The Newport plain talk. (Newport, Tenn.) 1909-1939, 1914-04-16
Advertising
That Paid
Yet Results Didn't Suit the
Originator Of the Scheme.
BY EDITH BOWMAN.


cried Hosmer proudly as he held aloft
a round metal package decorated with
a smiling face which was sandwiched
between the legend "You can smile-if
you use Dentola."
ut is pretty" conceded the head of
the firm as he took the can into his
hands and inspected it more carefully
"Some actress, isn't it? Her face
seems familiar"
ACTRESS nothing" was the contemp
tuous retort Hosmer could afford tC
be fiippant when he scored success
'Thats the little typewriter over in
the shipping room. / caught her smil-
ing like that one day, and it made a
hit with me. invented the powder to
20 with 1t. It's the old 'Saponica.
with little carmine put in to make II
look different tell you. Mr.. Powers.
in a week that Dentola girl will be
known all over the country, and the
sales-well. I'll be around for raise
in salary in about five weeks"
Powers smiled and nodded. Hosmer
had a regular scale of self praise.
When he suggested that the firm owed
him a hat forAan idea it was only an
ordinary hit. The hint that he lunched
about 2 o'clock was a sign that he
had greater confidence in an idea. The
last time that Hosmer had announced
that he was worth a raise in salary
was when he had introduced sun
burn cream" which eventually had
brought the cosmetic company very
nearly quarter million.
Dentola seemed destined to enjoy a
more permanent success. Within two
months the Dentola girl smiled upon
the entire nation. Even in the tiny
hamlets Dentola placards adorned the
general stores. ..
The Dentola girl smiled life size
upon the city throngs, and more than
life size she beamed at train tired
travellers along the trunk lines.
Vaughn. the head Of the shipping de-
partment, was rather vexed over the
incident He had supposed that the
picture was merely to be used to deco
rate the cans of powder.
1t became something of nuisance
when visitors to the model factory of
the cosmetic company insisted upon
seeing the original Of Miss Dentola.' -
Vaughn, resentful Of the admiring
glances of the masculine visitors, pro.
tested to Hosmer.
'It's all part Of the campaign" de-
clared the sales expert. with laugh.
"Miss Dentola is the best saleswoman
that ever was. We sold more than q
million boxes last month, and the or.
ders are still piling in. tell you. Hen
1t pays to advertise when you adver.
tise right
"Sure," assented Vaughn. "but you're
OVERRIDING it. We wanted to sell the
tooth powder. not to bring people to
the factory to see Miss Dentola. There
was chap in yesterday who said be
had seen the pyramids and the Sphinx
and the tower of Pisa and all the Other
show spots of Europe. but he felt he
couldn't go back to Montana until heC
seen Miss Dentola. BY the way ht
looked at her l guess he would have
liked to take her back to Montana
with him. He's only one. There's
hundreds. It's all Miss Pryor can d.
to keep her work up
'I'll take her over in my depart
ment," offered Hosmer, with suspicious
readiness. Vaughn shook his head.
"She would have TO learn an entirely
new line of work. he objected. "Sh'
knows the shipping game now. lie
her stay, even if your ads. are nui
sance and worse"
But l think she ought to be In M!
department" urged Hosmer. 1T is IL
the advertising end that people woult
expect to find her..
"You get out of here demanded
Vaughn. half in friendliness and hal
very much in earnest. He had hat
Minnie Pryor in his department TO
more than two years and had givel
her scarcely look until Hosmer hat
made her nationally famous.
When men in Alaska began to sent
proposals of marriage to the cir
Vaughn began to realize that his as
sistant was decidedly pretty, and a
this knowledge came to Hosmer abon
the same time there ensued a prett
race for favor.
Minnie Pryor. finding herself in &c
mand for the first time, developed int
a beauty. So long as she had bee
merely Minnie Pryor. typist, she ma
gone her quiet way, but now Josep
Powers. president and practical owne
of the corporation. insisted that she b
given q royalty on the use of her plt
ture, and. though this was but frat
ton of a penny per box, the generou
use of Autographs enabled her to dres
: becomingly for the first time in he
narrow life.
With the purchase of better clothe
she had seemed to acquire that ind'
Unable charm which belongs to tn
woman who knows herself to be in Oh
mand. She did not develop what Ho'
mer was wont to term big head" br
she held herself well, and the apol'
getic little typist of the shipping rool
had become the belle of the cosmet1
..I--