The Wallace miner. [volume] (Wallace, Idaho) 1907-current, 1915-05-27

newspapers were full of statements
about the influence Of sun spots upon
the earth. Below these spots were the
figures showing the work done by the
drill in which l was intreseted and the
spots on the sun We're said to account
for our ictory. This attracted so mucn
attention that II opened the doors 20
competition in the field referred to.
No one with common sense today
doubts the value of adyertising-the
only doubt is the value Of the man
who abvertises. 1t has been said thar
such concerns as the Bell Telephone
and others do not need to advertise
because their superior position In the
trade is so well known. Never was
there greater fallacy. It is true that
t 1T Is not necessary in the immediate
present for such concerns to advertise,
because they can travel a long perlou
of years on their reputation, but the
business that does not go forward viii
some day fall backward. Advertislng
enables such concerns to progress, 10
cover large fields, to establish the
roots of business on deeper ground anc
to prosper, not only for today but for
a long period of time-in fact, so long
as confidence is maintained and the
business Is extended by efficient man
agement, which includes publicity,
| mention the Bell Telephone pc
cause 1t is in many places practically
monopoly, and without competitors
Why should one advertise? Let the
Standard Oil Co. and the American
Tobacco Co answer this question, for
they can do so on lines of experience,
have always believed that had the
Standard and the Tobacco campany
not been so exclusive they would not
have been attacked.
The Bell Telephone Co. advertises
l have no doubt, because in the first
place, it pays to enlarge its field
through putting in the minds Of the
people of the whole world the advan-
tages of telephone service, and for the
other and very important reason that
when a concern is a monopoly and
hides its light under a bushel it eXcites
criticism. jealousy, envy and hate
some of it just and much of it unjust.
1t subjects itself to suspicion. But
when it comes out into the open, keep
Ing It's name and its business before
the public by seeking public patronage
in the common democratic way of ad-
vertising 1t challenges criticism and
quiets unrest.
The Man Behind the Patent.
Several years ago Governor Stafford
was at the same time the chairman
of the board of directors of a railway
company. Their annual meeting was
held ON the plant of the railroad In the
west, and the governor told me that a,
one of the annual meetings they were
interrupted by stranger opening the
door and politely asking to be heard.
He was told that the directors were
engaged in business and that he
should see the superintendent. But he
maintained his position, making the
statement that he understood very wen
that the directors were engaged In
business and that he assumed thar
their first business was to save money
for the railway company under their
charge; that he was before them FOR
the same purpose; that he could show
them how they might save a grea,
deal Of money, and that he simply
asked for few moments to state his
case, One of the directors said Lets
hear him" So the stranger proceeded
at once to tell them of the superior
virtues of a patent oil which he wa
selling. During his speech the chair
man summoned the superintendent,
who entered the room and was told
that this man had patent oil which
he claimed would save money and he
might give it trial
The year later the directors were
meeting in the same place; the sup
erintendent said that he had been
using that oil ever since
We'll" said the governor then that
fellow must have valuable patent"
Il don't know anything about the
patent" the superintendent replied,
but, governor, in my opinion, the
value of the patent is that man."
The oil was probably like any othe>
oil, but the man was very much unlike
other men, and | say to you manager
of advertising that when the balance
sheets of corporation are gone over NJ
detail and the question comes up as
to whether or not too much money :,
being spent in the advertising accoun,,
the question that is asked is not, What
is the value of publicity? but, Wha,
value does the publicity man make OF
It? And the answer is that the value
of all advertising is the value Of the
man.
A Tired Business Man.