8 A
THE OMAHA. SUNDAY BEE: SEPTEMBER 3, 1916.
HOW THEY DID IT
, IN WAYBACK DAYS
History of Advertising Reach
ing Back Three Thou
- sand Tears.'
EPOCHS IN DEVELOPMENT
The , Egyptian gentleman who
sought l runaway slave 3,000 years
ago and advertised on a hit of papyrus
(or his recovery, turned out the first
piece of advertising copy.
Whoever he was, he was a genius in
more than a small way. His copy
still lives, preserved in the British
museum as an exhibit of considerable
archaeological inportance and as an
example of what our advertising ex
perts of today would do if they, like
the Egyptian, did not have the benefit
of up-to-date information.
The Egyptian knew nothing about
the, typography of advertising, nor
the effect of different colors. He
didn't know, for instance, that red is
the most effective eye-catching color
and that green is second and black
third.
He didn't know that an advertise
ment could be made to appeal to the
mind or to the emotions; that various
words and phrases and numerous de
vices may be used to affect the
psychology of persons in a particular
way, or that there is such a thing as
eye-movement and that a badly ar
ranged advertisement may be an eye
sore. Of these and a thousand other
things that influence the character of
present-day advertisements he was
totally In ignorance. But he gets full
credit for making the first, attempt at
written advertisement
We do not know whether he got
the slave back, but he deserved to.
With' the development of com
munity life, Dr. Herbert W. Hess tells
us,, advertising commenced. Various
human desires began to develop, and
soon there was competition among
people to supply the thing that would
satisfy this desire, whether it came
from hunger, vanity, love of comfort
or what not
Days of the Town Crier.
As , communities develoned into
towns and cities, those that had goods
to dispose of established permanent
locations, shops were opened; itin
erary lessened." The town crier be
gan to call out the names of various
wares and people gradually became
more ' and more discriminating In
their purchases.
. Finally the written advertisement
came into being, and, as has been
stated, an Egyptian landowner gets
the credit for writing the first ad.
The Greeks, with a fine regard for
art, usually made music a part of the
advertising program. They gave us
the idea of employing bands to attract
attention, . undoubtedly one of the
most successful methods of drawing
a crowd at any place and time. The
"song-pushers' who have come quite
frequently of late to tour the princi
pal streets of our city in a slow-mov-
. ing wagon, seeming - hardly able to
carry the tuneless piano inside, at
tempting to popularize "$10,000"
songs, have the Greeks to thank for
the privilege of imitation.
, At first a town crier, accompanied
by a musician playing a lyre or a harp,
i mingled among the Greek people and
used only the best and choicest Greek
in his extravagant praise of the pro
duct he was exploiting. Later, how
ever, private advertisements in writ
ing began to be introduced on the
whitened walls of the homes, giving
some Information regarding the social
standing and the age of the residents,
their financial rating, the family line
age and the number of unmarried
daughters.
The Romans advertised in many
ways, i They named their streets, ad
vertised shows, exhibits and sales on
.1.- . 11. ....i.i: k.i..
me wrr cuua yi .uutiv u.u,
acquainted the public with sales of
estates and absconded debtors, and
the oractice of notifying the
Romans of articles lost and found, and
hniian or tale or rent.
The Romans are commonly credited
with the origin of the signboard. To
day we have the bulletin board, which
corresponds to the Roman tabellae
found in the ruins of Pompeii and
Herculaneum, where public announce
ments were made.
Advertising met the same, fate as
the Romans did when the barbarous
Huns came sweeping down from the
north. . Until the middle ages very lit
itle of it is seen. But with the ap
pearance again of the town crier, sup
plied with the customary long-winded
declarations and a choice supply
of adjectives, advertising began to
make itself felt in the conduct of bus
iness affairs. The public criers be-
fan to organize themselves both in
ranee and in England, and they
were persons with considerable pres-
Th Store Ballyhoa.
Prom ervinir out the sUDerior oual-
ities of merchandise and, all kinds of
goods and wares, the crier soon began
to make announcement of things lost
and found, of sales, weddings, chris
tenings and other interesting events.
"It was only a matter of time until
the touter of the individual trader
' rame," Dr. Hess says, "pacing to and
fro before the shop and shouting with
the mature vigor of a vernacular ex
pert, 'What d'ye lack, sir. What d'ye
lack?" The touter'a energy eclipsed
his picturesqueness. He vitalized the
community.
