Daily new dominion. [volume] (Morgantown, W. Va.) 1897-1906, 1901-05-28
SUCCESSFUL MAN
Giyes His Experience In Advertising
aud Tells The Result of His study ON
The Subject.

L lie man VINO would succeed IN uuSl-
ness should listen attentiyely aud rev.
tereutly TO anybody who will tell him
how to advertise.
ln the competitive race Of to-day
you must First have something that
people want.
Second, let the people knov that
i you have II.
The first undertaking is what is
/ known as successful merchandising,
the second is successful advertising.
For the sake Of young men starting
/ IN business, and for the enlightenment
of those whose business might be bet
ter, we propose TO epitomize some re-
marks by Mr. Robert G. Ogden in a
speech before the Sphinx Club on We'd
nesday last.
Mr.. Ogden pays the highest tribute
to the power of advertising In itself.
He then proceeds--mostg generously
TO reveal to his friends and compet-
itors the result Of his lifetime study
OF combined merchandising and adj
yertising.
Advertising according to Mr.. Ogden,
IN TO be divided into two distinct de-
partments
General advertising and
Special advertising
You enter community and appeal
for support and for patronage.
First you must contrive, Ia the
shortest possible time TO let the greatest
possible number of citizens know OF
your existence. That Is general adj
vertising.
Once you are known your name
stands for something aud calls atten-
ton TO the goods that go with IL. you
must begin your special ADVERTISING
The art Of special advertising is TO
call particular and interesting atten-
ton 10 the particular thing orclass of
goods that you mean to sell that day.
Teach the people 20 believe that
your statements are accurate and tenn
perate.
Then find out what They want, get
that thing for them and through
special advertising attract all OF the
people who want that special thing.
Small concerns require general adj
vertising which is the basis OF growth.
And il that general advertising lis
done intelligently, IL can be made
remuneratiye and effective without
the great outlays Of the big house well
established.
In the preliminary stages OF bust
ness development, ideas and expedi-
ents must be resorted to that would
be rejected la a more advanced stage.
La building up Il great clothing bust
ness In Philadelphia, Mr.. Ogden sent
up balloons-the man who caught one
as it fell got a suit OF clothes for moth
ing.
He loaded four-in-hand coach with
boys gayly dressed-~.sent that four-in-
hand TO quarters of the city in which
such thing had never been seen and
distributed circulars telling that at
prices ridiculously low all could be
dressed as gayly as those In the coach.
Such were the original steps In the
up-building OF solid, serious bust
ness concern, which is now establish
ed as firmly as the Bank of England.
The statements by Mr.. Ogden may,
by the way, enlighoen some dull minds
concerning newspaper methods OF
promotion which they are pleased to
term sensational and yellow.
The way to attract attention is to
attract attention. Mr.. Ogden and all
other wise ones know that.
The central idea in Mr. Ogden's adj
dress--that to which we call the special
attention OF business mems the idea
that advertising TO bring results must
be systematicand iptelligently divided
into the two great classes.
First, make all the world know Ia a
general way that you are here and do
ing business.
Second tell them in detail just what
you have TO offer and why they should
deal with you.
As managing partner Of Mr. Wanna
makers New York house, Mr.. Ogden
is one of the most important advertis-
ers in the United States We feel,
perhaps egotis.ically that his correct
ness Of advertising instinct is empha-
sized by the facts.
First, his business enterprise is
phenomenally successful.
Second, his great advertising ac-
count is with the morning Journal.
TO advertisers:
Tell them yen are here
Tell them what you have.
Find the newspaper ia which to tell
them.
Other successful advertisers with
views as to the important art of pro-
noting business success through adj
yertising publicity are requested to
forward the views to us for analsyis.-