The Lakeland evening telegram. (Lakeland, Fla.) 1911-1922, 1919-09-26
WANAMAKER NEVER
TAKES VACATION
FROM ADVERTISING
Continued from page q

made at price that warranted a
special sale. Great plans were made
for the rug sale, and Mr.. Cilley gave
his own attention to writing the adj
vertisement announcing the event.
Mr.. Cilley put the best that was in
him into the effort as it was really
his first big sale after taking his new
position. He put every bit of sales
manship and all his advertising and
editorial knowledge into the work Of
making that advertisement. When
he had finished he was proud of the
results and we'll he might have been,
for from every advertising angle it
was masterpiece.
When every correction had been
made as is the practise, Mr.. Cilley
took the advertisement into Mr.. Wan
amaker for his approval. The great
merchant read it through. He
praised it-he even did better than
! that, and in effect said that he did
not see how any person could read
that advertisement and resist going
to Wanamaker's and buying one Of
those rugs-and then tor down the
carefully built structure with seven
words
but it's too much like an adver.
tisement."
Then Mr. Wanamaker, who writes
rapidly but with great care, began to
mark out the most telling sentences
and rewrite new ones in their places.
When he had finished he had before
him the story of how and why Wanna
makers had purchased those rugs;
why sale was to be held and why
purchasers should be interested in
the sale.
J. WIS Orders
Mr.. Cilley has been advertising
manager of Wanamakers for eleven
years, now, but he confesses that that
was the last time he attempted to
write an advertisement. Since then
he has been satisfied, he says, to write
the daily news of the Wanamaker
store for the public.
In keeping with this there is even
now hanging above Mr.. Cilley's desk
a framed order signed by John Wan
amaker, which reads:
"Your sole business as a writer of
our advertising is to find out the truth
regarding the merchandise and tell it
in plain words, as briefly as you can"
Being leader in advertising as
we'll as a leader among merchants
of the world the policy that governs
John Wanamaker In placing adver-
tisements as well as his advertising
style should be of interest to every
merchant, big and small, throughout
the world. Ten years ago the Wana-
maker Philadelphia store began to
gradually withdraw from all forms
Of media except newspapers.
This was decided upon after care
full investigation of every form OF ad-
vertising and results.
In explaining this Mr.. Cilley said
1--WE believe people have the right
to have advertising where they want
1t. The people do not want advertis-
ing on billboards that obstruct their
view, disfigure their community; they
do not want 1t pushed in under their
door or thrown on their stoop, to add
to tn dirt fthe street that passes
their homes.
"The newspaper is the property of
the person who purchases it. The
regular reader comes to look upon 1t
as his paper He looks upon every
thing in it from personal viewpoint.
He trusts 1t and believes in it or he
would not be regular reader. There
in he expects to find news, instruc-
ton, entertainment and advertising. /
He accepts the advertisements as a |
part Of his paper which increases
his interest and trust.
He Protects the Publisher
"To force an advertisement Is bad |
policy, hence we place our advertise
ments where people want them-in
the newspapers"
In this connection 1t may be stated |
that Wanamaker's give no compli-
mentary advertisements, no matter
what cause they are solicited for. Mr..
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