The times dispatch. [volume] (Richmond, Va.) 1903-1914, 1911-06-04

/ II you are not favorably disposed to-
"ard the proposition. l shall try It
eisc"here. with that announcement
he went back to his hotel
That evening tho millionaire called
to sec him. They talked for hours n
was way past midnight when ,hcy
parted. They met again al 10 4 "
That day EInmons closed deal for tho
biggest advertising business prob,b nv
ever obtained In ST. Louis. 1t amounts
TO Sooo.o00. and Eminonss commission
Is $4,000. To-day this advertisement
Is seen In magazines and newspapers
the country over. 'f1,
There is an idea that the successful
advertising man must he nmble wittcd
alert OF speech. sclf-rcliant and of a
fair amount OF assurance There wont
10 the Office of tho most prosperous
and best equipped advertising man In,
America one day young man who
was a Clerk in small advertising
agency, The young man believed as.
ISOLATION with the great house OF In.
country would benefit him in various
ways. He told his story 10 the bic
man. and the big man. who had climbed
from clcrkship himself ana who had
lot OF good. hard common sense alonp
"ih inc desire TO help a worthy young
man, studied his visitor closely .rhs
great man was n fair student or char.
ncter. lie did not like TO hurt Tho
VISITORS feelings. but considering IL bet.
Ter TO tell the truth than to misiead the
youth. he said: Young man. you Won't
90 You'll never make success in the
advertising business. You are 10 cast n
~ discouraged. Seek some other lcid'.
The young man thanked him and
81
agency. Three years later tho small
advertising agency was sold H out.
somehow the young man had managed
10 raise enough money to buy II. To-
uhy mat young man. who was ad-
vlsed TO seek some other field is Tho
greatest advertising man In Tho worid
lie does more business I'm ono ycar
Than the man who thought he was
hopeless did in three. The man who
thought this young man united Tor
the advertising field was the dean of
advertising agents and rcma ka bly, Well
informed. but he did not know all OF
the elements that make for success
In successful advertising. iH3
Expert opinion Is unrelIahle. 4 Jury
Of great advertising men chosen 10
award the prize In one OF the richest
competitions OF recent years for a
catchy line for advertising certain
commodity selected the offering OF
woman who never had written an ad q
IN her lie. The company offering tho
prize paid the money and then threw
the ad. In the waste basket 1t was
not worth the paper II was written on
Tor the particular industry Intended 10
he advertised, although 81 might be
good for another.
There is one man who snends In ex
cess Of $1.000,0o0 a yoar in advertis-
Ing who declares tho value of a catchy
business phrase II incalculable. He
got one years ago ;iai he believes ms
brought hundreds or thousands of dol H
lars to him. II is Your money hack
II you want it, II is a rare thing. he u
says. for happy phrases to come TO ad.
writer's as the result OF hard study.
They are the flashes OF quick minds
Nicholson, the postman, probably Is
father of more in use to-day than any
other one person #
Does advertising pay? Good adj Il
vertising pays Immensely, just as good ,
ad. writing pays handsomely the one
who writes AS to advertising re-
suits there Is the case OF a New York
err who astounded the country by his
lavish advertising. lie was rub
Usher. and regularly he would gathe;
allfthe money he had to his credit, turn
1t over to the newspapers and ad,
vertise his publications. Every ad.
was at least ono pago
There was no art no brains. no parti
cular merit Of his ads. but the mono,
came back to him over and over agar b
He spent millions In advertising AMI l
died a great millionaire, but he neyei
printed an ad. OF any Kind in his ow, L
Copyright, 1911. by Richard Spillane.i
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