Gradually, as time went on. Inns
began to use distinctive signs and
symbols to mark their hostelries, just
as individuals had employed coats of
arms. All kinds of devices were used
and are still used by inns to the pres
ent day. All such signs as the blue
anchor, the black dragon, the three
tuns, the boar's head, the red lion and
so on made definite representations
and implications. , ,
Of course, with the development of
the nrinting Dress advertising took a
great spurt. The use of posters came
' into vogue, and all kinds of pamphlets
were printed and distributed. Print
ing graduallybegan to supersede the
hand-written manuscript. William
taxton set up his press in West
minster Abbey in 1471, and two cen
turies later, in Vtil, a newspaper, be
lieved to be the first real newspaper,
was nrinted. It was called the Week
ly News, and purported to contain
news of doings in Germany,. ranee,
Hunsarv and Bohemia.
From then on newspapers, mostly
weekly publications, began to appear
from lime iv lime in increasing num
tiers, Advertisements of medicines
Ugan to be .inserted in the news-
Omaha Woman Enters Automobile
Game Where Competition is Keen
, ncss women, has entered the auto
mobile business.
Through a recent purchase, Mrs.
Henry becomes the owner of the
stock of both Johnson and Danforth
in the Johnson-Danforth company, a
large vehicle concern, doing business
at 1529-33 North Sixteenth street For
several years this company has been
operating lis business in the three
story brick building at the above ad
dress. The stock consisted of a large
variety of light and heavy wagons,
buggies, phaetons, carts, express and
milk wagons, drays, harnesses and ac
cessories. Recently they have been
handling an automobile business and
specializing on the sale of the Smith
Form-a-Truck.
In taking over this business, Mrs.
Henry will reorganize it throughout.
All the horse-drawn vehicles and ac
cessories will be closed out, and in the
future the business will be confined to
motor vehicles, giving particular at
tention to the sale of the Smith Form-a-Truck
and to a night and day truck
service something Omaha has 'had
need of for some time.
The offices and building are being
modernized and furnished in an up-to-date
manner and will be ready for
business immediately.
J. F. Parker, a live-wire factory rep
resentative of the Smith Form-a-
' ' Truck company of Chicago, has been
Mrs. E. C Henrv. one of Omaha's here several days assisting with the
best known and most successful busi-l reorganization of the company. -
faECMeory
papers as early as 600. The insertion
of the first real newspaper advertise
ment, however, is credited to Na
thaniel Butler, who advertised books.
The first two magazines to carry
advertisements were Godey's Lady
Book and Peterson's, but it was not
until the appearance, in 1864, of J.
Walter Thompson that magazine ad
vertising really began, and it was not
until 1880 that a general use was made
of magazines for advertising purposes.
Philadelphia Press. X i
Auto Business Is -.
Being Systematized
"The day of 'hit and miss' methods
of doing business for the automobile
man is nearly past," says C.W, Fran
cis of the C. W. Francis Auto Co.
"The last season has been such a
wonderful season for all manufac
turers that nearly all of them are
quite sound financially, and competi
tion from now on' will be very keen.
It will mean that manufacturers will
now direct every effort to economy
In manufacture and service to the
owners. .
"Even now the Maxwell factory is
preparing further for increased pro
duction. This will mean economy
and concentration, the object being
to turn out a quality product at a
low. price by means of gigantic pro
duction methods.
"In connection with this, an effort
is being made to impress dealers
with the importance of rendering ef
ficient service.
"These indications make the
present day automobile man realize
that he must get his business down
to a business basis and stop the leaks.
He must systematize his work in
order to render efficient and better
service."-. . , .. ...... , -.. .
Toozer Company Head Visits
Dort Factory at Flint, Mich.
George E. Toozer, president of the
Toozer-Gerspacher Motor company,
is at the Dort factory, Flint, Mich.,
arranging for as many carloads as he
can get of the late model Dort tour
ing cars for the dealers of Nebraska
and western Iowa. ' - -
Sox Gat Manor, i
- "Brick" Bldrad, Baattla'a star outnaldar
and lesdtr of tht Nortltwalrn laasua In
batting, la toutad aa wondarful parformar
with ina willow. Ha ra porta to tha Chicago
wmta bos Mia rail.
