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About The Oregon daily journal. (Portland, Or.) 1902-1972 | View Entire Issue (Dec. 4, 1903)
THE OltEGON DAILY JOURNAI POHTLAND, FRIDAY EVENING. DECEMBETt 4t 1003. i ' 1 EXPERT TALK ON HOW, TO ADVERTISE Befura 10 students of the T. M. C A. . . ' night school last night, H. C. Whlttl.r, advertising manager (or Olds, tVortman ' . King, delivered an address on Ths. - Fine Art of Advertising." Mr. Whlttler aid: ' . Mr. Chairman and Gaatlamtn of tha T. M. C. A, When your representative asked ma. to coma hera tonight and say a f.w words on tha subject of advertising ', 1 fatt a bjt timorous in accepting tha In vitation; firstly, bacausa I fatt that what -1 might say would perhaps ba neither , entertaining or Instruotlva, ana seconaiy, - becauae I am not a.publlo speaker in any sense of tdie word. I trust, how ever, I may do batter tonight than on an occasion soma yeara ago whan. In company with our present able and elc quant secretary of the nary, wimam u. Moody, I. was sent as a delegate to a grand lodge meeting In one of the Eastern states, where I was called upon for a speech. Approaching tha front of tha platform I atarted In with tha eustom ' ary "Mr. Toaatmaster and Brothers"- my kneoa began to knock together and my eyes to swim, "I am no ' speech maker." and then, to prove it. went back and sat down amid tha applauaa of the gathering. I concluded that tha sitting ; act waa wall dona, henca the applause.) ; I will try to do better than that tonight, though you may wish I had remained sit ting ere I finish speaking. 1 felt It a duty if, In any humble way of mne. I could be of service to auch a grand organisation aa the T. M. C. A., to re spond, and certainly regard It aa a privi lege and an honor to be Invited here to night to meet auch a representative body f young American cltisena aa oompose this splendid organisation of which I had the honor of becoming a member soma IS years ago. Your representative, when asking me ' to come here tonight, assured me that a mere Informal talk was all that would be called for and set a time limit of 20 minutes for It. I will do my best to In- j terest you. In that limited time, on a subject of auch Intense Interest that It could not be exhausted In a week of dis cussion by those better versed and fitted for such discussion than myself. The one elm of advertising is successful results. Millions of dollars are spent annually In this country alone through this channel In order to attain auch results. The salary alone of one advertising man who has charge of tha publicity depart ment In one of our large Eastern "con sress" or department stores. Is mora than that of the vice-president of the 1'nlled States. Perhaps In no better way could I Illustrate the growth of adver tising than by a recital of my own ex perience from the time I first became In terested In the subject, as a mere boy, up to the present day. When a youngster Ht home, away back In a little manu facturing city In New England, it was a a common remark of members of the family with whom I lived (I lost ray own parents at a very early age), in the evening after a perusal of the daily pttpfy, that they "Hud read every word In (he paper, even the advertisements," i" il 1 want to say right here: when It comes to mediums for effective adver tising, the newspapers rank first, far and r niy In the lead of all others, and you people of Portland should be Indeed proud r.f your local papers that In their dif ferent departments rank second, to none in any city twice tha else of ours In the United States. That la why advertis ers In our local newspapers attain auch successful results. Portland's papers are proud of Portland and Portland folk are proud of their papers. They boost, eternally and everlastingly not a "knocker" In the bunch, and Portland, in a great measure, must lay her suc cess to the splendid character and stand ing of her newspapers. But. to resume. The thought struck me forcibly, even at that age. "Why la It they say "Even the advertisements?" Are they so dull and uninteresting? If so, can they -not be bettered? I remember of writing a composition on tha subject when at school. I used to scan tha ada. and would often take my pencil and rewrite them for my own amusement In a different way. Right here Is a cardinal point: "Be different" different from all other writers; have Individuality!