The Topeka state journal. [volume] (Topeka, Kansas) 1892-1980, 1910-05-24
AID MEN HEAR HIM.
Lewis H. ScurIocI< of Kansas City De
Hvers Address

During the past two years uucn
has been done 70 elevate advertising
- : professfou.~ asserted Lewis H
ScurIock. president Of the Prov1dent
Land company Of kansas City. IN the
course q an address before well at
tended meeting Of the Topeka Adver-
Using club
There Is 10 lire Of business which
processes more experts al mas reaI
men who know than the advertising
-r0Tss=f.71.' continued Mr. ScurlOck-
The millions which have been thrown
zv-z- through ignorance Is appalling
Il VIII be impossible TO stop this loss
r1r many years unless there = 4 unIr7d
and combined effort 20 do 50 Many
Of our best publishers have taken the
right step forward when they refuse
% accept the advertising O anything
which viii not 1ear investigation
when the advertising department
and the editorial department get on
speaking terms. We can look Ecr m
proverueur- some newspapers are COZ
Quoted on the plan. Let nor the right
hand know what the left one doerh-
first Man Was Honest
The man who did the first adver-
Using was honest in my opinion He
rad something TO sell H believed
he could sell Il faster BY using printers
Ink than by going 10 seudln- statesmen
20 see his customers. HIS product had
merit He believed in II He could
c0uscfeu tfousIv tel the trutL about II
He advertised guardefly at first He
found il maid His customers soon
came 70 ind out that his product came
I'd 70 his representations made IN Ms
Advertising The news spread HIS
business grew until the product OF this
mans factory IS 4 byword IN every
household He succeeded Why2 Be
-srrsa he founded his business upon
facts and truth which are as lasting
ard enduring as the rock ribbed hills
OF ancient JUdea-
.-C-1n trast with this successful ad-
ver-fser. the cunning competitor, q
close student OF advertising and its
psych0LogicaI effect upon so-eaIled hu-
man nature The Golden RUE idea OF
business Is unknown in his makeup
He puts an article on the market sim
liar in every vvay to the one mentioned
and accepted as standard Il cost 70
manufacture half the money HIS rep
reservations place 1t above everything
In its lire as 70 quality and merit HIS
advertisements. newspaper. man oruer-
billboard. in every concSf Fable FORM
fash out over the eurfrS country
Success apparently comes in1medi-
1teIv-others want the snort route 10
WeaLth-o1s new thing comes 50 last
after the other that the pubic can
keep up 4EAR things t-IA- a.
Ike the standard goods which have al
WAYS met requirement Failure over
taxes many Millions OF dollars are
Wasted annually in the short cut 70
SeaIth schemes while the business firm
which sticks close TO the truth adds
o. its advertising appropriation from
year 70 year while its stockholders get
larger dividends
II can see only two remedies TO cor
rect the evils Of the business and that
Is education and elimination We are
UnconsciousIy. perhaps working to
ward these ends at present A great
deal OF educational work has been
done during the past two years The
associated advertising clubs, with
meetings OF this kind bring members
e the profession, 50 to speak. In close