Northern Wisconsin advertiser. [volume] (Wabeno, Wis.) 1898-1925, 1902-03-06
CHANCE FOR BRAINS AND PUSH.
Future System of Publicity With Pos
sibiiities for Advertising Genius.

Future system OF PUBLICITY WIN TVS
sibiiities for Advertising Genius.
Under the new system the producer
will talk to thousands at a tune IN
stead of employing drummer to
talk to each person individually How
is he going to do it? Through the
printed catalogue. the artistic booklet.
the attractive poster, the pages of the
magazines and weekly periodicals, the
columns of the daily press and the
thousands of ingenious devices for
catching the public eye. designed by
the brightest and cleverest minds in
this country. says Truman A. De
Weese in the Forum.
Who will furnish the ideas for this
new and vast Notwithstanding system
OF publicity? Surely here is the golden
harvest for the young man with moth
ing but brains Here is a field for
anyone with original ideas. 1t is no
place for mere copyist, mere thinker
of thoughts that were thought by
others long ago. No compiler, coilator
or purveyor of other peoples ideas
can participate in this contest. The
competition is keen and strenuous.
The producer who is investing mill
ion in advertising will scent a mil
dewed affair from affair." He will have
none of it. What he buys must drop
cleanmilled, new and bright from the
mint of genius. 1t must have the ring
of the pure metal, with no dull thud"
hY1c nh A irrhf
the finest soap and the best starch on
earth; but if the people are not will
ing 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 adj
vertising has always engaged the tai
ent and energy of some of the bright
est minds in the land; but the work of
the past masters in publicity will seem
small and commonplace compared
with what will be demanded by the
era of industrial combination upon
| which we are now entering. Thousands
of good things" are slumbering in the
intellects of men-mechanical inven-
tons, chemical compounds, toys for
children, foods for invalids, remedies
for diseases, appliances for contrlbut-
ing to luxuries and comforts of life.
Who is the alchemist that can trans
mute them into good? The man who
can merely write a good magazine or
newspaper advertisement will not an
swer the purpose. 1t calls for a 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 a 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 masters of the art
OF presenting forcefully and effectively
to the millions of consumers the mer-
its of a particular commodity. The
genius of the artist, the printer the
photographer and the writer will be
| laid under tribute to this twentieth
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, skill
ful and successful plan for Launching
new commodity upon the market
will command fee that would now
appear incredible. Here is the golden
opportunity offered by twentietn-cen-
fury industrial evolution and expansion
to the young man with nothing but
brains