Omaha daily bee., 1909-05-25
VITAL BOOSTER OF TRADE.
GreAtest Power In the Modern world
of Hualueaa.

u nustueshs
Samuel Hopkins Adams in Golfers.
Advertising is the universal appeal. II is
the merchant, the purchaser. the lsborer
ana the town-crier all packed into print
and made one. Thanks to its expediencies.
the employment seeker need no longer
tramp YEARLY from door to door. He can
send his message for a few cents to hun
dreds OF thousands Of possible employers
should ! lose my watch, I do not send out
a mar with a bell to cry It: instead I dis
patch a newspaper with a paragraph. Have
| something new in merchandise to offer?
The whole world is my market place, and
l can sell by billboard in Havana. while,
al the same time, creating a demand
through the street car spaces Of Amster-
dam. Rnd sounding the virtues OF my wares
throughout all the Americas in the pages
OF the magazines. Wherever the printed
or painted word goes. there supply and dc
mand meet and merge in the revolt ionized
field Of trade.
By force of Importance or novelty an
advertisement may become the news Of the
day. When the New York Ledger was
Wavering on the brink Of failure, Robert
Bonner, the proprietor. sent to the New
York Herald a brief advertisement. to be
set up in a single line. So Greeleyesouc
was Mr.. Bonner's handwriting that the
advertising manage interpreted the direc-
tons as ordering that the copy be run in
full page, which Instructions he obeyed.
though marveling greatly. The Herald
came out the next morning with one whole
page devoted to the crisp ADMIRATION to
read the Ledger's new story. The effect
upon Mr.. Bonner was almost fatal, first
from chagrin at the thought Of the posi-
bic bill, then from amazement az subscrip-
tons began to pour in, and finally from
satisfaction, as they continued to flood the
office, until the fortune of the publication
was made. The novel, though accidental.
ueVice had struck the public fancy. Mr.
Bonner was hailed as the pioneer of a new
ana daring theory of exploitation, and the
advertisement gained tenfold currency by
peing commented upon as a feature OF the
news. Only two years ago Mr.. Thomas w.
Lawton's brilliant stock pronunciamentos
though published as advertisements, were
quoted as news because their effect upon
IN market was such that they could not
De omitted from any comprehensive con-
slderation of the days financial history.
Inc best experts OF the day are striving.
In a hundred phases of endeavor. 10 find
something that will attract and amuse him.
anu ne filings their work into the
scrap basket without % much as looking
10 see whether 1t hasn't something to say
TO him. To cite one instance, when the
Old DR. Goose" advertisement OF sincerety
clothing were running, | used to look for
them with avidity, because OF the intimate
hand-on-your-shoulder, finger-in-your-but-
tonhole style Of talk, although was in
no manner interested in the goods offered.
Even the illustrations for the advertise
ments are not inferior to those Of the fic-
ton or articles, being. in many cases. the
picked work OF the same artists. Kiplins,
on receiving a batch Of magazines from
a friend who had torn out the back pages.
to save postage, wrote:
Next time you keep the front part and
send me the ads. l can write stories my
self"