The Topeka state journal. [volume] (Topeka, Kansas) 1892-1980, 1911-12-06

Gray says 1t is a Science.
F. A. Gray, who is considered one
of the most successful advertising men
in the Middle West. spoke in an enter
tanning manner on Fortunes and
Failures in Advertising" He told of
how some Of the products which are
now bringing in millions of dollars to
those who are exploiting them were
placed upon the market originally and
gave some inside information that
served as eye-openers to the men who
heard him speak.
I'VE. as advertising men" said Mr..
Gray, maintain that advertising is
science. There are certain set rules
that must be followed, although hun
dreds of people are following rules
without knowing it.
THE four great principles of adver-
Using are to find something for which
something to supply that remand, adj
vertise judiciously and push for vol
ume of business.
"A lack Of any one of these steps is
fatal TO the success of a campaign
You often find a widespread demand
for a certain proposition Some con
Germs viii imagine they have that ar
tiele and they will advertise judiciously
but they fail. Again you find a con-
cern who have the proper article but
there is not Widespread demand and
they canOt create 4 demand. to make
the proposition profitable. But more
often you find a widespread demand
and the concern With a proper article
to meet that demand, but they fail on
the third proposition; that is, judicious
advertising
In the year of 1901 the entire worlds
output of gold was $25Z 900 600. That
same year the amount spent in the
United States for advertising alone
reached within two million dollars Of
the entire gold output Of the world
On this $3.50, 100000 spent in the United
estimate of profit of $4,000, 000.'
I believe much advertising is wasted
by not distinguishing between attract
ing attention and advertising. / have
seen people standing in front of a GER
tain WinuOW so thick that they couldn't
get into the door if they wanted to do
so The window display was so inter
esting that the entire attention of the
people was devoted to the display. If
you are selling flowers you must get
flowers into your windows.
How St. Joe Does II.
Il consider the advertising organi-
cations that have sprung up in the last
five years. said Mr.. Schwartz. the
known. In St. Joseph 4 or 5 years ago
ago we were facing a condition that
was deplorable- The different organiza-
lions were fighting one another. At
our ad club meetings we began to talk
common sense for the community.
We have today a new organization
termed with 1000 members. This
monk it Will be put III the field and
officers elected. n. have formed what
W. call our commerce club Then the
advertising club will ccnfine itself to
the discussion Of adHt1tising.
IF an Individual does not get good
out OF a community which he is en-
tisled to- it is his cwr fault. Some
times we say. why in Topeka they can
do anything they ant to-, and some
times you say. Go to st. Joe if you
v ant TO see things done
Il venture TO say some of you men
don't realize what the good points Of
your city are. Take a day or two off and
look around You II see what kind of a
place YOU live in. It is the fellow that
doesn know his town that kicks. The
fellow who doesn't know the best there
is in town is not good citizen. The
ad clubs are educating the people and
holding down this continual knocking
because it doesn't pay
Il want to congratulate whoever was
behind the movement to get these street
lights said Mr. Gray. when Mr.
Schwartz had taken his seat Il thought
l was on State street in Chicago
Nv hite Way Webb, was then called
on for A speech. Il Travelled over the
country said he land I saw the ad-
vertising value of white way SO
worked for one for Topeka. I am now
interested in good roads-interested in 81
Joe We would like to Join St. Joe in
an effort to build road from Topeka 10
ST Joe"