The sun., 1916-01-30
ny Y. e. kI>GSBt
Vlce-Prcstdcnt american Tcic-
phone aud TcIesrnph -.


The American Ency coirdi, Dlction-
nry gives the followihs definition u; the
word publicity" The quality or state
VI being public. or known to the people
q, large, notofle,y."
In my opinion this definition H. s.rik-
ingly inadequate and does not ~ al
represent the conrert winch m, word
should carry to our minds II Is well
that we have mutual understandings
of the word publicity" vlich is sucn
an important factor in national prosrcr-
ty. To my mind the general idva of
publicity IL very broad one. 1t is not
confined to its relations 10 humanity.
but has many manifestations In the
whole realm os nature.
The brilliant colored corolla ~ .he
nower, the attractive plume OF the grass
the plumase Of the bird and thousand
other natural objects are as truly forms
OF publicity as ths WanamaNcl pages
In our daily papers
Consider moment II sou viii tie
function Of the brilliant rvlorcd corolla
of entomcY,.ious flowers Unless this
flower succeeds IN attracting IN" insect
fts search for pollen and honey. 40
Thal the pollen is carried from flower
~ flower by the insect, ~ one general
Non all OF the species or 'ntomuphllous
plants would become extinct. And as
apother Illustration 1t Is interesting to
hols that many flowers are small
and insignificant by themselves ;hn; the
smallest insect might not condcsccud TO
notice them and would pass them hI TO
th0ir utter extinction But what do these
minute flowers do in order to publish
their existence to the passing insect :
They group themselves together AT "A
single point instead of being widely dis
tributed over ti-. entire plant T"us
the collection OF minute blossoms wIich
forms for instance. the thistle. is en-
Abled TO max. brave show, and 1t
seems clear to- me a method ui. publicity
is employ ed In so doing-au inNes ment
which brings no less return man me
continued existence of the species
1t is Of course quite impossible in the
time allotted to this discussion 10 con-
slider even in casual way the great
general subject of publicity. and We
must therefore confin" our thought to
that branch Of the subject which has
to do in a general way with the pr"ht
which man expects to derive from the
employment Of the various means OF
publicity.
In its narrower aspect, then. the pur-
nose OF publicity is to influence the
human mind The aim may no, he to
influence another to perform some par
ticular act--it may he directed to in
fiuence minds in their attitude toward
some object or condition. Now pub
licity I'm any Of it's forms must of nec's-
sity involve effort. expense, investment
and from this it follows that the consid'
Grafton OF return from such investment
,s the actuating motive for publicit.
I have been Interested to fnd some
rarly record of advertising which IN
cluded reward. and found such ar
example in "A classic legend by Apuleius
and il seems to me that perhaps TINS i'
the very beginning Of advertising IN on,
iof the earliest forms employeh' 'nal VI
1.-THE common crier.
Psyche had ahsconded and Venus wa
bound and determined to get her bach
home She therefore called Mercury. the
messenger Of the gods. and r'uNesl''
him to proclaim Psyche IN public. T.
describe her and to offer reward u
whomsoeyer should hnd her. Mercury
descended TO earth and went up am
down among the nations. where ne an
nounced publicly the loss OF fsN"h" II
the following appropriate Language"
.'If any one can seize her IN her nigh
and bring her back fugitive daughte
Of a king IA handmaid Of Venus, 10y name
Psyche, or discover where shc mas con
cealed herself. let such person repair L
Mercury. the crior, behind the a"unda
ries OF Murtia, and receive 10y way o
reward for the discovery seven sw"c
kisses from Venus herself and one eN
ouisiteIy delicious touch of her charmin
tongue"
Thus. you see. very early in the gam
Was the investment side made prom
nent TO all who might hear,
But to come down to our own times
we know of course, that publicity ma
become recognized as the great alnos
universal method Of enlShtenmeu'
There is little left To- ur of tn" olde
forms Of publicity, Public crl"rS, her
aldry and signhoards are not promI
nent factors in publicity in this age
They have been so overwhelmed 10y TN
tremendous volume Of newspaper put
licity, circulars, form letters. novelties
electric signs. street car displays an
many other agencies that they seem |
us now utterly insignificant.
The orator Is still abroad IN the lan'
hut without the disseminating p"we
of the press his views would rcac
such small percentage of thos" h
wishes TO influence that the effect woul
not warrant the effort.
Every business. trade, society ana N
terest now has It's own pt'uldr W'
dunn Of publicity and tn" strndiug g
an institution may he fairly Well gHu""
by the influence and standing Of It's phi
ticular public organ.
Our modern life IS so complex ina
the greatest possible amount "t lil"i
I nation is necessarr to cach one OF IA
We touch so many varied interests q
! so many points OF contact that "" mus
keep informed OF the KALEIDOSCOPE
changes and developments, else "
stumble and fall. We live in q n"'
world each day and We must keep u
with the times.
without tho press. the create
medium of publicity. We could up' "Ne
approach the accumulation uf kuo"
edge necessary to live on IN" plane d'
manded by our civilization For i"'
cents We procure almost anywhere,
any time. the news Of the world in IN
papers and the product OF IN" h''
brains In the world in the magazine
We may wonder how the publisher 90
h,,S -hipl, the Dl II