The times dispatch. [volume] (Richmond, Va.) 1903-1914, 1910-10-23

rnroNDl-J, VIZ, SUNDAY > "A o
ithe number OF competitive advertisers
Tho starts UP arc the guarantee OF his
lowt, success That kind Of man wei
comes competitive publicity.
Here IL another view which shows
| how advertising streng.nens a COM
I5modity: Your advertising compels you
CONSTANTLY to improve the thing you
advertise.
Needs Outside spur.
Every man OF US needs tho outside
|ispur. This spur may be competition.
1t may be the pubncs approval OF US
FOR having met every expectation, and
| then some. But haven't met any
IMAM with SO deathless determination.
tnat he can Keep right on doing the
VERY best possible thing every day ol
This life unless he feels sharp prick
from the outside. one or the most
enective OF these outside spurs to BUST
mess is the new stimulation you feel.
when you start to advertise some i'm.
ipOrtant product.
For one thing, you put yourself on
record that your product Is OF super
lative quality. 1t is the best you can
produce when you begin to advertise
1T. But you: grow and your workme..
grow. You find not only how you
can make 1t more economically with
out damagegto the quality, but also
how you can further improve It's eff.
cheney without making the consumer
pay more. Then, II for no other reason.
just TO make good the record you have
given OF yourself In your Advertising,
Isyou are tmpelled to Introduce the4e
improvements and raise your own
standard.
For another thing as soon as you
begin to talk nationally to the entire
public, you begin to look at your
product from the consumers point OF
view. and you are spurred to devise
+. new Improvements which will give you
: new talking points" in your adver-
.ainE.
Whatever your Industry, when you
begin to advertise 1t, you nave to ask
! yourself the blunt question. What
excuse have for being in business y"
+, Your own answer TO this searching
determination is the commencement
OF improvements and increasing EN-
cheney.
don't know but have seemed 20
be thrashing among platitudes. but
I've really tried to give a bit Of a new
slant on two or three of the old IA
miliar principles. in order to show thai
when you invest capital in intelligent
advertising you are creating an In
destructible asset for your industry.
Now am going to present, as
final view, one which has never been
appreciated except by a very few Of
the most far-seeing magnates OF In
dustry and merchandise.
To express 1t as simply as possible
advertising creates a bond OF SYM
patfy with the public.
Who needs that bond OF sympathy
with the public? You men Of the
great industrial corporations. You
who depend on the public's good Will
You. who grow rich on the small sums
which the mammoth public pays over
to you. What do you need so much
as bond OF sympathy between your
selves and the vast, capricious, inn
perious. eventual jury-the public?
These be portentous days. when the
biggest industrial corporations walk
gingerly. like a moose on uncertain
Ice. The period is imminent with
peril to aggregated capital.
Out there is a titanic human force
long asleep. but awakening by fits and
starts. which doesn't always discrimi-
nate accurately between the Justly ac-
cused and the unjustly accused.
Who wants to tempt its hue and
cry?
Who doesn't want to be good friends
with 1t. II possible?
! Now. Mr.. Captain OF Industry and
Merchandise. ask you one question::
Who. In the course of human expe-
rience. are most likely to become our
enemies? You know. as well as do,
that they are those who know least
about US, least Of US.
Another question: What have you
done to make the public know you?
What pains have you taken to say
frankly to the public. Let's get really
acquainted. want you to know all
about me and my business. x am
trying to serve you. honor bright.
have nothing to conceal from you.
Look in detail at my service, and
judge of my motives by my methods.
It's long cry from vanderbilt's
historic THE public be damned" No.
swollen fool will ever say that again.
still n Long Cry.
But In this transition period it
seems as If 1t might still be long
cry before all the generals OF Industry
will grow wise enough to say to the
public on whom they depend, "come.
into my inner Office and be acquainted"
Too many of our big industrialists
have only grown peevish at the bursts
of public unfriendliness which have
suddenly transpired. They have
charged the hostility to demagogues.
to muck -rakers. The cause is away.
behind such agitators. It Is strange
ness. I repeat 1t: strangeness. They.
are foreigners to the public-these
great captains of industry. They speak
another language or no language at
all. When confronted by trouble or
suspicion they fly into long inter-
views. which the public discount, If 1T
ever reads them. Or they employ a
crafty press agent, whom the public
spots. or they buy columns Of news
paper space to explain when it is too
late.
After public suspicion gets in the
Saddle, it is too late to do anything
except go and hide for years till the
world forgets
The only sure way to- an ist thaa -, -