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قراءة كتاب The Clock that Had no Hands And Nineteen Other Essays About Advertising
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The Clock that Had no Hands And Nineteen Other Essays About Advertising
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The Clock that Had
no Hands
The Clock that Had
no Hands
And Nineteen Other Essays
About Advertising
By
Herbert Kaufman
New York
George H. Doran Company
COPYRIGHT, 1908
BY THE CHICAGO TRIBUNE
COPYRIGHT, 1912
GEORGE H. DORAN COMPANY
THE·PLIMPTON·PRESS
[W·D·O]
NORWOOD·MASS·U·S·A
Contents
The Clock that Had no Hands
The Clock that Had no Hands
Newspaper advertising is to business, what hands are to a clock. It is a direct and certain means of letting the public know what you are doing. In these days of intense and vigilant commercial contest, a dealer who does not advertise is like a clock that has no hands. He has no way of recording his movements. He can no more expect a twentieth century success with nineteenth century methods, than he can wear the same sized shoes as a man, which fitted him in his boyhood.
His father and mother were content with neighborhood shops and bobtail cars; nothing better could be had in their day. They were accustomed to seek the merchant instead of being sought by him. They dealt “around the corner” in one-story shops which depended upon the immediate friends of the dealer for support. So long as the city was made up of such neighborhood units, each with a full outfit of butchers, bakers, clothiers, jewelers, furniture dealers and shoemakers, it was possible for the proprietors of these little establishments to exist and make a