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"Oh, yes. Perhaps the biggest thing we've done in the advertising line
was to get an officer of the U. S. government, of perfectly Himmalayan
official altitude, to write up our little internal improvement for a
religious paper of enormous circulation--I tell you that makes our bonds
go handsomely among the pious poor. Your religious paper is by far the
best vehicle for a thing of this kind, because they'll 'lead' your
article and put it right in the midst of the reading matter; and if it's
got a few Scripture quotations in it, and some temperance platitudes and
a bit of gush here and there about Sunday Schools, and a sentimental
snuffle now and then about 'God's precious ones, the honest hard-handed
poor,' it works the nation like a charm, my dear sir, and never a man
suspects that it is an advertisement; but your secular paper sticks you
right into the advertising columns and of course you don't take a trick.
Give me a religious paper to advertise in, every time; and if you'll just
look at their advertising pages, you'll observe that other people think a
good deal as I do--especially people who have got little financial
schemes to make everybody rich with. Of course I mean your great big
metropolitan religious papers that know how to serve God and make money
at the same time--that's your sort, sir, that's your sort--a religious
paper that isn't run to make money is no use to us, sir, as an
advertising medium--no use to anybody--in our line of business. I guess
our next best dodge was sending a pleasure trip of newspaper reporters
out to Napoleon. Never paid them a cent; just filled them up with
champagne and the fat of the land, put pen, ink and paper before them
while they were red-hot, and bless your soul when you come to read their
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