Evening journal., 1909-04-26
Celebration Of the FOrtieth
Birthday Of the Business Of
N. ". Aver & Son
KEEP EVERLASTINCLY AT 1T

U
ployes and the most prominent men
Of the country in advertising circles,
Journalism and immense enterprises and
industries in commercial lines.
The immense second-noor ballroom
Of the Bellevue Stratford, beautifully
decorated with a profusion Of flowers,
was taxed to its capacity to accommo-
date the large assembly. Perhaps never
has there been a gathering so repre-
sentative of the three forces which
make advertising--th advertiser, the
agent and the press.
/ Il would be impossible to conceive
! Of a more fitting illustration of the
growth of the advertising idea as a
business-its Importance as a factor in
modern commerce.
The history OF the firm thus cele-
brating it's fortieth birthday is in it.
self a classic, recording advertising
progress in America From its be-
ginning the firm Of N. w. Aver & Son
has blazed the way-~evolved and i'm
proved methods and established the
principles which have won for IL
prestige and which, as a composite,
have created the principles upon which
the best in the entire advertising bust
ness is today conducted.
Four Members of the Firm.
The guests at this notable banquet
were seated at about nine great tables
-one table running the entire length
of the ballroom, and. projecting there
from, eight prongs, each one over fifty
feet long and accommodating over fifty
guests. At the head table were four
members Of the firm-F. Wayland
Aver, Henry n. Mckinney, Albert c.
] Nrn 2 4 To. A
gether with the guests of honor
/ Following the Invocation the good
/ things provided were heartily discuss
! ed. During the progress Of the ban
quet, speech and pleasantly were in
dulged, entirely in an impromptu man
ner. rendering the occasion stiu more
social and familiar in its aspect There
was no formal program of speech
making
Mr.. Aver was presented with a mas
sive sterling silver loving cup by The
employees At the close of the ban
quet. which occurred promptly at 12
midnight, all present rose to their feet
and Joined the quartet I'm singing God
be With Us Until We Meet Again"
The Firms History.
The history of the firm of n. w
Aver and Son is interesting to demon
strate that push and progress go hand
in hand. and that keeping everlast-
ingly at it brings success"
Their definition of an advertising
| agent is "one who creates, develops,
distributes and cares for advertising
other than his own"
Their famous open-contract plan has
! revolutionized the method of advertis-
ing, Transforming the agent from a
canvasser, whose chief concern was TO
get an order for something on which
he could get out whole. to the specially
informed, alert and trustworthy CO.
operator With the business man who
has something worth while to SELL
The plan they originated, which con-
cedes the right of an agent to a rea-
sonable profit and places the agent and
the advertiser on the same side of the
counter as sellers, has revolutionized
American advertising, and with their
organization it has made them as diff
= ferent from the old-time agent as a
. large department store is from a pack
e peddler,
The first year Aver & Sons business
was $1,000 In ten years they were do
Ing the largest business in their line-'
p position which has been maintained b,
5 them ever since.
Their explanation of this growth is tha
they have made advertising pay the adver
tiser.
They carry on their books on an aver
age 1900 open accounts with publishers
and the amount they have paid the news
papers OF this country exceeds S5O0O0,oO
Great as this sum is. it Is small i'm com
parison with the other millions that hav
been paid to the newspapers through othe
sources for exploiting articles along adver
tising trails blazed by n. w. Aver & Son
Aver & Son have made a speciality Of ad
vertislng staples In the early days !
! was thought that advertising was appro
pirate only for proprietors OF patent medi
cines. or, at best. for an owner OF
speciality. This failacy they have effect
ually exploded
Many speciaities have been made by ad
, vertising and the staples Of commerc
! have sold in this way to an extent tn
fathers never dreamed Of
: Great Advertising Success.
As a single Illustration of this point
witness the welb-known soda cracker
which when given a name suggested
nN aver a. SOIL duNtlAArtN he HAtAAo AhoN'
by them. packed In a remarkable cartoI
and marketed by a wonderful organiza
tion. has made the advertising success o.
the age-Uneeda Biscuit
Aver & Son state that they have mor'
faith in advertising today than ever be
fore.
Looking backward. they see hundred
OF business men who few years ag'
said. "Adverrslng would do me no
good" but who today are using 1t reg
ularly and profitably.
Looking forward. they see hundreds
more who will either have to adopt
this modern trade-building method OF
see their business go to more enter
prising and progressive competitors.
For more than twenty-five years Aye
& Son have made an extensive and ex
pansive compilation Of the newspaper
statistics Of the country. No American
publisher but knows the American News
paper Annual, which Is as necessary Il
those who would know Where and wha
the publications OF the country are as 4
the Official guide TO the railwa" traveller