(1905) Good Advertising and Where It is Made

8/9/2019 (1905) Good Advertising and Where It is Made

http://slidepdf.com/reader/full/1905-good-advertising-and-where-it-is-made 1/72

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GOODAdvertisinAND WHERE IT IS MADE

CHARLES AUSTIN BATESI

VANDERBILT BUILDING, NEW YORK

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My business is the necessary one ot

selling goods by the use of type,

ink and paper.

It requires, first, a definite plan

made to fit the business under consid-

eration. The plan varies accordingto conditions and the result desired

just as the plans tor a cottage and a

skyscraper differ in design and detail.

The ability to make a successful

plan, either in advertising or in archi-

tecture, must come from training,

experience, and perhaps some natural

aptitude.

A business man uses law, medicine,

architecture and advertising.

The wise man buys what he needs

of the training and ability of special-

ists in each line and so leaves his time

and mind free for the practice of the

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things for which he is fitted by his

own aptitude and training.

A good working plan secured, the

rest is detail—but it is important

detail, the execution of which calls

for a technical skill that is acquired

only by long and studious experience.

No matter what natural ability a

man may have, a knowledge of types

and inks; of engraving, electrotypes

and presses; of drawing and paintingand writing; of newspaper rates, cir-

culations and values, is not born with

him and must be secured by either

training or purchase.

The fact that no one man can

possibly learn and know all of the

details of all of these things is the

force which has led me to gather

around me the staff" and equipment



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of which the pictures in this book 1

give evidence.%

It is the onlv equipment of its kind j

in the world. 1

And there is no least part of it I

that is not necessary in the operation |

of a really efficient advertising

agency.

I call it an advertising agency for

want of a more satisfactorv name.

We do all the work of the old-

style advertising agent, but the work

that we do that he does not do is the

most important of all.

His work represents twenty-five

per cent of the whole.

Ours is one hundred per cent.

We start with the proposition that

good advertising can be profitably

used in any business.|

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THE FINANCIAL END

OF THE BUSINESS

IS IN GOOD HANDS



Any business can be increased by

some form of advertising.

And advertising means more things

than are usually considered.

When we say advertising wê mean

anything which brings to possible

customers a knowledge of the facts

about the business. This may be

done by word of mouth, by letter,

by printed circulars, by newspaper

space, bulletin boards, street car

cards, signs, or otherwise.

The first thing to find out is the

kind of advertising required by the

business under consideration, and the

quantity of such advertising that can

be purchased for the amount of

money available.

Our prospective customer knows

the kind of business he wants, and



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THE G E N E R A L

MANAGER IS THE

MOST MODEST MAN

ON THE PLACE



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the amount of cash he is willing to

devote to its acquirement. On these

facts we base our plan.

Our prospective customer comes

to us with the facts about his goods,

his methods and his advertising

appropriation. We pump him for

all the information we can get.

When we feel that this information

is reasonably complete we study the

proposition and outline a definite

plan completely, down to the small-

est detail.

This plan, in writing, is submitted

for our client's approval and is then

subject to his criticism and we are

open to any suggestions for its better-

ment.

For the work so far we make a

reasonable charge, and at this point

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our client is free to take his plan and

have it executed elsewhere, or not to

have it executed at all.

If our plan, or a modification of

it, is adopted, and we are given the

order for its execution, the amountof the fee charged is credited on the

first bill for work executed.

After the plan is approved, the

specifications and all the information

available are transferred to our liter-

ary department.

In this department eight writers

are available, and the necessary

writing is done by the one whose

training best fits him to handle the

matter in hand.

In this department is a pretty

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comprehensive library ot books, trade

papers, catalogues and advertising

matter of every description. It is

hardly possible that a subject can be

presented on which there is not on

file considerable information. It is,

in fact, rather unusual that a subject

is presented on which we have not

already done satisfactory wôrk.

From the literary department the

work passes to the art department

for illustration, if illustrations are

needed.

In this department six artists, each

with some particular and distinct

ability, work under the direction of

a competent head. As shown in the

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pages of the leading magazines and

trade papers, their work speaks for

itself.

The first work of the art depart-

ment is to make preliminary pencil

sketches which, with the literary

matter, are sent to our client for

approval or suggestion. Anything

which at that time seems unsuitable

or undesirable may be changed, or

revised, or may be rejected altogether,

when an entirely new substitute is

made.

When both matter and designs

have been approved and our client's

O. K. with his autograph appears onevery piece, finished drawings and

engravings are made.

According to the nature of the

work, the completed engravings and

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the copy go either to the magazine j

and newspaper department or to the j

printing department. 1

Th( .nde newspaper ana magazine

department is in charge oi a man

who knows the rates for space so well

that we are satisfied to write in our

contracts for such work, a positive

guarantee that our client, in no case,

shall pay more for the space he uses

than is paid by anyone else under

like conditions, and that if at any

time it can be shown that anyone

else does pay less we will make good

the difference in cash. I think there

can be no stronger guarantee, and I

think that this guarantee definitely

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disposes of the question of '' whogets the lowest rates ?

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If our client's work calls for news-

paper and magazine space, the

engravings and copy are handled

from this department, and the client

has no detail to look after except the

detail of paying his bill promptly.

