The Richmond palladium and sun-telegram. [volume] (Richmond, Ind.) 1907-1939, 1913-01-25
BY ESTHER GRIFFIN WHITE.

Advertise.
That is the slogan of the day.
Not only of the business man. but
the educational. the political the ren-
gious. the social and every other insti-
tuition.
That which is not advertised lam
cuisines in obscurity.
Sinks into oblivion.
Is ground TO pulp.
The modern world is like a great
arena.
The knights enter the lists and
jousting for a few rounds, begin to
fence, TO advance. TO retreat. seeming
ly in good temper but determinedly
going after the first place. the main
position. the advanta geous point.
Oftener than not il is like a bull
fight, flying at the enemy atilt. goug-
ing and trampling and killing.
II is great spectacle. this.
No war is as spectacular or blood
lessly bloody is the industrial
No battles equal theirs in ferocity.
No manouvres excel them in intrica-
cy,
| There are more accomplished diplo-
mats in this world than ever graced
a court.
| Charles Dudley Warner once said il
took much smarter man TO run cor
Gerry than to be Governor of n state
That you had to be up early and late
to make the grocery a success.
| But all you had TO do if you We're
I ~ 4 1k.ns
and more or less govern.
That is. Warner said this in effect.
Not in these words.
| But that is the substance.
And anyone can verify this by train
| ing their eyes on the capitals of any
state and on the corner grocery at the
end of a block.
| It's great game.
And many are they who find it fas-
cinating.
People often wonder why a man who
has made fortune does not retire.
| It's the anurement of the game.
Most men are possessed of sporting
blood which finds expression in one
way and another
You don't always have to bet on the
course or follow the devious windinss
of the wheel to be included in the ge-
nus sport.
| The biggest game of chance extant
is the business game.
This is recognized.
| And this is the reason for the heavy
plunging in advertisements.
Advertising has become not only an
art but science.
| 1t has its own opponents, its own lit
erature, its own publications.
| And some of these latter are of a
sumptuous character. The Printing
Art" for instance, and 1.-THE Inland
Printer" are among the handsomest
magazines put out, although the gen.
eral public rarely sees them.
There are wonderful trade journals.
known little outside of the clientele
they appeal to, which are beautiful
publications from the typographical
standpoint and in their general formal
and mines of technical and general in
formation
Every trade. every business, every
profession has it's own organ-some-
times more than one.
On top of these are the purely adj
vertising journals.
| The super journals one might call
them
Journals about journals.
| Magazines devoted to the exploita-
ton of other publications. advertise
ments.
Of how to do it.
And why.
Among these latter none is better
known, more attrac.ively printed and
more informing than advertising and
Selling" put out in New York and hav-
ing for is editor Mr.. Leroy Fairman.
| Aside from its purely technical arti-
cles 1t possesses literary merit.
| Nothing cleverer has been read over
by the writer for long time than the
symbolical play which ran through the
December, January and February num-
| bers.
| 1t is patterned on the "Evervwoman'
drama and is called "A Publicity-Mor.
tality Play in three acts Everyadver-
tiser," with subtitle of His Pilgrim.
age in Quest of Success"
| Its caste is extremely diverting in
OBSERVATION-DISCLOSURES an Office
Boy" "Spineless, Manager" Every