Judge, 1912-12-14 · page 2 of 26
Judge — December 14, 1912 — page 2: what you’re looking at
What you’re looking at
The left page features "Have You Such a Friend?"—an advertising column (No. 46 in a weekly series) about advertising work. It describes an anecdote where an advertising agent accepts a large check for designs, then pockets it and vanishes without delivering the work. The piece satirizes the problem that manufacturing a product is only "one-fifth of the problem" while sales/advertising comprises "the other four-fifths"—implying advertising professionals often exploit this imbalance through dishonesty. The right page is primarily the magazine's masthead and table of contents, with a holiday advertisement encouraging readers to "Shop Early" for Christmas gifts. The satire targets unscrupulous advertising practices and the vulnerability of clients to fraud in the emerging advertising industry.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Advertising of Advertising — A Series of Weekly Talks—No. 46 am Have You Such a Friend? HVE you a friend in the adver- tising business? Don’t envy him. Someone has said “Advertising requires the most remarkable mingling of an unre- strained imaginative temperament, hard headed bookkeeping and business instinct.” It's difficult to get men or women who can furnish the text of thie illustrations for adver- tisements. Some artists have to be handled with care—some think advertising is beneath them,—for example, an advertising agent relates: “By some inconceivable process, W______ was led. to accept in advance a very large check,/several thousand dol- lars, to” cover three drawings. When they were finished W= took them ake his arm and went to the office of the individual who had ordered them. “In his fat neck, stubby fingered way, this individual bent over the designs, not only pointed out a great many reasons why they were not adapted to the work he had in mind, but also gratuitously instructed the artist in some of the elementary principles of drawing. With a pained and puzzled look upon his face, W took the check out of his pocket, laid it on the desk, slowly and carefully wrapped up his draw- ings, put them under his arm, went out and never came back.” Is it any wonder that it is admitted that the manufacture of an article is only one- fifth of the problem and that the sale of it makes up fi other four-fifths? Citan Mifare In answering advertisements please mention JUDGE. It will be appreciated. Jud $e Se sso Vol. LXIII. December 14, 1912. No. 16% Cc office ‘opyright 1912, by Leslie-Judge Company. Entered at the P at New York as second-class mail matter. Cable address, ““Judget ” Telephone 6632 Madison Square. ; Published weekly by Leslie-Judge Company, Brunswick Building, 225 Fifth Avenue, New York. John A. Sleicher, President. Reuben P. Sleicher, Secretary A. E. Rollauer, Assistant Treasurer. Grant E. Hamilton, Art Director. J. A. Waldron, Editor. c ON T E N T 8 Cover Design—The Magnet A . Valentine Sandberg Judge's Revue Raymond Crawford Ewer Editorial: Fashions Brief Decisions Pure Food for Thought . . + Charles Phelps Cushing The Modern Santa Claus . . Helen Foltz Early Christmas Suggestions . . Where He Got It A Troubled Composition . . + Hy Mayer Colonel Beanfugle on Kris Kringling . Arthur Chapman True Gratitude . . . + F. Moxon Christmas Calendars . . Anna Matthewison Amusing Stories about Well-known Persons The Modera Woman—Suffrage Snapshots . /da Husted Harper Toasts. . Minnie C.D. Smith Charles Irvin Junkin Birds of Christmas : . Little Conversations for Christmas Stories with Smiles—With the College Wits—Passing the Mustard— With Foreign Funmakers—-Jests and Verse by Judge's Humorists, etc. Mlustrations by Charles H. Wright, J. Conacher, Art Young, Zim, Busing, Tousey, John Gruelle, Harvey Peake, Bert Igoe, Terry Gilkison, Cal- wert Smith, Will Jones, Laura Foster, Ray Rohn, Lou Rogers, a al. SUBSCRIPTION RATES One year, or 62 numbers + $5.00 Six months, or 26 numbers - : - 280 Thirteen w: : - - - 18 Subscriptions payable in advance by draft on New York, or by express or postal erie. Eurorgan AGENTS — International News Company. Bream's Building, Chaxeey Lane, E. C., London; Brentano's, Avenue de COpera, Paris; Saarbach's News Exchann, 18 John Street, Adelphi, London; 56 Rue de la Victoire, Furis; 1 Clara Strame, Meixs, Germany. Subscriptions and advertising for all the publications of Leslie-Judge Company vl be taken at regular rates at any of the above offices. Contributors must include a stamped and eelf-addressed envelope with all manuscry® otherwise return of the latter when found unavailable cannot be guaranteed. We recon such materfal, submitted for publication, only on ition that we shall not be beld sponsible fc loss or injury while in our hands or in transit. If Jupar cannot be found at any news-stand, the publishers will be under obligates if that fact he promptly reported on postal card or by letter. BACK NUMBERS: Present year, 10 cents per copy; 1911, 20 cents ; 1910, 90 cents Bri Rind contents of Junce are protected by copyright in both the United States and Grat tain. Postage free in the United States, its dependencies, and Mexico. To Canadian Prev inces add SO cents a year for postage; to all foreign countries add $).00 a year. Western ADVERTISING OFrice: Marquette Building, Chicago, IL. Buy your Christmas S h O p presents EAR LY—early in the day and early in December. That_ will Early be your biggest gift of the holidays to the workers behind the counters and on the delivery wagons. comicbooks.com