FAME

JOURNAL

FOR ADVERTISERS.

NEW YORK, JANUARY, 1900.

THE INFLUENCE OF THE AD.-SMITH.

One of the fin de siècle institutions which came in with the electric light, the telephone, the bicycle and a few other late-inthe-century necessities is the ad.-smith. The ad.-smith, as the readers of FAME are aware, is the individual who properly prepares an advertisement for use in any of the varied forms of expression resorted to by advertisers, and he is proving his value day by day. Twenty years ago it was the almost invariable custom for the advertiser to fix his matter pretty much as it happened to come, take it around to the newspaper office, get the editor or business manager to hit it a lick or two with his pencil and hand it over to the printer, who fixed it up to suit himself, as far as its appearance in the paper went. For years this manner of neglecting advertisements very generally prevailed, and just when it began to improve I don't believe any one could say, as the improvement at first was very gradual; but probably the Wanamaker advertisements in the Philadelphia papers first attracted general attention to the fact that an advertisement could be made an interesting bit of reading matter if somebody knew how to put it in print right. In any event, when the approaching new era in advertising began to loom upon the horizon of common talk, the Wanamaker - the Powers-advertisements were those most talked about.

It was not long after one man's advertising became the subject of comment until, in the very nature of things, other advertisers wanted their advertising talked about, and soon these advertisers began to look around for men who could prepare advertisements properly. Sometimes they found them among their own forces, sometimes they found them in newspaper offices and sometimes they could not find them. Then

men who were in touch with this sort of thing came to the rescue with their knowledge and skill and the ad.-smith took form; and he was not of slow growth. Advertising is something that is everlastingly hustling, and the ad.-smith, with his quick wit and his skilled hand, came to the front in a very short time, and out of the previous chaos of advertising he brought light and order and beauty. For proof of this take any one of the magazines of 1899 and compare it with its issues-if it had themof 1877. In design, in language, in artistic effect, in the harmonious relation of matter to manner and the drawing together of seller and buyer, the methods of the two periods are scarcely comparable. All of the change, too, is very largely due to this new and previously unknown factor-the ad.-smith. He was more or less an artist; he knew the theory of commercial transactions; he comprehended the field spread before the man with wares to introduce to consumers, and he discovered methods of conveying the knowledge of the existence and purpose of those wares to those who wanted them. The seller was too busy working along the old paths, where twice as much, or ten times as much, time and labor were required to accomplish results, to do it for himself, and the ad.-smith did it for him. Having found a better way, he took it to the man with wares to sell, and the man saw it, because he had the right kind of business sense, and seeing it to be a good thing, he adopted it and asked for more. In a short time he learned that there was a man who could do these things ten times to his once in all the directions of success, and he let a skilled hand do what the unskilled had scarcely been able to do in the past.

Naturally, when advertisers found that they could have their advertisements made attractive for them, there began a rivalry for that which was most attractive, and out of that spirit of rivalry, allied with the skill of these new artists, advertising has grown to what it is to-day. And not only has it attained to its present excellence among old advertisers, but it has drawn into it many who would not or did not advertise under the previous conditions, for the new beauty and the new life brought their inspiration to every man who knew what an advertisement was when he saw it.

So much for the good the ad.-smith has done. Now for the question: Has he done only good? Hasn't he in his zeal done what all zealots have done, to wit, overdone it? In my opinion, in very many instances be

fore the public, in print, he has, and how often the advertiser has curbed him, the Lord only knows. A spirit of his progressive kind can not in its nature remain always in bounds, and there is scarcely an issue of a magazine which does not contain one or more instances of the ad.-smith's overzealous spirit. His greatest fault tends to exaggeration, and it is more than evident that he leads many conservative advertisers into a floridity of expression they would never think of indulging in if the ad.-smith were not present. Sometimes he diverges from the clean path and permits his pen to wander where his language would not, were he talking in his own family circle. This, however, does not occur often, for the publisher has an eye out for that kind of divergence.

