The Washington times., 1915-03-06

LONDON. Feb. rs lby mail.-lt pays
to advertise.
Ask Lord Kitchener. Ask Winston
Churchill. Ask the English govern
ment Not many weeks ago Kitchener
was conscriptionist. He had the
mans size Job on his hands OF getting
together an army ten times larger than
England had ever hoped or planned
to have. 1t looked to him and many
other Englishmen as II the Kitchener
army would. beyond certain po!ht'
have to be made up Of drafted men.
But all this time an influence was al
work that Kitchener didn't know much
about OF war and armies and the
task OF ruling colonies no man KNOWS
more than Kitchener. but what kitch-
ener knew about advertisinS-news-
paper advertising-or any other h'"u-
was nothing.
Saved From Conscription.
There was one man in England VINO
knew as much about advertising as
Kitchener did about armies, ana ~hi'e
Kitchener and his army council were
worrying about conscription this man
was patiently. scientifically and nope
fully advertising. And this mans ao-
vertis!ng has saved England from con-
scription. x, ..,o
No rnglishmen are to be forced INTO
the army: no men are 10 De drasseu,
unwilling from their fanilles, Enelanu
will 40 through the war with the PROUD
boasI that every one of her army OF
millions Is a willing volunteer That
is the outlook today.
Kitchener Is no longer conscriptio,-
ist. The voices of the dukes ana aVf1s Us
be forced to Join the army nave oesn
silenced. And England will have the
glory of possessing an army oi tnen
who asked to be permitted 10 "sn' LUZ
ner H.,
his man is Hedley lie Bas, hes
psychologist OF the masses. He knows
how the public thinks and what II
wants. and what it trh,,n WIN knaWs MaH, these e
things itself. He has made fortune
in a publishing concern by this talent,
and when the war started he kne" thaI
Engnshmen wanted to hsht 10, iEr th~,n n"n
thev did. The war office knew lie ,sas.
one day, a war office Official SAID to
MIN, on a golf links: ,.,, with
Say, you We got big business. WIN
many men WORKING w a0ted ,of iIn more men:
How would you get them:
Easy said lie Bas'
for them ..,,sonds or
We'll. the army needs oi, anousahdS cnn1d get ct
men, DO you suppose 3o" No e
them by Advertising?
War Office Bugs Advertising.
without a doubt" sad lie Mas.
whereupon the war office gave lie
Ras a sum Of money and told MN ~
90 ahead. This was just before the war
broke. s,.r,.d
lie Bas was just about gettins staTteu
when the declaration of war came IKE
a bolt out of the blue. The heed the"
became for millions.
How shall l tell England the army
wants me? What thought is DIE enough
and what words strong enough 10 ca'eh
their attention.?
The danger was that his first message
would be too weak. He worked one
whole night. writing down shor.
phrases. BY morning he had only
twenty Then he spent the rest OF tne
twenty-four hours picking o"t the
phrases that were not good enough ano
throwing them away. Finally there was
only one phrase left. 1t read: w
YOUR KING AND YOUR COON-
TRY NEED YOU.
Blazed In Newspapers.
The newspapers blazed forth that ad-
yertisernent that night. They called at
tention to the fact that this phrase was
TO appear on posters and bill-boards
everywhere The public read the news
papers and watched for the posters
The phrase hit the English mind exact
IL i'm the center. The seven words be-
came watchcrN,
And then lie Bas set out on a terrific
adysrtisiug campaign. He followed Eng