Middlebury register. (Middlebury, Vt.) 1886-1937, 1905-03-17
SUCCESS IN ADVERTISING.
Manley M. cillan's Interesting Talk
to Canvassers.

" OdHNdSScTSs
Manley M. Gilman, the man who
made the Wanamaker advertising ia
nous and who revolutionized newspa-
per advertising in this county. deliver
ed lecture to the employees of the
Brooklyn Eagles advertising depart
ment, in the Information Bureau. Mr..
Gillian Is now the business adviser
Of the New York Herald, and is conced-
ed to be man whose knowledge and
judgment pertaining to advertising
matters places him in the front rank
Of American advertising men. The lee
ture was the third of a series Of talks
to Eagle people by prominent news
paper men. Mr. Gillam's subject was
Some of the First Principles and
Necessary Qualifications in Young
Man to Make a Successful Canvasser-
Style, Appearance, Habits, etc."
Take John Wanamaker. He worked
In brick yard at the hardest kind of
work. He was but a boy. He carried
the bricks and stacked them I'D and |
don't believe there was a boy with less
outlook, less promise, or less ability
than John Wanamaker. He had no ed
ucation, no schooling of any amount.
There he was. He was simply a boy
who did his work well He didn't
study between meals, either. No hui
man being can have higher regard
for education than l have, and l be-
lieve that no man or woman can know
too much, but you can know in the
wrong way. John Wanamaker was a
boy who had no schooling facilities,
but was a sturdy, earnest and ener-
getic boy who was willing to work. You
know what he came to- He is the man
who has revolutionized merchandise in
this country by his energy, his origin
atty, his earnestness. Earnestness is
tremendous thing When he went
to Philadelphia he was boy, and
there were probably $4,000 with the
same outlook, the same promise and a
great many with more reasons for sue
cess than he."
Mr.. Gillian said he was a country
boy with no schooling facilities what
ever, except three months each winter
until he was IL years old. Some time
later, he said, 1t occurred to him that
there was such thing as shorthand
and the very idea that anybody could
make mere mark that meant a word
was fascinating to him. In 1860 he
sent to Ben Pitman, in Cincinnati, for
a manual Of photography. Without
ever having even seen man who
| oh
thing about it. Mr.. Gillian said. he
took UP the study and became a very
swift stenographer. Then he outlined
series Of rapid strides which he made
in shorthand writing, telling his en-
gagement by the Pinkerton National
Detective Agency in Philadelphia and
then his Identification with the big
Philadelphia dailies. Then he went
to Boston, covering the state legis-
lature for the Globe. From here he
drifted in the advertising business in
Philadelphia, through a variety of in
terests held by the owner of the Rec
ord. One was very fine herd Of Hol-
stein cows, from which butter was
produced to sell at a dollar a pound.
Mr.. Gillian was given the task to place
the product before the public and he
| got up series of advertisements which
resulted in selling the entire output to
people who were willing to pay 81.
"In writing advertisements" said
Mr. Gillian, think of what you have
to offer, who will be interested and
how you will interest them l thought
of something that would catch the eye
that would catch my eye and catch me
and then l asked myself, do l really
understand what l know?' | knew the
cattle were from Holland and when
| began reading UP, l found that the
Oldest breed of cattle in the world
was the Holstein. | said to myself
there is an advertising point. l wrote
four advertisements, had them set in
Wanamaker type. for that was the
most conspicuous in that day. | pre-
sented a history of the COWS and cuts
of four different Holsteiners. Under
my little story of the antiquity of the
cattle, | wrote: Butter from a herd o.
Holsteiners will be on sale at the mar
ket after 10 o'clock this morning" Al
hour later not a pound of butter wa!
left. John Wanamaker came down tC
the Office the next morning and want
ed the man who wrote the advertise
mont