The San Francisco call., 1910-06-24

said, sells goods before they are sold.
The adman makes the market by put
ting the desire into peoples minds to
buy and does more than any one else
to spread the arts of civilization.
Blethen continued:
The advertising man sometimes con-
veys the news of the existence of
needed commodity; he sometimes con-
veys the news of a labor saving inven
tion; sometimes he tells of an article
OF luxury; sometimes he educates the
people In sanitation, or in finance. Ger
tainly you and l know that very much
of modern sanitation as practiced in
modern buildings has come about
through advertising.
The advertising man has told the
world of the labors of sanitary spe
cialists. The average dwelling of to-
day contains a bathroom with con-
veniences and appointments unknown
so years ago to any dwellings save
those of the riche The fashions for
men and women of today are almost
entirely placed before the public
through the efforts of the advertising
man. Modern ideas in finance as rep
resented in our best banks are today
being placed where every man who
reads a newspaper may know them.
CREATION OF DESIRE
The use of q certain kind of trolley
T..
chise the new uses for electricity, the
pleasures of talking machines. and the
economy OF the telephone, are things
which the advertising man has brought
to the attention of the consuming
world. and in a large measure the ad-
vertising man has created the desire in
the reader for the article in question
long before the reader has really felt
the necessity for that article. This is
the advertising mans method of print
ing news before il happens.
Every human being is born in alb
solute and dense ignorance. The bust
ness of teaching the newcomer in this
world is a permanent business. There
must always be the business Of educa-
tion. In just the same manner there
must always be the need or the desire
on the part of the human race for this
or that. Not only are. the individuals
in the race ignorant of the whereabouts
Of the article which they want until
! they are told, but there is the constant
renewal OF the consuming public by the
arrival of new human beings. In other
words, just so long as the productions
OF the human race are to be consumed
by the human race, just so long there
must be the business of distribution,
and advertising is part of the dis
trfbuting system of civilization"
Advertising Irrigated Lands in the
Inland Empire was the subject of W.
| ]. Tenny of Spokane, who drew from
his own experience. He said:
After much hard work and the ex-
penditure of vast sums OF money in the
transformation of raw, sagebrush land
/ into rich highly productive land by ir-
rigation. the problem most perplexing
! to the owner Is how to advertise that
| land so as to sell it at a profit
There are many things to be taken
into consideration when advertising a
/ gigantic irrigation project, the most
! essential thing being, l believe, the
| honesty Of purpose of the men back of
| the project TO give the people value for
| the money received. Now, to advertise
irrigated land successfully believe the
advertising expert should do more than
\ simply try to influence the minds OF the
people by result getting copy or by
clever illustrations.
NEED OF SEEING PROPERTY
"The advertising expert should be
| afforded an opportunity to make in
yestigations and personal observations
before attempting to advertise so as
to familiarize himself thoroughly with
the true conditions.
IRRIGATED lands have been sold sue
cessfully in the great inland empire
/ through newspaper, magazine and bill
board advertising-the three greatest
recognized and most powerful adver-
tising forces of the age-by advertising
men who have made 1t a point to study
the conditions of the project to be ad-
1 vertised
Occasionally we find an owner or a
promoter who processes to have spent
| thousands of dollars and did not get
results to warrant the expenditure.
! This may be due to a number of rea-
sons 1t may be that the advertising
man had not seen the project and con-
| seuuently was unable to prepare the