The daily banner. (Cambridge, Md.) 1897-2008, 1921-11-17
DON'T FORGET NOAH
Take Him Out OF The Bible And The
Next Generation Would Know
Nothing OF The Flood.

Stop publishing the Bible for one
generation and in an0theE there
won't be one man in ten who ever
| heard OF Noah OF the Flood. The
principle of advertising keeps Noah
alive-as much alive today la -
ever was, and it will continu eto do
| SO as long as the Bible is published
and Noah holds the same space.
Go into the interior of China and
ask about Noah there. They never
| heard of him. They know more about
| Josephus Daniels. If Noah were a
| Uneeda Biscuit, a Singer Sewing Ma
chine or for sale at all he would be a
drug on the market in interior
! China. But here the Bible is read
and all the people know about Noah
Those who haven't read about him
| have been told about him by those
who have read. And don't make
any mistake about the people read
! ing the Bible. 1t is the book of
reference used most frequently in
every newspaper proof room. Mil
/ ton comes next, then Shakespeare.
There are hundreds of thousands of
people every day quoting from the
Bible and from Milton and they
don't even know it-one proof of the
silent power of advertising. People
quote unconsciously from the Bible
as they say BASES Ale without know
ing whether Bass is a fish or bar
onet or whether Burton is on Trent
Oh the River Doubt.
Think of the great army of Amer
lean gum chewers. There were just
as many millions of jaws wagging
ever day twenty years ago as there
are today, and then they were chew
ing what?-Adams Tutti Fruit.
Why? They didn't know anything
else: Adams Tutti Fruitti was
damned under their noses in every
newspaper in the country. Then the
outfit thought they could go along !
without advertising and they did
FOR A TIME. But what happened? |
Where is that chewing gum of yes-l
terday? Half the present generation
never heard of it. When you ask
for gum today what do you ask for
Adams? If you did the store
clerk would feel like ringing up for
the funny wagon. He knows moth
ing about Adams. Adams is like
Noah would be if they took his space
away from him-dead.
| can see a lot of half-baked ad
vertising experts sit back in their
swivel chairs as they read this--and
they are going to read it-and mum
bic themselves into a bewildering
doze. They'll trot out enough plat
itudes and statistical theories to be
fog the brain of an Aristotle. What
has generally publicity advertising to
do with specialized advertising? Says
one. Even children know that adj !
vertising is good thing, but when, |
is the problem, says another. Still
another will con over rates, long and !
short term contracts, preferred posi- !
tons, top of column surrounded by
reading matter, and all the rest of |
the twaddle sung by Jobnny Detail, |
and while he's busy hunting for OBJ |
jections he'll forget that if he has |
goods for sale the time to advertise !
those goods is NOW. He forgets !,
that in the world of trade NOW IS
WITH HIM ALL THE TIME. Then |
will enter the gentleman who insists |
that times are tight, followed by the /
pen and pencil brigade-the chaps !
with the figures.
Lord save us. They start with |
the per capita tax. pass through the
statistics of population circulation,
immigratio nand all the other ations,