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"I don't pretend to have Mr. Fulkerson's genius for advertising; but it seems to me a little early yet. We might celebrate later when we've got more to celebrate. At present we're a pleasing novelty, rather than a fixed fact." "Ah, you don't get the idea!" said Fulkerson. "What we want to do with this dinner is to fix the fact." "Am I going to come in anywhere?" the old man interrupted.
"$10 value, reduced to $3.98," may mean something worth really $3. "Finest quality" may mean average quality; goods passed off as first-class may be shoddy or adulterated. Labels on foodstuffs and drugs are, happily, controlled to some degree by the national government; there ought to be a similar control over all advertising.
I have seen it suggested in the advertising column of the magazine that a young man should bring his fiancée with him, to help select his ready-to-wear garments; but the idea emanates from the imagination of an ad-writer, and I am sure that nobody concerned, except perhaps the fiancée, would welcome it in actual practice.
While we had drowsed through the lazy autumn days, advertising campaigns were shrieking to the people all over the country of the last frontier. And that October day "it blowed wide open!"
We used to get a new lot of freaks each week; our agent in New York engaged 'em and sent on the advertising matter ahead, and when we looked over the list I could see Merritt's face brighten up if there happened to be one of the fuzzy blondes included in the bunch. "Business was good, in spite of Merritt's poetry, so that I didn't kick when I saw that another one was coming.
Of course where a company has been in operation for years and is continually advertising its business, its good-will often is its greatest asset and has often been built up by the greatest expenditure of money.
An interesting feature of his activity on behalf of The World was his selection of new writers. Although his supervision of the paper extended to every branch, from advertising to news, from circulation to color- printing, it was upon the editorial page that he concentrated his best energies and his keenest observation.
"It's something new to me to have a friend like you. But I don't want to be any expense to you. I am large enough and strong enough to earn my own living." "True; and I feel sure you will have a chance in this enterprising city." They bought copies of the day's papers, and Dodger looked eagerly over the advertising columns.
The editors and printers slept on the floor, a Chinaman did their cooking, and the "imposing-stone" was the general dinner table. But now things were changed. The paper was a great daily, printed by steam; there were five editors and twenty-three compositors; the subscription price was sixteen dollars a year; the advertising rates were exorbitant, and the columns crowded.
I poured myself out a cup of cold coffee, and, avoiding the bacon and eggs, which lay embalmed in frozen grease, began to lunch off bread and marmalade. "I'll do it," he burst out when he had finished. "It's a sweat a fearful sweat, but "Skeffington's have written urging me to undertake a rather original advertising scheme. They're very pressing, and they've enclosed a tenner in advance.
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