Arizona republican., 1911-05-14

! their confidence by many Advertisers who once had the fatally mistaken : notion that Advertising and "a license to Prevaricate'' meant the same thing l-"Caveat Emptor." To dispel that Suspicion-and to in spire Confidence enough on the Read CTS part SD that he will put his hand into his pocket and spend hard money for something that he did not before want (as a direct result of what he had just read). is an achievement so handicapped and so impressive that the difficulties of writing to merely entertain pale into insignificance be- side it.
 Dynamic Force in Advertising.
 To make a man vote as you want him to vote-costs him nothing in the coin of the realm.
 But. tn make him buy your $500 article thousand miles away, through mail order advertising, for instance. costs him five cold dollars in real tangible coin.
 The average man or woman being prone to stop short when to go further costs real money, il will be evident that the conquest of adVerts- ing over his or her mind must be very complete before the written message results in any such financial climax
 And that climax is the only th'nglEe able advertising man is satisfied to achieve-the only thing which the ad- vertiser who knows his rights IS willing to pay q fraction of his re- turns for
 Be the advertising ever so interest ing. ever so informing, ever so clever lv written-even though il leads thou sands of people 5Oct of the way to- ward the climax aimed at, IL must be raclSoned q failure unless IL actually and ultimately produces the cash' III sufficient volume to pay d handso'le profit over the cost of the merchah- disc. plus advertising space and ser vice.
 TO be able to do this everytime, with practically every subject under taken. is the supreme test to Whlch the higher advertising can be put and is being put. ..
 And. to those few practitioners or the higher advertising who can do IL the nrofession of advertising offers reward probably beyond that paid ny any other for similar effort
 Reward which must increase year. r. with q fast growing appreciation oi the ability, experience. analytlcal pc" or nerceDtion and concentration such work requires. in order to be apie to produce .it.
 So some of the greatest minds now developing in our universities may we'll look toward this new profession of advertising as one which can uth- ;ze and will pay for the best brains in America.
 Now the object of this article is not to directly sell advertising.
 If is to obtain for advertising the public appreciation it deserves
 A1en to attract into its ranks more of tbe br;tiny men whose careers are pot tied down by overcrowded conui lions in law. medicine. engineering. etc.
 "The higher advertising mas room for such men.
 It has honor. as well as high finan- cial reward for them.
 Ii has scope for the greatest apiil'S os-,seu as for the tallest ambition.
 Great is he who can change the state of mind of millions via type py means of few vitaliZed sentences fra,pht with that subtle force which compels action
 When AIIadin's Lamp Commands.
 The higher advertising here Fe- for-od to makes no claim to being recent discovery.
 But. a few instances oi Hi"' nevertheless prove interesting
 six years ago, a well-kn"wn adN'r-