Evening journal., 1915-03-06
Rr MILLIAM G.. sHEPHERD

United Press Stat Correspondent
LONDON. Feb. 16.-(By Mail to
New York; 1t pays to advertise.
Ask Lord Kitchener. Ask Winston
Churchill Ask the English govern
ment. Not many weeks ago Kitch-
ener was a 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. II looked TO him
and many another Englishman as if
the Kitchener army would. beyond a
certain point, have to be made up OF
drafted men.
But all this time an influence was
at 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 wnat
Kitchener knew about advertising
newspaper advertising or any other
kind-was nothing. There WAS one
man. i'm England who knew much
about advertising as KitcheAor did
about armies and while Kitchener ana
his army council were worrying
about conscription this man was pa
tiently. scientifically and hopefully ad-
vertising. And this mans adVertis-
ing saved England from conscripuon.
No Englishmcn arc TO be forced into
the army; no men are 10 be dragged
unwilling, from their families; Eng
land will go through the war with
the proud boast that every one OF her
army Of millions is willing Volun-
teer. That is the outlook today
Kitchener is no longer a conscrip-
zionist. The voices of the dukes and
lords who believed that the masses
ought to be forced TO join the army
have been silenced. And England
will have the glory Of possessing an
army of men vino asked to be permit
ted TO fight for her.
This man is Hedley lie Bas. He's
a psychologist Of the masses. He
knows how the public thinks and
what it wants and what it will want.
And always before the public knows
these things itself He has made a
fortune in a publishing concern by
this talent. and when the war start
ed he knew that Englishmen wanted
to fight for their country. His duty
was TO tell them they did. The war
Office knew lie Bas One day. a war
office official said to him, on golf
links:
"Say, you've got a big business.
with many men working for you.
What would you do if you wanted
more men? How would you get
them?"
Easy" said lie Bas. I'D advertise
for them"
"well the army needs thousands
of men. Do you suppose you could
get them by advertising?"
Without a doubt" said lie Bas.
Whereupon the war Office gave lie
Bas a sum of money and told him to
20 ahead This was just before the
war broke.
lie Bas was just about getting start
ed when the declaration of war came
like a bolt out of the blue. The need
then became for millions.
How shall I tell England the
army wants men? What thought is
big enough and what words strong
enough to eaten their attention.
The danger was that his first mes
sage would be too weak. He worked
one whole night. writing down short
phrases. BY morning he had only
twenty. Then he spent the rest o.
the twenty-four hours picking out th'
phrases that were not good enough
and throwing them away. FINAL,
there was only one phrase left i
read: "Yod King and your country
need youl"
The newspapers blazed forth tina
advertisement that night. They call
ed attention to the fact that this
phrase was to appear on posters an'
bulbOardS oyaryWhere The public
read the newspapers and watched fo
the posters. The phrase hit the Eng
lish mind exactly in the center TIL
seven words became witchery.
Then lie Bas SCI ont on a terrific