THE STORY 
 OF THE STATES 
 
 w
 
 THE LIBRARY 
 
 OF 
 
 THE UNIVERSITY 
 OF CALIFORNIA 
 
 LOS ANGELES
 
 THE STORY OF 
 THE STATES
 
 * THE * 
 
 torp of the States 
 
 -^ 
 
 A REPRINT in book form of 
 the Series of Articles under 
 the same title, first appearing 
 in Printers' Ink, which were 
 designed and written by 
 N. W. AYER & SON for the 
 purpose of adding some perti- 
 nent fact, progressive thought 
 and prophetic vision to the 
 Nationalism of Advertising. 
 Compiled and printed at 
 
 ADVERTISING HEADQUARTERS 
 
 ----- 
 
 Philadelphia . . . MDCCCCXVI
 
 COPYRIGHT 1916 
 
 BY 
 
 N. W. AVER & SON
 
 FOREWORD 
 
 THE STORY OF THE STATES 
 
 HE United States is developing the quality of 
 nationalism. We are coming to think of things 
 in terms of our nationality. Business men are in- 
 terested in what the nation grows, what the na- 
 tion produces, what the nation consumes, what 
 the nation expprts and imports. 
 
 If a calamity befalls one of our states or 
 cities, it is a national calamity. We have established a national 
 v point of view and are thinking with a national mind. Manufac- 
 'j turing is being done on a national scale, distribution studied on 
 the same scope, and national advertising has arrived. 
 
 Under these conditions there is need for the national ad- 
 vertising agency, and such an agency may be located in Phila- 
 delphia, or Detroit, or New York, or Kansas City, or Denver, pro- 
 vided that its activities are national, its experience national and its 
 ^ capacity to serve organized on a national basis. 
 
 This country is geographically so vast, its population so 
 
 great, its range of industries so wide, that no concern may have 
 
 a correct national point of view unless this national view is made 
 
 up of segments of sectional views. In other words, a correct 
 
 o national viewpoint may only be formed by an intimate study of 
 
 * the contributing local facts and conditions. 
 
 Our business, which has for more than a quarter of a cen- 
 
 uj tury been the largest of its character in the world, has in the 
 
 past few years undergone a complete reorganization. This re- 
 
 5- organization has not been merely a change of men and methods ; 
 
 it has been rather a re-expression to suit modern conditions of 
 
 the first fine principles upon which the business was established 
 
 forty-six years ago. 
 
 For the past several years our representatives have visited 
 on an average of thirty-seven states per year ; we have made an
 
 FOREWORD 
 
 average of six thousand business calls per year ; we have kept on 
 file, closely scrutinized, checked and registered, whether we had 
 an advertisement in them or not, an average of fifteen thousand 
 publications from all sections of this country. 
 
 We have developed to an unusual extent excellent informa- 
 tion and statistics concerning many trades and many localities. 
 We have impregnated our own organization with a greatly 
 broadened view of our nationality as expressed in business 
 methods and business necessities. We have become a National 
 Advertising Agency. 
 
 There are a great many advertising agencies which desig- 
 nate themselves as "general" or "national" which apparently 
 take unto themselves this qualification solely because they place 
 advertisements in publications of general or national circulation. 
 From our point of view the intelligent use of national publica- 
 tions is difficult until the agency has had a very broad experience 
 in the use of many forms of local advertising media, such as 
 newspapers, bill posting, etc., in every part and section of this 
 big country of ours. 
 
 That an advertiser and his agent may plan to derive the full 
 advantage of an advertising expenditure, there must, in the first 
 place, be a broad basic knowledge of the situation. Actual con- 
 ditions in each state should be known. This information should 
 be matched up with the status of the advertiser's business in 
 each state. This, in turn, should be considered in connection 
 with an analysis of the circulation of national publications in each 
 state. Only by this process may advertising be made to do its 
 full part in a sales campaign. 
 
 Some of the most remarkable national advertising successes 
 have started as local campaigns with a national effort in view 
 as a work of the future. 
 
