The Topeka state journal., 1909-01-19
Mr.. L. e. Myers Gives the Ad
Club His Impressions.
DeEOteS His Attention to Use OF
Electric Signs.
KEEP BEFORE PUBLIC
That Is What Successful Busl'
ness Man Must Do.
Talks of Growth of Electrical
Advertising Illumination.

Time does not seem to detract from
the interest which the members of the
Topeka Advertising club take in the
meetings of that body and between
fifty and sixty members and friends sa'
down to the luncheon served at noon
today at the National hotel roof gar
den President Adams is in New York
city and Mr. Morrow presided owing
to the i'll health Of the vice president
of the association, H S. Street. as ne
explained, although Mr.. Street was
present and later participated in the
programme.
The principal address was made by l..
E. Myers, of Chicago. president of the
Topeka Edison company, who spoke on
THE Part Electricity Plays in Modern
Advertising" Previous to Mr. Myers
address the question box was opened
and Mr.. Street, Mr. Morrow and MI
Rankin took turns in answering the
queries.
what class of advertising do you
consider the most profitable to real
estate FIRMS was the first question
read. classified or display"
From the amount Of claSS1f1ed ad-
vertising done by real estate firms 1
consider classified advertising the best,
judging largely from the fact that 1t
is so extensively used" said Mr. Nor
row.
could be done at the present time for
Topeka ?" was the next question.
Land the state fair for the city,
some one said and the question was
dropped at that point.
Does classified advertising pay,
was the next question.
'1 consider that classified advertis-
ing is one of the best mediums of pub
Iicity that we have" said Mr. Street
'''The lost and found columns of our
5oi r1rnh9 hlV hRffRr read
than any other section"
Does street car advertising pay?"
81 think that any kind of publicity
pays" said Mr.. Rankin, but much of
tising is lost owing to the fact that
the advertisements in many instances
are poorly written and printed"
What of outdoor advertising, bill
question answered by Mr.. Rankin Il
think" said Mr.. Rankin, that it has
its influence, but that much of the
effect is lost on account of the way it
is displayed. I think that this class of
advertising should be controlled by the
city or at any rate regulated
Mr.. Myers said in the course of his
address:
am perhaps prejudiced in favor Of
electric advertising, I want to say that
am a firm believer in all kinds of
5udicious advertising. The successful
merchant must make himself known.
People generally are not going to
nose around trying to discover a place
to spend their money. The success
full merchant has got to shove his
goods right under the public's nose;
he must have something better or diff
ferent from others, make it the fin
est or the cheapest, or his place of
business the most attractive, the
cleanest. handiest, or all of these, and
he must let the public know it and
- IL
must advertise himself. I do not re-
fer alone to paid advertising, although
am firm believer in that, particul-
arly for electric signs, but 1 believe
in making the public advertise you.
Some years ago the Palmer House in
Chicago inlaid a couple of hundred
silver dollars into the floor of it's bar
ber shop, and got more advertising
out of it than could be bought for a
hundred thousand dollars. The old
Hoffman House in New York bought
a few thousand dollars worth of pic
lures for its bar room and its fame to-
day is world wide. Time was when
you could trace your way from the
Hoboken Ferry to the Hoffman House
bar by simply following the trail of
hayseed that the farmers left in their
wake. The successful merchant must
have the reputation of giving the best
value for the money. or having the
largest stock to select from; the res
taurant keeper reputation for the
best doughnuts or serving the largest
cup of coffee. and the hotel a reputa-
tion for plenty of towels and clean
sheets; anything to make people talk.
Mediocrity is sure death to any mans
business.
Electric advertising. or perhaps I
should say advertising by electric
signs, is of mparatively recent ad-
vent. The first of these installed in
the early '90c being a panel sign gem
orally cumbersome. heavy and un-
slightly, with a border of electric
lights, the sign being a simple adver-
tisement such as a firm name or busf-
ness. This was soon followed by a
sign having the letters themselves
traced in electric lamps. From its in