The Indiana Gazette from Indiana, Pennsylvania · Page 2Click to view larger version
December 17, 1907

The Indiana Gazette from Indiana, Pennsylvania · Page 2

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The Indiana Gazette i
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Indiana, Pennsylvania
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Tuesday, December 17, 1907
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Page 2
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IND1AHA KYKHISe GAZKITM- TUEMD.Y, UKCKJiBBB 17, NEWSPAPER ADVERTISING TKE KEY TO SUCCESS To/d A make ; S^t-iidc-r. e w?;:ie yt: :.t-v Ir. a :^: of :l:e st ;:s. Bui :: :^ r: . or indcro a.- world at i^rc-. Maft WAo Bewail Li/b at a Qovernor of Ms Now Hesd of a BO^I/Z-SEP BY ALBERT PAYSON TERHUNE put of sarr.-.t;.ir..- o-. e pairs of shoe.-. a:.i ;« out fro:n the a i v e r t i . eight thousand rit-iv^p the name of W. U I'-.from iia;:.- -._· Cu.lfvr The story of i.-:e :::an himself so we., ;:: ; .j^v: tints on bs"sine.--- .-·.:.ce~s ~ be o" iniere?:, ' ..: .'. ; i - - : ' class of reu-J--r. Of a w;n:ii:^ :":.-:.· :.:::'.: Stances ant! ::,-.· · :;:::':'vr » victory are a:v.-a:-~ w,j.-;ii he world loves a t:j:.:-.er ·-···'! t: terest In his battles. And Ti~. L. Douglas -is a fighter, as even the most casual student of hu.-iiai: nature eoula g; u: from one g:an-.-e t]je strong, prominent jaw, the level trows, the firm set of, ihi lips. That fast of features- set Bismarck to toppling European thrones. The saice r-:i;. siosnomr. (with a. gentler mould of e--"e and mouth) has caused Douglas to revolutionize business, to wring wealth froai poverty and political power -from a State peopled by a. majority that differs from him in polities. Bismarck tore dowa. Douglas has built up. That is where the milder eye and mouth come in. There is a keyword to Douglas's success, of course. Several of them, ·- 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 :t constantly- The newspaper is the Se-d 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' lancing, that Douglas was born, in IS-S. His was as pathetic and hopeless a childhood as ever Dickens pictured for David Copperfield or other of his iiiekles? boy heroes. That Douglas rose from -s. to any later position whatever speaks volurr.es for the sttiff he was made of. In iS-50 news came to a. Plymouth young. The mother was alrn.jst v.':t:i- O~:t menrj:?- ?·» two years later sha ver^a-ily "bo.,ncl out" .-ne of the broo.I --a precoc-:'*'.:.-- ':".·" ·-·' ^everj--to his one lonrr era of -o:js--!-'s. An art'cle must hava :il ':«rrit--.iiil t'.s proprietor .il. »-'.vry MtliiLit*-. £· keep ch* " hi;rh. Su.-cesi ITJUS: :iot iti, ; hi:--. l:it" l e l t i - ' K up. one utons. on *;:| i quality. !; he ,i-jv-s. in "hr ct-Mrse . th--!- he '.v;': !.»c. Sorrse peple gtrt Intended him for his original calling- Hers was a literal command of -Shoemaker, stick to thy last!" For when he disobeyed the injunction an accident m 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 cotton-mill i experiences. ^ i He went back to his mother. VTaile ; sohool anJ or.;.--.- ;··-· r · - - . · · · _ : : · : . - _ : i r - - r .1 | came back to Massa..