The Minneapolis journal. [volume] (Minneapolis, Minn.) 1888-1939, 1902-03-31

He Can Put Them to Profit by Helm
Ing Other Men to Advertise,

He Can Put Them to Profit by Helm
ing Other Men to Advertise.
truman A. DeWeese, in February Forum.
Under the new system the producer will
talK TO thousands at a time instead of en-
ploylng drummer to talk to each person
individually. How is he going to do it,
through the printed catalogue, the artis-
TIC booklet. the attractive poster. the
pages OF the magazines and weekly peri
ouicals' Nhe columns Of the daily press.
and the thousands Of ingenious and
unique devices for catching the public eye,
designed lby the brightest and cleverest
minds in this country.
VINO VIII furnish the ideas for this new
and vast twentieth century system OF
publicity? Surely here is the golden har-
vest for the young man with nothing hut
brains. Here is field for any one with
original ideas. 1t is no place for mere
copsists a mere thinker Of thoughts that
were Thought by others long ago. No
compiler, collator. or purveyor of other
peoples ideas can participate in this con-
test. The competition is keen and
strenuous. The producer who is invest
Ing a million in advertising will scent a
m1ldeWed idea from afar. He will have
none pr 1t. What he buys must drop
clean-milled, new, and bright from the
mint OF genius. 1t must have the ring of
N1Ao Peo - AlSLoAS W4Lu uO uuil luiuu OuSl-
ness about 1t. - man might make the
finest SOAP and the best starch on earth:
but II the people are not willing to be
soaped with that particular soap, or
starched with that particular starch,
what profit is there in it to the producer?
1t Is true that the profession of adver-
Using has always engaged the talent and
energy of some of the brightest minds in
the land: but the work Of the past mas
farS In nl1hIioifv will
monplace compared with what will be de-
manded by the era of Industrial combina-
ton and trade expansion upon which we
are now entering. Thousands of good
things are slumbering In the intellects
OF men-mechanical inventions, chemical
compounds, toys for children, foods for
invalids, remedies for diseases, appliances
for contributing to the luxuries and COM
forts Of life. Who is the alchernist that
can transmute them into gold? The man
who can merely write a god magazine or
newspaper magazine advertisement will
not answer the purpose. It calls for
genius who can originate and work out
the entire publicity scheme.
Humanity will wear more shoes and
farmers will use more wagons in 1902 than
ever before in the history of the race; but
the man who has million invested in
the manufacture OF shoes or wagons can
do little in the coming years without the
genius Of publicity. He must call to his
aid the men Of ideas. men who are mas
ters of the art of presenting torcefully
and effectively to the millions of consum-
ers the merits of particular commodity.
The genius of the artist. the printer, the
photographer, and the writer will be, laid
under tribute to this twentie tn century
profession of publicity. More than ever
before will it engage the thought and
energy of men of talent and education
The time will come when the devising of
an original. skillful and successful plan
| for launching new commodity upon the
market will command fee that would
| now appear incredible. Here is the gol-
den opportunity offered by twentieth cen
fury Industrial evolution and expansion
to 1.-The young man with nothing but
brains No