The sun. [volume] (New York [N.Y.]) 1833-1916, 1903-10-09
ONE KIND or ADVERTISING.
How Some Manufacturers Proclaim 1fseeR
Wares in Newspapers and Elsewhere.
From the Chicago Tribune.


From, the Chicago Tribune.
This is the day Of eccentric advertising
The latter part Of the nineteenth century
thought It knew everything about booming
q commodity, but the maddest dreamer OF
all the crew OF promoters did not guess how
modest his little scheme would appear along
side the devices Of the year 1903.
The health food and cracker makers
started the revolution with the twists they
gave the English language. The day OF
"want-a -bala- hay" and "need-a-peoka-oats'
dawned without warning upon the HORNED
worshppers OF English Undecided. Their
protests could not stem what they decried
as an abomination. II anything. they adGec
| to the success Of the plans OF the willy adver-
| tisers.
other men with other goods for sale we're
| stimulated to new inventions by the luck OF
the sellers Of breakfast compounds More
than ever they sought the spectacular. :
One wealthy manufacturer down east. after
= succession of sleepless nights. suddenly
found an inspiration. Calling his confidential
John, do you know anything about
horsesT
~Then you find some one who does 60 on
with him. and buy me, one OF the seven fastc
est horses In the world-a trotter OF PAGER
i YOU can get the fastest one o' 'ne se'eh'
very well. SIR said John. and he went
He bought a PAGER that could step mile in
2:o5, and came back to report. $780,. A..
wow" said his employer; &c. Change that
household wonder, and send him AROUND
the national circuit That's what call a
ny! This Is season Blankety Blank has toured the
70 his his advertising owner The sporting page
s q hs SSes Of snks e Af bs sSSs s
bankety BLANC the Kitchen s, f s.st
out out stable Of Blink Blanks. Blank Blinkers;
| and Blankety. Blank Seconds s.,.s
| they will duplicate his feats on the running
| turf THE man who has stable q runners.
Pierre L9r ,b msed e the wod
| All this the advertising Kings say 'hey Will
| CHANGE, ,,, ,. =, .ho Ann
btoas r brSsst01s p' rseeny a
tea by building shamrocks; He turned out
losers. but the ad. paid him diyidends a
Stable se Of Winning runners viii reap profits n
| his business and If his horses lose he still
viii get the advertising don't think can
But it takes time to get together stable stable
Of runners and some years Of \ the h tSoe
to b na%sd Sr at Sr the
H has to stick Until death Still. there Il an
easy way out The score Sa ,h n name me
summaries OF the race contain also the name
Mr. dr. Advertising Racing Man wiz have only
to give TO his stable the name Of the ARTICLE
he S soors for 70 the colors o. hts stable
What the jockey clubs g.. will think assx about SSn
do about him as long as his horses run strAens
IL A different matter. Unless some rules are
maas Sr rSst e 70 s As any other
Perhaps the day will come when the ATsri-
fume, running in the gold and silver oolors
OF Smeller Il Co,
From the racetrack to the stage e an easy
ties To be exact. he was familiar with tne
stage long before he ever thought OF the
The kind hearted stage folk themselves
taught him much about advertising. begin
Ming in the days when, Miss Stellar Role
Price rice Hotel. and continuing the instruction
down 10 the present moment. when seem
Ing cable despatch announces that :, a spnsrs
for Miss Feminine Star for use as her next
seMr Advertiser has not yet had the daring
to put out a company to exploit his wares.
but he has started on tour plumber OF vaune-
ss ."t the nans a cove cover the entire country
In a season of forty weeks. 1t may be nee
pssary to pny to have the act put on ihsteeo
Of being paid for it. but that doesn count
against the advertising value Of the returns,
In other sketches the performer may Dc
paid to use the name OF the article the pro-
mot4r IL putting out. In plays OF ambitious
proportions this device has been worked
more than once. sometimes with the AID OF
The player alone, sometimes with the heap OF
the manager. or even OF the author,
A number Of novelists Of fame have been
accused Of catering to the advertisers dol
lars by writing that the hero wore certain
brand of gloves, that the heroine paid visit
10 Nine So-and-So, the milliner, or N. This
and-That the outAtter, and that the two
d!H.i ut the Fashionable table d'hote.
Electric light effects have been carried
10 a climax OF ingenuity The latest sign Is
one containing variable readings. From
given sentence say. the name OF the firm
as many combinations Of words rs possible
are secured Then the lighting L. switched
from one combination to another. One
moment the name OF the store will appear
The next the watcher will be told that the
goods are the best on earth after which ho
Will be- invited 10 com" IN and spend
Al theatres the uniformed ushers often
times hay. printed across their oonts the
name Of an advertised article Tnilora send
out messenger boys wearing new style. OF
ilckrts 'nch with the legend, Look A. that
shouI'o' :" or IT ~" cut Of that collar !"