The Topeka state journal. [volume] (Topeka, Kansas) 1892-1980, 1908-08-27
BRYAN TO AD men
He Attracts the Attention of
National Convention Today.
Makes a Speech at Invitation of
Delegates.
BRISBANE'S ADVICE.
Gives Some Valuable Pointers
Oh Advertising.
incidentally He Defends the
Yellow Journal.

route to Topeka was the feature of the
convention of the Associated Advertis-
ing clubs today.
Mr.. Bryan stopped at the Baltimore
hotel directly across the street from
the Willis Wood theater where the
morning session of the convention was
held and he accepted the urgent invi-
tation of the delegates to make a
speech.
publications, delivered an address at
the national meeting of ad clubs here
last evening, which was the feature of
the meeting.
Mr.. Brisbane talked much as he
writes, in short, concise sentences in
which the chief points to be emphasized
stand out prominently like the head
lines in his papers. He uses small
words, clearly constructed sentences
that anyone may. understand; he uses
no gestures. attempts no oratory, uses
no words that he wouldn't put into an
editorial. He spoke for 20 minutes and
when he had finished the convention
arose and gave him vote of thanks
with cheer that must have pleased
him.
1t was evident that at times Mr..
Brisbane was referring to a manuscript
so that part of the time he may have
used the speech of the mornings die
tation and part of the time was speak
he said, had made out too good case
for the billboards. 1T was very in
teresting talk" he said. but it must
be apparent that a newspaper that goes
to the homes morning and night must,
necessarily be better than the billboard
that stands still and waits for you
to come along and read it."
The crowd cheered this.
Mr. Brisbane counseled writer's of adj
vertising to write clearly. The sim
he hos ha n
Write as you converse. A newspaper
is the modern expression of thought
and these thoughts should be shared
with all. Make people think. Your
ideas may be wrong but if you've start
ed thought you've done wonderful
thing.
II represent what is called yellow
journalism. / like the name because L
invented i'll believe. The yellow
journal is the perfect reflection of the
problem of reaching their imagina-
tons and getting ideas into their
minds.
"Our people want excitement; they
must have it. The great daily mas two
functions: To teach and to cause
thought There is no doubt that yell
low Journalism has started millions
to thinking who never had done much
thinking or reading except along
trashy lines. The old family newspa-
almost disappeared. The yellow
journal. while sensational is clean.
When the Thaw trial was on in New
York ours-Hearst's-w among the
for publishing indecent reports of it,
We published none of them. The
Brooklyn Eagle was the worst the
New York Herald was unspeakable.
We let the people know what was go
ing on but we printed nothing that
oieyh he read TO reSDeCtADle
woman. That was our order and 1t
was obeyed.
'.It may not be gratifying to invent
new ideas for Maud ana Hoo1igan and
the Captain. but it is important be-
cause it attracts attention. We must
do what the town cSier in Massachu-
sets did in the early days. ring bell
and make a noise and attract atten-
ton. The yellow paper with its H.
inch heads of red or blue or black
does this.
"A newspaper is the safest thing In
the world because wou can't conceal 1t.
1t is subject every day TO the public
referendum. The public could destroy
a paper any day. 1t is in the peoples
hands, an open book.
yellow journalism isn't as much
a topic here as it is in the east. once
1 spoke there to so Presbyterian min |
listers who attacked US. 1 told them
that our widest attempts to attract at
tention had counterparts in nature.
What was the first publication? I
asked. News that there'd be no more |
floods many colored signal across
the sky. What is a thunder storm ? |
Black clouds below and req lightning |
above absolutely imitation of the |
New York Journal 1 told them that |
if I could make a headline mat would |
put forth thunder and lightning on
every page I'd be satisfied" |
Here follows the speech which Mr. |
Brisbane had prepared for the occa- |
sion and which, he declared, he could
not remember. 1t contains much that |
ested in advertising. the writing of adj |
vertisemeDts and the many elements |
that go to make up successful bust |
ness in the commercial world:
1.-THE advertising man is a distribut- |
er. Upon his intelligent and convinc- |
ing work depends the growth of indus |
try, the growth of human comfort and |
the elevation of the standards of liv- |
ing. man can buy only when he !
knows that the thing is for sale. A |
man must be intei1gently instructed |
as to the quality of what is offered to |
him. and advertising does this impor- |
tant work
81 may be prejudiced. but 1 believe |
that the daily newspaper is the one
most important engine in the hands of
tho intelligent advertiser A good |
saying to bear in mind is this: Rope
tition is reputation Only the daily |
can give you the constant |
repetition that wears away forgetful-
ness and forces attention. To say a |
thing every day is. OF course, the /
quickest, surest path to permanent re-
81 should like to say. however and |
in this I certainly not influenced |
by personal interests, that the intelli- |
gent advertiser should under no cir |
neglect the Importance of |
he rar-daiIy
weekly. Every man who sells goods |
every man who tries to convince his |
fellow men. knows how important the |
personal equation is. If you wanted |