Washington standard. [volume] (Olympia, Wash. Territory) 1860-1921, 1916-02-18

thing Tor the entire summer"
As for the stories, or write-ups OF
dvertisements-noe expert ever sees
them, much less writes them. Most
crews carry with them few type.
writer operators to do the writing,
although some rely upon securing a
local stenographer or two in the city
in which they work. A good special.
edition man always carries a big
batch of deliberately written write.
ups which are clipped from previous
issues, mounted on convenient cards.
and filed under the various business
headings. Then all the editor
need do is to change the name, city
and street number as we'll as the
names of members of the firm and,
presto, you have a story especially
written for the prospective adver.
tiser.
Securing the data from which to
write the matter is most interesting.
A good data collector tells very little
of his work. He conceals his pur.
pose, fearing a refusal. When he GALE
on a merchant he says, in substance.
Brown is my name. am with the
Labor Paper. We are getting up a
list Of business concerns Of the city
and I want to take your correct name
and address-may take one Of your
cards?" Many merchants comply
without asking questions, but fire.
quently one says, 1--WE done business
with the Labor Paper for q dozen
years, and II they don't know me now.
they don't need to-" To this the 30
licitor suavely replies, "Oh, we know
who you are all right, but must get
the names and addresses correct. We
don't want to omit anyone. May
take one of your billheads or letter.
heads?"
Skill Needed in Getting Information.
The billhead or letterhead or the
card is usually full Of information.
It tells how long the firm has been
established, what it specializes in.
names and titles of firm members.
branch stores, trademarks, etc. II
any part of these data are missing
from the bill or letterhead the solici.
tor casually asks, "How long have
you been established?" BY this time
the merchant warns up and answers.
II have been here four years, but
Black, the fellow I bought out, was
here three years before that"
Then it is easy to find out how
much floor space he utilizes, how
many clerks he employs, how many
travelling statesmen, etc. It has also
been observed whether or not the
man wears an Elk or Shrine pin,
whether he is old or young, etc. All
this Is jotted down on the business
card or the billhead that the solicitor
has been handed and later used In
the advertisement. II he is compelled
to answer the question Of "Say, young
fellow. what is all this going to cost
met" he is answered with "Oh, moth
ing at alive are making no charge
for any advertising that we may
give you. We are merely selling the
papers and we may want you to take
q few to help US distribute them
However, will be around and show
you what we intend to say about you
before we print 30 that it will be ali
right"
A few days later. after the adver'
tisement has been written from one
of the previously used forms. another
solicitor calls to show. What we
want to print about YOU" OF course
the write-up has been fiatteringl,
written. The proprietor has beer
boosted as a loyal citizen, influential
in the community. ever ready to as
sist in any cause that will help tc
promote the interests Of the city
holding a commanding position In
the commercial world, progressive
successful. a good executive, an as
tute buyer, etc.
II the prospective advertiser OBJ
jects to the matter being too thick
he is told that perhaps his criticism
would hold If he had written the ar
ticle himself, but that is exactly the
way we feel about your business and
about you, and the editor thought
this was all right, but Of course. ne
wanted you to see it first" He II
asked for corrections and suggestions
to improve the article. TITS not an
advertisement, Just a commercial re-
view," is what he is told. Then he
is again told that the advertisement
does not cost him anything, that the
papers. are to be widely distributed
and that the edition will be full OF