The San Francisco Call. Newspaper, August 3, 1902, Page 8

= //,"/"l;'/ P // ’ 'y",/.n‘ % VY 4% e same rela- ¢ Pythias of Nobles of » 1894, and £,000 distrib- e object view to creating a r acquaintance g a middle e members of dif- breaking s Moines, Towa, sub- Detroit erial Louis, imperial Peoria, IIL., imperial « PRINTERS’ INK?” v printers te nk works It is even | b es which tter, which tends out printers’ iNK. A pre- g is absolute Further- announce- ly bear with charge of bird-shot, while . in one- bullet, properly simed, will bring down the bear. By this that one cannot advertise, ef- THE SUNDAY CALL. thought may have been bestowed upon Professional Ad Men. The proper person to bulld a house is the architect, the proper person to make alr of shoes is the shoemaker, and the make clothes is the to advertising, however, almost any one about the place is bonsidered capable of attending to the is the bookkeeper or a clerk; more frequently It is the ‘head of the house,” already overburdened with detail work; or it may be the dress pu- rade member of the firm, who may de- vote a couple of hours a week to the sub- Advertising is becoming more-snd more a science, and in order to compete in the great marts of trade Sometimes it wasted. To y, overcoats same breath. ment will be no stronger than its weak- no matter how much time or a4 [ /’/‘/ i) e s TN PN 210 T the bookkeeper, the clerk, the “boss” and the dress parade partner must give place to some quiet individual who has time to think, untrammeled by the care of gccounts and other dutles foreign to the one subject, advertising. Advertising is simply telling the story in the most convincing manner. Some- times an illustration helps, and, agaim, by the same token, it detrac from the force of the “ad.” To the proper thing at the proper time and before the proper audience s the fundamental prin- ciple of all good successful advertising. But to do this requires an expericice more varied than one imagines at firsg thought. VThe advertising n must not only have a knowledge of must be in thorough touch element and detail of the business he proposes to tell others about. He must aiso have'a knowledge of human nature, that he may know in what manner to present to his prospective cllents the goods he desires to sell. Time-Table Conservatism. There are to my mind many fields of ad- vertising yet untouched. The most promi- nent, I think, is the railroad, although a few leading lines are beginning to show f) 'fl‘\\\ v \ 5 Garden in D some promise of a better day. If the dry goods store advertises to create trade why not the railroad? Is the conventional ral- road announcement likely to cause a man to rush down to the ticket office to secure accommodations? If you go to the carni- val city of the South it is because of something in the climate which attracts during a certain season of the year, of the festivities offered in the Mardi Gras, not because but in spite of advertising which may have emanated from thel rail- roads. They had it in their power to make the Buffalo Exposition a success, but they relied on the falls and their time-table folders and trusted to luck. As a consequence a really clever exposi- tion closed a financial failure. A little circus publicity on the part of the rail- roads would have resulted In hauling the crowds In boxcars, so great would have been the desire to see the wonderfully ad- vertised show. I was at Madison-square York, April 3, where Sells- Forepaugh were exhibiting, and although 1 arrived an hour before opening time the capacity of the great building had been sold and the box office closed. It was ad- vertising that made it possible for the treasurer to deposit three bushels of sil- ver in the bank the next day. There will always be a certain amount of travel, but how many more people would visit the Grand Canyon of Colorado if they were told abeut it jn the enthusiastic manner of the circus manager who filled Madison- square Garden and turned away good money besides? It Was a Dream. I had a dream the other night which it may not be out of place to relate here. I thought T had suddenly been made presi- dent of the New York Central Rallroad, and one of the first things that happened was the abolishment of the title “general passenger and ticket agent” and the crea- tion of “ticket agent,” whose duty it was to attend to all matters pertaining thereto. This place was gi to the present chief clerk in that departme who 1s really the man doing the now. But the passing of the title “gen- eral passenger agent” created such a fuss hat I was almost awakened by t which went up all along the friends of George H. Daniels, both out of the railway service, were, how- ever, quick P ated by the a mert that I, too, considered Daniels four tracks wide and all wool, and ta position’ had been created for him, offices on the executive floor.. His would be “master of ‘publfcity,” with power to select his own! lieutenant, and his only duty being to keep the coaches full of passengers the year round. At this point I met the dawn of a new day and realized that I was not.a railfoad presi- dent, that Daniels was not the direc publicity, and that railroads .were trading advertising mileage :.books for time-table space. “Susan B. Anthony” of the Northwest. NHE Northwest has a Susan B. An- thony of its own. Mrs. Abigall Scott Duniway is more than a Susan B.. Anthony, for that matter. She is the woman as well as the woman’s champlon. Thers isn’t one masculine thing about her, not even so much as the heel of her shos or the turn of her collar. She is essen- tially a woman In spite of the fact that she mothered the Oregon State Equal Suffrage Association at fts birth in 1873, nurtured it in its infancy ‘and is still its official and honored head. The more recent woman’s, club move- ment now claims her interest and her Portland house is the central ppint, her- self the central figure of the movement while presidents succeed presidents. Think of the things that “The Susan B. Anthony of the Northwest” has done. It's enough to frighten you. She long ago secured the married woman's sole trader bill before the Legislatures of Ore- gon and Washington, the bill allowing married women to make contracts! and, in three States, the bills allowing women to vote on school questions. She has twice secured the submission ‘of an amendment to the constitutifon of the State of Oregon permitting women to vote on all questions, but has not yet succeeded In having it adopted at the polls, although the last vote on such an amendment more than quadrupled the first, while the Increase of the opposing vote was phenomenally small. Through the labors of Mrs. Duniway for a period of twenty years the submission of an amendment to the Idaho constitutiom empowering women to vote on all ques- tions was secured In 18% and was ratified by a large vote at the next suceceeding general election. It sounds alarming. But as a matter of fact there never was a more motherly soul in the world than this mother of five sons, every one of them as devoted to her as sons can possibly be. They say that rage never interfered with the sewing on of their missing buttons, nor did they ever go without good home meals because their mother had to deliver a lecture. But Mrs. Duniway Is one of thosn women who knows how to bump up against the world ad to provide meals five lusty boys equally well. When was a girl of 17 she ploneered it to coast, came very near starving on way and fed her family with berries which she gathered at the foot of t Cascade Mountains by leaping from stone to stone in the roaring waters of S River to ar e fruit-laden bra that waved ab So she was a st D enterpri wonder she secures submissions to amendments and puts through bills. She is extremely proud of the fact that she was championed at Albany ix 1584 by Theodore Roosevelt, who was tnen ing young member of the Legislatu He appeared with her ameng a delegation of her New York friends in advecacy of the full enfranchisement of wom So Teddy approves of her. And Oregon approves of her. And her family approves of her—which is the most important of all to her.