Omaha daily bee. (Omaha [Neb.]) 187?-1922, 1915-08-28
Power of Persistence



g EvERAL hundred years ago scientist named
- Ginlo wiseman discovered that the most per
sstent" thing known I'm the annals of time was
the sun In writing the matter he said; The sun
sticks 20 the job Of Illuminating the world every day
In the year IL may shine here today and somewhere
else tonight But II Is always and persstently guild
ing Presidency IL what has made men win
battles when all seemed lost Persistency has been
and will be the cardinal feature OF success"
~Ginko certainly got It right for persIstency' is
the magnetic power which makes every business
successful To every man who Is driven by this great
and recognized power there one thousand men
who slide along life's pathway without thought OF
Ginko wlseman's truth.
'Persistency' applied to advertising methods by
newspaper would work almost inconceivable bene
fits. Seven out OF every ten advertising talk cir
cuation. advertising records etc. and seemingly
content with contract for time limited space
IL these same men were to preach 'persistency' TO
the advertiser and prove in intelligent way that
'persistency' would eventually help build up the
vertisers business advertisers would time recognize
the absolute truth. Pierpont Morgan became the
worlds greatest finsncer because Of ''persstency
Sarah Bernhardt became the leading actress OF her
time because OF 'persistency and her disregard Of
temporary failure In her early days. Edison has be-
come the worlds wizard in electricity because Of
'persstency;' Wanamaker has become the prince OF
merchants because OF persistency;" McAdoo brought
to great his under-river tunnels because OF
persstency" and In the face OF discoui agement Of
supposedly skilled engineers. and Roeblmg put the
Brooklyn bridge because OF 'persistency' which
uOTnluated MS physical and mental pOwer-and at a
time when there rules or parallels IN
bridge building
"Perststency' made Post the king Of the prepared
rood manufacturers; persistency" made Wr'glev tho
prince OF chew-chsw makers; 'persiscncy made Schtz
tho greatest and most successful OF American brew
ers-and "persstency'' will make any newypaper I'D
yertsng man or any advertiser permanently success
fu The fundamental principle OF in an adver-
Using campaign should be ''persstency" Thousands
or advertisers have failed 20 the goal of bust
ness success because 'orsistency' was not the DOM
nant factor In their advertising plans The inability
TO appreciate the word persistency' by many news
paper publishers accounts for the continued strRgo
Tor existence which surrounds their propositions
Ginko Wiseman's truth has been unappreciated by
millions OF men. The small margin of men which
have recognized the meaning Of tho word persist
ency have triumphed In OVERLOOKING measur Per
slstency or everastngly keeping at t. Is far more
necessary today In business life than in the days of
Gfnko Wiseman. Particularly because advertisers hava
now conceded that the newspapers have the magazine
tied up In knot when Il comes to hooking IN local
purchasing power with local merchants The per
sistent newspaper advertiser Is who reaches the
goal the one who doesn't persevere in the face OF
obstacles Is the advertiser you see stranded by the
wayside Which are going TO be? You might likep
advertisers TO automobiles going through a muddy
road Both have the same strength but the fellow
who keeps going gets out the fellow who stops
has to hire team Moral It costs less TO keep on
going.