Arizona republican., 1907-11-05

Copyrighted by Robert s. Fietcher)
 A pioneer is always an interesting. picturesque figure; be he the advance scout of civilization in a new world. or the man whose brain has opened for humanity a path through unknown realms Of action.
 The man who-more perhaps than any other now nving-merits in it's best sense the title of Pioneer" bears little outward resemblance to the typical buekskin-clad pioneer of nations. or the long-haired unkempt forerunner of public opinion. Here in a word or two is a pen picture of the pioneer who serves as hero of this article.
 Imagine. first. a man full six feet in height. straight as an Indian. with the shoulders of a pugilist. the graceful. powerful. weli-groomed figure of a British Life Guardsman, the strong. shapely hands of one who thinks and
 
 thoughts into successful action.
 A head large. yet Greek in - con- tour. a high. broad brow. dark brown, keen eyes. firm, kindly mouth. reso- lute jaw. an ensemble of man of the world and man of successul battles.
 This. in brief. is P. c. Larkin. Cana dian, of Salada tea celebrity and mentioned for political preferTnent in Canada Rather the general make up and aspect of the typical English nobleman of the best sort than that of a man who has fought for every step Qf his prosperity. Yet no forest runner on an Iroquois trail was more thoroughly pioneer than is Mir Larkin.
 Every story Of a struggle is interest," Ing. If the struggle be crowned with success the tale has the added charm Of ending happily" Such a life mar rative is P. C. Larkin's. Here it is. as he told it to the writer, together with many a detail he was apparently too modest to tell.
 In the late sos MT. Larkin was a commercial traveller. He had worked his way up. and this was but one of countless stepping stones. By means of t he began in a small way in a wholesale grocery business America is full Of grocers. yet of all the thou sands of them he alone saw the surest. straight road that was one day to lead him to affluence and to crown him with .his-samous titie of Tea King"
 Tn those days" said Mir. Larkin. nearly all the tea drunk in America and England came from China. studied the situation and learned sev- ersl important facts that I will de- scribe more fully later My investiga- tions led me to believe that the tea of the future was that raised in Ceylon. I hit on a plan to import this tea and to sell 1t in leaden packa ges.
 ."So convinced was I of the value of my Idea that I wholly abandoned my thriving grocery trade and embarked On tea selling. It was a hazarL-l- ven ture. of course. but I had faith in it. You shall see whether or not my faith was justified.
 T started out with practically no capital. no prestige. nothing but my belief that had good article to sell"
 Rather slender assets" suggested the writer.
 haven't yet mentioned and which served me better than s1.oco.ooo in cold cash would have done"
 That sounds like an Arabian Nights secret-'$
 "It is as potent. but much simpler. It consists of two words"
 And those two words T'-
 Newspaper advertising. To that owe my success. When I began. as I said, I had no capital. had to carry on my business for the first few years on its own profits. Yet from the very start always invested a goodly share O. those profits in newspaper adver- Using. That Is why the profits in- creased.
 T have a theory about advertising. All the advertising on earth won't help c man unless the article he Is selling possesses merit. The 'ad will make people buy it once. But no one Is going to be fool enough to buy an in ferior article a second time simply be- cause 1t Is well advertised. First get your meritorious article. Then adver- tise 1t unceasingly in the newspapers. That way success lies.
 Another point in my theory is this: Every time an advertisement appears 1t tends to make a dint. IS it were, in the gray matter of the man who reads it. Sometimes a man needs to see that advertisement for a week or two before II dint' Is sufficiently deep to move him to go to the store where that article advertised is on sale and ask for 1t.
 Tn the case of some other men months and months of continuous ad- vertising are needed to impress them to the buyi-g point. But. sooner or later. every reader of an advertisement is impressed if he or she sees the ad.'