Omaha daily bee., 1919-02-23

discovered Just what the mystical
"E" that stands alone between the
Mary and the Sturgeon signifies.
Ehiciencyl We know we are on
the right trail, for we have talked
to the young woman with the En-
ma McChesney smile who bears
this name. #a- #a
Peeping over huge roll-top desk,
we spied her, bounded on the north
by portraits OF those champions of
democracy, General Pershing and
Marshal Foch, and on the south by
one of those snappy little notices,
whose red letters fairly scream at
you, This is My Busy Day" BIT
we were undaunted, for every day
is a busy one for Mary +. Sturgeon,
and rubbing elbows with the glue
pot and a shrilling telephone, we
listened to this genius of the adj
vertising world tell US "just how it's
done"
Success, that tickle goddess who
smiles and beckons and then fits
away just as we grasp the hem of
her cleaning robe, flashed across
the vision OF a certain girl of the
work-a-day world. Her thoughts
would Skip ahead of yours of the
18th instant received" and rosy
visions of the future filled the mind
OF the little brown-eyed stenograph
or who tapped the keys in a dingy
Office. 1t was not the soaring head
lines or the news of the day that
attracted Mary Sturgeon as much
as the advertising pages. The will
lowy ladies wearing the seasons
snartest suits, the beautiful hats
set above smiling faces and all the
figures of the pen and ink world
who dwell in the kingdom of adver-
Using, fascinated her.
A kindly employer loaned this
ambitious worker text books on adj
vertising and the midnight oil was
burned steadily while she pored
over the volumes which were to be
the open sesame" to the promised
land. Then follc we'd a long and
discouraging search for the posi-
tin where the technical side of the
advertising game might be learned.
But the gods smiled and Mary Stur-
geon began her training in local
store.
The rest has been easy, for since
the intficacies Of "layouts," "cuts"
and other bewildering details were
mastered she has become very
friendly with the elusive goddess,
Success.
But Mary E. Sturgeon has a mes
sage to all girls who have turned
their footsteps in business paths
She entreats them to heed the CLAIR
ion call of the busy world and not
to Be content with merely filling a
small niche.
"a girl must have receptive
mind, this business woman says;
"sho must be willing TO be taught
and she must not shirk response
bility."
Every buyer in the huge estab-
lishment knows that he will find a
friend and interested listener when
he approaches the feminine adver-
Using manager. 1t matters not
whether it be cut steel buckles or
green sweaters, she is deeply
interested, and her quick mind
Immediately begins TO plan and
scheme just how these wares
may be made most alluring to Mill
adv when she would a-shopping go.
Every year Miss Sturgeon buys
thousands Of dollars of good will
for her firm. Every line of her ads
must attract q certain number. and
hence her vocabulary is her stock
in-trade. The English language,
which we handle so carelessly every
dav. becomes such a vital thing
when we realize how much depends
on the choice of words and how
an author of ads must scheme and
plan TO make old expressions new.
And you have to fight, said
Mary Sturgeon, CLINT in her
brown eyes, you have to be SO
strong and so sure of your ground.
And we glanced beyond and our be-
loved warriors gave US grim little
look from their places on the wall,
and we Just wondered, ally to our
selves, if Mary Efficiency" Stur-
geon didn't gain inspiration, and
perhaps strength, to battle with the
army Of competitors from these
two leaders of men.
Kindness and consideration tor
those whom she supervises is Miss
Surgeons prime thought. In the
hard DAYS when she was toiling up
the frst rounds of the ladder of sue
cess it was her misfortune to work
under the jurisdiction of an unpleas-
ant parsonage Of the feminine per-
suasion. AS each trying day followed
another one stern determination was
formed by Mary Sturgeon that she
would always be kind to the girls
whom she directed, if she ever at
tanned a position of responsibility.
In fact, just to whisper little Sc
cret, we believe that this advertising
manager is partial to her own sex
to the nth degree, for she tells Us
very frankly that young business wo-
men are most efficient as a general
thing and that they give strict atten-
ton TO small details. In regard to the
question Of punctuality, which is be-
ing discussed by many employers,
Miss Sturgeon voices her praises OF
the girls who write the letters OF
the world.
A little item Of FIVE or ten minutes
is inconsequential, according to this
business genius, and she feels that
it is the work accomplished and not
the time spent that counts in the
grand total. II is because of thisfun-
derstanding and loyalty to her en-
ployes that the girls love Mary Stur-
geon and the wheels in her Office arc