The daily morning journal and courier., 1904-01-29

buzzing flies put to sleep I discovered that the five cent package did not sell. The movement had killed the whole ce- real coffee proposition with the one lone exception of Postum.
 It has always been a rule of our house to promptly move any excess stock of our manufacture that any merchant, wholesale or retail, might have on hand, ] and to pay such merchant promptly for such excess. Soon a few car loads of Monks Brew began to come back to our factories. Word went around Bat tie Creek that Post had busted. Pos tum is coming back" but it was not Postum that was coming back; it was the five cent packages of Monks Brew"
 We had all of those packages opened
 to make sure that the contents were in first-class condition, then it was poured into genuine Postum cartons, sealed up, sent back to the trade, deco rated with the halo-and that halo was the well advertised name of Postunl- and that same Postum that had been offered to the consumer in the Monks Brew" packages without a halo at five
 cents and failed to sell, sold as prompt ly as so many gold dollars after being placed in the Postum cartons at twen-
 ty-five cents, or five times the price l That was a clear, indisputable case,
 demonstrating the tremendous impor-
 tance of the halo: and that halo was constructed by the newspapers, work l ing in conjunction with your humble
 servant
 Any merchant or man can apply the lesson. First, be sure the article has merit-and exceptional merit-then con Istruct your halo patiently, consistently
 but surely Stick to it. Believe in it. Never cease. talking to the public about
 the merits of the particular article you have for sale It applies as much to the retail merchant as to the manufacturer, the only difference being the volume. The local shoe merchant can just as
 surely build halo about his particular l brand of shoes as we built a halo about
 Postum, but he must be persistent and
 work day by day at the construction of his halo. They are not built in month. The most enduring ones have taken years to finish, and in some cases have
 cost a very considerable sum of money.
 It may not be amiss to say that have spent 2 number of million dollars in making the halos that surround our particular articles of manufacture, and
 inasrnuch as the Postum business is not
 for sale. perhaps I will be justified in
 saying that some time ago had an op-
 portunity to close out the business for l ten million dollars. Now. how much of this ten million dollars were the pur-
 chasers to pay for the halo? My opin ion is that the halo is an exceedingly valuable part of the business.
 l As an illustration of the persistence necessary. and the cost to construct
 halo our experience in the English mar
 ket might be cited. We started several
 years ago introducing Grape-N Nuts over
 there, and of course it became necessa- ny to advertise and build the halo. Now it is, not altogether an easy matter to l construct halo for English eyes to look through. We discovered that some thing over three hundred thousand dol liars had been put into that enterprise l before the Englishmen discovered Grape Nuts. however, our good news lPopCl II 1Cilt0I IONClr tLCtC lltidily SuCCCSO-
 ed in establishing the halo and then the
 business began to be profitable.
 The publishers of newspapers can do a good work by consistently talking to and training merchants on the subject of advertising. Seldom if ever does a good advertiser fail Good advertising lis nothing more nor less than the talk slof a good, first-class salesman, not to Ione individual, but to each individual of la mass. One kind of salesman takes I his time to carefully detail the merits Iof the goods he has to sell and makes his talk verbally to one customer, while the same amount of energy, thought,
 salesman ability and convincing argu- lment would win perhaps thousand people if. told through the columns of l the newspapers, and in the telling one begins the construction of the halo (which will in time be completed if the Iwork is continued day by day with un- Ifagging interest.
 Newspapers can build halo for any reputable orworthy merchant, and Iwhen finally built and placed in position the merchant will find it the most valu- iaDle asset he has.
 There is another and very different lsubject I want to talk to you about lthis evening. As newspaper men, you lare all familiar with the power of the ipress to mould public opinion That lsubject is settled and needs no discus lsion. This power is thoughtlessly and wrongly used at times.
 have in mind certain yellow jour jnal whose owner is a demagogue and lgrandstand player of the most danger lous type. He panders to the lower ele- iments in humanity. If a labor union lstrikes he immediately arraigns all em- Iployers so villainously that his partly leducated readers begin to hate employ Iers, good and bad His first act is to lvillify the man who pays out the money to work people and fatter the workman, leven after he becomes a violent law lbreaker and criminal. Thus, for his Town supposed gain, he arrays employe Iagainst employer-a direct tendency to- ward anarchy, and he does this for the purpose of gaining subscribers, so that he can charge heavy prices to the ad- Ivertisers The penny that he gets for the paper does not yield a profit. The support of his enterprise comes from
 the advertiser, yet he is using every lmeanS in his power to create senti- lment against the employing class, that, will if continued to it's ultimatum, ~