Rogue River courier. (Grants Pass, Or.) 1886-1927, 1908-08-14
MARK TWA|N'S JOKE,
This One Has a Moral Which
Does Not Require Label.
AND IT SUGGESTS A SERMON.

Tho Text Is Advertising, and the Talk
10 on How to Catch and Hold Homo
Trade and Build Up the Business
and the Burg Together.
Mark Twain is an inveterate joker,
ms most people have discovered, but
very often there Is distinct moral to
one of his Jokes which does not re-
quire to be labeled; 1t can be seen
with the naked eye. Many years ago
the now famous humorlst was editor
Of the Enterprise, newspaper pub
lished at Virginia City, New. One day
he received a letter from a subscriber
who appeared to be bit superstitious.
The subscriber explained that he had
found In his copy of the Enterprise
that week live spider, and he wanted
to know whether that meant good luck
or bad luck. Editor Mark, who was
plain Sam Clemens at that period, sat
himself down and wrote brief reply
in his Answers to Correspondents"
column. THAT spider" he said, was
merely looking over the columns Of the
Enterprise to find out what merchant
doesn't advertise In his home paper
The spider wants to go and spin its
web across the door of that mans
place of business, so that 1t may have
a long life Of undisturbed serenity"
This is the age of advertising. II
you doubt 1t, Just take note Of the fact
that up to few months ago the circu-
lation Of the leading mail order month
lies OF the United States aggregated
25,000.000 copies. Why? The "litera-
ture" contained In most Of such publi-
cations is not of high class, and there
is no such enormous demand for that
class Of journals merely for reading
purposes. Their circulation had been
pushed by various methods, In many
cases the papers being practically Civ
en- away to carry the advertising Of
big city establishments and smaller
catchpenny schemes to the town and
country districts. These papers with
their enormous circulation were sup
ported by advertising. The advertis-
ing even paid for the white paper and
the expense OF mailing. Advertisers
paid a stiff rate because they were
satisfied of the wide circulation of the
sheets. They knew good thing when
they saw 1t, and they were willing to
pay for 1t.
Ii Is estimated that since the recent
ruling OF the postoffice department re-
garding subscription lists and sample
copies no less than 100000 OF this
enormous circulation has been cut off
compulsorily. Many of the journals
with the biggest circulation have sus-
pended altogether.
The local merchant may congratulate
himself upon this fact, but there are
many reasons why he should not sit
down placidly and expect to get back
such patronage as the mail order peo-
pie have taken away from him. The
biggest concerns in the cities, which
thrive on trade from country districts,
by mail orders, print gigantic cata-
logues and distribute them with gen.
erous hand. These catalogues carry
price lists and pictures and descrip-
tlons OF goods which could not be
printed In mail order journals because
OF the high cost OF space and the lack
OF enough space to accommodate the
printed matter. The catalogues are In
nowise affected by the postal rulings.
Now that the mail order advertising
avenues are fewer than they were the
catalogue houses are sure to increase
their output OF catalogues. They will
buy up the names and addresses OF the
defunct subscription and sample copy
lists and food the country with cata.
logues.
AS remarked, this is an advertising
age. The home merchant, II he holds
his trade or hopes to increase II, must
be awake and active. Unless he takes
measures to keep his business and his
bargains before the eyes OF the peo.
~ N'N''AhN AAA hAo II dNlC Ut
cannot expect prosperity The home
newspaper is the one medium for dis.
seminating publicity to the people.
Men, women and children In town and
country have acquired the habit OF
reading advertising matter to find
what they want II they do not dis.
cover In the home newspaper any
hints as to bargains which may be
seen In town with the naked eye, they
are inclined to take their chances on
purchasing by mail from the cata-
logue hints
1t may be taken for granted that
most people prefer TO spend their mon.
ey In the home town II they can get
what they want at reasonable rates.
They are always on the lookout for
bargains. The catalogue people are
very well aware Of this fact. and they
act accordingly. To combat mail trade
the local merchant must realize this
fact and get In line with the spirit OF