The Topeka state journal. [volume] (Topeka, Kansas) 1892-1980, 1908-09-02

formerly Bill White of Emporia. but
now Honorable William Allen White
Tor whom the old line Republicans Oh
the state are praying, while he preys
on or the magazines and great perloo-
lcalS or the east at so much per line.
I must class Colonel A. S.. Johnson,
the nrst white child born in the state
as one OF Kansas foremost advertisers
ana as his successor in land adVertls-
ing we have William Simpson now rep
resentlng the land department OF the
santa Fe in Chicago as well as the
general advertising of the system Inc
greatest living advertiser OF the state
today is your honored secretary OF ag-
rlcuture, +. d. Coburn. whose reports
are read the world over as standard
authorities.
Kansas has indeed been a great
beneficiary of the art of advertising ana
representatives Of the state should To-
day tell the story of its resources,
beauties and great possibilities as did
colonel johnson a generation ago un-
der the flag of the Topeka Ad CLUB
The state should show a growth In
population to correspond with its IN
Quoted by the Topeka Ad club would
increase the spiritual and material
wealth of the state in just the proper
ton of the energy expended in adver-
Using.
1T is true that Kansas does not want
population from the slums of the great
cities or criminals and paupers from
foreign lands but judicial advertising
will increase the population OF the
state with desirable citizens who are
looking for new homes and greater ad-
vantages. The secret of advertising
for this class of wealth and population
is to tell the simple story of Kansas
and her resources to the class OF peo-
pie who will be Of value to the state
Il attended the national convention
of advertising clubs which was neid In
Kansas City last week and was de1gnt-
ed with the large delegation which
met from the Topeka Ad club. 1t was
one of the greatest gatherings of the
kind it has ever been my pleasure to
attend and my surprise was inter-
mingled with pleasure when L Deheld
such a glorious representation from my
old home state of Kansas.
advertising is indeed an art but one
which is only partially understood at
this time. The day is fast approach
ing when advertising will be handled
as a chemist handles the compounds
he uses to bring about certain result.
When it will be known that it is nee
essary to form a compound OF certain
ingredients to bring about desired
result. Then there will be no guess
work about advertising but Will be pro-
ceeded with along lines which II pur-
sued will be known to bring about GER
tain results when desired. by FORMING
certain combinations.
1.-The presence of Mr.. Sheldon tonight
reminds me of the Sheldon edition OF
the Daily Capital for which handled
the advertising and subscription de-
partments for the one brief week OF
it's existence. At the national meeting
of the Ad clubs of the United states
held in Kansas City last week reso-
luton was adopted which if effective
would mean much to the newspaper ad-
vertisers of the country. In effect II
says that all newspapers snail carry at
the head of their editorial column daily
a statement of the net circulation OF
the publication. In this Sheldon ed1-
ton each advertiser paid one-f1fth OF
one cent per agate line per thousand
circulation and each bill to an adVer-
tiser was accompanied by statement
showing the net circulation of the ed1-
ton. g.
81 do not believe that I am violat-
ing a confidence if tell of one or two
little incidents which occurred during
the publication of the Sheldon edition.
Mr.. Sheldon passed upon all the adver-
Using matter before it went into the
paper and the classs-of~- advertising
which the edition contained shows what
can be done along nclean advertising
from a newspaper standpoint. one OF
the advertisements which Mr.. Sneluoh
rejected was of the Bible The house
offered bargains according to the word
ing of the advertisement not IN keep
ing with the harmony of strict business
principles. There we're hundreds OF
other advertising contracts, entlclng
from the financial standpoint turned
down by Mr.. Sheldon because they were
not up to his standard. There cannon
he two standards in a newspaper Of
flee, one for the editorial department
and another for the counting room.
advertising as an art has made
rapid strides of progress during the
past few years toward cleaner and
higher publicity and it has come to
pass that a magazine or newspaper
which regards its readers as 1t should
will not accept patent medicine,
whisky or beer advertiser ents or
questionable advertising matter of any
description and these advertisers have
been compelled to seek the bill boards
for the publicity which they feel that
they must have.
Newspapers give standing to the |
advertisements which they contain |
and advertising should measure up to
the standard of the publication which
contains it. The publishers of the
country are the trustees for the homes
into which they go through their pub
locations To measure up to this
standard a publisher is compelled to |
refuse many advertising propositions
which offer large Inducements for
space
kansas has much to recommend 1t |
from an advertising standpoint. l
we'll remember the morning of the
seventh day of May in 1875 when at
O'Clock in the morning 1 landed in
Larned from a construction train. l
think that the Santa Fe was completed
to about Emporia and beyond there
was a bowling wilderness of virgin
soil awaiting the husbandmen who
were to till it. Newton was a water
tank town out on the fringe of things
and beyond that there was little save
natures opulence Of wealth but this
was in evidence on. every hand.
''As went back over the same line
of road last week it recalled to my
mind the motto of the state which
has been lifted to the stars through
advertising. AS I journeyed along l