The Atlanta constitution. [volume] (Atlanta, Ga.) 1885-19??, 1903-11-09

Charles H. Fuller. president of the
| Charles II. Fuller Advertising Company,
| is in the city stopping at the Piedmont
| hotel This company is one of TIE largest
and most important advertising agencies
in the country, with offices at Chicago.
New York Buffalo and London Mr..
| Fuller is one of the pioneers among the
| advertising agents of the United States
| as well as one of the most successful In
| the world, and as a matter of course
is well Informed on all advertising lines.
| When seen last evening at the Pied
mont by a representative of The Consti-
tuition he talked interestingly and IN
structivey on the immense progress made
by the advertising firms of the west and
of Chicago in particular He is especial
ly interested in mail order advertising,
and in general publicity advertisement.
Mail order Advertising" said MI Ful-
Ter, practically began with the Mont
gomery Ward Company, which is the
oldest firm of fits nature in the world
This company was the outcome or the
grange stores which at that time were
numerous in the country Grange socie-
ties were societies organized for the pur-
pose Of doing away with tho mddleman
ana thus getting goods cheaper than
through the ordinary business channels.
These organizations placed their orders
with the Montgomery Ward Company.
and this In Il great measure made this
company. They have now passed away.
but tho big company which they helped to
organize and maintain still exists
THE Sears, Roebuck & Company. the
second OF Chlcago's great mail order
firms. was established some time after the
formation Of the Montgomery Ward Com
pany. Its growth has been of a marvel
Gus nature II spent large amounts in
advertising in newspapers and in maya
zines and has now caught up with It's
rival and does about as large an amount
of business.
Mr. Sears. OF the Sears Roebuck Com
pany. was at first an express agent IN
Minnesota. About IS years ago he came
to Chicago 10 start q business there
He started in watches and novelties and
advertised them successfully. After re-
naming IN Chicago for while he went
back to his old homo in Minneapolis and
started = mail order business there. lie
found that this city was not as good
location as Chicago and moved. back
again Here he broadened his business by
adding many different lines This firm
employs an exceedingly large number of
people. $500 81 least, ] should say. The
Montgomery Ward Company employs
probably the same number. making a to-
tai OF nearly 5000 employed by these
two big firms.
These two companies are great adver-
tisers throughout the country. There
are many other firms chat are doing
profitable business in the mall order line.
Al Kinds and descriptions Of articles are
advertised. from paper Of pins TO
carriage. from the least to the greatest.
And all these articles are kept by these
two concerns
THE farmers from oil parts of the
country send in mail orders for their
goods. Sometimes these orders are accom-
panied BY money and sometimes the goods
are sent c, O. T.
These great mail ordev concerns take
the place of the old grange societies, do
ing away with the middieuan and selling
direct to the consumer. They want to do
business with the cOunt1Aman and cities
away direct and DO not cGe 70 carry on
any kind of trade with the people
Of Chicago They use every kind
OF means to make friends OF the coun-