Mohave County miner., 1915-05-22


 field. The result of this contest was in our favor, but just how to make it effective was the difficulty. l secured the cuttings from the drill holes, which showed an interesting condition of things. Those from our drill were of course grain, while those from the holes of the competitor were of fine grain. I had them both photographed, and cuts made showing large round sections with spots in them. We took display ads in all the technical papers, and, without in any way using the name of the competitor, one of these blocks was marked with the name of our drill and the other marked Competing Drill' The headline was "See the spots on the sum-" This was chosen because just at that time the news papers 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 was interested and the spots on the sun were said to account for our victory. This attracted so much attention that it opened the doors to competition in the field referred to.
 No one with common sense today doubts the value of advertising-th only doubt is the value of the man who advertses. It has been said that 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 great CT fallacy. It is true that it is not necessary in the immediate present for such concerns to advertise, because they can travel a long period of years on their reputation, but the business that does not go forward will some day fall backward Advertising enables such concerns to progress, to cover larger fields, to establish the roots of business on deeper ground and to pros per, not only for today, but for long period of time-in fact, so long as con fidence is maintained and the business is extended by efficient management, which includes publicity.
 mention the Bell Telephone because it is in many places practically a mon- opoly, and without competitors why should one advertise? Let the Stan dard Oil Co. and the American Tobacco Co. answer this question, for they can do so on lines of experience. 1 have always believed that had the Standard and the Tobacco company not been so exclusive they would not have been at tackled.
 The Bell Telephone Co. advertises, l have no doubt, because, in the first place, it pays to enlarge, it's 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 bushel it eXcites criticism, jealousy, envy and hate some of it just and much of it unjust. It subjects itself to suspicion. But when it comes out into the open, keep ing its name and it's business before the public by seeking public patronage in the common democratic way of ad- vertising it challenges criticism and quiets unrest.
 Several years ago Governor Stafford was at the same time the chairman of a board of directors of railway com pany. Their annual meeting was held on the plant of the railroad in the west, and the governor told me that at one of these annual meetings they were in- terrupted by stranger opening the door and politely asking to be heard. He was told that the directors were en- gagged in business and that he should see the superintendent. But he main tained his position, making the state ment that he understood very well that the directors were engaged in business and that he assumed that their first business was to save money for the railway company under their charg; that he was before them for the same purpose; that he could show them how they might save a great deal of money,