The Washington herald., 1916-10-04
Expansion of Frank Seaman, Inc,
Shows Advertising's Growth

oversight remains today and also the
fact that he had to dip into his reserve
fund to make good.
Desired a Larger Field.
Mr.. Seaman says that It was not the
5000 deficit that Influenced him to close
out his newspaper plant In Rochester;
II was the desire for a bigger field; he
therefore sold his job-printing plant and
came to New York in 1882
Mr.. Seaman soon Identified himself with
DR.. Dio Lewis as advertising manager.
Mr.. Seaman built up the circulation of
the Lewis publications to over $1,000
which. for a 25-cent magazine, in the
year 1852, was going some" He be-
came general manager and then owner
OF the Lewis publications and then sold
out and went with the Cassell Publishing
Company, American branch of the Cas-
sell & Company, Ltd, of London, pub
fishers Of Casselrs Magazine, 'Women's
World" and the "Quiver"
II was while Mr.. Seaman was identi-
fed with the Cassell Publishing Com
pany that he received request from
Seth Wheeler, president of the Albany
Perforated Paper Company, to undertake
an advertising campaign. Mr.. Seaman
became very much interested in the mer-
chandising possibilities offered and he
broke away from the yCassell Publish
ing Company and opened his first ad-
vertising agency in an office at Broad
way and Eighteenth street Here he
conducted a profitable campaign for the
Albany Paper Company and business be-
gan to flow in.
Mr.. Seaman's second client was the
Rock Island Railroad, the first in a long
list of transportation problems which
have been handled by Frank Seaman, Inc.
In fact. during the last twenty-five years
Nv Cna hae 9,rz Al
for twenty-nine railroad transportation
lines in the United States.
Started Back-Cover Idea.
Mr.. Seaman was the first man to seize
upon the possibilities of back covers in
magazines. It was his idea to make the
back cover as attractive as the front
cover and he induced a number Of month
ly magazines to sell their back covers
as a whole, instead of cutting them up
into quarters, which was at that time the
universal rule. Back covers have been
always a speciality OF Frank Seaman. Inc.
II it were possible to go back and check
up the back covers used in all American
publications for the last twenty years II
would be found that a very large proper
tion indeed have been used by Frank Sea-
man, Inc.
Mr.. Seaman always has moved on the
theory that the development of an adver-
tising agency could best be served by TAX
ing a small account which had possibili-
tiesf and build 1t up into a greater ac-
count That this principle Is founded on
good sense is evidenced by the fact that
many OF the clients Of Frank Seaman Inc,
have been with them for twenty years
and more. and during this long period
these accounts have been held by con-
ststent and conservative merchandising
methods which have insured success.
Firm Uses No Solicitors.
Unlike other agencies. Frank Seaman.
Inc, has no solicitors. The organiza-
ton regards itself as advertising counsel
to its clients and its policy of conserva-
tism has been such that 1t has never di-
rectly solicited an account. 1t Is also of
interest to know that Frank Seaman,
Inc. is one of the three biggest agencies
in the United States and when the wCrd
biggest" is used 1t means biggest in
the gross amount of business transacted
and in the number OF employees carried
on the payroll. OF the agencies men
toned one has 100 accounts on its books,
another has over 800 accounts. while
Frank Seaman. Inc, has but thirty-four
active accounts
This small number Of accounts Is IN line
with Mr.. Seaman's policy OF giving per-
sonal attention to every account held by
the organization. He believes that 1t is
impossible TO lay down a set Of rules ap-
plicable to all accounts held by the Sea-
man organization. but each and every
account is overseen by one man who IS
held directly responsible. but who has
behind him the united effort Of the en-
tire organization. Perhaps It is this man.
ner OF handling business which has given
Frank Seaman. Inc. its prc-eminence in
the advertising world which it enjoys to-
day.