It is principally in making reckless statements that the ad.-smith errs, and he does that not from malice or meanness, but merely because he is exuberant of fancy and says more than he intends to. The advertiser, trusting him, lets him go on with his work until the mischief is done, and then he must square himself with his customers as best he may, the ad -smith in the meantime assuring the advertiser that too many people are old fogy, and what is wanted in advertising is something_new and fresh that will scrape the moss off the backs of the slow-pokes wherever it can find them. That sounds lively and ought to be the rule of action, but fortunately for the safety of the country the average citizen is conservative, not to say slow, and the ad.smith's mission on earth is not to hustle the old folks along too rapidly. The end will come soon enough, and it should not be advertised too far in advance.

There should be full confidence between the advertiser and the ad.-smith, either in the employ of the advertiser or working at his dictation, and the way to maintain it and to preserve the confidence of customers is for the ad.-smith to restrain his impetuosity and not make a slaughter-house of the battle-field, so to speak.

W. J. LAMPTON.

The December issue of Agricultural Advertising, though not so marked, was in effect a special manufacturers' edition, devoted in a large measure to the recent convention of makers of agricultural implements. An illustrated parody on "The Man with the Hoe," apropos of the revolution wrought in the farmer's lot by the use of machines, was a particularly timely feature.

ADVERTISING IN PRISON.

There is a paper published in Sing Sing prison that is called the Star of Hope. It is edited, printed and published by the convicts themselves, but I am in doubt as to who is the advertising solicitor, or, if there be one, I am still further in doubt as to how he can prosecute his calling. In the words of the old song,

"He can not take his walks abroad,
He's under lock and key;"

but if there is no real solicitor of ads. there is certainly a remarkably good imitation. Perhaps he has taken lessons in ad.-writing from C. A. Bates. Anyhow, here is one of his efforts, and it is good enough to stand reproduction in any advertising journal:

то

EXCHANGE.-A person owning a life interest in a small but comfortable furnished apartment, in a well-lighted, well-ventilated stone building, will exchange the same for a blanket, a yellow dog and a cave in the side of a hill situated in any desert country on the face of the globe. Address Life Larry, Clinton P.

This last clipping certainly looks more business like, and yet the thought will come that it is also intended as a joke. Sing Sing must be a jolly kind of place, after all, when the inmates can feel humorous enough to jest at their own misfortunes.

OOD BUSINESS OPPORTUNITY.-A party with the state wishes to relinquish it. Any person may have the same if he can make the proper arrangement with the Governor. The contract includes free board, grand music by string and brass band, expert medical attendance and spiritual care. Must be investigated to be appreciated. Address Good Thing George, Clinton P.

G having an eight-years, stone-cutting contract

Austin, Nichols & Co., through Mr. Cowles, manager of their cigar department, are doing much original work for Sweet Violet" cigars. They send pretty young women over the country to take poses in drug stores and cigar store windows, dressed in violet gowns, and carrying violets. Sometimes the same girls sell the cigars. The latest folder used is headed "A Boy Swallowed a Nickel." It reads: "The boy was a nickel in as well as a nickel out. Now, had he given his father that nickel, he might have purchased a 'Sweet Violet' cigar, making five cents do the work of ten."

ASSOCIATION OF ADVERTISERS.

A permanent organization of the Association of American Advertisers was effected at a meeting held in the Hotel Netherlands, on the evening of December 11. The following officers were elected :

Frederick L. Perine (of Hall & Ruckel), president; E. G. Wyckoff (of Wyckoff, Seamans & Benedict), vice-president; A. Cressy Morrison (of American Baking Powder Association), recording secretary; Mr. Leeming (of Thomas Leeming & Co.), treasurer. MEMBERS BOARD OF CONTROL-For one year: H. K. Welch, J. B. Williams Company: W. Henry Maule, Maule Seeds; J. M. Bugby, Walter Baker & Co.; John P. Reynolds, Walter Lowney & Co.

