The Topeka state journal., 1902-12-11

portant place in the commerce of the
country. The fashy-d dressed. glibbed-
tongued, lie-on his-tongued disreputa bic
advertising solicitor of 20 years ago is
about gone, and in his place are class
of honorable, truthful gentlemen who
deal fairly and legitimately with their
patrons. The solicitor of today is a man
of intelligence, education and of respect
who realizes that he is connected with a
profession that figures in the CONNER
cial development of the country. As the
years 90 on we are TO see higher types
of men who are doing advertising work.
THE newspaper of today is an i'm
portant adjunct of the retail store. and
the retail store is important adjunct
to the newspaper. A relationship exists
between the two. The public is sup
porting the retail store. and the object
of the newspaper is to bring to the no
tice of the public the products which the
merchant has to sell and which the
public wants. The retail store is the
last link in the distribution of the prod
ucts of the world. A few years ago we
did not know anything about a hat store
or a shoe store. They were all kent in
one store, and the department stories
only a modern advancement of the old
general store.
If the publisher of u newspaper will
make a newspaper that the public
wants to buy, the advertising will regu-
late itself. The relationship between the
local retail advertiser and the newspa-
per is mutual, and a retail store cannot
be carried on to very great extent
without the assistance of a newspaper.
Its revenue is derived from the use OF
the newspaper; the newspaper must
help the merchant and the merchant
must help the newspaper. The neWSpa-
per owes it to itself and the community
to make it the very best newspaper pos
sible according to the ideas of the pub
Usher and his pocket. and thereby make
it valuable TO the public and the mer-
chant who advertises in it. The news
paper can also develop the business of
efforts. and make It possible for small
advertisers to advertise.
Mr. Rogers illustrated what he meant
by this last statement by citing the name
of a Chicago merchant doing business
three miles from the center of the city.
After three years hard work the mer-
chant was convinced into making an $1,000
advertising contract, and he is now car
/ rying a $4,000 contract and his business
has grown to such extent that he has
had to enlarge his store
THE newspapers can bring the public to
a merchants store. but it cannot sell
operate with the newspaper, and conduct
his business SO as to make it satisfactory
to the purchasers by giving them values
and treating them fairly"
Frank P. MacLennan. of the Topeka
! state Journal r. P Murdock of the
the Brown County World. Hiawatha,
/ Kan, Arthur Capper. of the Topeka Cap
ital. Del Valentine, of the Clay Center,
Kan, Times. and H A. Sprague. advertis-
1 ing manager of the St Joseph. Mo. Daily
News, were heard in impromptu addresses.
( logical timely and humorous. They were
/ elected members of the. club together with
Clarence Hall. of th@ Lawrence. Kan,
Journal T. w. Tingle. business manager
of the St. Joseph. Mo. Journal.
Ernest Kastor and Major J. Lowenstein,
both of St. Louis, and William Allen
White. of Emporia. Kan. were to have
delivered addresses but thew were detained
| at their homes by business and Illness.