The Topeka state journal. [volume] (Topeka, Kansas) 1892-1980, 1908-06-30

personality which 1 have at all times
striven to breath into them, and the
originality which they possess. 1 have
always tried to make them short and
to the point and this helps wonderfully
so the reader can grasp the mean
ing without the advertisement be-
coming tiresome. Mimicry does not
catch hold in the field of advertising,
it is the originality of an idea that ap-
peals to most people and that is
what 1 have always striven for
Ad writing and advertising are
hobbies with Mr.. Thompson and he
rides them well. Advertising has made
him wealthy man and he claims that
advertising was responsible for his
election as mayor.
Mr.. Thompson Speaks.
advertising is a good deal like re-
ligion,' said Mr.. Thompson. You
must have faith. / have heard a good
deal about advertising experts but so
far / have never met one and l am
free to confess that l do not think that
such a one exists. / am not an ad-
vertising expert though / have been in
the business of advertising stoves for
great many years and feel that L
have one of the hardest things manu-
factured to advertise successfully.
Il remember my first advertising ex-
perience and the success of the venture
did much to make me what 1 am, a
firm believer in the efficacy of adver-
Using. l placed a small advertisement
on the 9th day of the month and re-
ceived my first reply on the Goth, then
/ branched out and have used more
and larger space since that time
Our board of directors is composed
of large number of wealthy men, all
of them are rich excepting myself and
all of them attend the meetings of the
board with startling regularity for
lie n I'M 70 tl,a,1, fD,- ~ol,
meeting that they attend. My observa-
ton is that the richer a man is the
, larger a dollar looks to him.
AT one of these meetings / informed
the members of the board that 1 had
contracted for the back page in Col
lier's Weekly and had made a like con-
tract with the Saturday Evening Post.
" About how much will that cost
us?' asked one of the richest directors.
who is an old man. Well have agreed
to pay s1,120 to the Collier publication
and $500 to the other I replied.
" For how many issues?' he inquired
II told him that it was for one issue
and we had considerable trouble in
bringing the old fellow to.
THE point which i wish to illustrate
is that cheap advertising is expensive,
but no advertising is too expensive to
justify the outlay If 1t will get the bus
mess. Cheap advertising is dear at
any price and is pretty nearly worth
less even though it costs nothing. You
can't get something for nothing any
time, or at any place, and this is dou-
bly, true when the advertising PROPOSE
ton is being considered.
81 have tried all kinds and classes
of advertising and find that the adver-
Using that will make one business is
almost worthless when applied to an
other. Keep everlastingly at it is the
secret of success in advertising and
the bigger the the q
results to be expected. Don't squan-
der your money for advertisements
too small for 1t is not the little
things in life which attract attention
but those things which are out of the
ordinary.
"In the first place to make a success
of advertising, the merchant must
have an article of merit to dispose Of
and sell it at such a price that the ad-
vertisement will appeal to the pros
pective purchaser. 1t has been said
that advertising is an art. but can not
agree with that description, for
know that am not an artist. Adver
Using is the study of human nature
that is all that there is to it.
eff you feel that your ad which is a
small one is not paying you do not
discontinue it but get more space. Buy
page and try that for a while.
know that such advertising is expen-
sive, but it is the kind which pays,
and it does not matter how much it
costs you as long as it brings the de-
sired results. You can't get something
for nothing. so pay. if necessary. big
prices for good advertising and get big
results.
"To me the daily newspapers are
useless as advertising mediums and as
but little if any of my mail order
business comes from the cities; nearly
all of my patrons must be reached in
a different way. Get yourself or your
commodities talked about for that is
advertising of the very best kind.
at was advertising which elected
me mayor of Kalamazoo. which is a
Republican city, while am a south
ern Democrat. Everyone in the city
knew of me and the phrase "A Kala-
mazoo direct to you was house
hold phrase 1t was responsible for
my election taken with a little adver-
Using which did in the daily papers.
cations and my election was the re-
suit
At the close of Mr.. Thompson's re-
marks which were warml.T applauded.
President Adams said: 1--WE have
with us here several representatives
of daily newspapers ana inasmuch as
Mr.. Thompson made some reference
to give some of those gentlemen an
opportunity to say something in reply.
1 will accordingly ask Mr.. MacLennan
to speak for a few minutes
Dailies Heard From
Mr.. MacLennan said in part: 'I
am very glad to be here today and to
hear the distinguished speaker from
Kalamazoo. He tells us something we
ought to know. He stirs us up. 1t is
good thing to have such a man