For tw years: A. E. Rose, J. C. Ayer Company; Dr. V. Mott Pierce. World's Dispensary Medical Association; E. P. Mower. American Cereal Company; Hon. T. L. Woodruff, Maltine Company.

The scope of the organization, as stated in the articles of association, is as follows:

It shall bring together those who are directly responsible for the advertising policies of its members, that they may, by mutual interchange of ideas and by cooperation, advance the interests of the membership.

It shall develop a means of ascertaining accurately the circulation of publications which accept advertising; secure better service in poster, display, streetcar, outdoor and general advertising; perfect a system of economical and certain house-to-house distribution; assist in obtaining a reduction in the postal rates on circulars and packages; further the equitable adjustment of all questions relating to express and freight rates and the classification of advertising matter; promote effective advertising for the development of its trade to foreign markets; correct customs abuses; secure adequate protection of trade-marks, trade-names and copyrights, and take such other active means for advancing the interests of general advertisers as may properly come before such an association.

At the permanent organization meeting the following concerns were represented:

The American Cereal Company, Hall & Ruckel, Thomas Leeming & Co., Enoch Morgan's Sons & Co., Singer Manufacturing Company, World's Dispensary Medical Association, Hance Brothers & White. J. L. Prescott & Co., Smith, Kline & French, J. B. Williams Company, Postum Cereal Company, Abbey's Effervescent Salt Company, American Baking Powder Association, W. Atlee Burpee & Co., Columbia Phonograph Company, Dr. D. Jayne & Son, Mariani Company, International Silver Company, Parke Davis & Co., Passavant & Co., Ripans Chemical Company, United Shirt and Collar Company, Yale & Towne Manufacturing Company, Scourene Company.

Letters were also read from the following houses expressing their entire sympathy with the association and their desire to become members:

J. C. Ayer Company, Eastman Kodak Company, Pond's Extract Company, Lydia E. Pinkham Medicine Company, Colgate & Co., Johnson & Johnson, Walter M. Lowney Company, Proctor & Gamble Company, Walter Baker & Co., Bradfield Regulator Company, Cream of Wheat Company, E. R. Durkee & Co.. W. T. Hanson Company, H-O Company, Lyon & Healy, E. S. Wells, and others.

Mr. Perine tersely reviewed the history

of the movement and explained its purposes. In answer to a question from Mr. Kline as to what the association offered a firm in return for its $100 initiation fee, Mr. Ward spoke as follows:

"I am happy in that I can from my present position more readily respond to this question. I did not know I should so soon enjoy my new estate, because I am now shorn of responsibilities, and am a free lance, like some of the rest of you. I was a committeeman in the formation of the permanent organization plans, but am glad to say that I am now out of office, and, therefore, stand on neutral ground.

"I am a worker, as I believe you will admit. I am also a skeptic-not in religion, thank God, but in many matters of business. We are all apt to carry business skepticism too far. I have seen many associations born, gain strength and do good work. This is a birth. Who asks a babe to forecast the results of its after life? Thank heaven if it is well born and has good health. Thank heaven if there is a future before it. So it is with this association; it must grow and develop.

"As to the annual dues of $100, why? If the dignity of the advertising business can be raised one sixteenth of one per cent, it is worth $500 a year to every man in the business. Here are detailed propositions embodied in the objects of the association. I do not believe that all of them are capable of fulfillment. If it were so, we would be near the millennium. But let us work for one-let us see what we can do to go forward toward it.

"When you talk of circulation you enter upon interesting ground. Decade after decade men have tried to fathom the question of circulation; thousands upon thousands of dollars have been spent by individuals in trying to solve the problem. Here is an organization which says: We will get together and use the best talent we have; we will try by co peration to arrive at a result. We can not predict the result in advance. We can not say to you, "* If you will lay down $100 we will save you a thousand." We can not say that we will succeed any better than Victor Lawson, of Chicago, who started a guarantee company and spent so much money. We may fail, but still the effort will mark progress.'

