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,