- Ideaa may be the same, but have a "different" way of expressing them. An advertisement, In order to bear fruitful results, must at tract the eye, this for tha reason that 80 per cent of nawa and periodical readers do not read adS; unless their eye Is caught first, and held after, by something of interest In tha advertisement. First, then, the headline la of Importance omething odd, catchy different from the ordinary. After that must follow forcible, earnest talk about tha merchandise one Is advertising. Make thla talk plain- talk trial any school boy or girl can understand, but make It forcible. If the pood In question are of an extra quality, say so and tell why. If the price la low, impress it upon your public, with the reaaon for its be- lng made so, and state that reason clearly and with force. Remember al ways that tha standard from which price must emanate la quality. Upon the quality alwaya dependa whether or no a price la high or low. So to any : newcomer into the advertising field I would say. keep quality eternally and everlastingly in mind, whether you are writing of the beauties of a California trip then bear down upon the quality of service given by a certain transpor tation line, or If of an overcoat or ault of clothes tell of their excellence and fitting qualities; If of a piece of silk, tell of Its goodness, for by the quality It must be determined whether or no the price la auch aa should attract ad read ra, ao that tha firm paying for such publicity may . attain results-that will pay a astlsfactory profit on tha adver tising. A firm should buy advertising as It buys merchandise, to make a profit on. If your advertising does not pay a handsome profit, there's something tha matter with It. It needs a doctor, and you'd better call one quick, else your patient, "business." may die. tiers, then, comes the importance of ohoosing right mediums. At tnis point must an good advertising start There are too many branches of business that may be benefited In different ways for ma to discuss them all here tonight, but I will yet have to be told of one that will not be most benefited, In an advertising way, by a liberal use of printer's ink, Newspapers or circulars, both are good. both are best But, my friend says, who defacea the highways with flaring signs, how about bill-board and rock advertising? Indirectly they may be of aome bene fit, generally tha sign painted along tha railroad tracks and highways, wharf one may read aa he runs, (while It may be read) passes aa quickly from the mind aa It passed from the eye when you whirled past It They get tire some, almost nauseating. Time waa, H. O. WK1TTXXS. perhaps, when such things had more value; that was when your grand daddies crossed thd plains In prairie schooners or on horseback. But, says some one. "Why, I think I got some benefit from such advertising." All right, my friend, but If you'd put the same amount of moiiey Into newspaper or good circulars, and put It in right, you'd have got a hundred times more. But "how about newspapers? Some are good and some are bad. while others are neither one or the other. Here. then, must come the matter' of circulation. A most Important feature for the ad vertiser to look Jo If he would attain results from his '. advertising. Select your mediums with care both as to the number snd character of its circulation. It Is valuable to you only from a stand ard of both. If I were advertising for a big store in New York and using both the New York H-ald and the American. I would look well to trie clientele of both before preparing , my copy for either. Goods and prices that would appeal to Herald readers might not in terest the readers of the American, and vice versa, and the money spent would be wasted. Look well to where your mediums go. among what class they circulate and prepare copy to fit each case if you would make a profit on your advertising. Circulars or store papers are moat excellent mediums, but here again comes in the matter of circulation or distribution. No matter 'how good the ad. may be that you send out. It must reach the party to whom It Is sent or It Is useless. In this work, obey the old maxim. "Don t send a boy Bend a man." Better pay a fair price to se cure good distribution of your adver tising than to run the risk of its clog ging the sewers at some point and lay ing yourself open to a suit for dam ages for overflowing aome man's land. Next cornea the importance of dis play, selection of types, etc. Every advertising writer should have a good knowledge of types, should be able to see his copy, in his mind's eye. already In type. Should be able to write it so that the compositor gets the writer's idea at a glance and is able to get the result desired by the writer, which should bring good results to the writer's firm. Right here may come the ques tion. "Do you believe In advertising schools?" Not to a great extent. An ad school may teach any one who can learn -types, mey may oe able to teach a few principles of advertising, but they can no more make an advertising man than a blacksmith -can make a watch. Most of the graduates ' of so termed advertising schools" that I have met. or whose work I have seen, have been FREE No Matter the Price ANY HAT IN OUR STORE All "Goods Marked Plain Figures We are comparatively a new firm and want a .better acquaintance and Just to introduce' ourselves we will, from now until January 1, 1904, give with every suit purchased -fn our store at a cost of $12.50 or over, choice of any of Our , " ' ' .'