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About East Oregonian : E.O. (Pendleton, OR) 1888-current | View Entire Issue (April 28, 1903)
mm TUESDAY, APRIL 28, 1903. MALTl-KME Made in California where materials are produced. The lowest priced roofing made. Lasts longer than all others. It is weather and water-proof and fire resisting. tm far Woklcw The Paraffine Paint Co. Saa Fraacbco, Seattle, m ii i t a ..i BH (M DtDYtr, Colorado. THEY MADE IT PHY HOW STEWART AND BONNER MADE FORTUNES. LET US FILL YOUR BILL FOR LUMBER We can supply you with Building Material of all descriptions and sa v e you money DOORS WINDOWS Building paper lime cement brick and sand. Wood gutters for barns and dwellings a specialty. Oregon Lumber Yard Alta St., Opp. Cotfrt House Bargains iu Real Estate I have a larger .and better liBt of Farms, fctock Handles and City Property to s-11 than ever before. Also a big lot of land in the coming wheat section of Eastern Washington. N. Berkeley Believed In Using Printers' Ink Con tinuouslyCreating a Demand Was the Main Thing An Illustration of Soap Advertising. Mr. Stewart was a dry goods clerk Its Tlllln, O. On the summer day when Ills real life story started he had gone to work as usual, put his stock In or der as usual, and -waited on his 'cus tomers as usual. without dreaming that he was at the turning point In his career. In the course or the after noon there entered a womn who ask ed for two yards of Mnck velveteen. After he had cut It off and wrapped It up for her and she had left the i on the publisher of one of the great of advertising. The yearly output of the company is today sufficient to en circle the earth several times. Us wares are found In every hamlet In the land, and It Is doubtful If there Is a woman, even In the backwoods. who does not know their trade mark. The Necessity for "Sticking to It." It is a characteristic of most con spicuous advertising campaigns that their success Is generally to be traced as In the case of Mr. Stewart s read- made skirt binding, to nn underlying idea, but the failure to understand the necessity of perseverance has caused the ruin of some of the most promising properties that have ever been advertised Into great success. An instructive example is that of a Phil adelphia concern whose founder made millions out of the exploitation of an excellent laundry soap. For 10 years his advertlsments were the talk of the country. At the outset of his career he called counter, Stewart turned to one of his fellow clerks, John TJ. May, "John," he said, "did you see what that woman bought?" No.' "Two yards of velveteen for skirt binding." "Well, that's nothing remarkable," replied John. "No." admitted Stewart. "It Isn't. But It gave me an Idea. Women are coming in here constantly for the same thing. After they get the vel veteen they cut It Into strips, sew j same.' u togeuier ana nnauy turn out a very Inferior material with which to bind sKirts. Piow, why woman t it be a good thing to save them all that trou ble? "And how would you do that?" In quired May. 'Why. get a machine that will cut the velveteen and sew the strips to gether. Then put it up in rolls and sell it ready for use." May instantly saw the value of tht Idea. When business closed that evening and for many evenings after they talked the matter over, and fi nally concluded they would go into the business, then unknown, of manu facturing velveteen skirt binding. They Interested one of their friends named Totter, and organized the firm of Stewart, Potter & May. Stewart and May resigned their positions and moved to Cleveland, where they se cured the services of a mechanic to work out Stewart's idea for a ma chine. In Business for Themselves, With their machine finished they started into business and found a limited market for their wares. The i dally New York newspapers one day I and asked the rate for a whole page. The price given him was satisfactory . and then he said: Suppose I split my advertisement up and make two half pages of It In different parts of the paper wonld the J price still be the same?" The publisher told him It would. "Well then, suppose I split It up into quarter pages?" "As long ns you use the space or a page In one Issue the price will be the Don't Be a Clam." Before the soap maker had finished he had an agreement from the unsus pecting publisher under the terms of which he was permitted to use the space or a page split up Into inch ad vertisements