The watchman and southron. [volume] (Sumter, S.C.) 1881-1930, 1909-06-09
CHARITY ADVERTISING.
"A Problem Most Merchants Are Call
Ell Upon to Face.

Most retail and many general ad-
vertiser have probably often been
placed in a position more or less sim
liar to the following, says w. H. Up
son, Jr.. in Printers Ink:
A vivacious young woman with a
winsome manner inters your office.
She is strikingly gowned in a tailor
made suit and as she enters, gives
you gladstone smile that makes you
wonder If she is some long lost
friend. Instinctively you straighten
up, give your coat few bitches until
1t sets snugly and then, in order not
to appear unappreciative, smile re-
sponsively back at the fair visitor.
Next you hear a well-bred voice in
terrogatively mention your name, and
upon your assuring her that you are
yourself, you are almost swept Off
your feet by another winning smile
from the vision who modestly gazes
at you with a fond. deep look as she
murmurs. Mrs. Swell, whom I be-
lieve you are intimately acquainted
with and who, you know, is president
OF the Lone Orphans Society, asked
me as q personal favor to her IL 1
would not stop in to see you and ask
1t you would not be so kind as to
take a page space in the beautiful
souvenir programme which we are
getting up for a unique entertain
ment called Easy money" which is to
be given next month for the poor,
dear little orphans Of the city,"
That one long Introductory sentence
is enough. You intuitively put your
hand on your pocketbook and as
sumo frigid and worldly attitude.
Your first impression of a childhood
friend Is dropped and you know you
are face to face with a charmer who
has an axe to grind. But your icy
attitude Is quickly melted as the fair
one again turns her soft and appeal
Ing eyes upon you and dramatically
tells you Of the little ones In the CITY
who must be cared for. Under the
magnetic spell Of the visitor. you
wonder In few minutes how you
could have thought Of refusing to
help the little tots. and when finally
the clever representative of your
philanthropic acquaintance produces
contract, you almost cheerfully sign
for a page or half-page in the won
derful programme at the price of a
hundred dollars or so per page.
But after the owner Of the dulcet
voice has fitted through the door at
ter one last triumphant smile, re-
morse comes and you wonder why
you capitulated so easily to a pro-
fessional solicitor who probably gets
more of your mony than do the poor
orphans. 1t is. however, too late
there Is no use locking the barn af-
ter the horse is gone-and you there
upon resolve to hereafter turn deaf
ears and unseeing eyes to fascinating
strangers.
This typical Illustration, actually
happening time after time. represents
just one of the mary ways in which
the local retail merchant is touch
ed" under the guise of advertising
for one purpose or another. It has
for its star a professional solicitor
who travels from city to city promot-
ing entertainments Of various kinds
and who is always a well-dressed and
attractive woman. as we'll as a con-
vincing talker who would reflect
credit upon almost any school or sys-
tenn Of salesmanship.
Such solicitors. whether men or
women, are expensive luxuries to re-
tial dealers, for they invariably sue
ceed in obtaining advertising at ex-
"essive rates. Oftentimes the enter
tainments are merely secondary to
the programme or souvenir. And the
pity OF it is, although many dealers
do not think of it when signing con-
tracts. that the solicitors or promo
ttrs get the major part OF the re-
ceipts.
To every one of these varied and
multitudinous affairs. the retail mer-
chant is supposed to contribute by
advertising. And in many cases he is
practically forced to do so by an i'm
piled intimidation, for usually the So
licitors, when not professionals, are
persons whose good favor the dealer
wishes to retain. Customers, for in
stance, are sent to selected merchants
and the dealers. rather than take the
chance Of offending their patrons.