The Cairo bulletin. (Cairo, Ill.) 1???-1928, 1905-07-19
A PRINCE OF ADVERTISERS.

William Ziegler was born in 1913 IN /
4 small Pennsylvania town. became a |
printers apprentice at thirteen. then
1 drug clerk. and finally earned |
enough 10 take a course in bus ness /
,ollege, which wa finished at twenty |
interesting himself in bakers sup
olles. he began business on his own
account in 1868. This, says the |
Brooklyn Eagle, was when the value
If quickrislng baking powders was
lust becoming known 1t required
hours . prepare bread from yeast,
and Ziegler experimental II search 81
4 harmless substitute. Tie result
vas baking powder that he set out
10 introduce, INTO the American house
old. Too poor AT first 10 advertise,
lus confident of The yalne OF his dis
,overy. he Travelled from house toi
rouse demonstrating his powder sell
ng IT, giving ii away, even max ne
biscuits With his OWE hands and stay
ng to eat them to prove his pro
luct'g harnlessness. tn after years
le was proud Of this pack peldler2
9erod, as he called Il In a year he
lad made fine Roadway. Thsn two
ysher ambitious young men. the Heag
land brothers, helped him form a pool
liegfer had little money, but was n
,ossesaion of the recipe for the best
aaking powder in the world and q
long list Of regular customers.
The Hoaglands. with Ziegler. organ
zcd the Royal Baking Powder Com
oany in the early eighties the Latter
Yeing treasurer The bus ness grew
enormously In the first few years. for
&c product was advertised and the
iupply could hardly be kept ND 70 the
| lemana Then d score or more rival
brands appeared each advert sea 70
be ''mst as good as Royal and a good
-al cheaper. Then began the long
/ ght between cream az arsar end
Ia IA, tie e pS II
nes III sa I1a ! c5naaaY at sl.lt
ne made lts BRAID he STANDARD u
aity and desirability. Whether
.Tum is or is not harmful seems q
question on which the chemists are
lot agreed Bur cream OF tartar be
.ama the standard Of purity through
| he Royal advertising A split finally
| occurred between MIR. ziagler and thu
lcaglands on the question Of salar
es. and the latter purchased h 5 shar
D the corporation for s1,000,000. Thee
he founder OF Royal went West, pun
hased the Dr. Price Baking Powde
company, and soon made that bran
{ \ dangerous competitor After a nun
ler OF years the Royal, Price an
[ cleveland interests were merged
orm what is now popularity know
1 1 the "bnking powder trust. AT III
/ ime OF his death Mr.. Ziegler owne
) controlling interest IN this eorpo
J ltion.
4 Ii Is a conservat We estimate TO 81
hat upon Royal Baking Powder hi
{ peen spent between s10000000 an
/ si5,000.0nQ In advertising in twent
! cars Mr. Ziegier Is reported TO hay
, aid al one time that the compar
!. might save a half million dollars |
I Stopping all its advertising twell
I months, hut that if this We're don
!. Ii would probably cost $l.000,J00
!. 81 100000 to regain the lost nome
Z sum Royal advertising has alwa
= 9een conspicuous for its use Of new
!, papers and magazines, and while
I, ,ears the copy employed never |
!, parted from the stereotyped ad wi
J. The can and hand, famil ar. to eve
,N Dne, It's distribution was such as
cover every class OF reading matt
q % the country. Placed direct, t
!, files OF papers In the Royal BaM
Y Powder Company's advertising {
partment constituted one of the mc
I. complete collections Of periodicals
! be found anywhere in the Unit
States.
a For nearly twenty years before |
~ death Mr. Ziegler was Interested
certain broad public measures. VIII
IN attempt was made to corrupt p
lticians to control the water supply
Brooklyn and no one seemed pow
'e full enough to prevent them, he to
nu the part of the city and saved !
ap only its water supply. but several N
lis lions of dollars. AT one time
&c nomination as mayor of Brooklyn "
fs offered him. but he declined, ne'
having a love Of politics. About Il
US he became interested in the subj
be Of Polar exploration and fitted up
Ies expedition identified with his ma
nj. under command Of Evelyn y. Bs
II win. This was failure through
ate competence Of the leader, but a s
I've fond nnrtv Il now Ia The Aroiic w