Medford mail tribune., February 27, 1910, SECOND SECTION, Page 14, Image 14

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THE MEDFORD MAIL TRIBUNE, MEDFORD, OREO ON, SUNDAY, FEBRUARY 27, 19:10.
Making Things Known By August wolf
l'uhlicity, or the art of makiti);
things known, is new among thebii3
iacsB methods of modern tunes
now, at lonst, in its present allien
lien. In n limited senso tho ancient:
enow Bomolmnp; ot tbe science.
Dromodancs and caravans were at
on co used to make public the news
of business opportunity and to carry
IK) Hi salesmen and Roods' and we
Tead of these methods in times Xnr
removed from the invention of ntov
nblo types.
In early American history,. Wil
Ham Ponn was a prime master o
iho art of publicity. Knowing the
wants or fancied wants of tho ob
miginal tribes with whom ho camo
5n contact, he provided himself with
Beads and gaudy calicoes and, when
jq chieftain came to the illnstriotrs
founder of Pennsylvania and said
Jho had had a wonderful dream, Penn
forthwith asked what had been
dreamed,
"I dreamed," said tho Indian,
"that you had given me two bolts of
walico and six strings of colored
Ibeads.'
Soon thereafter Penn, who had
Jearncd that it was not polite to re
fuse to make an Indian's dream
come true, sent tho calico and beads
"to tho painted and feathered chief -iain.
Thinking over tho advantages
of such dreams, and with a view to
advantageous publicity, ho told tho
-Indians ho was always glad to hoar
ef their dreams, at tho same time
exhibiting more of his wares
It was not long before the chiefs
-were blessed with such dreams as
led to fortune, and news of Penn's
generosity spread from forest to
-forest until tho regions of the Sns
uehanna was a spectacle of happy
savages, rigged in calicoes and
leads.
Not long after this timo Penn be
Ean to dream that tins and thnt
tribe had given him 10.000 acres of
3ull and valley here and there and
"Pennsylvania for Penn and his peo
ple was the result of the greatest
-publicity feat in early America.
We must not forret, however.
With ox teams and homespun the
pioneers wore content. Thoro wore
few newspapers, and these- were of
infrequent publication and curtailed
circulation. So we may say that
modern publicity was almost out of
question until tho railroad made
possible tho circulation of newspa
pers, pamphlets and like matter
until the goods, wares and merchan
dise of tho sellers could bo trans
ported to tho uttermost ends of the
earth.
Within the last generation modern
printing methods, swift mail and ex
press trains running over iron high
ways that gird tho globe, attractive
advertisements in countless forms-
all theso havo given birth to intelli
gent advertising, which is the begin
ning and tho end of publicity. Now,
this docs not mean that printing
this or that is publicity, nor yet docs
it mean thnt printing and circulating
what somebody says or writes is
publicity. Tho greatest achievement
of publicity is to orint the right
thing and circulate it in the right
place at the right time. Timo, place
and utterance must be skillfully con
sidered in connection with cost.
Publicity that costs more than it is
worth is worse than selling honest
goods below cost.
Every modern business enterprise.
bo it a foundry or a school, n city
or an inland empire, has been drawn
into the field of human competition.
That which depends upon tho pat
ronage of others for success must
needs tell its story to possible pat
rons, livery desirable citizen is an
acquisition to a community. The
man who is not satisfied with the
east, aCnnesota, Iowa or Indinnn is
customer for Washington or Ore
gon, lor Texas or California. Other
things being equal, this potential
customer becomes n resident of thnt
state which applies tho "show mo"
principle to him and follows up with
intelligence its campaign of publicity.
