The midland journal. (Rising Sun, Md.) 1885-1947, 1899-06-30

when he succeeded in locating his
friend in the billiard room watching an
exciting game he drew him off to one
side and propounded leading ques-
ton.
'See here, Tom," said he, you're a
journalist and must know something
about advertising. What are the essen
tial features of good advertisements
What have you?" asked Tom. "a
dyspepsia cure, or Il new food for in
fants?"
Neither" replied Jack. II merely
have curiosity"
"In that ease" said Tom, at can be
easily satisfied. Select a couple of at
tractive catch-lines, fill in with a few
terse sentences, and if possible offer
something free. This sort of an adver-
tisement will sell anything that's
made"
"Ah! thanks" said Jack. "Close
game, isn't it?'
And he returned to the big chair.
His next move was to order news
papers and writing materials. Then
he spent an hour diligently studying
the advertising columns of the papers
and examining the various forms of
advertisements, following which he de-
liberated with himself concerning the
amount of space he should use. Con-
sidering the character of the goods"
he concluded that Il delicate little space
of about three inches would be the
proper size, and that the best position
would be on the page where the fear
fully and wonderfully constructed
maidens We're wont to pose arrayed in
the latest fashions. AS far as selecting
medium was concerned he didn't have
much trouble. He remembered that
Mollie's favorite newspaper was the
Saturday edition of the Evening Uni
verse, which was largely devoted to
''styles," and he accordingly decided
to place his business in it's columns
Then he turned his attention to the
preparation of his first ad.
This, he found, looked easier than 1t
really was. Good catch-lines failed to
suggest themselves with any degree of
pronlptitude, while the ''something
free" seemed absolutely impossible.
But another examination of the news
papers obviated the former difficulty,
and after long sogitation he hit on
an idea that overcame the latter;
| whereupon he once more seized his pen
with feverish haste, and finally sue
ceeded in producing an affair that
struck him as being attractive, unique
and appropriate, and possessing quail
ties which he thought ought to have
some effect.
And the pioneer advertising cam
paign having for its object the wooing
of woman was at last begun.
On the following Saturday advertis-
ing circles were mildly amazed to see
in the usually sedate columns of the
Evening Universe this remarkable ad-
vertisement:
MOLLIE KNOWS
all about the state OF my affections because
l have already given her information con-
corning it. Moreover, she will doubtless be
| able to recall the fact that on the occasion
of our last interview 1 intimated that I
would not take mo" for an answer. In this
connection wish to mention for her bene-
fit that while there are many thousands of
words in the English language,
ONE GIVES RELIEF
If it is the right one. And 1 will also sug-
| gest that the little word Eyes" will relieve
me of further anxiety and make both her
and me happy for life,
To write yes and forward 1t to my ad-
dress nothing more is required than a sheet
OF note paper, an envelope, and postage
stamp. l will furnish these articles Free
| on Request. JACK.
Now, there were several thousand
Mollies and an equal number of Jacks
in the city; therefore, these two names
failed to furnish clew to the identity
of either the advertiser or the "peo-
pie" he wanted to reach. OF course,
there was much speculation indulged
in, and several theories were advanced;
but it was generally believed that the
advertisement was not to be taken seri-
ously-that it was merely a band
wagon attempt on the part of some
enterprising manufacturer to attract
public attention preparatory to the ar
rival of his main parade, and that this
space would ere long be filled with the
unrivaled merits of a new patent medi-
cine, beauty promoter, or brand of
complexion soap.
Jack had counted on q condition
something like this following the ap-
pearance of his ad., so he was perfect
ly satisfied with the results.
True, he felt rather tremulous when
he considered the matter calmly, hut
nerved himself with the consoling
thought that he certainly was getting
out of the rut.
The week passed very slowly to Jack
Also, it passed without bringing a reply
to his advertisement; but as he scarce
ly expected such quick returns he was
not greatly disappointed thereat
When Saturday again arrived the
Evening Universe was eagerly sought
by that select coterie of individuals,
y-clept lad men," who help the world
to wag by promoting trade" and
therein was found, in the same position
and occupying about the same space,
another curious advertisement, at
tractively yet delieately displayed,
which read thus:
WHEN MOLLIE SMILES
she doesn't do 1t In exactly the same way
| that several fellows of my acquaintance
do their smiling" but the effect is even
more Intoxicating
In fact, SO delightful is Mollie's smile that
/ am quite positive the
CHILDREN CRY FOR IT,
and to acquire exclusive rights in this de-
sirable article l am ready to give in ex-
change heart full of love.
The deal may be consummated at once
If she will forward to me a simple ''yes,"
the paper, envelope, and postage stamp for