The Topeka state journal. [volume] (Topeka, Kansas) 1892-1980, 1899-04-12
EFFECTIVE ADVERTISING.
The Greatest Success of the Year
What Judicious Publicity Will
Do-A Record Breaker.

Readers of the State Journal have
noticed the remarkably attractive al
Vertising presented in these columns by
the makers of Uneeda biscuit rive
weeks ago the article was unknown AZ
Topeka.
rnents were begun in this paper ana
liberal space was taken every day-a
new advertisement each issue. Since
the first week every other day space IS
taken. The article has had an enormous
sale in Topeka. One grocer alone sofa
seventy-five dollars worth the hrsu
thirty days. 1t will interest the mer-
chant and reader to learn few OF
the details about the advertising Whlc n
has pushed a new article to the front
rank of sales not only in Topeka but
in the United States. The firms con-
tract for one years advertising IN the
State Journal for this one product Is
1898.
A New York paper in dwelling upon
the effectiveness of the .Uneeda adVer-
Using gives some remarkable results
as follows:
zone of the most remarkable and
quickest of returns from advertising Is
afforded in the case of the Uneeda BIS
cult manufactured by the National BIS
cult company, the advertising OF Whlch
was in the hands of N. w. Aver q
son of Philadelphia
Early last fall the manufacturers ar
ranged with Aver & Son to place about
100000 in advertising. it being st1pu-
lated that publicity should not begin
until the new year. This was done in
order that the agency might have am
pie time for preparing the advertise
ing matter, as well as to place judi
ciously the same, and also to enable
the manufacturers to get ready to I'LL
orders.
The first advertisements covering
Chicago and the Northwest appeared
January 6. Missouri and the South
west followed little later. The hrst
advertisements appeared in New York
papers March 6. In this incredibly
short time orders for the biscuits have
come in so rapidly that ten days ago
the company was behind 100000 orders
on it's New York business alone, and
this Notwithstanding the fact that
seven carloads were shipped from Chi
cago to meet the New York demand.
The company has been compelled to
temporarily suspend its advertising and
to refuse positively to take any business
outside of the advertised territory until
after it gets up with its work.
Reasons for this extraordinary re-
suit may be seen in part. In the first
place the biscuit was somewhat better
than other goods selling for the same
money. 1t is put up in attractive, air
tight packages. At first tin boxes were
used, but it was found impossible to get
enough tin to hope to be able to keep
requisite to success of this kind.
Then Aver & Son did their part of
the work admirably. They selected
newspapers which their past expert
good results. Ordinarily plays upon
words are not found profitable in ad-
vertising, but "Uneeda'' broke this rule
all to pieces. Large space was taken
and few words were employed. The
type was plain and easily read. The
effect was immediate.
THE success of the work is some
thing epochal in advertising. 1t has
been conceded that large results come
only of time and persistence. In this
case there was no waiting and the re-
suits have been overwhelming in their
magnitude"