The San Francisco call., 1903-01-25
BIC SUCCESSES
Of ADVERTISERS
Fortunes Due to Proper
Presentation Of Mer-
itOriOus Article.
Importance Of the Judicious
Use Of the Modern Dis
play "Ad."
By Otto J. Koch.

BY Otto J. Koch.
Proprietor Milwaukee Advertising Agency.
when Macaulay wrote that "advertis-
ing is TO business what steam is TO ma
cainery-the great propelling power" ne
could have had but a faint idea OF the
extent 10 which the force Of advertising
would be interviewer with the business af-
fairs OF the present time. Il was proph-
ecy OF the far-seeing mind rather than an
expression Of the conditions as they ex-
listed at the time II was written.
And yet there are those who even now
declare that advertising is still in its in
fancy. Be that as IL may, advertising mas
become SO important factor in the con-
duct OF business that IN many instances
x Is and should be given first considera-
ton Big retail establishments could never
have attained, much less retain, their pres
ent Importance and greatness without the
means that puts them in contact with
thousands and hundreds OF thousands OF
people IN single hour, and uanutactur-
ers OF various products or geneTaI con-
sumption could never have acquired the
volume Of trade made possible by the en-
pIoyrnent OF q medium through which TO
reach, quickly and economically, the MIL
Hons Of consumers throughout the civil
tied world.
A GATHERING RAM.
Advertising is without doubt the most
powerful force that can be employed III
the acquisition Of trade. Il IS the batter
ing ram that pushes through the solo
wall OF competition and launches goods in
the place once occupied by the old com
petitor. whose mistaken notion that long
years Of business and the reputation
Of the firm" were a sufficient safeguard
against the onslaught Of newer but more
progressive enterprises.
Judicious advertising has forced un-
known goods into the hands Of unwilling
dealers and created a demand with the
consumer that no trade combination,
rrice-cutting or anything else could inn
pair. A business built upon this basis IS
strong. highly satisfactory and inoepenu-
crt.
Old advertisers who have tested the full
strength of publicity and know its value
zppreciate best the possibilities Of adver-
t.s!ug and comprehend the immense and
unlimited scope OF the field of operation.
II. for instance. a manufacturer should
desire 10 20 before possible purchasers
OF his goods with an important announce
nent he could, II he wished, IN a single
dav communicate with 100000 or l5OO,-
O3a people. all the way from Maine to Cal
ftornia. through the large metropolitan
daiues published in the principal cities
between the Atlantic and Pacific Coast.
FIELD Is ENTIRE COUNTRY.
improvements in shipping, mail and rail-
ioad facilities have broadened the field
t. SO great an extent that manutac-
tuner Is 40 longer obliged TO limit himself
H. restricted territory in the sale or ms
product. The United States does not seem
nearly SO large as IL used 10, from com
T1crclal standpoint. and IL makes little
difference whether YOU market your goods
fr Ohio Texas or Maine, provided the
proper methods OF publicity are employed
8ud provided also, Of course, that your
product Is meTitoriOus and the conditions
Of marketing are reasonably favorable.
Advertising is an absolutely indispens-
able necessity in thousands Of businesses,
many of which could not even exist with
out it. i is a mighty power, and, prop
criy welded, Yields greater and more sat
iseactory returns than any other one
thing. There is no business so small or
So large. so poor or so rich, that cannot
I'm some form employ advertising with
profit.
FROM SMALL BEGINNINGS.
The small merchant can increase the
volume Of his business by a continuous
zveIl-defned and persistent effort in the
local newspapers Of his town. using space
modestly. bUt with regularity, adjusting
the expenditure so as 10 conform with
the total volume Of the business.
A straightforward story, naturally told,
pointing out some feature Of the stores
goods each time the ad appears, cannot
help but interest a fair percentage Of
the readers OF newspaper and attract
new customers; but one ad viii not do il,
nor q number OF ads. and unless adver-
tissng is done regularly and persistently
the cumulative effect IS lost and the pos
sibilities OF results minimized.
10 man should refrain from advertis-
ing because some one else IN the same
line Of business IS a more prominent ad-
n h2f
larger ads may overshadow his modest
effort. There are very few people 10 be
found who do not believe IN advertising.
They all recognize and acknowledge its
value IN a general way, but do not as
rule apply Il TO their own business.
Yes. I believe in advertising" says
Jones, but this IS a peculiar business OF
ours, and advertising would not help US,
but it's good thing for Smith over
there" and Smith VIII venture the same
opinion about Jones.
SOME BIG SUCCESSES.
Some OF the largest advertisers Of the
present day started from small begin
ming. Royal Baking Powder was first
compounded in a drug store and the in
troductory "ad" appeared in local
weekly OF a country town, yet the an
nuai expenditure for advertising this
product has in some years run Up TO
$4,000.
Aht ItopIltlyIS DA Iilc Ia" 4 70
Syrup Company. who last year appro-
priated $50 900 for advertising purposes.
began advertising IN a modest way, and
after some discOuragement in the begin
ming landed on the high road 10 success
apd established an immensely profitable
business Fig Syrup" goes out from
san Francisco IN car lots at something
like $1,000 per car and a good many train
loads have been hauled across the conti-
nent Tor distribution throughout the
United States and foreign countries
SIX years ago a clear-headed man in
Michigan became convinced that he had
frst-class remedy for dyspepsia, and
oetermlncd 10 place IL on the market by
advertising Al first the advertising was