Omaha daily bee., 1908-10-31

work out before going to the enormou
expense of making the change in all their
mills and plants? OF course they would;
If they didn't 1 would want to sell my hold
ings Of their stock, and so would any other
level-headed business man who happened
to have a little investment in their shares.
II the rolling mills at South Chicago
should make to their employees a plausible
and tempting proposition to give them, in
the place of salary or wages, a certain
percentage of the profits, would it not be
wise for that body of union men to say to
the company:
Try Plan and Test II.
This looks good to us, but we first want
you TO try it out with the little group Of
men employed in mill No. l.. After they
have tried it for three months or six
months we will, If it pans out right, ac-
cept the proposition as to all of us in the
entire plant. We can't afford to take the
chances without first putting the scheme to
actual test"
II a similar proposition were put up to
the level-headed laboring man who works
for the contractor on the streets he would
say: I'm from Missouri-show me. Do
you think I'm going to make a contract
Of this kind for ten years or any other
| longtime period without first seeing the
thing tried out for at least ninety days or
six months? Not much! Make t he test
first"
Now let us suppose tEat I own a farm Of
$40 acres and that a man whom l liked
personally and in whom I have a lot OF
confidence comes to me and says: Here
is a new kind of seed wheat or oats or
corn which will produce an enormous crop
and defy the whims Of the elements, being
practically proof against both drouth and
water"
II l were a sound and sensible farmer
would l at once stake the whole of my
reduction for the next year on this new
sind of seed? Would l buy it by the whole
sale and put all my titled land into 1t?
Not TO speak of. If / had sense enough to
come in out of the rain would put a few
acres-say ten or t~wenty-into this new
crop and see what results l would get. II
the test we're satisfactory l would then go
into it on a larger scale-but not until
then.
Being a merchant and something or an
advertiser. | am naturally interested In
anything which relates to advertising Inc
other day l happened to pick up a book
sent out by one of the largest advertising
agencies in the country for the benefit OF
its prospective customers, Here is what l
read on the first page:
We stand for safe advertising,
ANY other kind is unnecessary.
The day when advertising was mere speO-
uIation Is over for the man who knoWs'
A newspaper campaign can be proved out
in six towns just as well as IN OOO.
A magazine campaign can De proven out
In six mediums just as wei as IN siHly,
before one spends any considerable
money he can know to a certainty What the
The purpose of this book is to advocate
1t applies to old advertisers as well as to
This is rather a new argument for an ad-
vertising agency. Apparently II Is OPP
Orr revenue is a commission. paid US
largely or wholly by publishers on the
amount you spend: IL 900, x
penditures until you know that you are
right. rr
commission IN working out tTial campaigns
But that which is right Will prevail
Now, l had just been reading about the
new law guaranteeing bank deposits in
Oklahoma and how it operated in the tirs'
few months Of it's test. When l read this
first page of advice from an advertising
agency which spends millions of dollars FOL
its clients l saw Mr.. Bryan's bank guar
anty proposition in a new light. IL came
over me suddenly that the time had moi
yet come for me to vote the democratic
ticker. and that to do so on account OF
the bank deposit insurance plank would b.
the most unbusinesslike and irrational thing
1 could possibly do.
Why? What is the connection betweeI
the democratic banking device and the ad
vertising pamphlet? Put it in four word