The Indiana Gazette from Indiana, Pennsylvania • 2

INDIANA EVgSlKG OAZB1TB- TUEHD-T, DECCMBEtt 17, IPO? QO NEWSPAPER ADVERTISING TKE MY TO SUCCESS Told hir a flan Who eami uire az 3encli, became Is Now Head Governor of Ms State and of a Empire. Sftoemakery BY ALBERT PAYSON TERHUNE As art'ele must hars rit propriet-jr -'ery t- keep the must uot lure? -p. one atom, on his li he tne wits Jf vvi'i SOSW get t- they thir.k lov.vr the aud. jf i.Jj jtion. and I hijr iv Quality.

MKikh'g va: cuusp "I ivwi.i m.r. twi- Sat'sr-liy. Oay jr "I I wl'ite shjp- I but face w- advrr- ent.r-- cay tisiti; a- v.o-r'iirjiiiy it henviist -jf Of course, a or.iy oc? a ntvjniiij wuld lie Dousas shi-e is-so'd all over hajs a large site in and llexioo. bc-sides having i 'nor? less a Kuropeaa matid. I employ persons in msikin and shoes.

I own tui seventy retail shoe stores in th larse The vast area hy my reisders it ail the more nc- esfary me i use ii.o:t! newspapers i from Mne of the Zand to the other to advertise my shoes, and made St the more needf-sl for me to study out vare-! fully ju.t what would be the best rr.e-. dium through wiiich I might reach tje pec-pie at large." i those employees whom Mr. Douglas casually men- an entire article 01 more thin common interest might be written. Tiiey form a sort of Utopian community whereof he is the head. At his expense; all of them are provided with medical i care in Illness, and the' are in other i ways made to feel his personal interest in them.

The labor question assumes none of its harsher features in the Douglas plant. By special agreement between the proprietor and his workmen, aii differences, so far as possible, are mutually adjusted. Those which; cannot be thus disposd of will by common consent be submitted to the State Board of Arbitration and Conciliation, thai body's decision to he blading a both; disputants. In this way strikes and lockouts ar unknown among the Douglas workmen, and the pleasantest feeling has always existed between employer and employed. Since the beginning ef his first caci- paign of newspaper advertising, in i.5G3.

Mr. Douglas has gradually but steadily become known to nearly every one in America. The face that looks out from the diamond-shaped frame in his a-i- vertisements is familiar to all- Yet the face that accompanies this article gives far more accurate idea of the Wil liam I Douglas of to-day. The acter reader may peruse there the rea- sons why a lowly start in life had no power to check this man's rise. By judicious newspaper advertising Douglas quickly "outgrew" after factory until, in 2SS2.

he the huge works now in use at ilontelio. just out of Boston. His Payroll Grew. ITere his pnyrol! grw until it bered its present names. Here, V5- the t.iming o-t sr.rts in a day holr.g the capacity riiili' .1 ir-.

fobbing hc-use alcne a "iirs of re irr.ju j.13 k. -ry or fa tl.ere r-'. vh 1 1 sr lines, v.t. l.ij like enfliad- ad- -r to raise the earth his own way. as '1 errier of wood t.

rr: s. Outside office, is of domestic tastes, hi. "rirh takine i'-iis yacht, tne Machigonne. Ha has time. too.

as zll New r'nglanc knows, to make a deeded in the field cf r-'it'os. A I.fmo-:rat. vi in both honses of the State framed the arbitration and weekly laws, wss Miyc-r of Brockton in ar-3 has four times chosen as delegate to the nations! conventions. His victorious campaign for the Governorship of Massachusetts was such as to awaken national interest. Throughout his term of Governor he '-enducte-i his great personal business interests as wc.il as those of the State in such a.

way that neither suffered from inattention. H's wide use of newspaper advertising during the Gubernatorial contest was one of the most striking features of the campaign and contributed ia no light measure to his triumph. Why a man like Douglas, toaviftg giant strides in the world of have sought the Gov- puzzle to many. that he the success he had al- raan who is satisfied wit uc- be satisfied with failure. think William t.

With 1 po. 5 business, should emorship was a not a few wondered satisfied with ready won. tO wiry white Levi ytt r.fer ir. If of the i Sgtrts N- L. "t- Eu: it is r.s or indeed as uli.

world Mr i A OUT- tiiiliori put of three pairs of shoe. ihjt out thousand riew-Fpisp-rrs li.rf'' the outward have tie same of "(V. iiv-sUs from Aiahie. to- The story of the -'jS-j himself achievement, his life tints on be of class of reader. For tUv -f Of a wmr.i:;? Stances and victory are w.r;'.

world loves a rarest in his battles. And TV. Li. Douglas -is fighter, as even the most "-asual student of human nature couiu gi.ua from one at the strong, prominent jaw, the level trows, the firm sot of the lips. That cast of feature set Bismarck to toppling European thrones.