. $2.50, $3.00, $3.50, $4.00, $4.50 AND $5.00 HATS Goods all marked In plain figures. Stock fresh and strlctty high grade. Kvery garment the latest style. Every : ault exhibits the Indications of superior quality, with proper fit and correct style. " V E 4 r SVIT& AIND OVERCOATS Are displayed hare In profusion of styles and patterns, sacks snd frocka In English worsted, cheviots, etc., in prices' from , SIX FIFTY to TWENTY-FIVE Large stock of gentlemen's furnishingsselected with care and to suit the climate, at prices that will cause a sale If you look. Don't forget the name and place. HOUSMAN BROTHERS r 224 26 MORRISON STREET CLOTHERS Telephone HOOD 1722 real, practical business. - I would rather take aa Intelligent young man'Vho pos sessed a fair education and had apent a few yeara behind tha counter or in some practical buatness, let him study tha newspapers, read tha ada. from his own city and than from other cities, fol low up thta practice for a time, note type faces, headlines, ad. editorials and descriptions carefully, then take that young man to a print ahop a faw times. where he can study types and arrange mentsIf that young man haa got ad1 vertising in him. I'll bring, it out ana make a batter advartlaer of him in prac tlcal business than all the "ad. schools" from here to Portland, Me. But he must have It in him, be earnest ambi tious, take a vital Interest In his bual- nesa ana not be a clock-watcher. Advertising ' men are born with a natural taste and aptitude for the work, and "ad. schools" never made one yet Advertising is an interesting work, and la recognised today aa ona of tha professions, ranking with that of medicine and tha practice of law. It la also almost aa remunerative. Sal aries of advertising men grade up to day from, 11,200 to more than that num ber of thousand dollars per annum, ac cording to opportunity and ability. Ad vertising men receiving salaries from 15,000 to 110,000 a year are not few, while two men employed by large 'congress" or department stores In an eaatern city receive the same salary au the vice-president of the Unted States. Both of these gentlemen have raro ability, though I believe their aupertors to be doing better work elsewhere for less remuneration through lack of some opportunity. An advertising manager should not be a mere writer, he should have a thorough knowledge of the mer chandise he writes about If he be u store advertiser, he should have a knowledge of all the stocks he Is called upon to write about, but here he should be assisted by able department man agers, who are capable of writing the ad.-man a plain, everyday sort or letter, plainly written, without abbreviations, telling blm of what they have to adver tise, all about It, Ita worth ana selling price, and If the latter be a special one they should tell why It Is so. It is then up to the ad-man to glean from that a story that may be printed In so Interesting and readable a form as to Interest the public and get them In hla store. Above all, an advertising man must be honest, .but earnest and forcible without exaggeration. Force and en thusiasm are not exaggeration. The truth may be told In so mild manners.) and non-interesting a way that no one will read It, the same truth may be told In so earnest and forcible a manner a? to attract both the eye and the buyer. To young men who have an ambition tw take up this profession I would say don't do It unlens you love your buslne., ana love to worn, a ciock waicner win make a better mule driver than he will an advertising man. If ambitious to be come a store writer one must first have some executive ability, some Idea of store management and a whole lot of push and energy. Take en Interest In your business, "Oh," but you sny, How cftn I? My employer tukes u.i Interest in 'me." Ah: then Its your fault, make him! The employer don't live who won't take an Intereht in in employe, even though It be a sdtifh one. when he sees that employe taking an in terest In him and his business. The employers of this country are mostly, to use a slang expression, "from Mlsenuri" and have to "be shown" first. Show them, and keep on everlastingly ami eternally showing 'em. Water In time wears away rock, the Interest In you will come, and ith It perhaps, a little Interest in that business you . have shown your Interest In. Attain nucces by a simple over-riding and smashing down all the obstacles In the way. You may think your employer don't appre ciate you when he does. Ten to ono the reason for tliat is you are watch ing your employer too closely. Stop it! Gut In and plug hard. work, boost, In store and out for your store. . Not tiiat one must talk "shop" the time when away from business, but If you do talk shop, talk yours! Boost don't "knock;" the "knocker" Is the most reprehensible reptile that crawl Take that splendid advice of the great est American of us all, the man whom the entire civilized world delights to honor as man. the man whom every American Is proud to "lienor and point up to and say, "He Is our president, Theodore Roosevelt. "Be true, whe you work, work hard; when you play, play hard. Carry this principle, thi enthusiasm into your work. An adver tlser must. If he would be successful Good advertising Is oft-times done i play hours, when you play hardest, if you play fair. One should be careful not to advertise