Lininger Now Has
Retail Branch for
Omaha and Vicinity
':. The Lininger Implement company
has announced the establishment.of a
retail selling organization which will
handle its lines, the Oakland and
Kissell Kar, in Omaha Council Bluffs
and the territory immediately adja
cent to the two cities.
f The firm taking over the retail
agency is composed of George Uing-
man and W. i. muse, both men
well versed in the automobile bus
iness and of wide acquaintance in
automobile circles.
Hause has been out of the auto
mobile business for several years, but
was at one time a distributor for a
well known line in Nebraska and
lowa.
Dingman has been 1 closely asso
ciated with the automobile row for
a number of years, and bears the dis
tinction of being one of the best
posted, reliable men in the business.
The separation of the retail bus
iness from the wholesale end of the
Lininger business, according to W.
H. Head, is occasioned by the rapid
growth of the Lininger Implement
company's automobile, business. It
was considered necessary to efficient
handling of- the business to establish
a retail agency In Umana.
King Eight Explores New
. Country in Southern Utah
Salt Lake City, Utah., Sept, 2. W.
H. Carter and an eight-cylinder King
have explored the eountry in southern
Utah that a gasoline-propelled vehicle
has never attempted before. It was
a trip fraught with dangers and many
times Mr. Carter expected he wojild
have to abandon it. .. i- -
South, through the Sink valley, Mr.
Carter pushed the King, and opened
a gasoline route from Alton to Kanab,
in this state! This brought him over
a country which has one of the worst
roads in the universe. Sink valley is
one big mudhole and it takes real
horsepower to pull a motor car
through such a i spot, ' Mr. Carter
claims that it is one of the greatest
spots in the United States for motor
car manufacturers .to test out their
cars.';;' : ' - ' . ; ; t:
Persistent Advertising Is the Road
to .Success.-; ,- ..-
EPIDEMIC IN ATHENS
Smallpox and Cholera Epi
demic Takes Heavy Toll
' of Human Life.
SHIPS BLAMED FOR IT
Ar!rmalanea of Tha Aasoalatad Praas.)
Athens. Greece. Aug. 26. The epi
demic of infantile paralysis in New
York is rivalled by an epidemic of
smallpox in Athens that is taking a
heavy toll of both children and adults
in the city proper and in Piraeus, the
port of Athens. Incidentally, Greek
ships arriving from Alexandria report
the spread oi tne dswdk iiiu
Egypt, and cholera has broken out
in the island of Castelloriza, due to
the arrival of refugees from Asia
Minor. A quarantine has been estab
lished between the island and the
ports of Greece. .. . , .
The epidemic of smallpox in Ath
ens has resulted in compulsory vac
cination or re-vaccination, but it is
difficult to carry out the orders as
the supply of vaccine is limited, and
the movement of the demobilized
troops into the interior makes it dif
ficult to combat the spread of the
disease. 1 ' ,
The remarkable feature of the epi
demic is the reliance that is being
placed upon the efficacy of one of
the sacred ikons, or images of Christ.
The ikon of St. Barbara of Nicome
dia. in Asia Minor, has been brought
with everv oomD and circumstance
from the ancient church of the con;
vent of Daphni, near Athens, and set
up in the church ot tne enryssospno
tissa, in the quarter where the small
pox is taking its heaviest toll.
Seek Aid in Prayer. '
All mnrninff. during: the transoor-
ration of the holv ikon the bells of
every thurch in Athens and the Pi
raeus tolled at regular intervals. The
procession crept, afoot, along the
sun-parched road that for five miles
lies shadeless- across the Attic plain
the ancient "sacred way," so graph
ically described by Chateaubriand.
The black robes of the priests were
slowly whitened by the dust and lit
tle streams of sweat made irregular
lines down the gray faces of those
who formed the cortege bearing the
sacred image..
The belief in the efficacy of the ikon
of St. , Barbara is , very profound
among the simpler Greeks, j Epe
cially is this true of the artillerymen
and firemen, St Barabara, is, not only
in Greece, but in other countries as
well, where her day is celebrated De
cember 4. St. Barbara was a virgin
martyrized in 234 A. D., during the
prosecutions which characterized the
brief reign of the Roman Emperor
Maximin, or, according to another
version, her head was cut off by her
Own father, who had failed to per
suade her to renounce Christianity, in
the year 306, under the Emperor Ga-
lenus.