"Everything in the contemplated objects of the association is to be viewed in the

classes of publications—the gratuitously circulated and the publications circulated by subscription. The circulation of the gratuitous papers is a burden to the advertiser generally, and certainly a burden to the post office. The reason why we can not get penny postage is that the post-office department carries so much second-class matter at a loss. If you consult the reports of postmaster-general after postmastergeneral, you will find a groan going up from Washington, which it seems almost impossible to answer; that the second-class anaconda swallows up the whole appropriation; and then with great perversity and persistence the people ask for penny postage. As advertisers, we might have more to say on this subject than some other classes of people, and no doubt we could do useful work in this direction.

"Reference is made to the desire to perfect a system of economical and certain house-to-house distribution.' We may not be able to attain perfection in this object, but at least by conference, at least by getting nearer to the facts and comparing notes, we may arrive at an improvement in that matter. Another object is to further the equitable adjustment of all questions relating to express and freight rates and the classification of advertising matter.' This is certainly a feasible undertaking, and I understand many practical things have already been done by special committee of the Proprietary Associationwork that might still further be carried forward by this body-looking to the reduction of the freight rates and classification of advertising matter. Advertising matter goes forth for what object? Of course, primarily to increase the revenues of the advertiser, but also to create trade, to flood the country with circulars and by spreading the sale of the advertised article, bring forth car-loads of freight to be moved. These things we might impress upon the railroad men in a way that no other association in America could.

"A further object is to promote effective advertising for the development of its trade to foreign markets.' That is wide; that is far off; at the same time it is quite possible that some hints on this subject might be worth to many men more than $100 a year. I think that if we had a social meeting and not a business one, we might swap stories of what the other man knows.' I would be perfectly willing to give certain points in a private conversation, and no doubt others would do the same, that, as members of an association in a business meeting, we

would not be willing to give. If I had a special rate for advertising in some newspaper, I am hardly likely to betray that secret; but if you want to know how to place your goods on the Buenos Ayres or Rio Janeiro markets, and get the names of reliable houses in such places, I am at your service, and you could probably command ten or a dozen other men in the room in a similar way.

Other objects are to 'correct customs abuses; secure adequate protection of trademarks, trade names and copyrights.' That is a thing which is and must be important beyond measure. Accidentally, I looked at a rival when I said that. [Laughter.] I speak now advisedly when I say that the mass of men in the proprietary business in the country (I do not mean medicines alone when I say 'proprietary;' I mean such things as Sapolio as well as Castoria) are going on year after year without understanding or knowing their rights. There are trade-marks to-day standing in jeopardy in this country, and not worth five cents on the dollar, if the public only knew it, because by violations of law the owners of the trade-marks have forfeited their rights. Are not these things worth $100any knowledge that will tend to preserve the validity of our trade-mark rights?

"There are things not set down here that will come up. I believe I can get back at the gentleman who raised this question with one thing, and that is a plan of which our house, outside of the medicine line, has been a stalwart supporter, and which I think this association should encourage to the fullest extent: I mean uniform prices to the trade and the protection of our rights in such a price. Think of what damage can be done to a man who owns nothing on God's earth but a certain number of letters spelled in a certain way. Spell the letters backward and they are not worth a cent. If you will give me the right to use the word 'S-A-P-O-L-I-O and to spell it in that way, I will give you one million dollars, and would not have to leave the room to get the money-there are gentlemen here who would back me up with the money. That right is constantly assailed, and there will come a time when every one of you will find that the growing habit of substitution, which some retailers so much oppose, the growing habit of cutting, which the retailers do not enough oppose, will grow worse and worse, until it will become necessary for legislation to step in. Remember, gentlemen, that law is something devised by modern society to