to be scattered through out the paper. Next morning the New lork public was startled by the In junction: "Don't be a Clam," which appeared In big letters In 140 places throughout the paper. This was fol lowed up In a few days with: "Don't be a Clam; a Clam Never Moves." men: "A Clam is rot Progressive; a I Clam Never Uses So-andSo's Soap; uon't be a Clam. A Paying Investment. This man spent enormous sums in advertising along this line. Nothing like it had ever been seen in the country- It was freely prophesied that no concern could stand the strain o! such nn expenditure: but a busi ness was. built up that was among the largest or Its kind In America, unfor tunately this policy was not contin ued. The company concluded that printer's ink was no longer necessary Oae of the essentials of the happy homes of to-day is a fund of information as to right living and the best methods of promoting health and happiness. With proper knowledge, each hour ot recreation, of enjoyment and of effort may be made to contribute to that end and are of not less value than the using of the most wholesome foods and the selecting of the best medicinal agents Arhen needed. With the well-informed, medicinal agents are used only when nature needs assistance and while the importance of cleansing the system effectually, when bilious or constipated, has long been known, yet until within recent years it was necessary M-nrt c nf mots, barks and other cathartics which were found to be objectionable and to call for constantly IM increased quantities. ., ... .i Then physicians having learned that the most excellent laxative and carminative principles were to be found in certain plants, r,r)nniitr n tho Imvpk. the California Fht Syrup Co. discovered a method of obtaining such principles in their purest condition and of presenting them with pleasant and refreshing liquids in the form most acceptable to the system and the remedy became known as Syrup of Figs as figs were used, with the plants, in making it, because of their agreeable taste. This excellent remedy is now rapidly coming into universal use as the best of family laxatives, because it is simple and wholesome and cleanses and sweetens the system effectually without disturbing the natural functions ind without unpleasant after effects and its use may be discon tinued when it is no longer required. All who would enjoy good health and its blessings should remember that it is the one remedy which physicians and parents well-informed approve and recommend and use and which they and their little ones alike enjoy, because of its pleasant flavor, its gentle action and its beneficial effects. Syrup of Figs is for sale by all reliable druggists, at the regular price of fifty cents per bottle, in original packages only, having the name of the remedy Syrup of Figs and the full name of the Company California Fig Syrup Co. printed on the front of every package. 7 0 0 dry goods merchants were quite alive , 7?l"fP A" dltbeen t,. ,r m,if f rn,ir-.n,rt, .Mri ' enormously advertised that It would fl . TFTV C mMAIIIGvj Louisville, Ky. San Franelscoi Cl. HKP New York, N. Y. P ft THE COE COMMISSION CO. Holds no customer re sponsible for more than the margin he places on a trade. A margin of one cent a bushel is required on grain, and $2 a share on stocks. An eighth cent a bushel commission is charged on grain and of one percent on stocks. R. L. BOULTER Manager Pendleton Office 120 COURT STREET FOR SALE 1M hMi! nf Iimyt ItnrsM- T wish til ! the entire bunch and .offer them 1 to the merits of the ready-made skirt binding, but the processes of lntro- uuclng it to the customer was neces sarily very slow. About this time there appeared in Cleveland a sales man for a Boston jobbing house. named L. F. Howe. Stewart and May njade It their business to Interest him In the new Invention and succeeded so well that Howe bought Potter's inter est, the firm being organized as Stew art. Howe & May, as it stands today. These three young men worked along until 1892, when, feeling the need of advanced methods, the firm was In corporated and moved to New York. Mr. May retired and George S. Curtis, of New York, on expert in financial matters, took his place. Creating a Demand. Mr. Curtis, even more than his as sociates, appreciated the field open to the new company If only the women of America could be educated to the use of the ready-made velveteen skirt binding. This seemed a difficult prop osition, for