The Topeka state journal., 1909-03-16
BOOM THE CITY.
Ewing Herbert's Advice to To-
peka Ad Club.
HiaWatha Editor Delivers an
Interesting Address.
HONEST ADVERTISING.
That Should BE the Basis on
Both Sides.
Refers Feelingly to Death Of
EX-GOv. Morrill,.

A talk on "Real Advertising by
Ewing Herbert, editor of the
Hiawatha World, was the interesting
feature of the MONDAY luncheon of
the Topeka Ad club, at the National
roof garden today. Nearly seventy
men and a trio of women attended the
luncheon and keenly enjoyed Mr.. Her
bert's practical talk, which was en-
livened by an occasional amusing
story and flashes of wit.
AS an introduction to his speech
Mr.. Herbert told briefly of his exper-
fences at a recent meeting of the To-
peka Saturday Night club, when he
was put on the gridiron and toasted
on both sides.
"You city people may wonder what
a country editor knows about real ad-
vertising,'' said Mr.. Herbert, land you
may be surprised that 1 should pre-
sumo to talk to you on that subject.
1 believe the country people are not
ignorant of the value of advertising
for the real article had its beginning
in the country towns" The speaker
mentioned the case of a department
store in a Kansas town of 25O in
habitants, which brought two pages
each week in the little country news
paper and built up an enormous bus1-
ness for such a small place, the prohtS
amounting to about $4,000 a year.
Mr.. Herbert advocated honesty in
advertising as we'll as in other things.
The merchant, he said, should fix an
honest value on his goods and then fet
the people know about it In his own
town of Hiawatha, he said, the people
have become so accustomed to adver-
tising that whenever anything is lost
or found they Immediately ring up
the World office to inquire about it.
The Hiawatha people, declared the
speaker, have become accustomed to |
believing in advertising. In nearly all
L ,lv-T-
said Mr.. Herbert, the time has passed
whenthe business men do not appre-
ciate the value of advertising and the
future will bring even greater
appreciation Of it's value.
The speaker referred to the subject of
advertising and men
toned the statement of Joseph Medill,
proprietor of the Chicago Tribune, that
he had declined $4,000 worth of adver-
tising in a single year. while do
not wish to boast about it, said Mr..
Herbert 'tyet as editor of the Hia-
watha World I declined to accept $500
worth of Objectionable advertising in
one year. l probably should take no
credit for that, because could afford
to reject it, but believe that my paper
is the only paper in the state that does
not carry patent medicine advertise
ment- 1t has been my effort to print
only honest and decent advertising as
we'll as honest and decent news
Mr.. Herbert declared that honesty in |
is becoming more popular |
even in the large cities and as truth be- |
ments of business men, so the faith of
the public in the goods advertised in |
The speaker took occasion to refer !
with much feeling to the late e. N. |
Morrill,, former governor of Kansas, |
whose body lies in state in the public |
library of Hiawatha today. In this |
he said:
tod Iioy In tot 1aa
remains OF a former governor of Kan |
sas. The one thing he priced more |
than all else was integrity. Tn the |
forty years the World has been pub |
been printed that did not contain the |
of Governor Morrill's |
bank. AS a governor he was misun-
derstood by many of the people of the
loved as a father of the town. And of
all the men ever knew, of all the men
Of the state who have achieved dis
tinction, never knew of a more honest |
or fairer man than Governor E. N.
Morrill,, and today mourn with all our !,
people his going"
This sentiment was cordially ap-
plauded by the auditors.
Continuing Mr.. Herbert said: I'VE
are all great braggers in. our advertis-
ing, we always have the best. / think
It is right that we should believe we
have the best in our line and If any
man IS In business ana CANNOT DSll6No
that, he had better get into something
better suited to him.
In closing Mr.. Herbert spoke of To-
oeka, as the city of all the people or
he state because of its being the cap
tai city and he urged the Ad club to
vigorous efforts to develop the city
along all lines in which efforts the To-
eal citizens will have the support of all
oval citizens of Kansas.
FOR EAST SIDE PARK.