The Ward County independent. [volume] (Minot, Ward County, N.D.) 1902-1965, 1910-11-17
The Genius of
Advertising
Bv THERESA =. Holt
Copyright. 1870 10y American Press
Associate ION

Miss Adelia MitvneS father having
failed. died and left his family PENN
less, she decided 10 be a milliner She
served an apprenticeship; then. get1inu
some money after the settlement ot
her fathers debts, she set up shop ct
her own. Having no trade, she was
making failure of It,
One day Tom Ferguson. who had
known Miss Mitvale In her halcyon
days. passed her shop and. seeing her
sign, went inside. H. found her in
tears. She told him the cause
Now. Ferguson was in the advertS-
Ing business and knew the difference
between goods brought before the pub
lie and goods never heard of.
"Why don't you advertiser" he asked
IL haven't enough money to make a
success of advertising | have been
told that one must not only have plen,
ty of means with which to advertise,
but must know how to ADVERTISE
How much money can you raise?"
Il might furnish $500, but II | spend
1t for advertising | shall have nothing
left Tor other necessities
"You are right in saying that one
should know how to advertise, but you
must make your goods known or go
out of business. You cant pay rent
and other expenses without selling
hats, and you can't sell hats without
people Knowing that you've got hats
to sell IN think over scheme that
will cost little money and produce con
siderable results Cheer up. I'll see
you again soon.
A few days later AueIia received a
note from Mr.. Ferguson suggesting
| that She prepare a couple Of the most
! beautiful hats she could make and let
! the style be something new. She went
to work at once. The fashion for hats
had been rather small Miss Mitvalc's
artistic instincts told her that large
| hat is he most impressive. She made
a couple Of hats tritle larger in the
| blam than any that had ever been pro-
| duced, adding trimmings and feuth-
ers III proportion. When they were
| finished, though they were very differ
ent. each WAS Il dream of beauty. She
wrote Mr. Ferguson Il note announcing
that they we're ready. He Immediate
ly Sent her AL address to which he
| asked her to send them.
| The hats were delivered, and Miss
Mitvale waited for MIR. Ferguson to an
nOunce his advertising schem, The
next morning on taking up the paper
her eye was attracted by heading in
large capitals as follows:
| TURNED OUT OF A THEATl'R.
Ladies' When Requested to Remove Their
Hats Refuse 10 Do SO.
Last evening a the -- theater two la
dies were sitting in a proscenium box
when a gentleman behind them called out
grutt!y:
''WiIl you ladies please put down your
umbreilas?"
"Wha1 do YOU mean, sir?" asked one OF
| the ladies angriy.
Il mean that | can't see through a dec
GRATED cart wheel"
IT you refer to my hat, sir, replied
the lady. 81 would have you know that
it deserves no such appellation. Had you
asked us politely to remove our hats We
| would have done so. AS it is we will keep
them on.
The man who couldn't see through a
"decOrated cart wheel complained to the
manager. who. going to the box occupied
by the ladies. demonstrated. BY this time
they had become incensed and stubbornly
refused to remove their hats. The man
ager then requested them to come into
the foyer and when there elected them
hnof 1ni rt fN-
sault has been entered, tho ladies' assert
ing that force was used by the manager
Many ladies' who object to being ordered
70 remove their hats at tho theaters are
interested in knowing how The case will
b decided.
Miss Mitvale turned from this item
to the advertisements to see what an
nouncements her competitors were