competitors; if possible, however, tempt them to advertise you Those of you who are or have been ball players know what a "sacrifice hit menus. Years ago I played ball for seuson or two on a minor league bal team in the East managed by Frank K Soelee who has since attained national fame as the manager of Boston's na tional team, and who is now the man ager of the Chlcagos. Ills Instruction always were to make a sacrifice hit when necessary; It has brought fame and fortune to him and the champion ship many times to teams playing uft der his management. Just so in adver tlKing. it Is often a good plan to make a llttlo sacrifice hit in your advertising n order to tempt your competitor to allow your man on third to score and get a little of his advertising appro prlation for your own benefit. In sum ming It all up then, we must combine in real advertising for poor work is mis named when termed advertising first' truthfulness, then individuality, be dif ferent, energy, enthusiasm, Judgment ill selecting mediums, persistence, kej; eternally at it. keep quality everlast ingly In mind, be forceful tvithout exug geratlon, keep your temper, If the other fellow loses his; attend strictly to busl ness and you've the germ of adver tising In your system, the disease will come out and spread to the benefit Of yourself and employer who is looking for you. Mr. Chairman, and gentlemen; I thank you for the honor you hav'e done me tonight in asking mo to come here. We have in Portland many good adver tisers, twice over, than any city of Its slse In this Union of states, and for that reason I feel the honor even more keenly than under other circumstances. I thank you for the privilege of meet ing such a grand body of representative young men, and I thank you more than kindly for the attention accorded me. I will close by apollgizing for the length to which I have drawn out my talk and trust I have not entirely exhausted the patience of my audience. Thanking you Christmas Shopping Made Easy OUR SYSTEM OF SELLING WATCHES, DIAMONDS AND JEWELRY ON EASY WEEKLY OR MONTHLY PAYMENTS Gives every person an opportunity to secure a valuable as well as appropriate Holiday Gift, without considerable outlay, or paying any more than those that pay cash. In making this offer of credit at cash prices we do so with the assurance that every arti cle bought from us is 20 to 35 per cent lower than at any Jewelry story in the city. In proof of same we cheerfully court comparison. f V: "v 'J!.. ' fS; 1 WATCHES BOSS, WE HAVE THEM IN ELQIN, WALTHAM AND HAMPDEN WORKS, FAHY'S, DUBER AND CRESCENT HIGH ORADB PILLED CASES AT ASTONISHINGLY LOW PRICES Something to Think About 7-jewel worki, warranted filled cae $ 8.00 15-jewel worki, warranted 20-year filled caiei 10.75 17-jeweJ( worki, warranted 20-year filled casei 15.00 15-jewel worki, warranted 14-kt U.S. aisay lolid gold caiei 30.00 Lady's watches, filled cases, warranted works 7.00 Lady's watches, warranted filled cases, Elgin and Waltham works 9.50 Ladles' watches, warranted 14-kt U. S. assay, solid gold cases, Elgin and Waltham works, up from 17.50 DIAMONDS f J ,1 - -11', 1 "Here Is Where We Shine" We carry the largest and most complete stock in the city, ranging in prices from $5 to $500, mounted in RINGS, STUDS, EARRINGS, BROOCHES, LOCKETS and CUFF BUTTONS. . With every Diamond we sell we give a certificate ab solutely guaranteeing the quality and value of your pur chase, and further agree to buy back any Diamond within one year at 10 per cent less the cash purchasing price. 3- I DAN MARX, Prop, 'ffife PorticUld LOcUl OffiCC THIRD STREET day Henry Norrross of Boston ap proached Mr. Sage and demanded several hundred thousHnd dollars, threatening unlfHM it was immedlutely paid to drop on the floor a valise he carried and whicli he' said was filled with dynamite. Mr. Sage did not produce the money promptly enough and his visitor let the satchel fall. A terrific explosion oc curred. Mr. Sage was practically un harmed. the rna1 visitor was blown to pieces, a clrk named r.nldlaw was badly injured and the ofTlce was wrecked. Afterward Laldlaw sued Mr. Sage, claim ing that the financier used him as a shield. . The case has been fought through many courts and Is yet unset-tied. THEY ACTUALLY DO THE WORK all again, good-night. SAGE DEFIES TIME AND DYNAMITERS New York. Dec. 4. "I have lived to celebrate the 12th anniversary of my lucky escape," said Russell Sage, the dean of Wall street, today, in reference to-his escape from death on December 4. 