Arizona republican., 1911-05-14

No word in the whole lexicon of our American English is so little un- derstood. in its larger meaning. as the word advertising"
 No vocation with such far reaching control over the minds of millions is yet so poorly appreciated. in propor- ton to it's limitless capacity for good or evil
 To compel a definite action on the part of millions whom he has never seen
 - To cause the minds of these mil lions to work. in accord. upon an inn pulse which he transmits. via type, and sway them ineNorably toward the goal he elects
 To determine in advance that through his will and skill. they shall make concerted movement toward a purpose or purchase they never previously contemplated, in direct re- sponse to his printed word
 That is the mission, privilege and power of the modern Advertising Man who can live up to his Opportunities
 Great indeed is he who can Change the State of Mind of a Nation. in any direction.
 And. the able practitioner of true Advertising possesses nothing less than this splendid capacity and oppor- tunity to change the minds of millions at ~in, through d kind of Literature which compels Action.
 Measure the foregoing against the usual achievement of Literature in its other and better understood forms.
 Compare. for instance. it's difficulties and it's actual. tangible accomplish nents with those of Fiction, "r Editor ial work.
 The Test of the Golden Shower.
 The professed Literary Man writes to either amuse, entertain, pr n- struct his Readers.
 He may choose his theme for its adaptation to any of these purposes. And he will. of course. choose popu- lar one. which already has foothold in public favor.
 If he be an Editorial Writer. ar News Reporter. he will deal with some subject which is already well in the eve Of the Public-timely, full of ma tive interest.-reasona sure of reading anG appreciation through pub lie interest in that SUBJECT itself
 If he be a Magazine Writer he will elect for his theme some situation rich in human interest-around which he can build a story to cnihrall his Read- CTS.
 The Public buys Magazines, News paDers. and books of Fiction because It wants to read certain kinds of Articles found therein.
 And-when the Writers of these Ar ticles have succeeded in amusing. en- tertaininE. or informing the Reader. their mission has generally been fully accomplished. their task honorahiy dis charged.
 Compare this with the task of the Advertising Man.
 His subject is arbitrarily chosen for him by the hard necessities of com- mercial case He has little voice in it's selection Usually that subject is; in itself. dry as bone-staled by much use-discounted in advance by Readers because of its known com mcrcial purpose
 Moreover-his work is likely to be seen only after the Readers first ap- petite for reading has been satiated by perusal of the current news or the literary features for which he or she had frankly purchased the publica- tion.
 Against all these enormous handi- caps the Advertising Man must com pete-in interest-with the literary features of fiction or fact. if he is to command d reading at all. This, be- cause there is usually more reading matter in each publication than the average person can spare time to cover-exclusive of the Advertise ments
 Out of that dry commercial subject he must first develop human inter est which will appeal tO the class he aims at. in order to compel a reading by those who had little or no desire to consider his subject
 Next. he must lead the mind of his Reader up to appreciation of, and de sire for. the Product he has to sell.
 After this comes his hardest task of all-viZ.. to offset. with earnestness and conviction, the native suspicion Readers have of Advertising state A 4 LA