The Cairo bulletin., 1905-07-19
A PRINCE OF ADVERTISERS.


behind, but for years the annual ap /
oropr alton spent by the company he I
directed was in excess of $750,00a /
and probably no single enterprise in
The world has ever invested so muc.! |
money in advertising space.
William Ziegler was born in lSiS In |
j small Pennsylvania town, became a |
printers apprentice at thirteen. then
drug clerk. and finally earned |
enough to take d course IN a bus ness
.ollege. which wa finished al twenty
interesting himself in bakers sup
plies, he began business on his own
account in 1868. This, says the
Brooklyn Eagle, was when the yalge
If quickrisng baking powders was
lust becoming known Il required
hours - prepare bread from yeast
md Ziegler experimaEted n search Of
harmless substitute. The result
vas baking powder that he set out
70 INTRODUCES, into the American house
lold. Too poor at first TO advertise
lui confident Of the value OF his dis
,oyery, he travelled from house to
iouse demonstrating his powder, sell
NJ id, giving 1t away, even max ng
Biscuits with his owA. hands and stay
ne 10 eat them to prove his pro
iuct's harnlessness. In after years
he was proud II this pack peldler
3er,od, as Ic called III In d year he
lad made fine Roadway Thsn two
y.her ambitious young men, the Hoag
Hand brothers, helped him form q pool
ziegfcr had little money, but was n
possession of the recipe for the best
laking powder in the world and a
| long list 81 regular customers.
/ The Hoaglands, with Zlegler. organ
! yea tile Royal Baking Powder Com
,any in the early eighties, the latter
icing treasurer. The bus.nes grew
enormously in the first few years for
INA product was advertised and the
nupply could hardly be keptnp to the
/ demand. Then a score or more rival
brands appeared. each advert sea q
| 1e just as gool as Royal and good
| al cheaper. Then began the long
/ ght hetwefn cream / arsar and
i ...a tc pS II
lfes III sa ia C3a9qag 1T tlli
me made iss brand he STANDARD q
u.ity and desirability. Whether
Il llnm Ii OF Ii not harmful seems |
question on which the chemists arr
lot agreed. But cream Of tartar be
.ama the standard Of purity through
! he Royal advertising. A split FINAL,
occurred between MIR. Ziegler and tn
Highlands on the question of salal
es. and the latter purchased his sha~
n the corporation for S1.000,000 The
he founder Of Royal went West, pu
d hased the Or. Price Baking Powdg
4 company, and soon made that bran
r dangerous competitor After a nun
I per of years the Royal, Price an
ii Nleyeland interests Were merged
K orm what is now popularity know
e s the baking powder trust" AT 4
II ima of his death Mr. ZiegIer ownC
Il controlling interest IN this corpo
' alton.
MI Ii Is a conservat We estimate to 81
Il hat upon Royal Baking Powder hi
Y been spent between $1000N,0G0 al
L sl5 10000 in advertising in TWEEN
o cars. Mr.. Ziegler is reported 10 ha'
D aid ali one time that the compai
I. night save half million dollars
Stopping all its advertising twel
j months. but that II this were do
\. i would probably cost $l,0o0,aoo
q 81 100000 to regain the lost nome
a. um Royal advertising has alwa
u. | been conspicuous for its use of new
4 papers and magazines, and while
i, FEARS the copy employed never /
parted from the stereotyped ad vi
~ the can and hand, famil ar to eve
t' 1ne, It's distribution was such as
~ cover every class of reading matt
u n the country Placed direct, I
Z hles OF papers In the Royal Baki
~ Powder Company's advertising
partment constituted one Of the mt
oe complete collections Of periodicals.
= be found anywhere in the Unit
!, states.
2 For nearly twenty years before
~ death Mr. Ziegler was Interested
certain broad public measures. VIII
an attempt was made to corrupt p
f, iticians to control the water supply
Brooklyn and no one seemed pow
ne full enough 10 prevent them, he to
hu the part of the city and saved !
ap only its water supply, but several n
MS lions of dollars. AT one time
ice nomination as mayor Of Brooklyn v
ys offered him, but he declined, me-
having a love Of politics. About II
Jus he became Interested In the subj
be of Polar exploration and fitted up
hes expedition identified with his ma
'ul- under command Of Evelyn y. Bi
" win. This was a failure through
ate competence Of the leader, but 1
I've ond party is now In the Arctic 10
div Some time ago Mr. Zqplpr woq