at this time only 10 years ago probably less than one per cent of the dresses worn were hound with this material. Mr, Curtis had had no more experience In educational work of this kind than had his associates, but thinking the matter over he made up his mind that there was one certain way to achieve the end be was after. "What we want to do," he said to the other members of the concern, "is to advertise. If we continue in the j way we are It will take us forever to get the business on the basis It ought to be. We must continue to depend on the good will of the retailer to pusb our goods. As he's got other things to do, and skirt binding is a small item with him, our progress will be slow. If we go directly to the women of the country telling them of the great saving of time and money and labor that may be affected by buy.ng skirt binding ready made, we shall create a natural demand and our goods will sell themselves. A Daring venture. At first this proposition was re' celved coldly, especially when Mr, Curtis announced that they ought to appropriate at least J5000 as a starter. Five thousand dollars was a very large sum of money to the firm at that time and to Invest this In an un knownd field was considered fool hardy . t Mr. Curtis Is a man who rarely carry Itself for the future. The sales becan to dron off so slnwlr thn thox- """s u n nus me eneci or maKing Sfd "no "seem'to" ..ze7hel mistake Jw" me? Th. lor a long while. Then the mischief had been done, and done Irrenarablv, Even the most extravagant use of the art of publicity failed to bring back the lost sales. for 140 a head, spring colts thrown in. without charge. About 1Z of these horses are broke to work and about 36 of them have been handled and are alter broke. All of the young stock have been si rod by an Imported Per eberoa, which weighs upward of 2000 pounds. The Clyde mares are heavy, low, blocky, solid animals. There are A Dumber of splendid 5-year-old geld- tegs in this bunch. This is a bargain for some one. can on or aaaress lor farther information CHARLES E. HOOVER, Alba, Oregon. or.n NEWRPAPEttS TO I'DT UNIifsB men to inree. men io lour. t caifti. on ihelrts, wall, or for wrap- and then to five. Finally the company spine purposes, uiq nepptr m win bought the present site on Mercer ttur-dlea or Tim earn mi norm a mnon ,,,,,. nnrt orwtert thir ih Imllrtlnir toe r.AST UUfcUU.MA.--i omco, tesaio- -- -- - : - -- i Dragon. Robert Bonner's Idea of a Small "Ad." It may be argued that what would apply to such an article as soap would not apply to a more important and serious Institution. But that this is cot true may be readily shown by any cumber of Instances. One of the most instructive is that furnished by the career of Robert Bonner, in his day rrouably the most famous publisher in America. Mr. Bonner built up a paper that was known and read every where. It made him a millionaire many times over. His success was founded primarily on his bold adver tising, and never before nor since haB there been such a lavish outlay of money by any publisher. On one oc casion he called on James Gordon Bennett, the elder, saying that he wanted a contract for a big advertise ment the following day In the New York Herald. "How much space do you want Mr. Bonner?" "As much as you'll sell." "Oh, I guess not," replied Mr. Ben nett with a smile. "We've got lots of space, you know, for our advertisers.' "Thats good." replied the other cheerfully. "Here's copy for one page, and here's copy for another, and here's copy for a third, and here's " "Hold on, there, hold on." cried the astonished publisher of the Herald, "Bless my heart, man, we can't give you the whole paper." "Why." declared Bonner with an in jured air, "you told me I could have all I wanted." "Well. In heaven's name, how much do you want?" "Why. I figured on about six pages." "I'm sorry, but there's a limit, you know, beyond which we can't go and get our paper out: and three pages about marks the limit." "I'm sorry to hear that. Still if you can't, you can't, and I'll have to he satisfied with a little advertising. But I must say I'm very much disappoint ed." Henry Ward Beecher Remonstrates. A few dayB after this "little adver tising" appeared Mr. Bonner received a call from Henry Ward Beecher, who was then writing for him the novel Norwood, which was appearing In serial form. "I ve come," said Mr, Beecher, "to remonstrate with you against the dreadful way In which you arc throw