against MN
The servant he meets AZ me door ne aeanst him:
IT,. ~ he nr,nte1 matter reaches the owner OF tne
house otter as not PIt tbi1 me house 70 pre-.
Vent what he may send through me nan rberefnre
the person for whose eye s,ences are ali against
from that source the 'n"ue"0e'
them.
AN APPEAL TO TASTE
~, oaob .bo eve OF the recipient he must appear
70 his taste II he displays anything III 'i p
NJ n poster II must be done in such atus''c s'S'e
I'm, &, VII arrest the attention OF the passer-oy
Another experience that goes largely In ordinary
odvor,isinc ,s the waste Of money There nave
heen MANI calculations concerning the yast suns
OF money expended upon adyerushg IN az 10 but
the figures compiled by int gent 31ssrpe1s at ,o
really astound nRScndure Of money we would find
that percentage OF IT, prop(doH III ga ,ba,
nv adyertiser docs not regard his advertising with
sIif,icient seriousness If he would take It more
methods. and would save great deal of Honey g,
Thon a $50 a great deal Of advertising rams OF lts
results because the advertiser gets discouIasci.
The most successful advertising thai ! nave ever
known is that which has been exp oited on very
large scale The man who has had the cours s5 go 70
advertise to n certain extent ana spena SzoVp
should have the courage 70 spend another 49, iul
most common experiences OF advertisers am
speaking now of newspaper advertising anu the
Advertising OF general merchandise do not know
ANYTHING about exploiting proprietary articles
Using he should reach a theory and having
reached one of which his Judgment VIII approve nc
should stick TO Il very thoroughly all the way
through But unless ne has the resources, and
stock OF merchandise az his back with the, com
nond OF capital necessary to enable him TO do the
COURAGEOUS thing bout H. he mad very much better
MOI advertise hut go out OF business and try some
thing else. ,,-
force We could divide II almost exactly as the
thcoogians do into It's subjective and objective
side.
THE CORNERSTONE.
Advertising taken seriously in the retail business
makes the policy the business its the fundamental
rhing-thc cornerstone. Therefore, demands the
attention OF the head OF the business ! cannot
think OF large In its affairs.
tended In iis ramifcatOns. with so many RESPONSE
blllties upon the head OF the business
make the advertising subservient 10 the general
management OF the business, 10 make the head Of
the business ignore the Advertising II | had the
time pursue this subject here, which have not,
could prove this TO be true.
Perhaps a little suggestion may vndlcate the
proposition. The manager OF a department.. the
salespeope who TO sell the goods should be told
advertising Ia concerned and the way the matter is
to 10 presented to tho public 20 as to arouse the