The Black Hills union. [volume] (Rapid City, Pennington County, Dakota [S.D.]) 1889-1904, 1903-04-03
MODERN ADVERTISING
From Letters sofa seltMade Merchant to His Som by George Hane Lormer.


I 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 he 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.
was beginning to take an interest In
JIM, so l 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. The first thing 1 knew he
was sicking 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 Jim'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
office with a long story about how we
We're doing it all wrong. Said we ought
to go for the consumer by advertising,
and make the trade come to US, instead of
chasing it up.
That 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 it. But Jim just kept plug
ging away at me between trips, and final
~ l took him off the road and told him tc
go ahead and try it in a small way.
Jim pretty nearly scared me to dealt
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.
it's. And he found them. Seemed as IL
couldn't get away from Graham,s Elk.
tract, and whenever I saw it I gagged
for T knew it was costing me money thai
wasn't coming back; but every time
started to draw in my horns Jim talke
to me, and showed me where there was
fortune waiting for me just around tn
corner.
,Graham,s Extract started out by bein.
something that you could make beef tie;
out of-that was all. But before Jim hal
been fooling with it a month he got hi
girl to think up a hundred different way
in which it could be used, and had adyer
tised them all. 1t seemed there was moth
ing you could cook that didn't need
dash of it. He kept me between a chi
and a sweat all the time. Sometimes, bu
not often, l just had to grin at his foolish
ness. L remember one picture he got GU
showing sixteen cows standing betwee
something that looked like 4 letter press
and telling how every pound Of SO of Ora
!, ham's Extract contained the jufc
squeezed from a herd of steers. If a
{ explorer started for the north pole Jir
, would send him a case of extract an
5 then advertise that it was the great heat
/ maker for cold climates; and If some 9th
j er fellow started across Africa he ser
him q case, too. and advertised what
bully drink 1t was served up with a littl
( ice.
J He broke ont in a new place every da,
y and every time he broke out it cost tn
honse money. Finally ] made up m
mind to swallow the loss. and Mister Jill
: was about to lose his job sure enougl
when the orders for extract began to loo
up, and he got a reprieve: then he bega
, to make expenses. and he got a pardon