-h-:setts. as journeyman and iat~r as foreman, he passed the next few years, and in July, IS75, made the piunge that began his real career. He borrowed SS75 and started a factory of Ms own. This "fa?tory" was smaii enough to be swal- ; lowed up :n the tno.it i-M:rni:i,~ar.t work. shop of his present bui;d:r:g. It was :ust "-I '····- £0 f--2t ::.* sf:::s.re fee:) in ar--j. Y-- : -.v:i.-= ·,,:;? r.;:.·!·.-.:.-· of the :-:. -· ·'·*.::- r.--w r.:;.- ari ^ r e n of i-S.i-ir 1 pie than any other medium could secure for me. Key to Financial Success. "That is why I advertise exclusively in newspapers. 1 advertise not only ia the papers of all the principal crties. j but also !n S.OOO country newspapers." j If the cynical claim that "money is i the Sna! argument" carries any truth, ! advertisement. J·.·· 1 J-.--n"i ii::u---. tuc the fact ;.;v;:r; :'..-· ;.:t:-.-r p . : : ·: the -.vi :i. Th- Douglas shoe is-sold a!! over -li* U::Itc-J 5t:;tes ;;r : a also has a large site' i in Caiijj.i ar.«i Mexico, besides having :ij. i employ -.MOO persons in making ' and fe'.'lr.y :ny shoes. a::J I Of.':i :i:i.,l larse cities. The vast rirea .-overed by '· n:y J'j.ilers readers ii all ih^r more nec- f-.«r me 10 use Ke;!! newspapers unt- e::«i of the land to the other to a.jvertise my shoes, and madti it rhe needf-ti for me to study otJt c.irtr: fi;!ly jii.=- what wou:3 be the best medium through which I might reach t^e at large." ·erning- ::-.o.se 4.000 employees Mr. Douglas ?" casually men\ tic-no J. an entire article of more rhan | common interest might be written. | They form a sort t^f Utopian c-ommunity | whereof he is the head. At his expense | all of them are provided with medical \ care in i'Jaess. and they are in other ! wiiys made to fee! his personal interest I in them. The labor question assumes none of j its harsher features in the Douglas i plant. By special agreement between the proprietor and his workmen, aii differences, so Jar as possible, are mu- j tually adjusted- Those which- cannot I be thus disposed of will by common. i consent be submitted, to the State Board i ef Arbitration and Conciliation, tha; I bodys decision ro be binding »n. bota j disputants. I In this T~ray strikes and lockouts ara i unknown mocg the Douglas j and the pieman test feeling has existed betweea employer and em- | ployed. ! Since the beginning ef his first caci- paign of newspaper advertising, in I.vS3, Mr. Douglas has gradually but steadily i become known to nearly every one la America. The face that looks out frota } the diamond-shaped frame in his a-i- I vertisements is familiar to all. Yet the j face that accompanies this article gives [u far more accurate idea of the William I* Dougjas of to-day. The chur- · acter reader may peruse there the rea- principle is: Keep j sons whj" a lowly start in life had na pounding away at the reader all the | power to clieck this man's rise. time. Formerly it used to be a custom] By judicious newspaper advertising to advertise shoes at only certain sec.- [ Douglas quickly "outgrew" factory of the year. I never adhered to i after fastory until, in 1S92. he erected idea. I advertise--and I keep on ; the huge works now in use at ilonteiio. sons . , ,, _ . ^,. ; Wh ^ * seasons cu;l I incre«. m- advertiss^er.tF. Ti-at may se-rr: oau. . . 3 ut I do. " - yne of the secrets. I :n=:eaa of hangin; r ;·. s;2tl season to progress. His Payroll Grew. .·ert-J its present 4.WO r.ames. ! price of Ltrrr. c' t r s Czlizr- \VsTt. :!-.- .-.