The age-herald., 1901-02-19
VALUE OF ADVERTISING.
Wonderful Possibility of Publicity
 Through Big Dalies.

On Sunday, January 27, there appeared in f1fty-six leading American daily pa pers full-page advertisements of the k. & c. Corset. In Birmingham this adver- tisement appeared In the Age-Herald
 Charles Austin Bates, who handles this business, in a recent letter to the pub fisher of the Age-Herald. says some in- teresting things of newspaper advertis- ing MT Bates letter is of interest to every business man. In it he says;
 "When planned the advertising cam paign, of which this was the opening gun I thought 1t was a pretty big thing thought knew just about what it meant but the more the proposition Is an- alyzed the more it sweIls, and the great CT grows my respect for the nerve and the bank account of my customer. The most remarkable thing Is not the expen- diture of twenty-five or thirty thousand dollars in a single morsing. although that fact is rather stupendous one when you think of 1t.
 "The thing that appeals to the imagina- tion Is the picture of the manufa cturer sitting In his office in New York and reaching with the long arm of advertis- ing clear to San Francesca to drag wom- en into the stores to purchase his cor sets. From sunrise in Boston till sunset in San Francisco he may count with all most absolute accuracy the time that women VIII DeBlH puTcHdSl1S HIS BOOuS III the different cities. From Portland Maine. to Portland, Oregon, and from Minneapolis to New Orleans, the story of his goods Is told simultaneously to prob ably thirty millions of people.
 Such thing Is impossible in any other country on earth. and twenty years ago 1t was not possible in this country. It is made feasible by the tre- mendous growth in enterprise. and con- mt Ivy fr al lat af ho daily papers. This growth has been made possible by growths in other lines par ticularly In the methods of communica- tioa and transportation.
 "A great daily paper today depends for it's existence on the electrical transmits sion of messages, and the efficiency and ubiquity of the railroads Were it not for these great publicity machines by which the corset maker may distribute knowl- edge about his product. his business would of necessity be confined to his own immediate neighborhood, and because of the shrinkage In his output his price would necessarily and correspondingly expand.
 "As it is. he may extend the field of his operations and multiply the number of his customers Just as much as he chooses. There is no limit to the possi- bilites of development All he needs Is the imagination or inspiration that will permit hm to see the wonderful possbil- ities-and the practical though from one standpoint specta cular, methods by which they may be realized.
 with the newspaper of the country at his command the advertiser is like the leader of an orchestra, who by the motions of his baton brings into use any one, or any group, or all of his players He can play loud or soft, fast or slow as his theme demands. He can turn on piccolo solo or a bass drug obligato, just as he chooses and If he wants the con- certed action of the whole orchestra a wave of the hand produces it. I should call the fifty-six R. & G. full pages a pretty fair imitation of a concert"