Life — February 4, 1909 — page 39: what you’re looking at

Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.

25 1¢ best aa- Il give One| the seconi| ars. > third bes allars, to the Edi butor mss] ple for the ut where +] lope is is: yf that diy Editors ¢} How Our Ad-Writers Earn Up to $1,000 Per Week We are famed for paying ad-writers higher salaries than were ever paid anywhere else. The head of our copy department receives $1,000 per weck. Thus we have gathered here, in the course of years, the most brilliant copy staff in ex- istence. Let us tell you, through one of these writ: ers, what good copy means—both to you and to us. There are not fifty men in all America who can write copy that meets our require- ments. Here men are judged by results. They are measured against the best result-getters we have been able to find. ch success means a permanent and growing account for us. ‘h failure means a loss of both business and prestige. There is not one ad-writer among a thou- sand pretenders who can meet such a test as that. What Good Copy Means Good copy is simply good salesmanship. It has little to do with phrasing—little to do with display. The writer must know his audience—know their wants and their likes. He must know how to approach them, how to influence them, how to win them. He must be well enough equipped to go rom house to house, and sell what he has to sell, He must be proof against folly. ce himself. He will fall down very quick- ly if he tries to show off. He must realize all the time that his fu- ture and fortunes depend solely on getting results. He must Tr is not literary work—this ad-writing. A man need not know grammar. We care NEW YORK Second Nat’! Bank Bldg. Fifth Ave. and 28th St. Thus they operate as though all men in both offices were under a single roof. not how he spells. We have proof-readers. But the man must be a salesman of brilliant ability. Printed words are expensive; he | | must make them all count. | | sit for days on rail fences to glean ideas from | the best make mistakes. power of many men to bear on each of our un- He must know human nature, must awake human interest, must be invariably able to touch the chord that responds. And he must be a plodder, else he won't get to the bottom of things. We have had an ad- | writer, drawing four times a Senator's salary, hearing salesmen sell to farmers. Such men have high value because of their rarity. And because their ability is employed to influence millions. We have often seen such men increase one advertiser's profits more in one month than we | pay for a year of his service. Working Together Yet we do not permit the ablest man on our staff to work out a problem alone. Even the best man has limited power. And So we bring the dertakings. Our copy staff meets in Advisory Boards, to work out in conference every campaign that comes up to us. | Our two Boards—in New York and Chica- | go-—consist of twenty-eight men. It costs us about $1 a minute to keep one of these Boards in session. The result is a wealth of ideas, which de- velop the utmost from each possibility. $100,000,000 Waste We estimate that $100,000,000 a year wasted on copy that never should run. One hundred twenty-five millions are spent to accomplish what twenty-five millions might do. LORD & THOMAS NEWSPAPER, MAGAZINE AND OUTDOOR ADVERTISING Both our offices are equally equipped in every department, and the two are connected by two private telegraph wires. THE WILLIAMS PRINTING COMPANY Four-fifths of all copy would be abandoned were it once put to test with good copy. Ask us for facts and figures, names and in- stances, to show you what copy can do. We handle advertising on the usual agent's commission, This splendid service involve no extra charge. imply spending on copy what other great agencies spend on soliciting. We spend to keep business, and to develop it, what others spend to acquire it. And the policy has paid. It has made this the greatest advertising agency that the world ever knew, We ask you to investigate and judge for yourself what this sort of service may mean to you. It is offered nowhere else. Back of the men we have told you about are more than 200 others, skilled in every department of advertising. We have written a book which is called The New Way in Advertising. Every man who spends a dollar in advertising owes to himself its perusal. The book itself is a bril- liant example of our advertising powers. Please send this coupon for it. Please state name, address and business. Also the position that inquirer holds in the business. fawe CHICAGO Trude Building 67 Wabash Avenue Address the office nearest you. comicbooks.com