The same physiognomr. (with a gentler mould of eye and mouth) has caused Douglas to revolutionize business, to wring wealth from poverty and political power from a State peopled by a majority that dif-Vrs from hira in politics. Bismarck tore down. Douglas has built up. That is where the milder eye and mouth coae in.

There is a keyword to Douglas's success, of course. Several of them, in fact. The foremost is "Advertising-" His Life Motto. "Newspaper advertising" is his life motto in business. "First, be sure you have something worthy to advertise-Something just as good as you say it is.

Struggle to keep it as good, and then advertise constantly. The newspaper the field in which my. advertising has brought me the only perfectly satisfactory returns. And I have tried many lines before settling down exclusively to that theory." The same "cradle" served for New England and for the man who was one day to be Governor of its oldest State. For it was in ancient Plymouth, scene of the Pilgrims" landing, that Douglas in is45.

His was as patnetlc childhood as ever Dick ens pictured for David Copperfield or other of his luckless boy heroes. That Douglas rose from 't to any later position whatever speaks volumes for the stuff hf; was mane of. In IS30 news cam: to a. Plymouth winner of their large family, i.d been drowr.ed at the ciiii irc-n were, young. mother was almost without msana.

two years shs Tc-rhaily "bcur.u ne of rh broo a hoy -iven to his a The child" life Irotn thn on :rar.e ono lone of drudgery and ir His xfit h'rr. or.v yttziug Vy hind. v.i a for jrjvri hut tha kpt th a.wr. fi-r r. j.s.

I-' iV.i hravy rr. I-. -fince. K'J he i of rr.er-.-iy Douglas. Kis .1 st -r.

t.lsl:--. Arar: frorii shc-r-r-Triss-. was calied equally severe duties. Amor." was the twi-'-a-day journey irtt-i the woods. 'r.

Mrtprest winter wf-2hr. to cut sr.d ir: wood for fires. (miy rare intorvs: was he to leave his for the But at such perinis he proved so apt a scholar as to make up for the long lapses. He was greedy for tion and seemed to absorb his scanty portion of it without effort. It was only by this strange, proficiency that he gleaned arjy learning at ali.

For four years the slavery went on. Then Douglas returned to his mother. But so valuable had he become in the enop that iiis induced him to come back to him at the muntf.csnt wage of $5 a month. Vntil he was fifteen he continued to work thus, ail the time busy with new i3eas a'ong his own line. These ideas were one day to fruit.

to better himself, he went to work in a Plymouth cotton Bill At 8 cents day. This meant fully 0 a month, and the S3 raise seemed Jaf- dUi CI iLCieUieil U.J ii-rey 1 pounding away at the reader all the 1 came back to Massachusetts. "Working as journeyman and iatr as foreman, he passed the next few yaars. and la July. 1S75.

made the plunge that began his real career. He borrowed SST3 and started a factory of his own. This "favtory" was sm.iii enousrh to be swallowed in the work- of his jus-'t jy building. It was feet) in V-t is tiie of the rewspaper the foremost an of moi: ranr.ot he d- ji.ted. In if'-: son-i-." Tin: "i spent other medium could se- cure for me.

Key to Financial Success. "That is why I in newspapers. I advertise not only in the papers of ail the principal cities, but also in S.0C4 country newspapers." If the cynical claim that "money is ar-jment" carries anv truth. ir sincerity in in advertisertfsr.ts. i ii.vJl-l not so r.

r. sure K.t:r-g to rtu- retttrns. -i v.xrr of a year's Figuring i.is.f I Jj.v.::.'r: in isCvsriisiriy cyrir.g the pi; ttn ytirs. A Ves. i j.rrar.tcd it.

frrrt of fairest trial. I i-an with in The results in Tl-iS itKTUIiXS I rr.y advertt. ments from the but liter 0-i trisd the experiment agnin. Once cre i l.i-ik o'Jt my r-c newspapers to bring my before she public "During prist decade, whil public eye. hile I was spend iris for newspaper advertisements, i ibisir.g the or.

js l.ri;-5.f:40 cases of shoes. There arc twenty-four nairs of shoes to a cast-, that makes a total of 3.1TS.1T5 pairs for K-s. or SI.TShPn pairs for the ten At the wholcsaie price of pie than any I I Intended him for his original calling-Hera was a literal command of "Shoemaker, stick to thy last!" For when he disobeyed the injunction an accident in the cotton mil! put a quick end to his plans of becoming a weaver. Douglas was pulled out of the debris with a broken leg. That ended his IThile He went hack to his mother.

front his ir.j sry he decs St-hooi and education. lsi tii.it whipped .1 Irv-- to the earnirt? of a iivi-r. was 10 v.i-i progress. w.vrk sl --tie jvh and set 3e.irr.Ir.tr z.zrr witr. f- top.

in i--wn town he wrkv- his h-r- he 5 mti-terid vvery rtti tivrr if is rhc-ser r-r vt lvt5 felt tC -r- h.tr.t y. ft- i its r-s; to 1 A his -iz Utt.e A thi tpitti was i ir; i--iv: he thai offered. The i l- be the of li- t.c-t v-. tr a iirr.e-kiin. -xvtly a brilliant of fulfiimerit 'the of nr toward success in the shoe trade.

