Putnam patriot. [volume] (Putnam, Conn.) 1872-1962, 1916-01-07


"And we couldn't get any more soap"
Chicago river. 1t might help the drain.
age canal"
But you didn't give our advertising
a chance objected Rodney.
Yes" said Peale eagerly. I'VE only
finished IA great big advertising cam
paign in Chicago two days ago"
Il know the soap would have made
good insisted Rodney, with that
trademark.
IF your trademark was so marvel
eus.'' said Martin. somebody besides
your soap"
In the meantime Peale had grown
more and more discouraged.
"Oh, what's the use? He doesn't
believe in advertising" he said pathet
ically.
'.Oh. yes, DO" Mr.. Martin objected
sound conservative advertising. but
not the crazy. sensational stuff you 60
in for
Mary decided she would try another
tack
"Oh, you're just mad because the
soap trust didn't think of 10 Soap it
self" she said. half mischievously.
''Why, we wouldn't touch Il fool thing
like that said Mr.. Martin. IF you de-
liver the goods your goods will adyer'
tise you, that's always been our pol
ICY
This was an unfortunate lead for the
old soap king to have made. To doubt
the efficiency of his ads. was to strike
at the vitals of Ambrose Peaie, to chal
lenge him and draw his fire every time.
And now Rodney was his enthusiastic
squire and second.
Both boys drew good long breaths
and began on their favorite themes.
Poor Mary felt that she. too was be.
ing swept along with them in the food
of Peale's enthusiasm.
I'm sorry, father" Rodney led Off,
"but you are too old fashioned to know
the modern way of advertising. Why,
do you know the Federal Biscuit com
pany was ON the verge of failing until
they hit on catchy name for crack
ers?''
Mary took a hand too.
"And since then they have had over
400 lawsuits to protect it," quoted
Mary.
Their trademark made EN-" Rodney
went on. They value that trademark
now as s6.000.O00"
Peale had listened with grim salts
faction.
Great stuff" he echoed.
''And did you ever hear of the Will
kins safety razor:" asked Mary. Tell
him about it. Rodney"
ut costs You So" said Rodney.
Don't you know there's a mighty good
safety razor for a quarter and dozens
ct dollar? But you use the Wilkins
because Wilkins was there first You
buy his razor at high price simply
because of its trademark"
III advertising" said Mary, with
/ GESTURE she had learned from Rodney.
~ Absolutely" said Rodney. with a
ay.,l he had learned from Peale.
TsPeale himself went on:
p~And Andover soap In the maya
soes alone used $4,000 worth Of
We In 1918. and at cents a cake
ef'esale that represents 100000
for magazine articles alone"
son't believe it, old Martin in
ed.
said Peale irreverently, "and
other guys didn't believe that
sssffT5s would float, or that machines
heavier than air would fiy. or that you
could talk to Chicago ON a wire, or
send message across the Atlantic
without wire. Pardon me. sir. but
you want to get on To yourself"
Yes. father. you certainly do" said
Rodney.
And you'd better hurry up" added
Mary.
Mr. Martin laughed grimiy.
You've got a fine lot Of theories, but
what have you done for those 5000
cakes Of IS Soap out at Brown &
James'T
why. we haven't really spent enough
money advertising" said Peale. true
to his faith That's the tr0ub' e.
THAT'S true Rodney agreed. -sEv-
err time The Miller Tobacco company
mats Out a new cigarette tleY start ~