1891. at the hands of a lunatic who exptoded dynamite In the aged financier's office. "I expect to live to see, the 10th anniversary," added Mr. Sags. "If I am spared until then l will be in. my tSth year a pretty old man." It was just IS years ago today that the financial world and the public In general were startled by the new of tha attempt on Mr. ' Sage's Ufe. On that Tood Eaten Is Worthless Unless 91. gested Some Stomachs Mast Rave Help. Food taken Into the stomach which from the nature of the food or the con dition of the stomach is not digested Is worse than no food nt all. This is a true statement as far as it goes, and a great many dyspeptics go only this far with their reasoning. They argue with themselves that because their stomachs do not do the work given them they must be given less work; in other words, ihey must be starved. It would be Just as sensible for a business man who is un able to do all his own work to cut down his business to his own capacity as It is for a man to starve himself to relieve his stomach. Jhe sensible business man Employs haTp and goes forward with his business. Likewise the sensible dys peptic will employ help for his stomach and give his body proper nourishment. Smart's Dyspepsia Tablets actually do the work assigned to them. They relieve weak and overburdened stomachs of a great portion of digestive action. Their component parts are identical with those of the digestive fluids and secretions of the stomach, and they simply take up the grind and carry on the work Just the same as a good, strong, healthy stomach would do it. On this account Stuart's Dyspepsia Tablets are perfectly natural Jn their ac t4on and effects. They do not cause any nnatural or violent disturbance in the stomach or bowels. They themselves digest the food and supply the system Ith all the nourishment contained in hat is eaten and carry out nature's plans for the. sustenance and main tenance of the body. How much more sensible is this method than that employed by many suf ferers from weak stomachs. By this means body and brain get all the good. nutritious food they ned and the man is properly nourished and equipped to carry on 'his work and perform his du ties. He could not possibly be In prop er working condition by starving him self or employing some new-fangled In sufficient food that does not contain enough nutriment for a year-old baby. A strong man doing strong work must be properly fed, and this applies to the brain as well as the body. Stuart's Dyspepsia Tablets, by reliev ing the stomach of Its work, enable It to recuperate and regain Its normal health and strength. Nature repairs the worn and wasted tissues Just as she heals and knltq the bone of a broken limb, which Is. of course, not ' used during the pro cess of repair. ' Stuart's Dyspepsia Tablets are for sale by all druggists at B0 cents a box, and they are the one article that the drug gist does not try to sell something in the place of that's "Just as good. Their 1 unqualified merit, and success and the 1 universal demand for ,thera haa placed I them within toe reach of every ona. ; NO pain y ; HERE THE BOSTON DENTISTS MADE MY NICE TEETH These are the only Dentists In Port, land having tha lata botanical discov ery to apply to ths gums for EX TRACTING, filling and crowalng teeth absolutely without pain and guaranteed for ten years. Our offices have been established throughout tha United Stataa for twao-ty-ons yeara We are tha largest dental eamcarn la the world. 1 TF VIM IK VrtfSt Thesa prices for good work are po Ibis to us wa do so much of it Sliver Fillings BOO Gold Fillings, pure fl.00 Gold Crowns, J2-K. . 93.40 Full Set Teeth 340 Bridge Work 93M Ws tell exactly what your work will cost by free examination. Our plates give satisfaction, comfort and natural expression. Crown and bridge work of tha best at lowest prices Is our specialty. NO PAIN. Our name alone Is a guarantee that your work will be or tna Dear. Lady attendant always present Boston Painless Dentists Fifth and Morrison Sts. Opposite Meier, Frank & Co, Entrance Morrison Hours 8:30 a. m. to f p. m. Sun days till 1. HENRY WEINHARD Proprietor of tk CITY BREWERY Largest and Korrt Complete rswsry In the VotUwmI, Bottled Beer a Specialty nizraon vo. ys. Offloe 13th aad Snresids Btasjta. 1 ..-1 .raar:.f, STAVDAKD, WHITE and other 1 Rntod snaVT, Fifty we ond band m- chines for salt from 13.50 to $10. Call early- snd jrot your pick. Needle and oil for sale, 280 Tamhlll street, tcrner Fourth. Phone Red 1891. tECHLEH LCHLia. GET A Graphophone In your home and you will have end less entertainment for the winter evening's. We will sell you one oh EASY PAY MENTS if desired. 6nly $5 Down and $1 per Week CALL AND SEE US Columbia Phonograph Company" 128 Seventh Street PORTLAND, ORE. FILLED CASE WATCHES Waltham or Elgin, from $10 up Ladies' god watches, $18 tip. Diamond rings from $7 up, ' a. TtrxuBTrrern, .. t3l Wsaaiogtea St., Perkins Blag. .priwpi, js Taking Him by the Horns On the advice of your friends Isn't al ways such an easy task. But yon can do It now by acknowledging the fact that fall lrf squarely upon us and thst your hardware needs are apparent. When you do that look at our superb stock that Is open for your. Inspection at our store, and the pricrt that we are selling It at. A VERY CO. 32 Third Street WE WON'T URT YOU Orour Feelings If ym bare yoor dental work done at this erlk-e. , Dr. W. A. Wle till eztraet your teeth er at yoar plate la the moat sctentiae Banner. 1. -I. Wise 1 ?eceBled expert la crows ' D& W A, W1SHL oriofe tki.im o wmi. - , - t All of! ear assistants at. assert dtstiats. WISE-BROSivDcnti Fafllnl,4 Thirj z?.i t pk. t. V. -wi; i "t V,