The Pensacola journal. (Pensacola, Fla.) 1898-1985, 1920-11-15
Dark Ways of the Ad-Fakir
Described by Willis POUeU


solicitors. u read.
NOTICE TO THOSE SOLICITING
ADVERTISEAENTs
for programs. hotel registers guide
books. art novelties. etc. and all other
forms a. advertising except that %
established and rcputabls newspapers
| and maKaximeas
Trhls concern viii not consider any
such pablisity unless tho solicitor has
n permit from tbs Clearing House ~
1 Advcrtisinw schemes o. the Southern
city Board - Trade
1 tsiKnedl .......s.... Proprietor
Ia smaller type there was an y. -
stating that 'Ao concern would be pen
alized the sum ~ $50 II Il subscribed
a. space In IN any program q paper
etc. which had not been endorsed b.
I the above committee.
i A pardonmbis BluN
i OF course this rule was frequently
I broken. one 81 the committeeman
had card IT, the Inn guide hook.
Every advertiser IN thia sorry pam
| phlet was a member of the roard ~
I Trade. However none were fined. ~
\ the penalty clause was zoe per cent
I bluff Whether tho members were
I fined or not was Of no concern to the
i solicitor. and he was always led 20
! believe that the penalty was enforced
: An advertising solicitor would strik
Southern city fresh from q prolific
i field 800 miles farther north. After
getting the lay 81 tho land he would
approaches the biggest house on the
main business street With It's con
tract ~ hand half the battle would
be won.
Nr Fakir would inquire ~ the
\ floor walker who's who and why and
i get his bearings for the general Of
ficos. IN the anterroom he would
glimpse the Notice 90 Those Solicit
Il inE Advertisements"
I. Nothing doing sign here" 10 aa-
visod himself ApoiogizinE % the Of
flee bos who was about 10 ask him 20
further state his business. Mr.. Faklr
picks up his hat and rofires grace
fully
Across the street was tho store u
I Wells a Sora
'In take them on thought Mr.
FakiE
But az Wells 4 sons the same
sNptice" stared "a Mr. Faklr. Before
be had entered tho ufth store he bad
"a precedence which disturbed his
nerves that that Notice" would CON
front him with It's bold ana impudent
Invitation 90 beat a.
"That edlct Is sofle JOY killer
confidea SIR rakir 10 himself IL
has gotten mo beaten four ways ~
once. couldn't get up enough steam
b. set hY IL % present by plan 90 rev.
olutioui4e the publicity of this burg
| am Eoiuk % meet up with that
Ciearing House Or clear out II they
J Will but listen % mc / VIII divorce
them from their pet pccve"
Mr. Faklr would SCI hiS compass
for tho Board ~ Trade rooms and
humbly ask Cor a conference with the
ADVERTISING committee
Please state your plan" demanded
the secretary. = viii thea present II
a. the chairman ~ the advertising
committee. who viii decide whether
or not d has surf, lent merit 90 JUS
tify calling his colleagues together
Mr. Fakir would unfold hla plan Of
separating tho merchant from hia
money. re would BE- told 90 call on
the morrow.
ON the morrow he would - advised
b. the secretary that The advcrtlslnE
committee had refused his request
4 Was seldom that the secretary
referred the plans 20 the chairman 90
The committee and vet more seldom
lee o. meet with him
Sir Fakir would leave Southern
city Ia disgust
IT il the only original keep your.
money at home town ia these little
old United states You couldn't
wedge IN there II you guaranteed 90
stamp their names To- Tho book of ufo
~ sold lead ~ thirty cents a throw
Ill pass the word along for IN gents
% wlHe Southern city wide berth"
And Il was very much like this
Southern CITY figured that the first
winter season ufter tho placard was
Installed "a the offices and business
houses - it, merchants. manugas-
turers and professional men. $50 GOO
was saved the EA"nbe.a Tho time
saved BY cireumventlng the solicitor
was equivalent % another $50. 1000
southern city solved the question -
ridding Itself ~ nuisance which ab-
nerbcd the time IL the merchant -
sell a. abHorbinE "a cnuHtdoarhia
amount ~ hts Advertising appropria-
ion n - placed advertisine ON
higher plane, Money heretofore spent
IS small merchants on advertising
schemes was spent Though legitimate
channels. II paid them and made
more money for the local newspapers
+ A new era 90 publicity was enKen
dcred An advertising league was es-
F tabiiahed. Concerns hlgh PAID littlo
attention g. what thcy said in ths.r
advcrtlsing space tn the rewspauers
/ established sdveFtiHinr departments
& The Nourd ~ Trade le. fhs advcrtia
tnN league take Hp its y srk where II
Z lcft of and naturally protecting
their own Interests tbs udVerts SING
fakir was shown fc4rt courtesy
So much foo tho possibilities II fax
lnN the fakir II h. simple and effec-
tive. Any town Or citg bie 81 small.
can put the plan into effect with tia
cost ~ few placavds and gentle
mans agreement o. refer tho adver-
tisluE fakir So The head - ifn COM
iaerclal club, who has the nerve 30
I say 40