Romances of Modern Business RNOLD BENNETT, the English novelist, came to America not long ago AR to look us over. The distinguished author is a keen student of psychology, and our entire scheme of living fell under his microscopic eye. After visiting several of the largest American cities, he gave some interesting impressions to a Chicago newspaper interviewer. Flinging open a window commanding a view of a wide stretch of Chicago's business district, he said: "There is your American romance-there in the large office buildings and marts of trade! Yours is the romance of great achievements in commerce, in industrial leadership. And it is a wonderful romance! The child of the world's nations is leading them!" The British writer got to the heart of this vital, throbbing country. And if we look at our national commercial life as did this noted visitor, we shall find romance, absorbingly interesting stories, on every page of our magazines, not only in the imaginative writings of noted authors, but in the stories of business successes and of merchants and their wares. There are many such romances in the history of American industry. Here is one of them: CHAPTER I The Story of a Fountain Pen Ar the rear of a news-stand, under the stairway in the old Tribune Building, in lower New York City, a remarkable discovery was made a little less than thirty years ago. Pausing to make a purchase, the advertising manager of a well-known magazine, by one of those curious turns of chance, first learned of something that was to be of vital interest in the world of invention, and was to lighten the work of thousands in many nations. Back of the news-stand stood a man with a small tray of goods which he was offering for sale. He was a kindly appearing man, slightly under middle age. His stock of merchandise was limited indeed. It contained only a halfdozen articles. But his goods were his own, of his own thought and invention. This he told the advertising man; and so much did he interest his listener that, after the story had been told and the uses of his product demonstrated, there returned to the magazine office a man with a firm conviction that he had made a tremendous discovery. The man who displayed his pet invention in the old Tribune Building news-stand was Lewis Edson Waterman, and the article he showed was the Waterman Ideal Fountain Pen. The story of how these pens became so widely known and of how an enormous industry was developed in a few years is a very significant one. Waterman discovered the way to make a fountain pen; but a magazine advertising man discovered Waterman—and therein lies the story. That was a little more than twenty-nine years ago. The inventor had confidence in his pen, but no money with which to market The Story of a Fountain Pen it; nor had he any business affiliations or influential friends. Today, the L. E. Waterman Company estimates that approximately a million and a quarter of their fountain pens are sold annually. Many millions have been sold in practically every nation of the earth. The inventor had been a schoolmaster in his early manhood; then he became an insurance agent. During these experiences he realized the difficulties that lay in depending on the old-fashioned pen and ink. "Why," thought he, "can I not make a pen with a receptacle for ink and an easy flow?" He worked on the idea and soon had made the first Waterman fountain pen. Coming to New York in 1880, he was informed that others had had the same idea, that more than two hundred other fountain pens had been patented. He investigated these and found they all had proved unsatisfactory. Learning their deficiencies, he perfected his own pen. Then came the problem of selling his pens, of letting people know about them. How was he to do it? The inventor, knowing nothing of advertising, could think of no other way than going out and personally peddling his product. This he did, beginning in 1883 and continuing through part of the following year. It was in 1884 that the Waterman fountain pen came to the attention of the magazine advertising manager. "Let me run a quarterpage advertisement of your pen," he suggested to Mr. Waterman. But the inventor had not the money it would cost. Then the advertising man did an interesting thing: so convinced was he of the commercial possibilities of the fountain pen that he loaned Mr. Waterman the price of the quarter-page advertisement. This first business announcement of the L. E. Waterman Company appeared in a magazine in November, 1884. Prior to that, Mr. Waterman by personal solicitation had sold about three hundred of his pens. Within a few weeks after the advertisement appeared such a large number of orders had been received that Mr. Waterman negotiated a loan of five thousand dollars, with which to contract for additional advertising and have the pens made and delivered. The business increased in strides so rapid that it soon became necessary to form a stock company and map out a systematic scheme of manufacturing and distributing the pens. An intelligent campaign of advertising was being carried on in a number of national magazines. In 1888, nine thousand pens were sold; seven years later, the number of orders had reached sixty-three thousand; in 1900, the business reached two hundred and twenty-seven thousand