If the matter is to take the form

ot circulars, cards, letters, booklets,

catalogues, or any of the many other

forms of printing, the engravings and

copy go to the printing department,

which is fully equipped for the execu-

tion of such work as we do.

In this department the work is of

sufficient volume to permit us to

have made for our exclusive use,

various qualities and colo-rs of paper

and cardboard which are not available

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EACH CLIENT'S MATTER

IN A BOX OR AN EN-

VELOPE READY FOR

INSTANT REFERENCE

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to other printers, and which give our 1

client's work a distinctiveness which

adds materially to the force of the

advertising. Of some varieties of

paper and cardboard we are perhaps

the largest consumers in the country,

and we carry these particular things

in stock in larger quantities than any

jobbing paper house in America.

With the copy and engravings the|

printers receive instructions, either

from the literary or art department,|

as to what is required in the way of

type, ink and paper, and proofs are

not sent to our client unless they are

definitely requested.

From the printing department the i

finished work is sent either to ourI

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glient or to our own addressin

department.

In this department we are prepared

to furnish lists of names for all pur-

poses, and here also we keep on file

the lists supplied to us by our clients

for the execution ot their work.

The lists of each client are kept

separately, and the names on one

list are not available for use on

another. The lists supplied to us

are always the property of our

clients, and the information contained

in them is regarded as strictly con-

fidential.

Mail matter for these lists is

addressed at the required time and

either mailed promptly at the New

York post office or sent, by express

or freight, so that our client may

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have the matter dropped into his

own post ofRce at the proper time.

The output of this department is

measured by millions every year.

The point that we try to impress

upon business men is that we are

fully equipped in every way in every

department for the execution of any

and all kinds of advertising.

Everything in legitimate advertis-

ingis in

ourline, and we have the

ability and equipment to handle it

properly.

As the business has grown it has

been found expedient to locate

branch offices in some of the larger

cities to facilitate our work with

present clients and to enable us to

get promptly in touch with new

ones.

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No •k itedorK IS executea in any of

these offices, but the man in charge

of each one, being thoroughly

acquainted with our methods of work,

is able to explain them more satisfac-

torily than could be done by mail.

He is able also to get from our clients

the kind and quantity of information

that we require before we can do the

best son of work.

The location of these offices is such

that there is no point east of St. Louis

or north of Washington that is more

than a dozen hours away from us.

Within this territory we are ready to

go to any place, at any time, to

place our proposition before the man

who means business.



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THE MANAGER OF THE

CHARLES AUSTIN BATESSYNDICATE DOES BUSI-

NESS WITH SEVERAL

THOUSAND MERCHANTS

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The Charles Austin Bates Syndi-cate does business with thousands

retail merchants. Although it is

called a Syndicate, it offers a service

which differs from that of any other

advertising syndicate in the world.

It offers real help to the average

retailer in the smaller towns in pre-

paring effective and business-bringing

advertising, and this help is furnished

at a comparatively small expense.

An initial fee of ten dollars secures

the service, one of the greatest privi-

leges of which is that of buying cuts

at the cost price of sixteen cents each.

While this is an important part of

the service, it is not the entire service

as the ten dollars alone, without the

cut privileges, pays for help of an

invaluable kind to every retail

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merchant in the way of advertising,

good store keeping, window dressing,

changing from credit to cash, and all

the other problems which vêx the

average retail merchant.

In addition to this particular ser-

vice the Syndicate also has a service

for larger retailers who desire special

cuts made for them, and who wish

special ads written for them. This

service costs more than the other

plan, but less than such helpful work

would cost by any other method.

The business done by The Charles

Austin Bates Syndicate, while small

in its individual items, is immense in

the aggregate.

The retail merchant is the bone and

sinew of this great country. Upon

him the manufacturer and iobber

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PROOFS OF 10,000 SYN-

DICATE CUTS FOR

RETAILERS RE(^TRE A

ROOM FULL OF SHELVES

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depend for the sale of their goods,

and it is therefore of the greatest

importance to these same manufac-

turers and jobbers that the retail

merchant shall be supplied with that

sort of advertising, which will help

him sell the most goods at the best

profit in the shortest time.

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TONS OF CARD ANDPAPER STOCK ARE CUT

UP E\'ERY MONTH

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PHILADELPHIA OFFICE

DREXEL BUILDTNCi

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The Charles Austin Bates Build-

ing is in course of construction at

Longacre Square, New York City.

It will be sixteen stories high, and

when completed will represent an

investment of $250,000. It will con-

tain 35,000 square feet of floor space,

all of which will be utilized in the

different branches of the business,

described in the preceding pages.

There will beplants for engraving,

electrotyping, printing and binding.

There will be floors for the exhibi-

tion of machines, inventions and

manufactured articles of foreign and

domestic concerns which seek a

market in New York and surrounding

States. The exposition department

will act also as selling agent, and will

contract for the exploitation and

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actual sale of goods, byadvertising

and otherwise. There will be room

in the building for about two hun-

dred exhibits of varying size.

It will be the only important

building in any city of the United

States the entire space in which is

devoted to the advertising business.

Not only will it be devoted solely

to advertising but to the business of

a single concern.

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GOOD*ADVERTIJld^nd Vr here it is m^de

Documents

(1905) Good Advertising and Where It is Made