The modem young mnn and the
modern j'oung woman looking for
the main chance in life soon realize
that a special training is a prime re
ihat there followed a lonir era of nniremrnt in thin n of cninit;ne
activity in publicity. 3reans of That university, college or institu
communication were so poor, roads tion which puts forth tho strongest
were eo bad and postage was so ex- arguments in favor of its advan
yensiye that onr forefathers lived in tnges is tho most likely, to enroll the
Ssolation. Tho man who had gone ambitious seeker for knowledge in
Jboyond his own county was tho ex- its classes.
ccption, and he who had seen an-1 lie who roasters tho art of pub
ther state, or even very much of Heiry must know human nature, the
fcis own, was a wonderful citizen. , world's needs and tho delicate art
ot strong, simple writing. iy spe
cial pleading, overcmplmsis, ex
travagant claims and like indiscre
tions many n good cause has been
ruined. Thoio is no department of
human effort where more serious
mistakes are made than here. The
old rule that advises us to talk to
the poiijt. and stop when it is reach
ed, should nuver be lost sight of by
tho person whose task io to con
vince somebody that what is written
is true. But truth uundorited is of
ten cold and repellent. The average
man shuns close reasoning, columns
of figures, weary dotnils and a mul
tiplication of whereases and where
fores. Publicity writing must be
warm, human, interesting. It must
hold attention, grasp picturesque in
cidents, lay hold on thnt which ex
cites natural wonder.
To tell a man that n forest con
tains so many million feet of lum
ber, so many thousand largo trees
and nil that is to talk like n mathe
matician or a statistician, whereas J
you arc not talking to a statistical
society of methemnticians. You
may be addressing plum Missouri
nns. But f you sny that a certain
uisirict commas trees mat were
thousands of years old when Daniel
went into the lion's den, or thnt the
center of Old Giant was burnt out
by Indians about tho time of the
crucifixion of the Man of Nnzareth
well, you, hold his attention. If
you follow this with a statement
that this same forest, a mere seg
ment of what the country contains,
holds enough lumber to rebuild ev
ery city on the Pacific slope, you
are' probably inducing some lionet
, A- I 11 i Jt . (
luuiuemimi io ouy n uckci ior ine
uorthwest.
The same law holds throughout
tho field of advertising. The story
thnt brings the lumberman to Wash
ington would cause a dry goods
clerk to yawn. IIo might think his
neighbor's orchnrd contained more
lumber. If you arc appealing to
ponltrymen, do not send your pub
licity matter to men who think that
the eggs of commerce are grown on
the egg plant trco. Put your mat
ter in the right place. Bo sure that
you are aiming for tho right target.
Then, with clear head, sharp eye and
steady nerve, you will bo likely to
hit the bullseye, liko any other
marksman.
Exaggeration and misstatement
the vice of many speakers as wrl
as of many writers. In public!'
work this habit is the unpardonnb' .
sin. You cannot deceive tho people,
you cannot pound on the wrong
string without detection. Avoid the
false note. Koforouco is not hud
to conscious misrepresentation, but
to that exaggeration which comes
from loose thinking, or from care
lessness, or perhaps from nn uncon
trollable desire to utunxo tho render,
with wonderful fish stories. UV
nu'inber that tho, truth is ovor won
derful, more wonderful and fascin-'
ating thnn tho fabrications of the1
cleverest fictionist. '
If the world were not looking forj
opportunities there would ho no need '
of publicity. But from the earliest,
times men havo been struggling to
better themselves, to explore now re-!
gions, to snil beyond the sunset sens, i
It wns tho dream of cities templed
with palaces and peopled with gods
that led Columbus to sail beyond the
r: ..t n. i i i !
i"uiuna vi uiu iincioni worm, io ,
search for a new world which ho1
believed existed in tho horizon ..f
far CiiMinv. T ia Mint
that whets men's appetites for ad- J
venture today. Whether it is a
vi tin ''U lift UUIt I " I
a new razor or a llymg machine,:
rest assured that every man has n
weak spot somewhere. The right!
man and the right talk will create in
terest in anything.
Intelligent publicity brings into'
play the highest faculties of tho liu-,
mnn mind keen analysis of hiiiutn '
nnture, careful study of men and)
things, nnd tho correct and forceful
uso of Inngnnge. High-sounding
phrases destroy good writing in lit
erary effort, but they are infinitely
more destructive in publicity work.
