Omaha daily bee., 1910-01-30

live but a short time. Each day there must be something new, but
the newspaper and advertising go on.
How many people are there who understand the work of tho
advertisement writer? Maybe you never knew that such a
really lives, Step into any of the big stores. if you will, and try to
locate the advertising manager. You may search the entire store and
not find him unless he is pointed out to you.
Back in his den the ad writer IS at work. He is working out the
copy" that he knows is the soul of the advertising that must appear
in the paper. He knows that advertising without good copy-pithy.
catchy. clever. attractive stuff-is like the Indian in front of the
cigar store. it locates the store, but does not say anything. His office
prices appended The same evening or the next morning these
articles are enumerated in the columns of the paper. aIuringly ar
ranged with a bit of business English" and a picture OF two. All
this catches the eye of the reader and the ad writer has done his
work In the hall of fame are men who have worked themselves there
by various and chcuitous routes. Likewise in the advertising game
men have won out in different ways.
Robert Manley, advertising manager at the Brandeis stores. has
newspaper man and served the days of the cub reporter on the Chi
cago Tribune and has sat with the police at Central station through
the long hours of the dog watch" He knew that advertising paid
long before he got any pay for it himself.
Cn the other hand Richard d. Skankey, advertising manager Of
the thompson -Beiden company worked himself up through the reg
ular 'aisles of trade. He was born n Omaha and earned his first
dollar in the store. where he is now chief of publicity. He has served
In every department OF the big store-has watched it grow-and
knows every nook and corner of the big establishment like a skfnml
mariner knows his ship.
Robert A. Smith. advertising manager for the Union Pacific rail.
road. holds a position that is uniquely different from the usual drift
OF ad writers He has nothing to sell but railway tickets. All over
the lines OF the Union Pacific the Southern Pacific, the Oregon Rail
way q Navigation companys lines and the Oregon Short Line, his
ads appear. Mr.. Smith has been writing copy for the Hartman ss-
tenn since 1892, when he entered the passenger department, although
he has been in the railroad whtrl since 1885.
w. I, Bourke is still another type of the ad writer. Mr.. Bourke
Is the proprietor u the Mems Fashion Shop on Fifteenth street, be-
tween Farnam and Harvey. He is The type of proprietorad writer
Tor n g Is MS oWh publicity agent. Mr'Bourke came to Omaha from
Chicago. For ten years he was with the BrowningKing company,
Gd then branched out and hustled for himself. He has built nj a
large trade by close attention to business and is a regular and con-
sistent newspaper advertiser. His ads tell the story.
Edward 8. Thompson of the Walk over Shoe company John A
organs OF the Fry Shoe company, Robert s. Haaker of the Recent
Shoe company. Robert r. Rosenzweig of the Drexel Shoe company.
Frank B. Palmer OF the Shoe Market and Frank Wilcox II the sorosis
Shoe company ire specialists in handling leather goods They know
that patent feathers and calf skins are more popular in Omaha han
wooden shoes and they write ads to match. They form a sextet that
ca sing meaning ballads about the shoe industry.
Fred Panenrath, with Nicoll the Tailor, and Ellis H Wilson Of
the Maccarthy Wilson Tailoring company. represent another class OF
ad writer's. They know what the menfolks like to wear and thew
print pictures OF the latest styles and quote prices that attract the
Rper OF tailor made clothing. Mr.. Paffenrath has been in business
ID Omaha for tweny-one years. DresheT, the tailor, also belongs to
this class OF advertisers. Arthur Metz, Edgar A. Higgins and VIII
lam Kennedy are the three Jolly brewers. Mr.. Metz tells u IS OF the