ing away your money." "I? How?" "Why, through your foolish extrav agance In advertising. A dozen men of prominence, friends of yours and friends of mine, have come to me within the last few days, asking me to r.ee you and stop you In your course. Your recklessness Is tho talk of the town. Everybody Is prophesying that you'll be a bankrupt unless you stop." "Good, Good," chuckled Bonner. "That's the very thing. Don't you that stands a monument to the genius see that my advertising Is a distinct j result will be that the whole town will buy my paper." And it did. Mr. Beecher went away only half convinced. But It wasn't long before he admitted the wisdom of Mr. Bonner's course, convinced by circulation figures that were stupen dous for those days. Mr. Bonner re tired some years before his death to devote himself to the enjoyment of the large fortune he had accumulated. His successors believed themselves In possession of a property that need no longer be advertised. They felt that, as it was known almost as well as New York itself. It would be "folly to waste money." Something like six or seven years ago the circulation of this great property had dwindled to such an extent that It was no longer deemed wise to continue It as a week ly publication. There were several bursts of tardy advertising, but they failed utterly to revivify this proper ty that bad made its founder one of the richest men In America. The publishers learned hv rostlv it. perience what is today Impressed on I nil odvprtlcnrc lit- nnn. e ft.,,, ..nla ' must "keep everlastingly at It" to win and hold success with printer s ink. and that It is a practical impossibili ty to revivify any property that has been once advertised into great suc cess and then allowed to die down for want of persistent effort. Paul La tyke In Saturday Evening Post. GOOD SOUND WOOD Is always received when you place your order with us. Fir. Tamarack and ..Pine.. Why buy poor coal when you can get the best for the same price? Laatz Bros. Telephone Main 51 lets go, and before finlsned he had his $5000 appropriation. This was in the spring of 1894. Within five months the business had Jumped 20 per cent. Even Mr. Curtis was amazed. As for the other membors of the company they were fairly carried off their feet, and when Mr. Curtis asked for addi tional funds for advertising they told him he could have any amount be thought necessary. At bis suggestion $100,000 was voted in a lump sum. In less than a year the business had , doubled, and orders were coming in faster than they could be filled. I From one floor the business snrcad Big Ben A Merciful Man isl Merciful to Beasts Patent Humane Harness ma greatest blessing ever bestsn on horses. This new idea prcts the horses, prevents rubbing blistering of the skin and I the burdens. Call and set t great improvements HUM4NE HARNESS Raised by Cas Rogers on But ter Creek. Sired by a thorough bred Kentucky Jack. His dam was a large Maltese Jenny. He will make the piesent sea son at my place three miles North east of Pendleton on Wild Horse Creek. Terms: $io to insure live colt. W. W. HARRAH OWNER "Did you en o Iat nupprr after the theatre Inm nlghtT" "Hardly. It wag so lorur comlnr that I conaldered It an early breakfast.' Duffy What. I say to my wife goes. Mntttpiwls It virtRHllilpT Duffy Yes. As soon as I leave the nFCt,on. nouse sne goes over anu repeats it to . her mother, Chicago News. I UNDER NEW MANAGEMENT THE OLD DUTCH HENRY FEED YARD Coriv. Alta and Lillith Sts. L. Neff, formerly of the Hotel Alta, has chaige cf the Old Dutch Henry Feed Yard, and would be pleased to enre for jour horses Plenty ol stalls, lanre corrals for loose hors s and cattle. Hay a ad grain for sale. Chop mill in con- The Oregon Dally Journal can be found on sale at Fraxler's book atom are patented and we have tt:a elusive right to manufactsr; sell these harness in Uni'- county and all infringements i be prosecuted. J. A. SMITH, HARNESS AND SADDLE! 218 Court Street. Through Picturesque Wisconsin Brrarllicut 1" a memorblf trip when made on tbe Famous Badger State Express Minneapolis and St. Paul t-i Chlcat dally, via A luxurious Obrvatlon PWJ C'aTe r UHltaobMj to tMJ or tbl tralu. Aleal are lit all bourn a la carte. lu only for what you order' For full Information and lo"1 00 H. L SISLEB. Gtn'lJ an Alder Street. Port "4' T. W. TEASDALE, Ooml raMenjer Att. H. r Minn -rrr-TS WANTED-TOUB OB . Flared card, woddln l"'" d H-fiOtaddltlooal cardi