The Guthrie daily leader. [volume] (Guthrie, Okla.) 1893-1996, 1903-06-17
MERIT OF ADVERTISING
Opinion Of the Head Of a
Great Chicago House

luipfOfcmeut OF buelutnS thiooeh
advertising" was the thome Of an in
teresting address delivered recently
before the convention OF the Illinois
Press association at Cairo by Waldo ?
Warren, advertising manager for
Marshall Field & Co.
What Mr Warren set out to do was
to prove that advertising has become
q thoroughly systehsaioed business.
which is governed and regulated by
the business sense" just as all other
business propositions II is a bust
ness which is only in its infancy. But
It Is a great and growing business.
For the mastery of its principles the
requirements. according to Mr. War
ren, appear to be an insight almost
universal into the motive springs of
human nature and special aptitude
for an understanding Of business de.
tails.
Advertising is a life study" said
Mr.. Warren in his opening remarks TO
the country editors Everybody knows
q little abost n, but nobody knows all
about It. Perhaps nobody ever will
know all about Il For an understand
ing OF that sort would require knowl-
edge broad enough to cover all the
principles OF human action. What
many OF ls know is that advertising
will turn the attention Of reople to our
business, and between the knowledge
of that simple TACT and the ultimate
understanding Of the why and where
fore Of all things commercial lies the
scope of the broad possibilities of ad-
vertising"
With this prefactory tribute to the
immensity of his subject Mr.. Warren
continued as follows.
1T is hardly necessary here to intro
'sluce arguments.t TO prove that It pays
10 advertise We will begin where that
argument leaves on We will start
with the conclusion that there is a
wonderful power IN advertising. which
can turn the minds of people toward a
business resulting in the improve
ment OF the business. The next point
then IS this There are some kinds of
advertising which pay better than 9th
er kinds And so the study of HGyer-
tising resolves itself into a search aft
.er the kini Of advertising that pays
the best and an effort to secure the
largest results for a given exDendi-
ture.
I'm the FIRST place 1t may be said
that no specific form of advertising
Is the best for all purposes and under
all conditions. But there are general
principles which viii admit Of almost
infinite variation and yet remain es
sentially the same and have a part in
all successful advertising These are
points which have to dc with the
language of the advertisement, the in
gegrity of the statements made and the
attitude Of the public toward he bust
ness OF commodity advertised
"The newspaper man frequently
hnds it to his advantage to make sug
gestions to his advertisers and II hi
suggestions are the outgrowth of al
unbiased business sense and are of ad
vantage to the advertiser as well as tC
the publisher those suggestions VIII b'
welcomed by the advertiser and thu
publisher or his representative vii
always find a welcome in the Office o
the progressive business man.
Another fundamental point and on
which deserves the utmost considers
tioa ~ the advertiser and the publish
,er is th~ matter Of telling the truth Il
advertising Il is TO the publisher
advantage 10 rule out of his paper, a
far as possible. the deliberate mis-
statements Of advertisers--as much S
as be should rule them out Of the ed
itorial department Il seems an Uphill
task 10 teach some advertisers tina
deliberate misstatements have a r.
action on their business. and that
the long run people will rot believe
word they say The competitive spir
would say, Let them do IT, who care
81 thsy iS.a their own businessT b,
the progressive spirit knows that II
lnnuenhe ~ false advertising has
strong tendency 20 shake the publ
confidence in al advertising, so th'
in time the honest advertiser will NJ
get the credit for telling the irut
declare that it IS to the interest
every advertiser and every publisher
point out the folly Of false adverti
Advertisers for clean cut, strais
ing and 20 rid the public prints
every statement which smacks OF u
truth Far beiter tell you7 competit
how 10 advertise successfully and ho
esi1y than 10 allow him 10 poison q
public mind with the thought "a