The Topeka state journal. [volume] (Topeka, Kansas) 1892-1980, 1909-12-07
BORMAN'S BOOST
Makes Two Fine Talks to To-
peka Advertising Club.
"Let Us Educate Ourselves to
Boost
WHISPER
" Save Your Megaphone for
Praises"
" You Can't Advertise Poor
Article and Make 1t Stick"

play with the stick but get something
new. Get rid of the crouch. Be I
booster all the time"
This was some of the advice given
this noon at well attended and en-
thusiastic meeting of the Topeka Al
club by T. A. Borman, president of the
Continental Creamery company, editor
of the Kansas Farmer, and member
of the organization. At the completion
of the speech when the president of the
organization called for further remarks
from the members of the club N. B.
Burge got up and said that all he had
to say was Amen" and that showed
the general sentiment of the other
members of the club in regard to the
address
Mr.. Borman said:
There is one kind of advertising
which costs good money We are IA
miliar with this kind. 1t is worth ali
it costs when backed by a meritorious
commodity, right price and square deal
ing. This kind of publicity we write
and talk about, and study about and
have reduced to more or less of a
science. This is the advertising which
has made and broken good business in
stitutions. 1t has indisputable merit
and after years of trying out has more
than made good.
1T is the kind of advertising which
has developed the sale of Meadow God
butter to the limit Of the ability of the
Continental Creamery company of To-
peka to supply it. Primrose, which Is
still being sold in Topeka, but which
brand was afterwards changed to
Meadow Gold, was the first butter to
be placed on the market direct from
the churn to the consumer in an air.
tight, odor proof, sealed package.
1T was so far as 1 have been able to
ascertain, the first advertised butter
While placing this butter on the mar
ket through distributing branches
a precedent was established in the sale
of butter. Formerly butter had been
under all sorts of conditions packed in
tubs and shipped to the butter COM
mission man in New York or Chicago
The commission man solicited the or
der from the grocer, and after holding
the butter in tubs in muSty cellars and
questionable surroundings the butter
was shipped to the grocer and butcher.
1t was cut out of the tub placed in
wooden tray or piece of wrapping pape~
and carried home by the consumer.
1.-THE package has changed all this.
1t has given the consumer a uniform
quality of butter week after week.
year after year. He gets print of
uniform size protected from all the
damaging influences to which butter
is heir. So while advertising Meadow
Gold trade direct to the consumer
was established and which. while it
has brought down the wrath of the
butter commission men and non
progressiveS in the butter business it
has nevertheless been of great value
to the consuming public.
The advertising of our several
brands OF renovated butter has re-
suited in giving to the consuming
public grade of medium priced but
ter pure and wholesome and which is
widely used. The advertising OF pro-
cess butter has been expended prin-
c1pally along the line of telling what
it is and how it is made When the
process of manufacture of renovated
butter was thoroughly understood the
prejudice existing heretofore in the
public mind was easily removed. The
increased sale of renovated butter has
created market for country butter,
or packing stock which heretofore
has not existed at anything at all like
a remunerative price to the producer.
First Advertised Butter
rms advertising of butter, which
to our knowledge was the first ad-
vertising done of the kind. has re-
suited in establishing a selling system
which now has numerous followers 1T
shows the wide effect of advertising
aside from the sale or disposition of
the commodity advertised.
But there is kind OF publicity
which costs the fellow advertised moth
ing and which in the main is destruc-
t1ve-not creative. 1t is a kind of pub
llcity depending upon the feeling of
the Individual He pays no money to
the medium and makes no contract for
his space. He always gets space at
the top OF the column next to read
ing matter and on the first page, and
is the kind of advertising a mar gets
sometimes justly. sometimes unjustly-
which wrecks his home ruins his bust
ress, blasts his opportunity and finally
sends him to the devil This same kind
of publicity has made and destroyed
individuals, firms. companies. indus
tries. cities, states and empires
Sucn publicity is given without cost
and without price by individuals as
they go about their daily rounds. Ev-
cry man. woman and child are every
minute advertising somebody, some
thing.
The advertising you do as you walk
down the street meeting and talking
with people is building up somebody or
something in the minds of people with
nom you conversion in those minds
you have torn down, you have DESTROY
ed confidence i'll somebody or some
thing.
Don't Be a Crouch.
You meet a man. You talk with him.
He has a bad taste in his mouth. He
is crouch. This man is an advertiser.
He is advertising you, myself, this town,
ard every institution in it and this
state. He is i knociser. This man. and
enough of his kind. will ruin you. your
business, this city and this state.
Il travel some 1 meet Topeka peo-
ple-Topeka business men in other
states. Recently in a town of &C 900 in
another state. l walked down the street
with Topeka business man and a
resident of that town. An automobile,
bearing the number 273. whizzed past
This man noted the number He said
to our friend. Why. you have as many
autom3hilss as Topeka The small town
resident said, Is that so. Is not To-
reka a larger town than this 1 cor
rected the statement. Topeka has 400
automobiles. Tie Topeka man lost an
opportunity 20 boost. He wa. throw
ing his force to negative publicity If
you can't bear down hard on the posi-
tive side of a good thing, dont throw
your weight on the other side.
81 CHANGED to meet a Topeka bust