They Know How to Advertise.

Progress, Volume II, Issue 3, 2 January 1907, Page iv (Supplement)

They Know How to Advertise.

We all had an idea before that the American advertiser is wonderfully enterprising and effective, but it is just as well to be reminded of it again, and so we turn to what Mr. Charles E. Hands says in the Daily M^il as the result of his observation in the States The Americans, he says, are generally better talkers than we are. They talk more, and their talk is more earnest, direct, and forcible than ours. Perhaps that is partly why their advertising is more copious and convincing. The advertising manager is chief of the most important department of every great business. John Wanamaker's advertising expert is famous throughout America. His huge announcements appear every day in every largely circulated newspaper in New York, and in every paper a different announcement. The Wanamaker advei tismg costs an amount which the biggest London business dare not face, although New York is very much smaller than the English capital. The other first-class houses all advertise to a similar extent, not vaguely inviting attention to their new consignments but particularising the articles and the puces. The American, perhaps, has not the same modest reticence as the Englishman with regard to his virtues or the excellence of his wares There is no proud consciousness of unappreciated merit over there Everybody advertises. A business manager seeking a new position the other day inserted in a leading paper a largetype personal advertisement, at ss. a line, that cost perhaps twenty-five pounds, but exhibited his knowledge character, and qualifications for the position he sought so effectively that he obtained an immediate engagement with the largest house in New York within a few hours. Everybody advertises who, as the American says " has got the goods " advertises unblushingly, effectively, md most profitably

Push — don't knock '

Watching the other man's patch will not keep the weeds out of your own

Your ship will not likely come in unless }ou go after it

Most of the serious slips occur aftei the cup has been to the lip.

Keep a-goin? , but don't make the life road so crooked that you will meet yourself coming back. ' 5