The Ocala banner. (Ocala, Marion County, Fla.) 1883-194?, 1911-12-22
A FLORIDA WOMAN HANDLES An
vERTlsING FOR BIG FIRM

VINO went west several years aoo r.
engage in her chosen profession
tnat or advertising. The Tribune has
received a copy of the Los Angeles
sunday Herald. which devotes much
space to an account of Mrs. Crippen.s
work as the advertising manager of
large store. The article appears
with Mrs. Crippen's picture, and will
De read with keen interest by friends
and acquaintance of this gifted Flor
ida woman. The Herald says:
On the top floor of the Paris Cloak
and Suit House, surrounded by laby-
rlnths of coats and mazes of suits
hanging on hooks and displayed on
models, you may, if you are a good
pathfinder, finally wend your wav to
an Office bearing on the door the le-
gend, Advertising. 1t requires an
open sesame" to get inside, for the
young women who work here are bus
Ter than bees. 1t is here that Mrs.
Z. p. Crippen, the ad. woman of the
establishment, does most of her work,
and her right-hand woman is her ar
fist, Miss L. B. Holderness.
'Cheerfulness and optimism are
Mrs. Crippen's watchwords. Slight.
dark and alert, one has not to be in
her company many minutes to realize
that she possesses a qualification oft.
en- unjustly denied to women-the
sense of humor In her spare mo-
ments, which are few, she writes for
well known magazines under the pen
name of Bob White. When asked
why she took a mans name for pur.
poses of publication, she said:
why, l never thought of it in that
light. When l was young girl I liv-
| ed in Florida, where there is a bird
called the Bob White-don't you know
him? He says, 'chirp, chirp, such a
chirper little call, something like the
quail's chirp. The Bob White always
seemed to me the very incarnation OF
optimism. He was always alert, al
ways on the job, with a cherry little
message for everyone within hearing
1t was because admired the spirit OF
the Bob White so much that | used
his name when l began to write
always wished that l could give out
some message of hope, too
When questioned regarding heI
work as an advertising manager, Mrs
] Crippen seemed to think it was emf
nently reasonable that woman
should occupy the position she holds
She said
at seems to me that advertising,
especially in store like this, is dis.
tinctly woman's field. This is not
like a department store, where the
great number of things claim the
managers attention. l can have big
ger cuts and use more space describ-
| ing them, because l have fewer things
to describe The work is simply to
| specialize on styles, and I look for
slow results Sometimes a month aft
er an ad has appeared some woman
will walk into the store and say: i
have read that you carry fine line
of evening gowns or she may want
wraps or suits that were features
weeks before"
When asked whether she is pro-
duct of any ad writing school, Mrs.
Crippen laughed mischievously.
mo, indeed she said. Il was a
stenographer and did little work
now and then for the ad man.
found it so much more fascinating
than taking down dictation that | am
afraid | neglected my correspondence
terribly. Finally they decided they
had better get new stenographer
and let me devote myself entirely to
the ad work. That just suited me,
and the more I did the more liked
it. The upshot of it was that when
our ad man left for San Francisco,
slipped into his place.
THE most interesting part OF the
work, to my mind, is the layout. | al
ways make dummy layout and fill
it in as the ideas strike me, but each
ad man and woman has different
style. Anyone who has seen my ad
can tell it across a room-if you know
even a little of the game, you can read
each. ad writer's work Now here is
NV dummy" Mrs. Crippen indicated
large sheet of paper pinned to a
drawing board and roughly mapped
out with various spaces indicated by
Millinery" Suits" and other items
which the public want to read later.
shes doing an illustration to tit the
ad for Sunday. Let me introduce you
She is Miss Holderness, our artist.
We do all our work together"
A pretty girl who had been bending
over a drawing board turned around
and smiled in response to the intro