The Montgomery advertiser., 1903-12-13
SHILLING wHrsxEx By MAIL.
What shrsva AdvsrHaiag Has Don

What Shrewd Advertising Has Done
 for The Casper Company of wins
 ton-salem, N. C.--In Two Years It
 Has Created the Largest Whisky
 Husinezs in the South - the Sales . by Mall Auonnted to Over a Half Mii.ion Annahll Orders Come
 from Every State and Territory in
 ths Union and from Abroad.
 From The Mail Order Journal.
 Noticing the extensive advertising Of The Casper Company of Winston Salem. N. C., made 1t my particular business on a recent trip to Atlanta, Ga, to take a run over to the Tar Heer' State. and find out for myself what this advertising was accomplishing, knowing that the story would be of great interest to the readers of The Mall Order Journal.
 I was not prepared to find such hive of industry as saw. It surprised me greatly, for two years ago the firm was unknown outside of the State, if not in Winston-Salem ftself,
 Amidst the incessAht clicking of countless number of typewriters. the hum- drum noise of packing boxes. moving of drays and the shout of the men from one to another to facilitate the dispatch of business. I finally made my way to man in shirt sleeves, who from his au- thoritative manner in issuing orders, l concluded was the head of the house. J. L. Casper. I was not mistaken in this, for as soon as he saw my card, was genially welcomed into his private of- flee.
 We are always glad," MT. Casper be- gan, 'to have Northern people call upon us and see that all the enterprise is not confined above the Mason and Dixon line. Occasionally. little of this get-ahead- iveness strays down among the Southern States" , x
 could not but agree with him, although could see this shaft of wit was humor- ously intended. ''Tell me, MT. Casper" I said, lis advertising responsible for all this?'
 No, not by any means, although ad- vertising is wholly responsible for in- trodueing our whiskey. We make such good whishey down here that when once we get an order the customers stick with us. They know good whiskey when \ they drink 1t, and are not slow to tell | their friends: and thus every customer | brings us others. while the advertising continues to add new ones, furnishing an endless chain. & We owe our start to advertising and l our permanent success to the good whis-
 key wesdist4ibute. All through the moun-
 tains we have distilleries. where whiskey,
 as 1t isoniy, known in North Carolina, Is
 distilled by good old North Carolinians, who do not know what adulteration is, | and if they did are too honest, rather pre- ferring to sustain the States reputation as producing the best grade than to make money at the expense of the whiskey."
 This Is the way I like to see men talk, ambitious about their reputation and
 wrapped up in the success of their busi- ness. so did not interrupt, but allowed Mir
 Casper to go on explaining his business. When this whislxey is brought here properly aged, it is bottled and sent to all
 parts of the country, abroad, and much of It to South American republic. We have now over 10000 permanent, because satis-
 fled. customers on our books, and the way
 they increase keeps us making enlarge
 ments in all branches to keep up with
 the progress of the business.
 "On February l. 1904, to Facilitate quick
 shipments, we will open branch shipping depots in New York city, Chicago and st. Louis.
 Our postage bill has made this ofice hrst-class one. 1t amounting in. excess 1 of N5,OO0 every year. while our advertis- ing this year will come to over S15O.O0O Our sales last year were over $500 GOO: