The Topeka state journal. [volume] (Topeka, Kansas) 1892-1980, 1911-06-22

But first let me say-with
due modesty-that the Bush
Terminal Company (this is THE
company referred to) was pri-
marily induced to start an adj
vertising campaign by the read
ing of these Advertising Talks.
The Bush Terminal Company
started on a heap of sand on the
Brooklyn, N. Y, shore front,
backed up by Mr.. IRVING T.
BUSH, who had GOOD IDEA
and THE COURAGE to carry it
out. He constructed large build
ings for the use of manufacture
ers and wholesalers whose ship
ping and delivery facilities were
greatly enhanced by being oper-
ated from ONE central point
in DIRECT touch with steam
ships and railroads. --ssa
Like every new thing, it took
! a lot of persistent solicitation
and convincing proofs to induce
some manufacturers and whole
salers to lease floor space in the
buildings constructed by Mr..
Bush. Finally, by hard work,
three enormous buildings had
been put up and all of the floor
space leased.
Then Mr.. Bush said:
''This looks like a big enterprise.
How can I make it bigger? Which is
the quickest way % The Advertising
Talks were preaching-not directly to
him. but to everybody:
AdVertise-Advertise Advertise
to get more business.
''AIl right" said Mr.. Bush, II WILL
advertise-but how?"
Here is where Mr.. Ayers comes on
the scene. He. among many others,
submitted a plan to Mr. Bush. MT.
Ayers succeeded in having his plan
adopted.
| Then Mr.. Ayers, who was associated
with that old and reliable Advertising
| Agent, E. T. Howard, got busy-which
HE NEEDED TO DO, because he had
come In contact WITH THE LIVEST
WIRE in his whole career MR. BUSH.
It is not AN EASY TASK to adver-
tise such a business as that of the
Bush Terminal SUCCESSFULLY, be-
causeIT APPEALS ONLY to Manufac-
turers and Wholesalers. Bat 1T HAS
BEEN DONE in a marvelously sue
cessful manuer=AND IT HAS BEEN
DONE THROUGH NEWSPAPERS
Just read these facts:
The advertising started about year
ago.
Building No. was to be completed
last summer.
All of the space had been leased by
August, as the result of the advertis-
ing, AMI THERE WERE ENOUGH
PROSPECTS CREATED TO FILL
ANOTHER BUILDING.
Two more buildings we're started
They were just completed last May.
BUT BY JANUARY 1, 1911, all OF the
floor space had been leased, although
the buildings were not ready.
Advertising and a splendid business
organization had done the work.
THEY INCREASED THEIR Bust
NESS ONE MILLION DOLLARS on
an expenditure of 100000
Now they are going to spend another
100000 in advertising.
FOR RESULTS, TOO because they
are building OVER 100000 square
| feet of spaee-SIX TIMES as much as
was built every year before they com
menced to advertise
THEY EXPECT TO DO A YEARLY
!
TIMES as much as they did year ago
WITHOUT advertising.
Two more buildings will be com
pleted next January. THEY ARE
HALF-LEASED NOW.
Mr.. Ayers expects them all to be
leased by next September - four
months IN ADVANCE Of completion
WAS THERE EVER A
GREATER ADVERTISING
STORY TOLD? Ponder over it,
Mr.. Merchant and Mr.. Manufac-
turer. Won't you heed the les
son it teaches?
Good advertising copy did the
work PLUS appreciation of the
advertising by the Big Chief
PLUS cooperation = PLUS
PROMISES that were kept.
ITO bn continued