The Norfolk weekly news-journal., 1910-07-29

lht following address,, delivered by
Hugh Chalmers before the Advertis.
ing Club of Business Men In Mime.
apolis, contains so much OF human
interest and so much of vital import.
ance TO every salesman and every
business man, that The News here.
with reprints It in full, as taken from
the July issue of Ebert Hubbard's
Fra"
Every one Is an advertiser, whether
ne wants to be or not. Our manners,
our clothes, our appearance, our
speech, everything that we do or say
advertises us. A man IL walking
advertisement of himself.
Now, the same is true OF your city.
or any city, because city advertises
itself. Every stranger that comes to
Minneapolis leaves this city with a
certain well.deflned impression. wheth.
er 1t be good impression or a bad
impression.
Now, since you have to advertise,
why not do 1t right? Advertising Is
nothing but teaching people to believe
In you and in your goods. Your city
Is nothing but collection of individ-
uals, and your town will impress itself
as your advertising impresses. | am
great believer in advertising cities
as well as businesses. Chicago has a
Booster" club composed of three
thousand members, as you probably
all know, and they pay an advertising
manager ten thousand dollars year
to boost Chicago, and yet we do not
think Chicago needs much boosting.
Other cities are doing the same.
The Age Of Publicity.
Now the most important feature of
all Is to have some one whose bust
ness 1t is to attend to the advertising
of your city. This Is an age of pub
licity, and unless you keep after the
people all the time they soon forget
you You have got to keep eyerlast
ingly at it, because the business of this
country i'm all its transactions is like
Kaleidoscope view: we see things
for moment and then they pass
away. ! doubt whether any one could
tell offhand who was president of the
United States.
United States six terms ago; but dc
believe that almost every one can tel
who was the last president of the
Mammoth cave, in Kentucky was
once a great place, but you do not
hear of it any longer: publicity has
the earthquake in San Francisco. This
simply shows how great events and
things pass from our minds unless
constantly recalled.
| often use the word booster" al
though my neighbor, Mr.. Warnock
says he does not like the name. 1t is
perhaps not an elegant term, but
have seen good action come from the
work of boosters" A booster is {
man who does all the good he can tc
all the people he can as well as hC
can, and then trusts the rest to God.
"knocker" is defined as "a thine
that hangs on the outside of a door.
The Problem of Distribution.
The business problem before the
American people today, commercially
speaking, is the problem of distribu
tion-of getting things from where
they are TO where they ought to be
The two big factors in this problem
are advertising and craftsmanship
Now, the relationship between tn,
two, in my opinion, is the closest re
lationship it is possible to have. 1t Il
closer than team under a single
yoke; it is closer than friends; it il
closer than brothers; yes, it is close
than the relation between man ant
separation or a divorce. Advertising
is craftsmanship, and craftsmanship il
advertising. Every ad is a salesman
and every salesman is an adj Their
is this difference: advertising is sales
manship plus publicity; salesmanshi
is advertising plus getting the orde
signed. Advertising creates the al
mosphere of business, and the sales
man follows and takes the orders. !
is like a chemical combination Flo
instance glyCerine in itself is perfect
ly harmless, but combined with Gel
tain chemicals it forms one of tn
most powerful explosives known. TIL
same is true of craftsmanship and &C
vertising: it takes brains to combin
them and nerve to set them off bu
the results are worth while A ma
says, MY business is so thorough
established ! do not need to adVertis
it." 1t puts me in mind of a man wit
blue goggles winking at a girl. II
knows he is winking at the girl, bu
she doesn't. Now the close relation
ship between the two is most motto,
able when you get down to the bee
rock of business and find out what
the foundation of all business. TIL
foundation of business is confidenc,
anu wei tiSiHS anu are III
greatest builders of confidence know
to the business man. Big advertiser
looks like big sales; it makes the pul
lie familiar with the seller of tn
goods and will create confidence
those goods. Some people mistake az
vertising for merit. Please bear
mind that advertising never added on
dollar to the merit of any article a,
vertised. Advertising merely tells tn
merit: it does not create it. Coco
must have merit in them to sell, an
they must also have merit, when sol
to stay sold. A sale does not en-
nowadays with the making of it:
never ends as long as the man is u
ing the article you sell. think mo-
advertising men | have seen who {
things realize what advertising neeC
most. There are hundreds and tho
sands of people in this country wi
do not believe in advertising as son
of us do They think because son
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