The Richmond palladium and sun-telegram. [volume] (Richmond, Ind.) 1907-1939, 1915-12-24

Chicago river. 1t might help the drain
age canal"
But you didn't give our advertising
a chance" objected Rodney.
YES" said Peale eagerly. I'VE only
finished q great big advertising cam
paign in Chicago two days kgo.''
Il know the soap would have made
good insisted Rodney. with that
trademark
III your trademark was so marvel.
ous." said Martin. "Somebndy besides
your poor old father would have bought
your soap"
In the meantime Peale had grown
more and more discouraged.
''Oh. what's the use: He doesn't
believe in Advertising" he said pathet-
ically.
"Oh. yes. l do" Mr.. Martin objected;
sound conservative advertising. but
not the crazy. sensational stuff you go
In for"
Mary decided she would try another
tack.
"Oh. you're just mad because the
soap trust didn't think OF IS Soap It,
SELF" she said half miSchev"uSly.
why. We wouldn't touch IL 10, thing
like that" said Mr.. Martin. IF you de-
liver the goods your goods will adver
tise you: that's always been our pul-
ICY"
This was an unfortunate lead for the
old soap king to have made. To doubt
the efficiency Of his ads. was to strike
at the vitals Of Ambrose PeaIe. to chal-
lenge him and draw his fire every time.
And now Rodney was his enthusiastic
squire and second.
Both boys drew good long breathS
and began on their favorite themes.
Poor Mary felt that she. too. was be-
ing swept along with them in the food
Of Peale's enthusiasm.
I'm sorry. father" Rodney led OF.
but you are TOO old fashioned to know
the modern way of advertising. Why.
do you know the Federal BIS, vi, conn
pany was on the verge OF falling Until
they hit on a catchy name for crack
ers:''
Mary took a hand too.
And since then they have had over
400 lawsuits to protect it." quoted
Mary.
Their trademark made EN-" Rodney
went on. They value that trademark
now as 100000"
Peale had listened with grim salts.
faction.
"Great stuff" he echoed.
"And did you ever hear Of the Will
kins safety razor:" asked Mary. Tell
him about 1t. Rodney"
1T costs you S." said Rodney.
Don't you know there's mighty good
safety razor for quarter and dozens
at a dollar? But you use the Wilkins
because Wilkins was there first. You
buy his razor at high price simply
because Of it's trademark
advertising" said Mary. with a
gesture she had learned from Rodney.
absolutely" said Rodney. with a
word he had learned from Peale
Peale himself went on:
And Andover soap in the maya
fines alone used $4,000 worth Of
space In 1914. and at cents a cake
wholesale that represents 100000
cakes for magazine articles alone
II don't believe it," old Martin in
terrupted.
Yes" said Peale irreverently, land
lot Of other guys didn't believe that
iron ships would float. or that machines
heavier than air would fly. or that you
could talk to Chicago on a wire. or
send q message across the Atlantic
without a wire. Pardon me. sir. but
you want to get on to yourself"
Yes. father. you certainly do" said
Rodney.
And you'd better hurry up" added
Mary.
Mr.. Martin laughed grimly.
you've got q fne lot Of theories. but
what have you done for those 5000
cakes Of l3 Soap out at Brown. 4
James'Y'
"why. we haven't really spent enough
money advertising" said Peale. true
to b.. 18th. That's the t..:.lb.e."