The Emmett index. [volume] (Emmett, Idaho) 1893-1925, 1909-06-24
THE ADVERTISING GAME.

IA liz ~ ~
ton escapes advertising, or gets a.
long without it, there is much OF
general interest in a series OF articles
by Samuel Hopkins Adams, begiDn-
ing in Golfers this week. That
advertising is almost universal
wherever business is transacted,
Just the same as it is in America, is
one Of the facts pointed out. 1t
has become one of the essential in
vestments of starting a business; al
most as much so as . stock. a plant
or a building. The greatest sales
man is the printed word, and there
is not much effort to sell without
it. But advertising is more than a
salesman, as you know. 1t is a
politician, a preacher, a teacher, a
means of bringing about family
reunions, OF finding lost articles,
Of locating wner for articles
found. How much is spent Tor
advertising in the world would be
hard TO even estimate. In this
country. il is estimated that the
advertising bill in the fed OF print
alone is in the neighborhood OF
1928, 900. 900 a year. Dailies
charge as high as 80 cents per
agate line for one insertion. One
magazine chages as high as $8 per
line: in another the price is Vs.,
600 per page. or 1880 for a cover
page. One firm. the National Bis
cult Co., spends as high as a million
dollars a year on advertising. It's ~
media" biscuit is regarded as one OF
the greatest advertising OF
the country. The American Tobacco
Co. often expends $4,000 to
place one brand of 5.cent cigars
properly before the public. The
mere launching of a table sauce, or
a brand of canned goods, or union
suits. in a national sense, requires
the expenditure of 800, 600 or
more. Recent additions il the field
of advertising are the cities, and it
has ceased to be a startling occurr-
for a municipality to appropri-
ate $4,000 or 800, 600 for an adj
vertising campaign to secure more
people and larger factories. Also
Il has become m m for minis
tiers to advertise their services,
sometimes in large display Many
proverbs. Mr.. Adams points out,
go wrong in advertising. There
Is that one to the effect. that ''fa-
breeds contempt" for in /
w. l.. Douglas sed some {
:, 600 mediums in his SO shoe ad {
rer,isipg campaign, and put his
picture in every advertisement. {
And il wasn't such a pretty pic
'ure. either. PIT the exploitation
'old the shoes II made the origin. +,
ii OF the pictue wealthy. IL also
made him famous in a way, for he 4,
vas so conspicuous in his state that 4,
he Democrats selected him as +,
heir candidate for governor. OF I
course, Douglas had other qualities I
beside his picture to commend him, ,
,ut, in politics, he again showed q
lis faith in advertising. During 9
he campaign, he filled the public j
Prints with engaging accounts of 4
lis bovhood life, his business ca I
Ger, his personal character. etc all a
aid for at regular advertising rates
nd labeled accordingly if the
SO desired. The normal a
Republican majority of comfort O
bic proportions was wholly blotted \
ut, and those So shoes walked in y
nth al easy winner inside them. n
is the skilled and trained adver- n
lsing writer who usually pro- !
uces the best advertisements. but =
Ike a play or a story, it is presen- h
ltion to the public which finally a
roves the success or failure of an :,
advertisement, and it frequently I
appens that the amateur, or be- u
inner. scores a great success. The Is
orv is told of a mar who struck A,
'ew York with 50, with part of q,
hich he paid for an advertisement n,
the Want Columns of a daily al
sper, the ad. reading something a
Ike this: "Wanted-Apv sort of as
ork by a man, aged 81; honest; IL
bod references. This advertise H.
ent went in with a bunch of -
milarly worded requests. and not III
reply did he get. Finally, the p,
had dwindled to so cents, and, 81
it'll sublime faith in printers ink. h,
. inserted another advertisement
follows: as there any work on a,
green earth for a man who
ust have itf' The next day be
I'd sixty jobs offered him. An III
peal from the heart had reached
her hearts; it was successful adj
written by an amateur.
be man who made the spotless
wn sketches and doggerel sell
aud amuse the children, tic