New-York tribune., 1912-04-14
A Business which Pays Well
but Which Calls for Ex-
ceptional Ability.
BY Mary Marshall.
CHAPTER XXI.

1Af
Among the various vocatIons open to
women few have the reputation Of being
more remunerative than advertising. Ihere
FIRE many stories going the rounds-and
some Of them are fairy stories. by the way
OF phenomenal money made by women
advertisers The woman who originated
the idea used in the advertisement OF a
certain popular washing preparation Is said
10 have struck a veritable bonanza In that
one idea. Certain reports go so far as to
saw that she is able TO spend the rest or
her life in luxury from the proceeds OF
that one happy thought AS a matter OF
fact. such stories are only partly true; for'
although advertising is one OF the best paid
professions open to women, it takes just IS
much straight ahead plodding and daily
Grind to earn large remuneration in ad-
vertising as II does in anything else.
The large majority Of all the women az
pesrent successfully engaged in advertising
to-day rose TO their present work from
other positions They began as stenog-
raphers. bookkeepers and other Office work.
ers. illustrators and saleswomen. Very
few Of them realized when they started out
to work for n living that they would event
ually become advertisers.
But suppose your daughter has traits
that you think would 90 to make sue
cessful advertiser. and suppose that She
impressed. possibly. by the fact that ad-
vertislng Is we'll paying vocation-shares
with YOU the hope that she may go into
this line or work how should she go ABOUT
to become an advertiser?
To begin with. make sure that she mas
the right traits. for only about one clever
woman out of hundred really Is properly
constituted for the advertising business
BE sure that she is practical, for the Key
note 10 success in advertising, so one ao-
vertiser says. is the appreciation OF tne
commercial purpose Of advertising. she
must have the money bump strongly de-
veloped I'm her makeup, for the moment
she gets an idea that the main aim OF ad-
yertising is to produce clever copy or at
tractive drawings, and not solely and sim
pIv TO make people buy the goods her en-
ployer has TO SELL just then she falls to
make a good advertiser Besides being in
tensely practical, she must be willing and
physically able to do hard work, and she
must be interested in human nature, not
as she thinks 1t ought TO be, but as 1t is
Another trait that is necessary 10 the good
advertiser is the power OF analysis. She
must be able to dissect the problems that
confront the manufacturer in selling GER
tain line of goods and sec straight and
clearly to the root OF the situation.
Granted, then, that your daughter pos
sesses these characteristics, she must de-
eide which OF the two ends OF the profes-
sion she is best suited for, the art end
or the copy" end OF the business. Whether
she goes in for the former or the latter de-
pends. of course, on whether she Is more
gi fled in drawing or in writing To be sure,
there is a great deal in advertising besides
being able to write clever copy" or 10 be
able 10 draw clever pictures. The real sd-
vertising gift Hes In knowing what kind of
copy" or what kind Of drawings are need
ed TO make people buy the particular kind
Of goods a merchant wants to sell But IN
spite OF that, your daughter will have TO
decide at the start which phase OF the
work she is best suited for.
n her talent lies in the art" end Of the
work. she should have good practical
knowledge OF drawing, which she may gain
at practically any reputable art school, or
by self-teaching. one thing is certain. that
no one in the advertising business will ever
ask her to present her diploma from the
art school II she is able 10 produce the
desired results. While she is studying art
she should pay particular attention TO ques-
tlons OF reproduction, for when she is once
in the advertising business she will find
that Il is the artist who understands the
practical side OF reproduction, who knows
how her drawings are going TO appear In
newspaper, magazine or poster. who is go
Ing TO make a success.
There is a steady demand for fashion
drawings in advertising work. in illustra-
tlons for catalogues and magazine and
newspaper advertisements for clothing mer-
chants, and the young woman who can
prove her efficiency in this line OF work is
In steady demand
For the exceptionally clever commercial
artist there Is no better way to get into
the art end OF advertising than by making
a really good advertisement drawing for
certain product and then sending 1t on ap-
proval to the manufacturers OF the product.
One young woman who was studying art
In New York devised q clever illustration
for a certain kind Of breakfast food and
sent It to tho headquarters OF the manu-
facturers The drawing was put In the
hands OF the advertising manager. who
recognized the merits Of the drawing and
sent for the young woman. asking her to
bring her portfolio of drawings with her.
On looking at the drawings he recognized
the sort Of talent he was looking for, and
offered the young woman a position at soS
n week. with a chance for speedy advance
ment
For the young woman who cannot make
start by submitting a clever drawing
the best way to get into the art end of
advertising lies through personal solicita-
ton For instance. young woman who
can execute really good detail work such
as Is needed In illustra ted mail order cat
alogues. can by making a canvass of vari
Gus concerns who get out such catalogues
usually get a start that will. II she
chooses 10 make II, serve as an introduc-
tion to steady advertising work.
In the writing end Of advertising prob
ably the best way to get start Is through
a position as stenographer or private sec
retary in the advertising department OF a
large mercantile concern or In the Office
OF an advertising agency Occasionally ,
direct application for work as an adver-
tising writer yields the desired result.
A large paint manufacturer, who makes