The Mitchell capital. (Mitchell, Dakota [S.D.]) 1879-1918, 1903-04-03
MODERN ADVERTISING


L guess, and then he was out Of a Job
again. 1t seems he had heard something
of a new machine for registering the men,
that did away with most of the timekeep-
ers, except the fellows who watched the
machines, and lie kept after the superin-
tendent until he got him to put them in.
Of course he claimed a raise again for eff
fecting such a saving. and we just had to
allow it.
Jim, SO 1 brought him up into the office
and set him to copying circular letters.
We used to send out a raft Of them to the
trade. That was just before the general
adoption of typewriters, when they were
still in the experiment stage. But Jim
hadn't been in the office plugging away
at the letters for a month before he had
the writer's cramp, and began nosing
around again. TIL first thing I knew he
was stcking the agents for the typewrit-
ing machine on to me, and he kept them
pounding away until they made me give
them a trial. Then it was all UP with
Mister Ji1n's Job again.. I raised his SAL
airy without his asking for it this time,
and put him out on the road to introduce
a new product that we were m~aking-beef
extract.
Jim made two trips without selling
enough to keep them working overtime at
the factory, and then he came into my
O1llCS Will d 1OuS SIOEy ABOUT no" we
! were doing it all wrong. Said we ought
to go for the consumer by advertising,
and make the trade come to US, instead Of
chasing 1t up.
THAI was SO like Jim that I just laughed
at first; besides, that sort of advertising
was a pretty new thing then, and I was
one Of the old-timers who didn't take
any stock In 1t. But Jim just kept plug
ging away at me between trips, and final
ly I took him off the road and told him to
go ahead and try 1t in a small wey.
Jim pretty nearly scared me to death
that first year. At last he had got into
something that he took an interest in.
Used to lay awake nights thinking up new
ways of getting rid OF the old mans prof
its. And he found them. Seemed as If !
couldn't get ava from Graham's Ex-
ract, and I saw it I gagged,
for I knew 1t was costing me money that
wasn't coming back; but every time ]
started to draw in my horns Jim talked
to me, and showed me where there was a
fortune waiting for me just around the
corner.
something that you could make beef tea
out of-that was all. But before Jim had
been fooling with it a month he got his
girl to think up a hundred different ways
in which 1T could be used, and had adver.
tised them all. 1t seemed there was moth
LAO JSN 49, SoSA tIli AZ L 1leSu d
dash Of 1t. He kept me between a chill
and a sweat all the time. Sometimes, but
not often, l just had to grin at his foolish.
ness. l remember one picture he got out
showing sixteen cows standing between
something that looked like q letter press
and telling how every pound Of so Of Ora
hams Extract contained the Juice
squeezed from a herd Of steers. If ar
explorer started for the north pole Jim
would send him a case Of extract and
then advertise that it was the great heat.
maker for cold climates: and If some 9th
er fellow started across Africa he Sent
him a case, too, and advertised what q
bully drink 1t was served up with a little
ice.
He broke out in a new place every day
and every time he broke out it cost the
house money. Finally I made up M,
mind tosswallow the loss. and Mister jim
wa about to lose his job sure enough
! when the orders for extract began to Iool
up, n he gotta reprieve; then he besaI
TO make EXPENSES. and h. got a pardon,