, 1916-01-20
1t Pays to Advertise

age canal"
But you didn't give u advertising
a chance" objected Rodney.
Yes" said Peale eagerly. I'VE only
finished a great big advertising am
paign in Chicago two days sgo."
II know the soap would have made
good" Insisted Rodney, with that
trademark"
.If YOUR trademark was so marvel
ous.S said Martin. somebody besides
vour poor old father would have bought
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
mot the crazy. sensational stuff you go
in for"
larry 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 a fool thing
IKE mai. Suih MI. MAJ III YOU w
liver the goods your goods will adver-
tise you: that's always been our pol
ICY"
This was an unfortunate lead for the
old soap king to hav made. To doubt
the efficiency of his ads. was to strike
at the vitals of Ambrose Peale. 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 flood
of Peale's enthusiasm.
I'm sorry, father" Rodney led OF,
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 a 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 SG.OOO.OOO."
Peale had listened with grim salts
faction.
Great stuff" he echoed.
"And did you ever hear Of the VIII
kins safety razor?" asked Mary. Tell
him about it. Rodney"
sit costs you So" said Rodney.
Don't you know there's n mighty good
safety razor for n quarter and dozens
at II dollar? But you use the wilkins
because Wilkins was there first. You
buy his razor at a high price simply
because OF its trademark"
Advertising" said Mary, with a
gesture she had learned from Rodney.
Absolutely said Rodney. with n
word he had learned from Peale.
Peale himself went on:
"And Andover soap in the maya
zines alone used $45O.OOO worth OF
space in 1918, and ut 3 cents n cake
wholesale that represents 15,OOO.0OO
cakes for magazine articles alone"
81 don't believe it," old Martin in
terrupted.
Yes" said Peale irreverently, "an
n lot of other guys didn't believe that
iron ships would float, or that machines
heavier han air would fly. or that you
could talk TO Chicago on a wire. or
send Il MESSAGE across the Atlantir
without a wire. Pardon me, sir. but
you want to get on to yourself"
yes, father, you certainly do said
Rodney.
80 AID ,,nttrI Inttnr ,,,,,, $50 ~ a1Inl
Mary.
Mr.. Martin laughed grimly.
you've got n fine lot of theories, but
what have you lone for those 5000
cakes of 13 Soap out at Brown &
James'?"
why, we haven't really spent enough
money advertising" said Peale, true
to his faith. THAT'S the trouble
That's true" Rodney agreed. "Ev-
cry time the Miller Tobacco company
puts out n new cigarette they start off
by appropriating 100000 to boom it."
And l suppose they are a lot of
boobs," put in Peale.
And think what other firms spend"
said Rodney. "Tve gone into this
thing, father. Think what national ad-
vertising is accomplishing. 1t sells au
tomobiles, vacuum cleaners, talking
machines, rubber heels, cameras, wash
ing machines, foods. clothes, shoes,
paints, houses, plumbing, electric irons,
t~ireless cookers, mostly to a lot of peo-
pie who'd never even hear of 'em II
1t weren't for advertisements"