The n vera go person possesses a
small vocabulary. IIo must be nd-
drcsscd in simple, plain language,
which is good enough, after all, for
anybody. Tho. Bible, Banyan's
"Pilgrim's Progress," Do Foo's im
mortal "Robinson Cnisoo" all these
wonderful books employ simplo lan
guage nnd plain phrases. '
Be sure that you have something
worth mnking public, thnt you un
derstand it, and that you are ad
dressing yourself to pcoplo who will
bo interested. Don't run nftcr the
wrong pcoplo. Remember the awful
cxamplo of poor Pat who ran himself
out of breath to catch a wildcat jnt
because it passed his way, then
couldn't lot loose of it until it hud
deformed his face. In the lnnguncc
of the street, give the right people
he right "done" and victory will he
yours.
Percolated Coffee
is always good coffee
The secret of making
good coffee is simple-
don't let it boil. Roiled coffee contains tannic acid,
which spoils the natural flavor and aroma of the
berry. The only tvay to make coffee that will havo all
the original flavor and zest is by percolation.
The G.E. Percolator
will make delicious colVecin a few min
utes, using electricity lor heat.
The action is very simple. The
ground coffee is placed in the perfo
rated receptacle at the top and cold
water in the reservoir helow.
When the electric current is turned
on a small amount of water is heated
and forced up through the tube, where
it sprays over the coffee and perco
lates back into the reservoir.
This process is practically continu
ous, and produces a delicious bev
erage, containing all the stimulating
and wholesome properties of colfee,
without the harmful element tannic
acid.
Convenience of the G.E. Percolator.
Coffee may be made on the dining room table, or in any
room in the house whcicthcicii an electric tight socket.
Ai no fire is ncccusary, there can be no danger, and
there is no smoke, soot or gas to tic guarded against ii
using the percolator.
Think of the convenience of being able to make collcc
in a few tnimitcii, without going to the kitchen, or leaving
the presence of your friends, who perhaps arc waitin , to
enjoy !t with you.
Rogue River Electric Company
M 17
NOTICE. I
Notlco la hereby RiTon that tho tin ,
rtorslgnod will apply to tho city coun-i
ell of tho city ot Modford, Oregon,
at the mooting tboreot on March
2, 1910, tor a liccnso to soil spirit-
ou8, vinous and malt liquors in quan
tities loss than a Gallon, tor tho pe
riod of six months, s at his place ot
business at No. 31 Front street South,
In said city.
D. 8. UADCLIPP & CO.
Dated February 17, 1310.
HUNTLY-KRAMER Co.
REAL ESTATE
INSURANCE
214 Fruit Growers Bank Building
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BEAGLE POINT
Home of the World's Most Famous Orchard
1 OUR ORCHARD TRACTS ARE LOCATED RIGHT AT THE TOWN OF EA
GLE POINT.
2 THE PACIFIC & EASTERN RAIROAD RUNS DIRECTLY THROUGH OUR
TRACT.
3 THE SAME CREEK THAT WATERS THE FAMOUS TRONSON & GUTHREE
ORCHARD (WINNERS OF THE GRAND SWEEPSTAKES PRIZE AT THE
NATIONAL APPLE SHOW) WATERS OUR LAND.
4 OUR TRACTS ARE PLANTED TO THE FINEST VARIETIES OF APPLES
AND PEARS, THE TREES BEING 1, 2 AND 3 YEARS OLD.
5 OUR LAND HAS BEEN EXAMINED BY SOME OF THE BEST AUTHORI
TIES IN THE ROGUE RIVER VALLEY. WE WANT TO SHOW YOU THEIR.
STATEMENTS.
6 WE OFFER TO DEVELOP ONE OF THESE YOUNG ORCHARDS FOR YOU.
MEANWHILE YOU MAKE SMALL MONTHLY PAYMENTS. THERE CAN
ONLY BE ONE BEST, AND WE ARE PREPARED TO PROVE IT IS EAGLE
POINT.
Fill Out The Coupon Below and Mail it to Us
!
ROGUE RIVER ORCHARD LAND CO., INC.,
! sErHSsr Rogue River Orchard Land Co. Inc.
::::IZ::::::ZZ 10 North Front St. Post Office Box 598 Medford, Ore
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