-:·:-::_- -,-; '-5 ne ivlt r^-dy tc i--f.::!:iy 'p.-itr-tea COX- His ur.vi was called was the tw: ---a-day journey :nt-; "he woods. : n Mttt-rest N-;w Flr..-'.i" J -sriUter weath«-r. t-j out 3r.d cr.:-; ';-: Trood for t.-.e sh.-p .- fire?;. _i;]v at rare interviil;, w^is he ai!:--.Y,rv: to leave his worl-"b-~t-?li f o r the ?;::·:··.·;- reotn. B-^t at sur-h pcrinjs he proved so apt a scholar as to make up for the Jong lapses. Re was greedy for efi-j.-a- tion and setmed to absorb his scanty portion of 51 w i t h o u t effort. It was only by this str-ing-- prc-Sciency tbat he gleaned any learning at alh For four years the slavery went on. Then Douglas returned to his mother. But so valuable n u d he become in the snop that his uni-Ie induced him to come back to him at the mun:Sc2nt ·wage of S5 a month. Until he was fifteen he continued to work thus, all the time busy with new i3«as a'ong his own line. These, ideas were one day to fcftar fruit. Once, seeking to better himself, he ·vent to work in a Plymouth cotton nil) at 6 cents a day. This meant fully !·' a month, and the $3 raise acemed unlike a dream of wealth. Bat fate ^ r f -1 o ;-:-· .-.-.-I- -i- - j ~ i i i t t . e -:h-e. Arr:v-7ii; ;.-.-.-.--. :'.v ; ; .i:::d ; p i t " i w.is ...:-=- v --.-. J - T-. ;.--r-':-- t ; . l - r;p;:ai he N..t -x:.c::y a brliiiaijt f u i r i i m e r t of t:-e iro-'ie:: pr^::i.:-e of ll'-.r? V."e*l. n-r .i ·Jir-'Ct ;t-Jv;;.r:-~!:?~"^r;t towarc .^nct-e.'-s i^ the shoe tr.ide. Eu: Uougias werit -.n :h« principle that success consists less in holding 1 a. good hand !£ar In playirsg ii poor hand weii. ·R'orkir.g 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 America. From Myers the young man learned the finishing touches that spelled perfection in his trade, and he soon acquired so wide a reputation in the same business as to outstrip tois tut#r. Douglas and another man formed a partnership and started a flourishing hoot and shoe store at Golden City. Hut New England always calls to }wr ·-ons. Douglas beard the call and :- ~-ev.'5papers to ^ubiic eye. : decade. v~h::c- I was for newspaper acver- r.i.-hig the fSLin-ale or. 314.240 ca^es of shoes. "Then. '.?''.. rr.i :i ..i:y w r y man · reads a newspaper, livery :nirt tljs I Put resd magazin-.:.-. Take .i viiiaj-e. for i instance, where the one iocal newspaper j ha* perhaps JOO readers. T/ I put an j advertisement in that paper. 200 p-ople are g-oing to see rt. No one magazine, nor. for that matter, .si! the magazines combined, vriil circulate iPO copies in that same town. The reasoning is very j simple. "There is no hamlet or tiny settlement on the continent that is not reached by newspapers. There is n« pla.ce where j newspapers are not read with eager in- j terest. 3o by placing my adrertisment | In the newspapers it to a aelf-evidflit ' proposition tbat I wiil rt-acb a. case, r h a t siakrs a T.-.-ta3 of .".""j.iTS ! s{r O r." ·-0 T 'v-nr-ir psirs for Il-x or 51.7L"X pc.:rs for the j 7 e j Jj^. ^n-i'Vo- ten yt^-s. At the wholesale prh-e of j ' -T^. " h ; n , : _ a k e J^...' a p;-. -, t:iat would be. for the dec- ; -i^e stro^cr^-:' is that a go_d ."j.' .- ... : ·Jry s-Mds st.or-.-s '- ...... pi special sales are nei-:: - r l : tJoi-s offer-J fr--m ti--. · to necessary to c h a n g e t..e for:;i ,;:iii lr:- ducen-er.ts of an acvcrvserr:e-1. Bat where a man deals ir-. a .