New Britain herald., 1919-06-19
HOW THE OPERA SINGER WAS
 SHOWN"
< Human Interest Story on Advertising in The Nagabond" by Thomas
 DTCiCr.

his friend. a special advertising writer in a New York club.
 what use are you?" said the star, playfuIy poking his friend in the ribs. You create nothing. You are not manufacturers You do not sing What excuse have you for living?'
 "Weu," answered the advertising man, "if you want to learn how valu- able I am to manufacturers and merchants-to fellows like yourself for illustration, I'll show you"
 "Show me-" quered the singer.
 The surcst thing you know. You are a great singer, aren't you" You get thousands of dollars 8 night for a few songs. I'll bet that I can take you to a place filled with people right here in New York where you can sing \, your best songs in the best way you know how and you'll do we'll if you can get enough to pay your carfare."
 "Ill bet you a dinner you can't" said the singer.
 Wait a minute" went on the ad- vertising man. II hold that part of your succcss-a bigger part than you realze-is due to the fact that your singing is staged properly and adYer- tised properly Without the right kind of stage and without the right kind of advertising you have onlss slight advantage over the most or- dinary of singers" .a
 The singer looked doubtful.
 "Oh I don't expect you to believe 1 me" continued the advertising man, You won't believe me until I prove 1 it to you. Come along and I'll do if in less than an hour to your complete satisfaction
 The singer was taken to 8 courts between some towering apartm ent 1 houses.
 Stand right here and sing" eoni- manded the advertising man, and see what happens"
 So, without any preliminary an- nouncement the singer. whose voice was worth untold thousands, conls menced to sing his best songs. Not window was raised. Some curious children gathered about. :. Even the people passing by on the street did not stop to listen.
 I'll apologize." said the sin ger, and I'll buy the best dinner you can order"
 Now think what would have laaB- pened." said the advertising man, 'ii there had been 8 single line in one ] of the daily papers saying you were to sing here today. or if I had shouted, or hired a boy 10 shout that you Ware l 10 sing here. Do you get the idea3 V
 Your songs are wonderful just asA they are. But the country thinks thew are wonderful and thespeople arc Miil+4 ing to pay big priees4to hssr thena because of the qua1ffv Of those sep gsS PLUS the advertising they hayes ro NJ ceived for years." 1s
 ''I can see that clearly enough rS said the singer. "If kept on singh g here for q time I'd win friends, bufsj not so many as if you put tip ones poster here telling the people in tbfs house that tomorrow at this hour | would sing here"
 This little story illustrates clearly the value of the right kind of adver.@ Using.
 The greatest singers need it.
 The cause of the Allies had toYhe advertised to the people of 4Anlericag < for two years before they were ready to back up President Wilson and give all, if by giving all, they might Mips ] out Prussian autocracy. 1
 It was advertising that made the Red Cross known everywhere as "ThA Greatest Mother in the World.'
 It was advertising that gave new l meaning to the phrase. Tell it to ths Marines" across the border.
 Would any of the great loans have hcen f1oated without the help of ad- vertisng?
 Would the names Of the rlanufao- turers and merchants. who are as we'll known to you as the names of men who are associated with syou daily, mean anything to you if it were not for advertising?
 If you want people to know what is in your mind, tell them.
 That seems simple enough, doesn't 1t?
 But simple it is, how many busi- ness men practice it?
 Are you telling people about vour business? Are you telling them what they ought to know about your serF- ice: about your product?
 If you aren't, how can you expept ] them to know? @ If you were 10 walk down the street and ask the persons you met to tel you about your business-about youf A 1 product-hov many of them coud@ give you the answer you want?
 Advertising is the magic that wffE open the minds of the millions to your2 f message and-if you want to make& safes--open their poc1etbooks to -veu# al the same time.
 Like the singer in New YoHk, iet%8 some advertising man prove it to yoH-
 That Welcome Homo.
 (Ansonia SentineD