Blind Faith Is Pathetic.
Still further evidence of the belief
in the nower of ikons is seen in the
preparations for the annual pilgrim
age to the shrine of the virgin of
Tinos, which will be made on August
29. It is a belief current among the
ordinary Greeks that the virgin saved
the lite ot King lonstantme i, last
year when he hovered between life
and death after an- operation at the
hands of two famous German sur
geons. At a time when hope had
practically been given up it was de
cided to bring the sacred ikon of the
virgin of Tinos to the bedside of the
sovereign. All along the entire Toute'
peasants gathered and knelt at the
roadside as the sacred image passed,
and a minister in the antechamber of
the royal palace marked on a special
map the progress of the procession,
while outside the palace thousands
of humble Greeks gathered, many
weeping with hysterical emotion.
Finally the image arrived and was
set up in the bed room of the mon
arch. According to the Greek peas
ant, from that moment the king's life
was saved.
The image of the virgin of Tinos
was then returned to its shrine on
the top of a mountain whither, every
year, come tens of thousands of the
devout of .the Greek church, much
as French Catholics visit the shrine
of Lourdes.
- The 12,000 inhabitants of the island
of Tinos have a total income of $100,
000 per annum from the yearly pil
grimage, which is over in one day.
Springfield Body '
Company Keports
Increase in Orders
s
A thousand per cent increase in or
ders during the last twelve months
is the record made by the Springfield
Body company, builders of automobile
bodies. The record of the Springfield
Body company was reviewed by Wal
ter L. Fr, president of the concern.
"We'v got the only real conver
tible automobile body in the world
by that I mean a limousine and tour
ing body in one and motor car own
ers, as well as the manufacturers, are
clamoring .to get it. It answers for
the first time a demand which has
existed ever since the motor car be
came a popular means of conveyance.
"If there is a secret to our suc
cess it is simply that we build a prod
uct which appeals to wvery automo
bile owner in every section of the
country. v
"Already the companies which have
adopted the Springfield type body as
standard equipment include the Abbott-Detroit,
Cadillac, Cole, Davis,
Haynes, Interstate, Marrrujn, Mitchell,
Oldsmobile, Overland, Paige-Detroit,
H. A. L. Twelve, Reo, Stearns, Stude
baker, Velle, Westcott and Winton."
Allen Car Figures
' In Exacting Tests
At Washington, D. C.
In a unique series of practical tests
recently made at Washington, D. C,
the ability ot the Allen in hill-climD
ina." "throttling down" and "get
away" was again emphasized. The
tests were made under average road
conditions, the Allen covering twenty
seven and two-tenths miles during
the fifty-five minutes required with a
gasoline consumption ot one gallon,
two gills.
In the hill-climbing the car on a
start made at the foot of an incline
quickly changed from low to high
gear and within twenty feet of the
bottom nicked un to fifteen miles an
hour, which it maintained without
falter to the top of the hill, with prac
tically no "duII" on the engine.
Three throttle-down tests were
made with the following success:
From sixteen to three miles an hour
in three seconds; from fourteen to
three and one-half miles an hour in
two and one-fifth seconds; from twenty-four
to two and one-half miles an
hour in three and tour-htths seconds.
"Aeroplane Car" Breaks
. . Indianapolis Record
The track record at the Indianapo
lis speedway was broken on August 2
by rhil Kader in the aeroplane car,
equipped with a Packard aviation
motor. t . ,
I. G. Vincent, vice president of en
gineering, sent the following telegram
to Alvan Macauley, president of the
Packard Motor Car company, relative
to the trial of the speed car:
"Rader driving Packard twin-six
special equipped with 298 cubic inch
aviation motor broke Indianapolis
track record today by driving a lap
in 1 :30 flat, or an average of 100 miles
per hour. He carried a mechanic and
forty gallons rjf . gasoline. Best pre
vious record was made with 380 cubic
inch motor; no mechanic was carried
and very little gasoline."