sales; in 1903, the orders had passed the half-million mark, and in 1912 nearly a million and a quarter pens were sold. And what was the secret of this phenomenal success? Mr. Frank D. Waterman, president of the L. E. Waterman Company, answering an inquiry as to what advertising had done for their business, with a wave of his hand indicated the entire scope of their industry. "Anyone can see for himself what magazine advertising has done for the L. E. Waterman Company," he said. "The business speaks for itself. The right kind of advertising is the life of trade. You must have the merchandise, of course, and the merchant must back up what appears in his advertisements; but advertising in the proper mediums is the real force of business. "Advertising today is not merely giving publicity to your wares. The merchant today through advertising makes a reputation, and he has to live up to it. Advertising is sure fire, if it be of a sincere, convincing, confidence-gaining quality. "Years ago, people asked the founder of the Waterman Company why he advertised so much in the magazines, and he replied that he couldn't get along without them. He found they paid, and so have I." This story is interesting from more than one point of view. It has been shown that through the force of national magazine advertising a large industry was created. large industry was created. But there is another side that of the significance of this creative power to the public at large. There is a broad, ethical mission to the development of an industry such as the L. E. Waterman Company. Thousands of people are served, office and written work is facilitated, time is saved and life generally made easier and happier for many the world over. This is the first of a series of articles that is being published to show how magazines are serving the public. Say WE Advance By Going Ahead E look back for parallels to guide us. There are none; we stand today face to face with the most sweeping change of constitutions the world has ever known, a change that everywhere contemplates the admission of woman to a share in government. It is the overturning of an entire social system. So where is the guide? It is in this: the nations of the world have advanced from savagery to civilization by walking in the light that came from in front. Yesterday's candle is burned out, its creeds are dead; today's lamp is dimming, its faith wavering; tomorrow's is the light that gleams, its the promise that leads on. So we turn to it, face ahead. It will grow. Opposition will increase it. It is the new order one from which we have much to gain, little to lose, less to fear. Man's World He Owns It I world as it stands today is man's-after God. It has been parceled out by man, who made its laws, established its customs, fought its battles, dug its graves. So it is his; he wwns it He has impressed the fact of his ownershus geson womenkind; they are his, too, along with the world. He goes up to his kopn and disows ngulations for the com******** Now point of view. Remors a vis e on the sales and weighs it. ང་ True Style is Only Bedford Cloth Suit Dyed Plum Color Cut and Color Mrs. H. T. De Wolf, of Chicago, writes: "Dark colors are most becoming to me, and are far more serviceable. I herewith send you a photograph of a Bedford Cloth Suit which I dyed in a most becoming shade with DIAMOND DYES. The suit was given to me by a friend who went in mourning. It was too light for me so I changed it to a beautiful plum color with DIAMOND DYES. I think it looks very well, don't you? The cut was always good and now the color is fine, too. Miss Josephine Campbell, of Philadel- "The enclosed photograph will serve "DIAMOND DYES certainly are little wonder workers and surely have been 'Fashion's Helpers' for me. When I re-colored the gown I took some waterproof maline and dyed it the same color. I used it to trim a hat to match the gown. All my friends think the combination is stunning. I am so happy that I thought I would write you and send you a photograph. You may use it for advertising if you wish." Pink Silk Poplin Dyed Diamond Dyes Truth About Dyes for Home Use There are two classes of fabrics,-Animal Fibre Fabrics and Vegetable Fibre Fabrics. Wool and Silk are animal fibre fabrics. Cotton and Linen are vegetable fibre fabrics. "Union " or "Mixed" goods are usually 60% to 80% Cotton-so must be treated as vegetable fibre fabrics. It is a chemical impossibility to get perfect color results on all classes of fabrics with any dye that claims to color animal fibre fabrics and vegetable fibre fabrics equally well in one bath. We manufacture two classes of Diamond Dyes, namely,-Diamond Dyes for Wool or Silk to color Animal Fibre Fabrics, and Diamond Dyes for Cotton, Linen, or Mixed Goods to color Vegetable Fibre Fabrics, so that you may obtain the Very Best results on EVERY fabric. Diamond Dyes sell at 10 Cents per package. Valuable Book and Samples Free. Send us your dealer's name and address-tell us whether or not he sells Diamond Dyes. We will then send you that famous book of helps, the Diamond Dye Annual and Direction Book, also 36 samples of Dyed Cloth-Free. WELLS & RICHARDSON COMPANY, BURLINGTON, VERMONT The marking indicates technical analysis of household apparatus, foods and toilet accessories only |