But Douglas went on t'n principle that success consists less in holding a good hand than in playing poor hand weiS. Working hard and spending little, he at last saved enough to travel to the town of Black Hawk, where, he had heard, lived one Zepheniah Myers, one of the most skilled bootmakers in Myers the young man that acquired so wide same business as to outstrip his tutor. Douglas and another man formed a partnership and started a nourishing boot and shoe store at Golden City. Rut New Rngland always calls to trade, and time. Formerly it used to be a custom to advertise shoes at only certain seasons of the year.

I never adhered to that idea. I advertise and I keep on advertising. "When a season is dull 3 increase my advertisements. That may seem odd. Many don't do it.

But do. That 3s une of the secrets. I think, of Instead of hanging taok. waiting slack season t.t I in -idvertisir: al; the mere-. This pat srrinjr.

ex.ttr.--; b.ikvrard sr.J x-ol-S. It -i tri.i". I did extra "rcr. tim-I of It the puV.ic of a 3Dn. I r.

thai evgnt. eifiir. i i. rjiiv thr; f.il.' tr.e jt ale v- provs. The veric United fc.tte? stats it rr.

at my dents and wr-rkcrs. "Another is that a good seldom. Of dry goods r.r special sal-vs are iielri ti-jr-s offer-'i ti: pi "i r.v.v jttra-- to time it is to change form -itid an But a mrtn deals in a s'ngie staple I think he shc-ttld write one strong, convincing advertisement and Jet tiiat stand for tim-c-. "Let hin; make sure r.rst that it is tne strongest, sesi-w jrae.i au.eriise-i ment he vurs oJK-ct. Then let it stand.

"There are good reasons for this. Suppose a man has gianced at my advertisement for in succession without reading one morning he does read it. That be the day when if I constantly change my I might jiave a weaker, less attractive. less convincing one th3n usuaL iiaps I i'-'se his possible custom. "'A good is an Not a boast.

It does not shout an reasonable command to buy It explains to you WHT buy the article. It appeals to sense of reason. It should never gerate in any way, but tell the truth. Claims en Merit. "An id" for Remem I'iZ -ct arrive r.

-ier. about for -i rapidly. tdvertising. 0.1 s-i: 1' yr i ro remusor.i- "iKi.e 1 iv. Tri--r.

ivritrr. 'j -c- "r.e of the M.ig;isines. Is -i :t.r:.s f.r.J tnsrty r. I -pointed -i." my a.j-f r05ts met; yes. erspupers 'tr r.

Ar.d is': -r idver- tlssm--! t.te rrwr.t Th sw. is tr. in? of rr.as.-::::r U'tir-i vy 3'. vor aid. Ti.e btr-si- el- land hs i strong in Wijrcas s.ir:v r.tiist time to thr.v:;..-, ail "he.

"Thon. rr.i man reads a newspaper. ICery tnarf lves not read magazine.5. Take village, for instance. the one Iccxl newspaper has perhaps -300 readers.

7 i put an advertisement in that paper. 200 p-ople are going to see iu No one magazine, nor. for that matter. the magazines combined, will circulate 300 copies in that same town. The reasoning is very i of a iilly Ji5J a pur.

taat would be. for the a.ic. Or. at the rr tail of a pair, it would equal JIIli3iI3a, "In my as a rule. I cail attention -to my shoes, leaving the local dealers in their own r.cwspaper advertisemt-nts to mention the fact that they carry the Douglas shoe.

By the way. another e-elient re ason for thj superiority of newspaper over advertising rests in the fact that in those same local papers the reader sees the 'ad' ewry day of his life, while he sees it. at bost. only muni1- in a masnslne. In other "no thirty times as often in a newspnpr.

and it has. therefore, thirty timus as many chances of im- him. Every man reads his first. Then, if he inclination, he read the magazine an not a bei.rver in spasmodic There is no hamlet or tiny settlement on the continent that is not reached by newspapers. There is place where newspapers are not read with eager interest, do by placing my advertisment In the newspapers It is a aelf-evldttt proposition tfcat will, roaca awco peo- of wealth.

Bat fate 1' NewspaperAR CHIVE NEWSPAPERfifi HI VE(.