The Guthrie daily leader. [volume] (Guthrie, Okla.) 1893-1996, 1911-06-24
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8 A TALK ON ApQsRTlssSeo ! Z
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rhls is story ef an advertising
man MI ri n Ayers formerly ii
newspaper writer who. BY reason Of
his splendid work, Was made yice.I
president 81 the company he writesI
advertisements Cor. aud who. hesdes,'
WAS presented with $4,000 by the
president of the company IN uftherI
appreciation OF his services
Should make good story, should
| q not Well. Il does Here Il Is,
pui afsl let me say--with due aAod,I
esty that the Bush Terminal rbuial
l-pSny tthiS Is lls sann.an, AeiPped
tcs was ptlWafily Induced to start
Iafgadsert@ine oampaign BY the read,
ing II these advertising talks
THE Hnsh' Terminal company start
ed OF a heap OF sand on the Brooklyn,
NJ H. shore &Innt backed un hy Mrl
Irving 7, Bush. who bad a good idea
ana The courage to carry il out. HeI
ISonstmaitce large buildings for thel
Use ol manufacturers and wholesalers
wtose shipping aud delivery iaciitiesl
were greatly enhanced ~ being
operated from one central point--in
direct touch with steamships and
railroads.
Like every new thing, It took lot
OF persistent solicitation and convince
'ing proofs to induce some manutac-
'tpfers and Wholesalers to lease floor
space In the buildings constructed hyI
Mr Bush Finally, by hard work,
three enormous buildings had been
gut up and all Of the floor space
leased
Then MF Bush said
This looks like big enterprise.
How can | make il bigger? Which isl
the quickest way?" The advertising
talks were preaching not directly toll
him, but 70 everybody:
"Akdvertise-Ad Advertise Advertise
Ito get more business"
IAN right" said Mr. Bush, A will
advertise-~hut how?"
Here is where Mr. Ayers comes onl
the scene He, among many others,
submitted Il plan to Mr. Bush Mr.
Ayers succeeded in having his plan
adopted
Then Mr. Ayers. who vas asso-
ciated with that old and reliable ad /
vertising agent. r. T. Howard, gotl
husy~-which he needed TO do. be-
cause he had come in contact with
the liyest wire in his whole career.
Mr. Bush
1t is not an easy task to advertise
such a business as that Of the Bush
Terminal successfully because IL ap-I
peals only to manufacturers and
wholesalers. But it has been done mi
IA marvelously successful manner
and II has been done through news.l
papers
lust read these facts:
The advertising started about a /
year ago
The appropriation was 100000
Building No. 4 was to be completed
hast summer.
All OF the space had ben leased byl
August, as the result Of the advertise
ing. aud there were enough prospects
created 10 fiji another building I
Two more buildings were started
They were Just completed last May |
but by January ], 1871 all OF theI
floor space had been leased, although
the buildings were not ready.
Advertising and a splendid Ousll
ness organization had done the work
They increased their business one
million dollars on an expenditure OF
100000.
Now they are going TO spend an
other 100000 in advertising.
They are getting ready for results
too: Because they are building over
2,000,Oa0 square feet Of space six
times as much as was built every
year before they commenced to ad-
yertise.
They expected to do yearly bust
ness of s3,5OO O000-seren times as
much as they did year ago without
advertising.
TWO more buildings WIN be com.
pleted next January. Thos are half
leased now
Mr. Ayers expects them all to be
leased ny next Septeplber-four
months in advance oi completion.
Was there ever greater advertis-
ing story told? Ponder over il, ME
Merchant and Mr. Manufactures
Won't you heed the lesson 1t teachesY
God advertising copy did the work |
plus appreciation OF the advertisingI
by the big chiefplus cooperation
.p.,.r nrontces that we're kent