The Coconino sun., 1917-06-22
WINNING THE WAR
 BY ADVERTISING


 the world-war is to be won by adver- Using. MT. Murray Allison, an Eng fish advertising manager, told the Associated Advertising Clubs at St. Louis that the British voluntary army of 3,000,000 men was advertised into being, and that all the great loans fioated in England had been raised by advertising. Canada, whose achieve ments in the war have been altogether remarkable in relation to the popula- tion and wealth of the country, has conducted seventeen distinct govern mental advertising campaigns since the war started. The United States government, after inaugurating sew eral picturesque advertising cam paigns to get recruits for the army and navy, including public pictorial service, is now employing similar me- thods in disposing of the Liberty loan. Taking one thing with another, we may perhaps change the maxim, Providence is on the side of the heaviest battalions," to more mod ern form, Providence is on the side of the best advertiser" And if the maxim be true, the Americans are due to win the war, because they are ad- mittedly the best advertisers in the world.
 However, it must not be supposed that the cause of the Entente has no serious opposition in the use of this great modern weapon of victory. Newspaper men at least, who some times know a good deal about adver- Using, are we'll aware that the Ger man emperor is and has been one of the best advertisers in the world Barnum never attained the height ir
 the art that William II had easily reached within ten years of his acces.
 sion to the throne. The Kaiser began his advertising career by putting out of power the strongest statesman ir the world, Prince Otto von Bismarck He put Bismarck out not because he Wilhelm, was a better or stronger man, worthier to govern Germany
 but because, having the chance to do it, he saw in the overthrow of this
 master of statescraft, chance to put
 himself on what we should call tho
 front page of current history. Hay. ing won that position, the Kaiser kept it ever after. He admitted no one but
 God to partnership in the position
 "We Hohenzollerns,' he said, "take our crown from God alone, and to God alone we are responsible for the fulfilment of duty" The Kaiser ap- peared on every occasion and in every capacity. He preached, painted, wrote hunted, travelled necessarily. His face, his upturned mustaches became familiar to everyone on earth--trade marks of his enormous business. In himself he centered Europe.
 And there wsa one feature of the Kaiser's advertising, not personal, which was staggeringly successful. If he made of himself the best advert ised man in the world, he made of the German army the best advertised in- stitution- Its fame penetrated every nook and corner of the inhabited world. Every military force was modelled upon it. Its fame was so great that the Germans deemed it the highest honor to die in it. It inspired fear in the bravest enemy. At this moment, the willingness of German men to accept annihilation in batta- lions is a tribute to the advertising ability which put the army foremost in every Germans thoughts. Later, the German submarine was triumph antly advertised. What were the trips of the Deutschland, what even the i'm mediately unprofitable Lusitania slaughter, but part of the subma- rine's great advertising campaign? |' Nothing like the military advertis- ing of the Germans! If the American skill is to be measured against it, we shall have to summon up all our re- sources in this line. We have been great advertisers, but we shall need to b greater yet. We must make our valiant army live in every Americans eyes and thoughts, and render service in it, to the death, the goal of every mans desire. We must make every wage-earner take the Liberty Loan home with him and gloat over it by his fireside. We must put our anti submarine device, when we find out that it really exists, on every age and an every wall. We must popularize our war; we must get it at last under the peoples skin. The publicity men" can help at that They have large field for useful service.