The Kimball graphic. (Kimball, Brule County, Dakota [S.D.]) 1883-1905, 1903-04-03
ADVERTISING


HG=aE-H
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. ne 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.
I was beginning to take an interest In
Jim, so | brought him up into the office
and set him to copying circular letters.
We used to send out q 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 cranlp, and began nosing
around again. The first thing I 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 ~making-beef
extract.
Jim maze 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 1t all wrong. Said we ought
to go for the consumer by advertising,
and make the trade come to us, instead OF
chasing 1T 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 o~ld-tilners who didn't take
any stock in 1t. But Jim just kept plug
gtng away at me between trips, and final
ly I took him of the road and told him to
go ahead and try 1T in a small WY.
Jim pretty nearly scared me to death
that first year. AT last he had got into
something that he took In interest In.
Used to lay awake nights thinking up new
ways of getting rid OF the old mans pref
its. And he found them. Seemed as if I
couldn't get away from Graham's Ex-
tract, and whenever I saw it l gagged,
for I knew 1t was costing me money that
wasn't coming back; but every time I
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.
Graham's Extract started out by being
! 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 it could be used, and had adver-
tised them all. 1t seemed there was moth
ing you could cook that idn't need a
dash of 1t. He kept me between a chill
and a sweat all the time. Sometimes, but
not often, just had to grin at his foolish
ness. | remember one picture. he got out
showing sixteen cows standing between
something hat looked like q letter press,
and telling how every pound of SO Of Gra-
hams Extract contained the Juice
squeezed from a herd OF steers. If an
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 GOLD 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 my
mind to swallow the loss, and Mister Jim
was about to lose his job sure enough,
when the orders for extract began to. look
up, and he got a reprieve; then he began
to make expenses. and 40 got a pardon: