The daily morning journal and courier., 1904-01-29
@HOW TO MAKE A HALO" ]"
AN ADDRESS BY c. ". POST,
 PRESIDENT
or the Association of American Advsr- si.srs, Before the Buckeye Press A.- soelat.sn, January as. leO4, at Co., Iumbus, ohio.

sooiauon, January as. lsO4, at Co., Iumbus, Ohio.
 A halo is a manufactured article largely produced by newspapers. It is worn by men and women and also used to decorate some articles of commerce. It is constructed of an intangible sort of substance, somewhat misty, and the lines not always clearly defined. Some men secure them at a low price and some have halos thrust upon them. Many men are in possession of halos that they dc not esteem at the real worth of the article Some men part with their halos without due recom- pense. Admiral Dewey had a very large, handsome, well constructed and apparently durable halo, and wore 1t for a time gracefully, and then gave at least half of it away with house and lot.
 The art of making halos is not thor oughly understood by all newspaper publishers nor by merchants as a class. Most every merchant seeks halo, not alone for himself, but for the articles that he has to sell, and yet it is only now and then merchant knows how to construct halo and secure the good from it.
 Suppose a merchant has large stock of cloaks; If he is an expert in the man. ufacturing of halos to decorate these cloaks with, he is very sure to create a demand and make money by decorating his cloaks with the halos. The same is true of shoe merchants, candy manu facturers, dealers in farm machinery, etc. When a farmer is ready to pur- chase a ploy he nearly always buys a blow that he sees through halo. Some one, or perhaps many, have helped in the construction of this halo about some particular make of blow, and the farmer thereafter sees that blow deco rated with this halo. The blow will ire quently bring few dollars more when coupled with the halo than it would alone.
 It is distinctly the business of news papers to build halos As an iilustra- ton, let me give the details of bit of commercial experience, to show the value of an article decorated with a halo as compared with that article na- ked
 During the first year that Postum Food Coffee was put on the market it was a novelty and attracted the atten- ton. through the newspapers, of a great many people. It took over year to ex- pertinent and perfect the article so that 1t was meritorious and worthy before it was offered to the public Then began the construction of the halo. This re- quired a great many thousands of dol A lars and the help of the newspapers and magazines. Between us we succeeded in making a very fit halo, and Postum became popular, at twenty-five cents per package, irsall parts of the country
 The first year made about one hun dred and seventy-six thousand dollars, then the drove of buzzards that are al- ways roostifg on the fence watching for some choice bones to pick, hopped down on the ground and proposed to share the halo with me Factories started up in all parts of the country, making limitations of Postum Food Cof- < fee. These were put upon the market at fifteen cents per package, as com pared with twenty-five cents for Pos tum. in order to supply the demand { which I had created, and supply it at three-fifths of the price; in other words, these imitators started to make use of my halo to make money and take away my business.
 knew they had not gone through the training necessary to fit them to produce a thoroughly meritorious arti- cle. They were not food experts, they were simply commercial pirates and it took upwards of one hundred thousand s dollars of money that year to tell the people through the columns of the press the difference between the meritorious original article and the limitations; not withstanding this the shelves of the re- tail grocers were filled with these imita- lion products many times seven to ten varieties and when a customer called for Postum Cereal Coffee he was told " es we have it. but we have just as good an article for fifteen cents.' The merchant made a little more money on the imitation than on the original.
 This work going on all over the coun- try told heavily on the sale of Postum and that year closed with loss of up- wards of forty thousand dollars for us.
 concluded to twist the wrist of some of these pirates even if it did seem a little cpuel to them. I considered that ] inasmuch as they were commercially seeking my life's blood I might put aside the feeling of compassion and hammer them to finish if possible.
 organized a new company, produced new package, and called the product Monks Brew" announcing on the package that the cereal coffee contained therein was the equal of any cereal cof- fee made, and to be sold at five cents per package was justified in making the announcement of quality, for hav- ing facilities to produce tremendous quantities of Postum simply filled these packages with genuine Postum, but under a different name as you will observe, an unadvertised name; in oth- CT words 8 product without halo.
 Please understand that the sale of these packages at five cents was di- rect and heavy loss, for Postum could not be produced for that price, but the movement was made for a purpose. I proposed to give the merchants a. good package of cereal coffee that could be used in the cheap trade and a gentle but emphatic hint to those who had broken through my fences to go back into the tall and uncut weeds-their natural habitat.
 Whan this nrodl1ct was placed on +ha