South Bend news-times. (South Bend, Ind.) 1913-1938, 1914-01-23
HUMAN NATURE
AID MAN 5 FIELD
Henry Nelson Mckinney, Gre
atOr of S55,000,00O Trade
Name, Emphasizes Repeti-
tion as Key to Success.

Henry Nelson Mckinney one of the
foremost figures in the advertising
world. the creator Of a trade name
which has come to be worth $55.OOO,-
600, was the principal speaker at the
January dinner of the Ad-Sell league
Thursday evening.
Human nature lies at the founda-
ton Of the advertising problem, the
study of mankind is the province Of
the advertising man and the depth of
personality which he sounds will be
a measure Of his success-that was
the theme OF an inspiring talk by Mr..
Mckinney.
1t was Elkhart night for the league,
the members from the latter city hav-
ing the program in charge. John Z.
Earl, vice president OF the league,
presided as POSTMASTER and five min
ute talks on Elkhart manufactures
were given by G.. M. Lord, George
crow and I'll. Beardsley. Rev. A. NJ.
OgleVee gave an interesting speech
emphasizing the spirit behind Elkhart
success. Guy Falk sang tenor solos.
OFFICERS Are Elected.
The officers nominated at the De-
eember meeting We're unanimously
elected. c. X. Trowbridge of Misha-
waka remaining as president.
Lew Shank, former mayor of In
dianapClis. spoke on the relation OF
advertising TO the high cost of Twins.
and touched on his potato campaign in
support of his fight for municipal
wholesale and retail markets. Shank's
manner took his audience by storm.
Get your name in big type at the
top" is the advertising theory advanc-
ed by Shank, who thus explained the
excess of publicity which he has re-
CeiVed in his public career.
Mr.. Mckinney drew on experience
OF 3S years in the advertising business
for his address. He has for that
length OF time been connected with
the y. w. Aver < Son agency and is
now q resident partner in the company
with headquarters in New York.
South Bend was one of the first
cities TO engage Mr.. McKinney's at
tention in the advertising business. At
the beginning Of his experience he en-
deavored to interest a local manu-
facturer in an advertising campaign
but the latter declined on the plea
that his business was "tOo peculiar"
10 be advertised.
II left South Bend saying that
would live TO see the day when this
city viii be changed by advertising
and I have" said the speaker.
For Small Advertisements
Referring TO a modern tendency
among advertisers who seek to stun
prospects by the enormity of their dis
play Mr.. Mckinney said ne believed a
main problem in the future Of public
ity is. How To get greater results
from smaller advertisements.
You can pour a hogshead of water
over "A flat stone and il will quickly
run off without leaving mark" said
ne. But let the hOgshead of water
leak through a spigot. drop by drop.
and il viii wear a hole in the stone.
That has some application To adver-
Using"
The speaker dwelt ON the import
anCe OF repetition. con slant hammer
ing, and dcCL+red mis- firm believed SO
firmly In the policy that it turned
down scores of prospects because they
were unwilling TO undertake a cam
paign OF sufficient length TO make it
pay.
When You advertise a product YOU
must find first the people who are
going 20 buy that product" said Nc
Kinney. THE more you learn OF
their ways OF thinking and living the
Better your appeal viii be. You don't
write advertisements to please your
self You must he sure TO meet your
prospects on their level If YOU are
too low or too high YOU are bound to
lose"