The gold leaf. [volume] (Henderson, N.C.) 1881-1911, 1903-10-22
ADVERTISING A NECESSITY.
Without Proper Publicity the Highest
Success in Business Cannot be OBJ.
tained

By Victor Smith, in the New York Press
1t is estimated that We spend ST.
OOO, 900 a year in advertising. Per-
haps this is no exaggeration. And
the sum is steadily increasing. "Ad.
writer's are now being turned out
by schools in large numbers. Nearly
every big mercantile house OF impOr-
tance has it's ''ad writer" who is in
receipt of a handsome salary. The
young man who fills this position in
one OF New YOrk's great department
stores draws annual pay amounting
to four times that of United States
Senator, twice that of the Governor
of New York, two and One-half times
that of the Vice President of the
uuited States, more than that of 90
i'll 100 bank presidents, railroad
presidents and heads of industrial
corporations, and fifteen times as
much as the average, educated intel
ligent self-supporting member of the
community earns.
His salary is $4,000 IL year
1t is but natural that this COM
paratively new field OF endeaver
should attract bright minds. The
prospects are excellent. Ordinary
wages are from 81 800 to $4,000 a
year, and the ad. writer is a little
king all to himself or a little queen
to herself Women are entering the
ranks and doing we'll
The father of advertising Oh the
broadest scale is long since dead.
Over half century ago this enter
prising genius ran an advertising
feature in the Tribune when that pa
per was the leading newspaper of the
United States. 1t was headed "V. B.
Palmer's Column" "and was as eager
l.y read as many of Horace Greeley's s
ringing editorials.
Palmer was recognized as the chief
champion of systematic advertising.
He was a thorough business man, a
keen calculator, perfectly honest and
admirably enthusiastic. He struck
upon a theory which he deemed
would work a revolution in trade
and at the same time furnish him a
reward for his labors. He gradually
brought into subjection the great
principle he first designed to control
welding the mighty engine of pub
licity for the benefit of any and all
who had sufficient light to require its
assistance. Many man was made
rich through his instrumentality.
He used to say:
''The time is not far off when a
merchant would as soon think of
walking without feet or working
without hands as of success without
advertising Where one advertises
now, in a few years hundreds will
Amid such competition nothing but
monster energy and enormous out
lay will secure hearing NOwis the
golden time. MAKE MONEY NOW
before there be six Richmonds in the
field
"Notoriety is the important ele-
| ment of success in business. 1t is
through the newspapers of the coun-
try that this can be thoroughly at
tained. Fortunes are accumulated
in a few years by those who avail
themselves of this power. The mer-
chant, the manufacturer, or the me-
chanic can increase his business at
pleasure in proportion to the energy
and means he employs in gaining
PUBLICITY. Then why do not al
advertise? Because business men are
only beginning to realize it's impor
| tance.
"Still, the amount of advertising
seen in the columns of the journals
has doubled in five years, and viii
double again in the next five years
There is no use in contending against
the spirit of the age. If they won'1
Jump in the cars and pay their fare
they must be left behind to travel OF
foot"