REO
THE
PACE
MAKER
' the Ms sir laa gas Wtag Car. HIM .
jaaBaBfjsjsajfB
For years the good old REO policies have, influenced
many automobile manufacturers to look to the REO as the
standard of value and quality. It has been the landmark by
which numerous manufacturers have gauged the quality of
their cars. '
The REO is known as the "Gold Standard of Values"
You will not find a better value or a more practical, ser
viceable automobile. Come and convince yourself. -
J0NES-0PPER CO.
. Omaha, Nebraska .
DlatrAwtan Eaatara wl Nartfcan Na.
. kraaka. u Waatam law a.
' A. H. JONES
Hastings, Nebraska
Diatrikatan gaatkara tmi Waatara Na
kraafca Mi Narthwaatara Kanftaa.
N lis saw Is Um ruta, "Tht lacoaisaraUt Fatsr . SSI
SPECIFICATIONS
The 1916 Rao Six (Modal M) Tour
ing Car Prica fl.150. .
WHEEL BASE 126 inches.
TIRES 34x4 hi -Inch front and rear.
Non-skid on rear.
CYLINDER DIMENSIONS-
3 9-1 6x6 V -inches.
SPECIFICATIONS
The 116 Rao tha Fifth (Modal R)
B-pataangar TourUf Car Price $875
WHEEL BASE US inches.
TIRES 84x4-inch front and rear.
Non-skid on rear.
CYLINDER DIMENSIONS
4 Hx4H -inches.
J
ffl'lHl ' Phon Douglas 3290. I I
Willys-Overland, Inc.,
Ill HI! Omaha Branch '
lllllll SALES ROOM , I
I 2043-47 Farnam St.
I SERVICE STATION
2Oth and Harnay Sta. jfy aatr
5teevE -vAtvc-rioTOai
a a am aa m u aa . a m
do not neglect the- battery in your ntomobfl. In order
to give the best of service- it should be inspected at regu
lar intervals by an expert Wawfll dothlsfcr yoa,iut
water in tha cells and ge you advice eD rtirly free
of charge, rogardleas of the make of your bstteryT
Antoaobile Starting Battery
bthbaryoarrdtagabcrattattM!nth
tha aldnatts bataary, tha one that a aty taoserlst
i
Wo w m eapleta Its atoaa paints of saaslt so yeses
any time. -
Ami ato mat orgW war sVse aswsfSs, L, , ,
DELCO-EXIDE Service Station
2024 Farnam St. 7 Phono Doug. "3697.
. R- C. SMITH, Mgr.' .... ,.
SjlMtrMklkoattSavteoY ,
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Everybody Is Invited to Compete in the TV? ,
I Commercial Club's What and Why Contest, i
1 $150 GOLD
CASH PRIZES I
For the Beet Safgesttoaa Seat ha en
: WHAT Factories Will Best Succeed in Omaha,
i St WHY the Factories Will Succeed Hera,
5 $60 Commercial Club 1st Prise 125 Omaha Bee Prise 125 Werld-
Herald Prise 425 Omaha News Prise Ten Prises ef $2.80 each.
I Somebody Is Going to Get This Money Why Not You?
1 . Write out your suggestions (they need not be long) sod mall j
3 them with your name and address to "What and Why Committee, 5
5 Commercial Club of Omaha. Contest closes September 6.
s,iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiii
it:
The New Series
FRANKLIN CAR
HOW much does the car weigh? Right
there is the answer to the questions:
How economical to run? How safe? How
easy to handle?
The New Series Franklin
weight 2280 pound reduc- '
tion of 400 pounds. In com
parison with a car weighing
twice as much, it costs he If
at much to run, is twice at
safe, and requires half the ef
fort to handle.
Take the item of fire ex
pense. That alone has been
decreased 17 per cent
Do1 you know that one pound
below the tpringt is equiva-
Franklin Motor Car Co.
2205 Farnam St.
R-U-2-B-1 Of 60? Phone D.1712
lent to ten pounds above the
tpringt in its wearing effect on
tires? That is why the weight
of Franklin axles alone has
, been reduced 30 per cent -
Light weight makes the
Franklin economical of gaso
line, quick to start and stop,
easy to steer, and guards
against skidding.
We can best show you these
points by a ride. Our New Ser
ies Franklin is ready for you.
LJ