Tulsa daily world. [volume] (Tulsa, Indian Territory [Okla.]) 1905-1919, 1918-09-01

Then he turned on London a search.
light OF newspaper advertising that
stands In the record one Of the most
expensive and brilliant pages IN mcr-
camille publicity
Invest Huge sums.
lie hogan spending money ns II ne
had the Bank of England back OF
hlW. lic realized that the London
populace might not gasp IN wonder
mont at a small advt rtisement eN-
'uliiug the merits sof "A silk stocking
liu realized mat he had to do some
thing on "A big scale. and something.
above AN elise, that would compel at
lontion
Tie knew that i.oudoners have "a
weakness FOR art The average Lon
duurr viii waste halt his time going
down the strand or improve it
stopping lu view the CraNonH and
water Culors ana sketches In the
shop windows A beautiful picture,
an artistic drawing. a clever cartoon,
N|'I Fyi am audience any time IN old
London town so Solfridge started
uHi Goo DO something hig In the arts
'u I.uv
lly aHc,rmiucd the names ot tho
aiding black and white artists OF
'hr English capital lie got IN tou n
WIN thr foremost artists of the Gay
ihr men who made Punch and tho
Graphic. and the illustrated Nova,
ANA other great Illustrated pcrludr-
calls famous the world over lie got
ln touch with other artistA Then
h' sri them 90 turning out the finest
drawings hey were capable OF.
London Pals"
London fell, London. though not
'u 10 hurry about Il. casually dropped
around oxford way II that happened
q" Dee between any two points TO be
visited that day Many. no doubt.
cam" to scott hut remained. to pay.
Like wild turkeys following a tran
NJ corn to IL trap. they were shy and
walked around a good bit before
Nrn'uring H.
But once they vrnturcd in. the old
American department store system
scored delivered the goods dollar
Tor dollar. quality service. courteous
treatment. making every word good,
every I'm" Of the advertisement
solemn contract between the store
ana the purchaser. refundiny with
% smile when 10 was requested. no
trouble 10 show goods. whother pur-
chasing or not Es welcome Az tho
sunshine. a cordial welcome on every
foot OF the floor space "A coma again
smile that was on the square and
not a lure, rSc building up OF that
big family sPlLrs0 mu,utl helpful
ness. and understanding, and sympa-
thy and the quality Of the wares that
spoke most eloquently In service.
Buyers Crowd Store.
Today the drn nwings OF the artists
who made London stop ani look at
tho Selfridge ads are shown In
the art stores. Copies are sent to all
quarters Of tho world. Aui after
confidence in the store was firmly en-
tablished, ~here was no further need
Of the artists. Then page advertise
mcnN of wares were all sufficient
And tho more Selfridgo plied his
money into page ads the greater be
came the volume OF business and the
larger the SclfrldEe family OF buy
ers
There was another little stunt In
applied psychology that won out biz
London couldn't get out OF bed and
enjoy a breakfast without the lead
cr" article M the morning newSpa-
pers. 40 Selfrldge copyrighted a by
/ line. "Callisthenes," and CallistheUes
began writing leaders"
Leaders" for Five Years.
For five years these headers
have been appearing In the Evening
! Standard Pail Mail Gazette, West
minister Gazette, and Globe. Al the
head OF tho column for these five
years has appeared llttlo editors
note. reading as follows:
"Note-This column is occupied
| every day by an article reflecting the
I policies. principles and opinions OF
| this house OF business upon various
points OF public interest
"Selfridge n Co. Ltd"
These leaders brilliantly writ
ten, we're paid for at special advertls.
| ing rates. and they were some"
rates London will read brilliant
! article on any subject. Just as Lon
don will praise poem II II In up 10
| their standard of brilliancy. regard
/ less OF the subject treated. They will
stick for them.
Rivals EIEafiy Wake Up.
Selfridge has taught London that
| there ~ nothing commonplace or un-
worthy I'm advertising and publiclty.
4 He has made u pay big, and has
! dignfied H. lie has outstripped those
| In the same business who frowned on
| the vulgar system OF exploiting
I ones wares through advertising
Now all London Is trying 10 catch
up with h!m--Rnd there Is little ad-
vertlsing space TO be had By the lag
CARDS. owing 20 war economics. Sell
[ fridge has the cream OF A.
OF present conditions Mr. Selfridge
said:
The business man who falls 10
/ realize that right now-ln wartime -
! he should drive ahead with his ud-
vertisIng at greater speed than ever
| before has overlooked golden on
| portunlty AZ no time In the history
| OF our business here has advertising
| paid such large returns as rlsht now
NV only regret IL that l cant buy
more space Special correspond
| pnce Chicago Tribune from Charles