The daily banner. (Cambridge, Md.) 1897-2008, 1913-06-09
The
Ad. Writer
BuDscAR cox

office Of Perkins & Young, book pub
usherG, and asked for the member of
the drm who attended to the advertis-
hg.
'.There isn't any such man." was the
reply. 1--WE don't advertise. I'm the
head of the firm
Don't advertiser" exclaimed the
caller, with real or feigned astonish=
ment How do you get business
without advertising7"
I'VE use solicitors"
"And find them valuablef'
Eyes, we do-sometimes." s.
Suppose can prove to you that you
could sell several times as many of a
certain book by advertising as through
your solicitors?" 8
"In that case you would make 9 reg
ular customer Of us. But I've paid for
too many experiments in advertising
already. l don't care to spend any
thing more in that line"
"But suppose the experiment costs
you nething?"
"You canzexperiment all you like on
that basis" GO.
every good What book win you let
me experiment on?" a
1--WE have just issued Perkins &
Young's Handy Cyclopedia You can
try your experiment on that If you
like"
The young man thanked Mr.. Per
kins for the order with as much i'm
pressment as If he were to be paid a
thousand dollars for it and withdrew.
One morning a week later the pub
Usher on entering his office noticed
that his mail was unusually large. Be
ginning at the top Of pile foot high,
he took down an envelope, opened 1t
and drew out a letter to (Which was
pinned an advertisement cut from
newspaper. He began to read the let
ter, which was as follows:
1 have read with establishment the in
closed notice of your Handy cyciopedia
What must the books be that are adver-
tised with so much ignorance7
This is the ad.:
Our Handy Cyclopedia Is now ready. In
its makeup we have employed writer's
with first class regulations in the subjects
on which they write. Admiral Peary
writes the article on the south pole, Sir
Ernest Shackleton the one on the north
pole. That the work is up to date Is evil
dent from the fact that the article on
war Is by Charles Dickens and that on
the worlds navies by Alfred Tennyson'
The letter continued as follows:
In a h.
Usher to get out a cyclopedia containing
such abomnable plumbers! Inquiry VIII
teach you that Admiral Peary Is fitted to
write about the north instead OF the south
pole and Sir Ernest Shackleton about the
south instead Of the north pole. To prove
your work up to date you say that Charles
Dickens wrote the article on Wat and AZ
lied T6aIyeO Rat 'sirsasa sYzssz.s
any chronological table WIN inform you
that both these gentlemen died during the
last century am curious to know what
you mean by announcing articles by these
men. who shone In a different field from
that of the army or navy Please seno
me a COPY Of the work for inspection. II
there Is something wrong with your ao-
yertissment and find the work satisfac-
tory 1 will order set, being chairman
of the committee on purchasing BOOKS TOT
our university library.
Three-quarters of the letters consd-
tuting the pile before Mr.. Perkins were
from persons calling his attention to
the blunders contained In his adver-
tisement. Some were facetious, some
ironical and some abusive. Nearly all
contained an element Of curiosity, es-
pecfally those from persons who took
the ground that there had been some
mistake. In one of the letters the
writer said: "Giye me the name of that
ignoramus who wrote the ad for your
cyclopedia. l want him."
When Mr.. Perkins had gone through
the letters commenting on his ad. he
divided them into piles, the largest
pile being from professors and school
teachers, the next largest pile from
librarians, then professional men, with
q very large number scattering. There
were 1872 from persons who either gave
q definite order to send the work or
limited that they would like to see
\ cyclopedia with "such funny blum
ders" in 1t. There were twenty-five
orders from persons, conditional on It's
being a humorous work, and great
many suggestions that 1t be given
some such title as the Amusing Cyclic
pedia.
When Mr.. Perkins had turned over
the orders to the proper person he look
ed for the card the solicitor had hand
ed him, finding it in a drawer OF his
desk, There being a telephone mum
Der on the card, he called up the young
man, asked him II 1t would be con-
yenient for him to call, and In ten
minutes the advertisement writer was
In his office.
81 suppose" said the publisher,
THAT Won wrote that ad. Of our cy
clopedia without looking up any infor
nation. You certainly couldn't have
written 1t from the work itself. It's
pity you hadn't received an educa
ton. You wouldn't have had to blum
der into a good thing. What kind OF
an education did you get anyway
I'm q graduate of Princeton"
1.-THE dickens you say! What's that
old fashioned key you wear on your
watch chain?"
That's the badge of the Phi Beta
Kappa. an honorary society composed
of the best scholars of each gradual
ing class"
"Oh, 1t is, Ell: Well, you go over
there and hang up your hat and coat
I want you What's your price a year
for writing ads. p
uINro Sbo,car6 dofors"
"Is that allf Well. after you've
hung up your coat and hat come back
here end I'll pay you your 6rst weeks
salary In advance"