The Aberdeen weekly. [volume] (Aberdeen, Miss.) 1878-1933, 1903-06-19

Se~ York Times
Among the various twentieth
century professions which have
arisen within the past ten years
that of the advertising man has
suddenly assumed the prominence
which IL could acquire only in q
country which spends billion dol
lars a year for advertising. This
is quite sum; three times the
value of the wheat crop, nearly five
times that of the gold production.
and ten times the value OF the iron
industry 1t requires 100000 men
to direct its expenditure. There
is not city of 5000 and upwards
Of inhabitants which has not from
one 10 one hundred advertising
men New York has 5000. and
there are half "a dozen other cities
with nearly AZ many.
The dean of the New York corps
II the advertising agent of mer-
chant who is admitted TO stand al
the head of retail advertisers in
the 'nited States This man re-
ceives salary variously estimated
al from $4,000 TO $4,000 Several
stores ia New York pay nearly a.
much. and there are probably fifty
manufacturing concerns IN the
country which pay the heads OF
their advertising departments SlO,-
, 90 or over. All concerns which
20 out after national patronage
pay their advertising men from
- 900 20 $1,000, and there are
thousands Of men now receiving
the lesser sum where ten years ago
I there were very few. All this il a
! sign Of the revolution in business
methods 1t ha- become an era
Of enormous advertising, as well a.
of enormous aggregations of CAPT
tai. and America il the great al
vertiser of the world
From the sums mentioned the
salaries range downward 10 SD
and >.ip per week in the small
cities. but even this l. great adj
vance over few years ago. when
the head Of the firm himself at
tended TO his advertising in a hap.
hazard way. The subject il now
svstematized and studied like any
other which involves the expendi
ture Of millions per annum. The
advertising department of every
bio firm has staff of twelve or
fifteen persons. The head of the
department l. in many respects the
most important man in the bust
ness. He Ii a mem Der of the coun-
Gil of managers. He is the first
man consulted in each new scheme
of promotion. He knows the bust
ness inside and out, and he is the
great originator of new ideas in its
conduct. 1t is because of his fer
tility of invention that he holds
his big position and draws his big
salary As TO hi. minor qualitica
tlons. he must know to write Eng
lish aud how TO read proof.
Under the great head of retail
Advertising, which is and always
must b. confined 70 tho no~spa
pers. the matter inside the adver-
Using space il a much news in it,
way a. that il any other part of
the paper. 1t il the store news.
told in a perfectly straightforward.
businesslike manner. The print
tive idea IN advertising was simply
To attract attention to the name of
the store. The up TO date princi-
pie is To tell people exactly what
they can find there in the briefest
and most efficient fashion. The
modern advertising man goes on
the principle that he cannot make
"A person buy anything he does not
want, but that if he or she par
ticularly she has certain pur-
chase in mind. he will look over
the ads" carefully To see where
he can find what he wants. Such
a reader IL not impressed by liter
allure, humorous, poetic. or other
wise. He il looking for a plain
statement of price.
Cats.