The daily Gate City. [volume] (Keokuk, Iowa) 1855-1916, 1909-12-14
THE VALUE OF PUBLICITY.

Much has been spoken and written
concerning what advertising has done
for some line of business, but very
little has been said OF advertising as
an element of success along the line
where the advertiser had nothing TO
buy or sell. Especial interest at
taches, therefore, to the contempla-
ton of the possibilities OF advertising
as applied to the man who has moth
ing TO dispose of which anybody else
wants to buy, but who merely wants
the public to know about him. This
kind OF advertising was the subject OF
an address delivered before the Ad-
vertising club of Buffalo by Mr.. John
Sayles who has been successfully a
pharmacist, clergyman, lawyer poll
tician and campaign orator, and who
has consequently record emitting
him to be heard with some degree OF
attention. Mr.. Sayles reviewed his
own experience as minister and adj
vanced the proposition that a clergy
man needs adyertising-or publicity
as much as any other professional
Uldu III OIuST IL DCSoiliS ou~~~SAN-~
The speaker declared that
'sOf course a clergyman doesn't adj
| vertise himself directly. He doesn
advertise as some physicians do. but
/ he advertises just the sames He pre-
pares a sermon carefully, and man
ages to get it printed in the newspa-
pers. Or, if it is not printed, it is
liable TO get talked about and this
! serves 10 bring others to church If he
succeeds in increasing the attend
ance, he becomes advertised as an eff.
4 fective upbuilder. and eventually this
results in his either obtaining an in.
crease in salary or of receiving call
4 to larger field of usefulness. Many
people nowadays don't go to church
so you have TO take the church to
them. This is to be accomplished on
Iy by indirect advertising"
Mr.. Sayles then turned to publicity
as a factor in politics, and showet
| how the newspapers either made o
: unmade politicians. Speaking broad
: ly, he said:
Every man who is ambitious for ;
public career starts in with little capi
+ tai He has been through the publ,
, schools Perhaps he has been grad
:, uated from college. This is all h
has when he comes before the publ
for preferment. But the public genel
5 ally doesn't know even this muc
about him until the newspapers te'
it to them. Naked they come int
J. the political world and naked the
# would go out unless the newspaper
: take them up. Their destinies are
: the hands of the gentlemen who wiel
= the pen. 1t is the only path to publ
II life. There is nothing reprehensibl
in this course Sometimes unthinkin
people gibe and say that such-ani
k such a one is crazy to see his nam
n in the paper. Why shouldn't he be
: You might as well affect to be indi
), ferent to gold under your feet as /
u act coyly toward newspaper publicil
r when you want TO make your way
n ublic life
OIL The speaker further pointed o.
that this newspaper publicity max,
for morals-it is a great factor
e keeping public men straight. An OF
n cial can seldom be tempted to
ne wrong as he reflects that what ]
ell does is likely TO be printed. tt
We newspapers in effect are saying
is him continually, Keep straight
as your misdoings Will be published
he In the same way, it is an encourae
ment to keep straight in the hope tn
there will be an exception in his ca
OF to the rule that The evil which nj
ne do lives after them. the good is {
lg- inferred With their bones" No MI
va cares to offend the public conscient
ds Thus, every newspaper that plays e
in helps to uphold the public morals.
10