Tensas gazette. [volume] (St. Joseph, La.) 1886-current, 1912-06-21
SENTIMENT IN ADVERTISER
Human Interest Real pov.,
ehandlsins. says !.
Hamilton.

The history Of retail adva,,...
the subject Of en- address aellv.-@
J. R. Hamilton before the ch,c."a y
ISOLATION Of Commerce at a lrrs ~ -
in that city the other day
Mr.. Hamilton, who was
manager Of advertising Of wsns-
er's department store in Philsss,sss
began his address with some ,,,s
ing anecdoes Of the first real 49,.
ment store advertising known l. =.
tory. During his talk the spesAs, q
some examples Of remarkah,.
cesses in advertising Of retall .a ~
prises. s''''
The best brains Of America ~.
ing diverted into trade" AZ =,
Hamilton. The colleges are re., y.
in their youth. We have found ~.
1t requires as much brains q II.
chandise a dishpan as It does to v,,,'.
prescription or prepare brief roi..
We have merchants in most !, Il.
city councils of the United slats. y.
have merchants in congress. We H..
had two OF them In presidential an
nets We have had a shoeinsksr 4,
governor. and before we finish WIN /.
we will put storekeeper in the VIM
! House.
I'VE are putting the best brain, ma.
business; therefore. We have "a. |,
get the best brains out Of business
What does all this mean to sdss,
Using? II means that business /, i,
ing morally standardized. and that 4
means that when the business Ia
adopted q standard. the advsrisIn,
manager has got to live up 70 Il !,
get out For the advertising Is Cub
the mouthpiece Of the institution Al
yertising puts into words what D.
business puts into deeds The adve
Using manager Of today has sot to }.
companion to the general manager a,
the proprietor. For he Is their nen
phone. He has got to be lead hois'
and pack mule for the whole caravan
For he must point the way a. wei 4
carry the load.
I'VE know that 30 per cent q III
people are predisposed each dsJ I
read the news. Therefore. It q plan
ly logical that II you want the us
est number OF readers you must zee
to find the news value IN your ne
chandis This I shall take up concfso
ly later on. Sufice It now that a
most interesting news In the PAP
should be advertising news beeiuI
It tells of money to be saved. Of D
vantages to be gained by better o. 4
ferent merchandise. or by labor
: time-saving devices. and Il tells
pleasures to be had from new idsas
styles In fashions.
nj Frankly, have always been q
loss to know why merchandising
human nature and human Interests
so little understood and 50 slightly
preciated. II isn't the merchann
we sell in any case. It Is the Idea
hind the merchandise.
! II remember standing in q p,
store and listening to working "
|" an as she talked to q salesmaa I
thing that she was saying wss Z
she had had to work all Of her lie ~
she was sixteen years old and
husband had had to work ell q
life. and they hadn't had any aef
/. tages. They themselves had miss
but they had a daughter Mar,
. Mary was sixteen years Old Y
!. Times we're better-they had uc|
In the bank. and they wers Just 60
to buy q piano to make Mary s1'
/. There was my Fundamental
15o. 900 workingmen and women
= that city, and I went back 70 ny .
!. and wrote till my fingers ached
!, the gist Of II all was to make y
: a lady, to give her the cpporiuni
!. they had missed think even
!. got to mention the price. but Ns
pianos from one end Of that Eo''
district to the other. sold them .
. had never dreamed pianos cou..
{, sold, because we were mefenanen
~ heartbeats and not 90 many p''
N OF ivory and wire
!, 81 could tell you hundred ns1.
- of human interest versus eomn''
- interest. where we aninA.so
= merchandise through the iupoa1s
:, behind the merchandise. eou's
no you Of how we sold osti'en -
~ and artificial flowers ana pla sss
- washtubs and shoes ana e'os. ~.
ls' a score Of other things. not ~ ~.
- catalogue description ana n ~.
~ through some big, warm. ~,
~ ythIa feeling behind the merenAn'