THE BEE: OMAHA, FKIDAY, AUGUST 16, 1912.
r
AX 75
Am)
Transparent
view, showing
how the ink
supply is seal
ed in by the
cap.
' No. 12 VS
Safety Type,
$3.00 and upward.
No. 412
Sterling Sil
ver Filigree,
$5 and upward
Sterling Silver Clip-on-Cap
50 cents additional.
v.
Wafe&aris
Although writing is a practice that one cultivates all his life,
there had never been a notable step in improving the means for
doing it until the invention of Waterman's Ideal Fountain pen.
This pen effectively combines nib, ink and holder into one imple
ment, which is convenient and secure to carry in the pocket.
Since its perfection, twenty-eight years ago, it has become the
universally adopted writing equipment. It is used in schools
and colleges as a part in educational work and is adopted in
commercial and social life as an absolute necessity. One Water
mans .Ideal Fountain Pen will last for years. The longer it is
used the better it is liked.
The history of Waterman's Ideal is one of continuous success, and the
large industry back of it is ready and willing to , cope with the fountain pen
requirements of the most exacting writers of the world. Perfection is the
only standard and satisfaction the result. Gold pens to suit every hand.
Avoid substitutes.
Booklet oh Request From the Best Dealers Everywhere.
4 Made in Regular, Safety and Self-Filling Types.
173 Broadway
w
aterman
to
New York
No. 12
Plain, $2.50
and
upward.
Jtr.'l
No. 12 SF
Self Filling
Type, $2.50
and upward.
German Silver Clip-on-Cap
,25 cents additional.
VI
-.J
ADYERTISINGJSOT A GAMBLE
Charlei H. Manhall Telli How to
Exploit Retail Business.
IS MATTER EEQUIRINGr STUDY
N Legitimate Baslaeae Caa Ba "
' eesstal Wllkoit the Constant
Aeeamalatloa of , Satls
.' fled Cwstosners.
"Advertising a HetaJl Trade," especially
as it relate to stationery and office out
fitting lines, was the subject of an address
written by Charles H. Marshall of Phila
delphia and read before the stationers'
convention Wednesday. In part he said:
'We all know that no legitimate busi
ness can be successful without the con
stant accumulation of satisfied customers,
and In my opinion, all the effort of money
pent In advertising Is . nullified unless
hacked up by the closest attention to any
complaint, be It fancied or otherwise.
: "To secure results from any effort, a
plan must ba mapped out. Advertising Is
oo exception to this rule, therefore, you
must have a plan of campaign. You
would not think of trying to trade In any
merchandise unless you - had location,
, etock property arranged,'. harmonious or
ganisation and good service. It would be
folly to invest money unless you had
determined to give all these Items yor
attention, and you must not expect to re
ceive rewards for advertising if every
thing else Is not in sympathy with It
While It la quite possible to do some busi
ness without any paid announcements or
general publicity work, , depending en
tirely upon personal Impression and good
business principles, It is Just as true that
judicious advertising will, act as a lubrl
rant and help build up that business more
rapidly.
A Necessary Stu.
"Advertising Is Just as neceasary a
study as any other branch of your busi
ness. Not a thing a part, but part of the
"hole. The mere fact of spending money
In newspapers, periodicals or other means
of circulation or by circulars, booklets,
mall cards, etc., will never get you re
sults unless backed up by the best kind
of tore management Whatever publicity
you advertise Tor, be sure It is good, be
cause those things are only lasting which
are good. This Is a natural law, and as
we know, a natural law cannot be evaded
without penalty. .
Therefore, good advertising for the mer
chant with an established business means
spending a certain amount of his earn
lngs for truthful publicity work, depend
ing upon the growth and financial condi
tion of his business, the monny so ex
pended to be regarded in the same light
as any other fixed charge, such as rent,
eataries. insurance, depreciation and
other operating expenses, and Its direction
must necessarily come tinder the execu
tive head of your business.
If you were to ask my advice about the
method of doing It, I would say first take
advantage of the opportunities at your
door, then use newspapers for quick in
troduction, and suggestions, printed mat
ter and salesmen for your arguments, let
leis for persuasion, windows for invita
tion and clerks for consummation, and.
abuve all, watch the silent salesman, that
modest little fellow who does not appear
on the weekly pay roll, whose actions
apeak louder than words, and can do you
more harm or good than uny other force
of which I know.
Co-Operative Advertising.
Co-operative advertising on the part of
the local dealers with manufacturers who
do national advertising Is excellent work.
Many large manufacturing concerns tire
using newspaper advertising as a medium
to exploit their line or lines. By keep
ing In touch with them, it la possible to
find out when they advertise locally. By
supplementing their newspaper alvertls-
Ing with email copy of your own, you S.ot
only reap the benefit of their advertis
ing, but you establish a reputation for
don-to-dateness and ally yourself with
the "progressives," not necessirlly political.
"Good , advertising will help establish
your credit. Good advertising will not
stoop to share practice or mlxrepresenta
tlons, because sooner or later the de
ception will be found out. Kg business
that cannot be exploited honestly can
ever hope to be permanently successful.
Good advertising. thus, - will help build
up your own character as well as your
business. ' ' . .
"After1 all, advertising is only reputa
tion, and cannot show results In a day
any more than an individual can show
his true character In the same period. It
Is purely accumulative, . and can only
prove fruitful as we become acquainted
with, the proposition. ,,
"In conclusion, I would asy, do not look
upon tha money spent on advertising as
a gamble. In the majority of advertise
ments, it la true that Immediate reaults
cannot be observed; but when you plant
seed of any kind, you certainly do not
expect to see tha fruits Immediately
spring tip; it Is necessary to wait a sea
son, and in the meantime water and con
stantly guard the planting. When we
see the amount spent by advertisers of
known successes, both national and local,
In the exploitation of their wares, It
seems hardly necessary to add that con
sistent and persistant advertising will
pay in the long run If the merchandise
has merit.
The question of advertising la an In
exhaustible one. In our line of business,
with the countless number of articles for
sale, we can always have a message for
the buying public. How and when to say
it depends entirely, therefore, upon con
ditions and seasons and the Judgment
of those in command of the business. Ton
can rest assured of one thing, however,
the study of the subject will amply re
pay your Investigation,
Economising.
Willis Did you know that the mine
we thought was no good has yielded nine
millions in the last two months?
Glllls Who says so? Our company?
Willis No; the prospectus of the com
pany that is promoting the mine next
to oura. Puck. -
y
A Mystery. ,
"Your little boy sf ems . to' be getting
along nicely In Bchool."
"Yes, I can't understand It. eltr-er.
Everybody thinks Jte takes after his
father." Chicago Reoord-Uerald.
TWO LOCAL LIVE W1RZ5
r r - J'vsfofoSl&ita -i
. . , .. XrV 2Vkt ft vsyiwt "' mi
s r r&
Clarenca E. Corey and Guy C. Mc
Kenzle, two proni'nVnt local stationers
who arc helping to show the visiting dele
gates to the National Association of Sta
tioners and Manufacturers' convention a
good time, have been in the stationery
and printing bueiness in Omaha for only
three and one-half years, during wh'ch
time they have muda a most rapid
growth. '
Starting in business early in 1900 In a
little third floor room, the firm has
gradually expanded until now It occupies
three floors in a good location at 140?
Ha-ney street. They . mdved to the'r
present location one year ago. In addi
tion to their extensive commercial sta
tionery department they have extensive
business in book and Job printing, filing
devices and office supplies.
Rubber Bands
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