The Salt Lake herald. [volume] (Salt Lake City [Utah]) 1870-1909, 1902-02-17
TALKS ON WISDOM
IN ADVERTISING
-@--
John Lee Mahin Discusses the
Science in Different Lights.
MAKES AND SAVES MONEY
NAPoLEOF'S SUBTLE KNoWL-
EDGE NOW IN DEMAND.
MAKES AND SAVES MONEY


ness nau of the country. delivered at
The University Of Chicago. last Thurs
dav. by John Lee Mahin of the Mahin
Advertising company of Chicago. Mr..
1fahil entered into a thorough expla-
nation of why ana how advertising is
Of the greatest value to ali business
men, and described the development OF
modern ad rertising.
The 90 idress was in part as follows:
This is an age OF advertising. With
fn the memory of older men the ambi-
..aus youth was urged to enter the
hureh. the law the army. or the
sciences. To engage in trade was to
lower social tone. Now, business is
generally recognized as a wOrld-domi-
mating science. II is becoming more
intricate aud complex, requiring the
highest grade of intelligence.
commerce. in its elemental form. is
little more than the heWing of wood.
Che carrying OF water and the trading
of simple things necessary to sustain
I1w order Of physical life. II is only
when it advances to graphing with the
grea. wheat crop of the northwest. the
vast Weld of cotton Of the south and
The products of many mines and fac
tories that il begins TO demand and
give Substantial rewards for the high
est grade of brain power to organize
equipment, devise ways and means and
10 execute.
Commerce, IN its higher attitudes. is
shown when. after gathering the pro-
ducts Of industry, il goes farther in
changing their form and character into
ether articles specially suited for the
higher NEEDS of men and women. Then
by every possible means stirring inter-
est creating desire. and developing new
wants, il makes a stable market for
the newly created and more complex
commercial products.
Ability Is Needed.
In doing this. commerce requires
the wonderful new power which the
mere trader rever possessed. That
power, with It's skill. thought, resources
and Judgment. Virile energy, largeness
of mental growth and equipment. com
pined with creative force that ac-
composites things, is called advertis-
ing.
Advertising rests on the supremacy
of commerce. Ii requires stable bust
ness conditions for its existence and
development.
Two sharp distinctions appear when
We attempt TO consider as to whether
an article may be profitably advertised
or not
Raw materials which are purchased
lu large quantities and enter into the |
manufacture of other articles in which |
the Identity and knowledge of the
source OF supply of the component parts
are Ios' cannot be advertised at the !
lse expense which successful articles |
'- small retail value sold in packages |
and capable Of being used in airosr |
every family
Field Must Be Studied.
III is in exploiting and selling
''",'eS or every day use 10 the aver
age family that modern methods of ad
,e'usmg have reached the hij.nest
uelelopment An able statis,irian
claims that of the $4,000. 600 families in
'H' United states. but per
cent have incomes of e 600
ana when we remember that
only b per cent of the population rep-
Iestn's possible purchasers the prob
rem Or the advertiser is TO spend the
money that he has appropriated thar
N' VIII reach as nearly as possible only
t1e class 20 which his goods will an
i-dl' Ia such a case magazine Of
national circulation might have less
NoS,e circulation than d loci paper
l-'''ulg the masses 1t is plain that !
, an tl ucie which sells just as freely in !
i i''e l'li'llly Oh small means as i'm that of /
poi ger, runs less danger of being ex
l'oiJed m publications where Their. |
would be waste
very rev publishers understand III, /
',i"e OF the advertising space that /
..''F produce Too many fail tn SEQ 1
'-. Nl "leSSlonai side of the subject /
Gnu view The space a.s merchandise to /
sci d io UhOmSOeVer comes at what /
yer Price the market will permit 4 1
WY I'W study out the possibilities az 4
nee lnat they are able to render 4
d ana develop an advertising con- !
tlI'.l so harmonious TO the policy (
ing hunicauon that the advertise /
.-lS become ut great value in tho
readers because they arc a5e,,tl.,, -
, tastes. Advertising is not ma.
'"1l substance. It is service.
Must Reach Right People
d. iasht here it might be wise 10 saw
, Ia advertising does NOT consist i'm 4
-' attracting attention. Advertise
5 must SEIZURE attention. but it must
t mug rom the right kind of people ana /
- Way thar produces respect for tbs
'-,-e advertised
ITO place of advertising in modern
Isn't SIS Is secure. Ii occupies the most /
.l'.'1Ht position. Notwithstanding its
t. functions are so largely misun-
me merchant princes. the
.lS 81 manufacturing and the
--.'s-s of distribution have found ad-
Using absolutely essential 10 the M
.'.--iS and conduct of their enter
AdN ertsing thus gives a manufac-
.- .A7 power TO produce trade for
.r |".s he IS best equipped to pro-
. 10 eliminates competition II
~. S' ioFl g. builds Advertising is
.shy-Slded in its character thar il
reserves attention i'm connection v-itb
f-t department of q business organ
.--N.- But advertising does more
man 'hlS. IL makes sales. Il produces
'.Aand Tor an article which the deal
'S compelled tc notice and which he
Advertising a Saving.
.seat retail dealers have found that
,r.-"Sins viii bring purchasers to
. S''teS earlier in the day than
.t would otherwise come. If n storo (
!. rushed with customers from n =
p. m there are really only six
t.~ 20 do business. As a,iverfisiDc
oiluE customers two and some
49, 'Afe hours earlier. the fixed ex-
-> % those hours are not In
-esed. In this way advertising saves
,L-- clerk hire. insurance and reduces
nNed expenses.
"a FeruSing also has an educational
sue which enables the seller of mer-
-al1lSe 70 convince people what they
11t 10 buy before they come 10 the
S.-.g. In this way sales are greatly
mere are many great stores which
I've Acquired the confidence of large
numbers Of people in their newspaper
-Iouncements. IN this way the tastes E