-ingle .staple article. I t h i n k hv «hc-t:l-J --rite one ; ·- · ;':: : .!" r.-;-..-.. ·-·-.:-.-.-:-:ye-i newspaper ad- '·"' ; - . · . - · · · · -;-;-::--: : r-; Irc-rn the earth - · · · · " - . ." ·"" re.- :··· i :;i"!. :: -i;;; otvn way, as - ' ' · ' * · ' I ' . . . - ; . . : . - ; v:..'-..i..i -jtrr:er of wood. ,.:.. r- 1 -'!!--;" of ~.i'--s. Outride oi5cs "···":-: | .v;.-r.i i.-; := of ii.iple. comes:ic tastes. ··''··.~~^ ·'?:.- "~*.? ··r:r-:i rr;-r/s amusement" taking :.,-.--. of ; ;-. ;e foTm of fre-r.Jer.t cruises on his b:g ·". i-'-re ,i-.,..-rn vaci'it. the Machigonne. ,;t'ra.-- | jj^ ; ;ns foiincl time. too. as ai- New e it is | ",-*_ s :;=^ri knows, to n-ase a 3e -idea ·-·--- ;:,.: Ir-- | j iri . i;o ^ in the field of p-^litros. A £:a ;-.:?h Le-no-.:rat. lie l.a.-- =-r-, ...i i" bo -v ho;l; , ?s O f the S:ate ^ s; 5}atu-9. framed th- arbitration ar.d weekly nay- "There t^re good r .l.ie. Sti-.tti.-i'X'. Or. at the rcta:; rule of \ $-':."*'· j. r-'--r. it wo"J;J ecuo.1 Jlll.J3'j.IO). j '· * I pose a man has s.aneed at my acver- j ou ·- 16 ' tisement for several driys ir. Siicv^ss-on T:ien suro nrsi mat it is | as oslesat. best-worded advertise- j His -.-ictorio-js ca^-patgn for the Governorship of Massachusetts was such as ·o awaken national interest. Tiirorsga- his tertn of Governor he '~o-iduct-i his great personal business interests as as those of the State in such i 1 "In rny advertisements, as a. r-jl-: call attention -to HJ:.- shoes, leaving iooal dealers in their own reaper ; w i t h o u t rwjin? . i t . T ., en or , e mor --in g j W M 1 _ c . l o a c _ ^ ^^ ,,, B U U U ^ aaveras-m..--:* to me^uon iae .act t;iat . he doei _ r » s i t . That rr.-j- be the day | way tha . n e i t h e r sli£ft . red fro:n ina£ten . of newspaper ad- Gubernatorial contest was one of the most striking features of the campaign and contributed ia no light measure to his tri: hoe - . : when (if I constantly change my 'ads.') j t i o '_ H;S -.- ide J 3e o£ ^"I'L^Lr:*: : l rai5ht ; " ve a ^^ ieSS a --^ c !! ve - vertising during the Gi th.ey carr- the Douglas i ' 2y the way, another son for t h - superiority of newspaper . , ess "eoEvir.ein- one than usual. Per- :.aps I I'-'se his possible custom. "A good advertisement is an argument. Remember that. An argument. his life, white he sees i:. at best, only j No: a DoaM . j t does not shout a« «n- once a. moni" in a mas-is-ne. In oth«r j r-e^oaaDle command to buy something. over ma£"Az : ne advertising; rests in :he fact that in those same local papers tha reader sees the '.sd' every clay of r,f, words. h«p ^e*" 1 i: t h i r t y times as often in a newspnp^r. anil it has. therefore, thirty tiiftus as many chances of impressing him. Ever man reads his paper first. Thee, if he has time and inclination, he reads magazines. Sometimes he has neither, and the magazine unread. *1 · aot a bi-?'-'cr in It explains to you WHT you should j buy the article. It appeals to your j sense of reason. It should never exaggerate in any way, but tell the mere truth. Qace Claims on Merit. "An advrrtisMWnt n«rer claim such giant strides in the world sought the to not a few wondered that satisfied with the success he had already won. But the man who is satisfied with cue- cess would be satisfied with failure. I do not think William art vintages than tb*y would be aatisfied With eiUwr.