The Birmingham age-herald., 1919-05-31
MEN, WOMEN
 AND THINGS

pOdSllHS thdC He never Iedu duFSl ei0S- ments. He was anxious. however, to let it be known that he kept abreast of the literary output of the day.
 
 Now, am not connected with the ad- vertising department of The Age-Her- aid and this story was not suggested by the advertising manager, but is written because if there is any other person in the fix of the gentleman re- ferred to above, I want to say that 1T you are cutting out the advertising columns in the dai1ies, weeklfes, -monthlies and quarterlies you are the loser.
 Now, I have been an omnivorous reader from my youth up and l dare say do about as much of it as anyone in Birmingham, but I am never so hurried for time IS to neglect adver- tisements. for frequently get as much out of them as I do out of the news or editorial matter in the papers or magazine am perusing. Now, you may think this speaks poorly for the class of Journals and periodicals which l look over. but such is not the case, for they are the leading ones published .n America.
 I got to thinking along this line re- gently while sitting up in the waiting room of my friend. Dr. Sibley. On his table was a stack. of periodicals. Now. I,t to read in reach, so I picked up cur rent number of a popular weekly which caters to the intellectual class of men throughout the United States. As is my custom, first scanned the advertising pages, for the national ad- vertisers are to me like. old friends, and like to greet them before begin ming to taste the literary flavor of my favorite writers.
 But now I wish to speak specially of daily newspaper advertising, which has gone far beyond the trinity upon which I John Wanamaker built up his stu pendous business and made his name 1 a household word throughout the land. | He has been credited with having said | that he had spent hundreds of thous- 1 ands of dollars to impress people with I his name his place and his business" until for years when the name of John l Wanamaker was mentioned, one in- stant1y thought of Philadelphia and a department store. This was before Ee l invaded New York city. ,..~
 l Millions have been spent for pub licity by other merchants since the merchant prince showed the way to the value of big space in the dailies and an occasional use of the weeklies and l the monthlies, but he also set the pace in spending large sums for capable lad" writers to prepare well written copy to be attractively displayed He built around his name, his place and | his business, but he never forgot ta
 encase them in an ornate frame mad ]
 by literary artists in the use of words
 and printer craftsmen in the matter o1
 the display of type.
 l e- The name, the place and the busi. ness in themselves are not enough tt I draw crowds even into Wanamaker'i
 stores under twentieth century condi
 tionss and he well knows this by adopt ing the latest and the best in the wa. : of experts to write his copy and [,
 display it. I am merely using Joh, 1 Wanamaker as a type of the advertiser who spends princely amounts lavishly
 but intellgently, and thereby has beer l able to put individuality even in news : paper advertising.
 I can remember the day when ad vertising was rather primitive, for ad vertising in the modern sense devel |, oped slowly. Even in1s93 when the New
 York World celebrated it's tenth ami !, versary under Joseph -Pulitzer's own
 ership, the largest department stor.
 advertisement in the columns of tn 100-page edition issued in honor of tn event was but three columns. Tn
 newspapers of the fifties and sixtie
 printed little advertisements from re
 tailers. The late A. T. Stewart, frs
 and greatest of New York's retail mer [ chants. was quite content with an ad a vertisement 10 inches deep across tw a columns
 But stranger than this the New Tor
 newspapers of the middle decades (
 the nineteenth century had no adver Il Using department, indeed, did not COT l trol the sale of their advertising, bl
 farmed it out. The late Gordon ]
 Ford of Brooklyn made a fortune o, l| of the columns of the New York Trit une, which he controlled and as late 2
 1884 the Brooklyn Eagle sold much
 it's space through an outside agen
 But these days have long since passe
 for the self-respecting newspaper coi r trols it's advertising as well as i le news and editorial columns.
 10 The Pulitzer school of journalism is
 in its graduate, school of business al
 ministration, pays some attention h. advertising under the head of "marke T. ing" Most of the up-to-date pape sd have an advertising service for the 9r patrons which puts at their dispos 1T the advice of experts in writing al
 arranging service, but many of the b .. advertisers have their own publici ra men who see to it that the space tn ,r buy is properly used. while many c; , upon the advertising agencies to a tend to it for them