The morning journal-courier., 1908-03-25
ACcuMuLATING CURIOSITY.

Thomas W. Lawson, the financier' has long been an enigma in the mon eyed world Thomas w. Lawson, the | "muck-raker" magazine writer, too has been something of an unknown quantity Thomas w. Lawson, the novelist has gained reputation that is by no means certain But the time seems to have come for Thomas w. Lawson. the advertising manager and publicity agent for Thomas W. Law son. the man with financial tips to gain some prominence. He displays what is nothing short of an experts knowledge of the advertising busi- ness. The reading public is very fa- miliar with the style of advertising where one word of ominous import may first catch the eye for days in the papers and the sign boards. It will he followed by another word which coupled with the first will tend but to heighten the accommodating curiosity of the public. Finally, after this sweating process has been continued until the man behind the gun believes the whole country is on the qui vive, he comes out with the whole story. It may be that "Skinem's Soup is Nearly Pure" or something of the sort The public reads and turns away in disgust. its curiosity satisfied Tuesday Mir. Lawson comes out in the advertising pages of the metro politan prints with a flaming quarter page ad. After the true methods of | the expert advertising manager, the Boston enigma takes all that space to cultivate the 'qui vive" atmosphere under the heading. Fair Finance l." He flags" Mir Roosevelts attention in the first paragraph. calling atten- ton to ads that will follow, as he says, "to-morrow and the to- morrow after" (queer expresson), He earnestly asks" the public to read what he will have to say, promising | it that 1t will be mighty inter esting." He gives notice to the capit- alists that what he will have to say must be of news value. The mere fact that the notices will cost $100, 900 is sure proof of 1t, he says. And, fin ally. he takes about twelve square inches in which to print what he might have sent with his order for the advertising and thus saved money. He tells the press where and when to reserve advertising space for him and then adds a little confidential talk. in which he tells how copy Is to be mailed or telegraphed or cabled to the newspapers from here to the jumping
 off place. The notice inaugurates a publicity campaign, he says, In which there will he an advertising expendi- ture of si.000,000. How the amount has swollen from the inconsiderable s100, 900 mentioned in the inside in- formation to the capitalists? But that Is not all. The publicity cam paign Is to be "a three section cam paign of s17,5o0. 900, s6O,O0O.O 900 and s225, 900, ,oO0," whatever that means. Not at all for his own good of course. but purely unselfshly, Mir Lawson drops word or two of molten sweet ness into the journalistic ear by hint,
 ing at the news value of the notices and requesting that possibly the pa pers might print each day on the front page a notice something to this effect No reader should fail to ab- sorb and digest Thomas W. Lawsons Fair Finance printed on Page - " Then he adds: If you decide the text merits, post it daily on your bulletin boards. As to additional notices, reading or editorial comment, your own decision will be my conclusion V
 Yes. Thomas W. Lawson, the adver- tiser, is a success without a doubt He's got 'em coming" or otherwise what would we be writing this for ? As for Thomas w. Lawson, the finan- cier. in this great three section pub licity campaign" the best we can do Is wait and watch if.