The Guthrie daily leader. [volume] (Guthrie, Okla.) 1893-1996, 1909-04-27

III and later renown under Curtis
Philadelphia produced The first
daily newspaper IN America. What Is
now The North American appeared
IN this city on December 2i 1854, rs
significant little. 1.-THE Daily Adyer'
iiser.s atiesiing the fact that The grow
ing interests OF the country demand,
I'd daily publication.
Here was the medium thai Was de.
stined 70 reyolnil0nize the business
getting methods of the country When
The mails and the rails had supplied
their part. the era Of advertising had
arrived
Mr. Palmer was fbe ilrat 70 per.
celve the place and the peea for y
general advertising agenoe.
Following him, Aver 9 Son under
took The development Of the ldea. Pal
mer saw that general advertising
should be done. Aver q Son discoY'
cred the way Il could best be- done.
Their definition Of an advertising
agent IS one who creates develops,
distributes and cares rcr advertising
other than his oun.H
Thelr famous 0pen-coniract plan
has rovolullonized the method OF ad.
verllslnR. transforming the agent
from q canyasser whose chief con.
cern was 10 get an order tor same
hing on which he could get oul whdir'
ID the specially informed alert and
Trustworthy co-operator with the bus
lness man WHO has something worth
while ID sell
The plan they originated, which
comedies the right Of an aBent 70 4
reasonable profit and places the agent
and the advertiser on he SHINE side
of the counter as sellers, has reyolu
tionlzea American advertising, and
with their organization Il has made
them as different from the old-llme
sgent as a large department STORE Is
from q pack peddler-
The lifst year Aver & Sons buais
ness was $4,000. IN ten years they
we're doing Ihe largest business n
their iine--a position which has been
maintained By them ever since
Their explanation Of thia growth Is
hat they have made advertising pay
he advertiser
They carry on their books on az
average iS.0o0 open aeeounta With
publishers. aud the amount they have
iaid The newspapers az thls country
Nceeds sb0s000.00a
Great as this sum ig, Il Is small
Il comparison With the other millions
hat have been paid 10 the lewspan
rH through other sources for exploit
az articles along advertising tfHlls
ilaaed hy NJ VI aver 6 Son.
Aver q Son have made g speciality
II advertising staples. III ihe early
lays It was Thought that advertising
sas appropriate only for proprietofs
# patent medicines. or. At beaL iol
IN owner Of a specially This fallact
hey have nflectuaily exploded
| Many speoialtles have been made
ay advertising. and the staples q
commerce have sold ID this way (
tn extent the fataers never dreamet
II.
AS 6 single illustration Of this point
Witness the well.kn0wa soda crack
sr. which when given a name sug
sested by Aver e Son. advertised h'
ulans made by them. packed In a e
uarkable caSon and marketed BY !
wonderful organization. has madc ii,
AdvertIaing success az the age q
needa Biscuit
Aver A son state that they hayl
more faith IN advertising today thai
even before
Il Looking backward. they see hun
lreds, 81 business men who q fea
years ago said, Advertising woald d.
ne no good hut who today arI
islng II regularly and pr0liahly.
Looking forward. they see hundredl
none who viii either have 10 ador
this Modern trade.buIlding method O.
see their business 20 10 more enter
J nrlsina and progressive eomualtora.