 Too many thinly spread out, poorly supported, so-called na- 
 tional advertising campaigns are started, and the annual death 
 rate is something terrific. Facts and figures are easily available 
 to every one, and need no comment from us. 
 
 This scheme of spending a few thousand dollars in a na- 
 tional publication and then proceeding to bluff the trade in the 
 
 VI
 
 FOREWORD 
 
 line of merchandise thus advertised, is pretty well played out. 
 Helpful, intelligent co-operation with the trade is desirable. 
 Retailers should be responsive to the effort of honest advertisers 
 to place goods on their shelves, but in too many cases consumer 
 advertising is used only as a club on the retailer, and the ap- 
 propriation is not of sufficient size, nor the advertising effort suf- 
 ficiently continuous to really accomplish much with the ultimate 
 consumer. 
 
 Our developing sense of nationality, and the distressing con- 
 dition of affairs in many foreign countries, has given rise to an 
 interesting movement whereby it is proposed that goods of 
 American manufacture be uniformly marked "Made in U. S. A." 
 This is a laudable and patriotic movement, and in no sense of 
 the word would we write ourselves down as unfriendly to its 
 success. We must confess, however, to the belief that under 
 anything like normal conditions the American manufacturer in 
 most lines can compete with the world. Locality of manufacture 
 has never appealed to us as a prime selling argument for a 
 line of merchandise. Because a certain article is "made in 
 Peoria," or "made in Illinois," or "made in the United States," 
 is not and never can be the commanding reason why any one 
 should buy it. 
 
 We need competition with some of the excellent wares made 
 in some foreign countries to stimulate us to the highest en- 
 deavor. For purposes of home consumption the "made in 
 America" label may be somewhat effective, but the forward- 
 looking business men of this country who long to conquer 
 foreign markets need not expect to find the people of other lands 
 overly anxious to buy goods labeled with the mark of their 
 United States genesis, if we as a people intend to exercise our 
 prejudice against merchandise stamped "made in Germany" or 
 "made in Great Britain" or "made in France." 
 
 There has been a great deal of honest breath and a good 
 many dollars wasted on the subject of city and community ad- 
 vertising. None of our cities or states can be criticised if they 
 enter upon advertising campaigns in an effort to attract visitors, 
 permanent residents or industries to them. Advertisingly, how-
 
 FOREWORD 
 
 ever, we think the notion is unsound. None of the units of our 
 country is sufficient unto itself, and it is a blessed thing for the 
 development of a national consciousness and national trade that 
 such is the case. 
 
 We should buy our favorite breakfast food because we like 
 it, because it is wholesome and because the price is right, not 
 because it is made in Battle Creek. The fact that our shoes are 
 made in Brockton, our collars in Troy, or our clothes in Roches- 
 ter, really has little to do with the desirability of the goods. 
 
 If we wish to advertise pickles or tobacco or crackers, we 
 should be certain that all the conditions surrounding our product 
 are right before we attempt publicity. The package should be 
 right, the goods should compare favorably with competing 
 brands, the price should be right, trade channels should be 
 opened and developed all the various elements contributory to 
 success should be present before we expect advertising to do its 
 part. 
 
 Now, if a city starts to advertise there are probably a great 
 many things about it open to criticism. Possibly its tax rate is 
 high, its water system inefficient, portions of its street paving 
 bad, its school board behind the times, its health rate low, its 
 death rate high. Such a municipality has no more business to 
 advertise than has a manufacturer of stale crackers put up in an 
 unattractive package with an out-of-date manufacturing plant 
 and a weak selling force. 
 
 No ! what we want is the national point of view. We want 
 big men, proud of the fact that they are American citizens, hon- 
 estly trying to manufacture some article as well as they know 
 how, and genuinely interested in widening their market. In 
 saying this we, of course, realize that there are many businesses 
 wherein freight rates, local usage or other reasons prevent the 
 manufacturer from seeking a national outlet. 
 
 When it comes to advertising, business men would in our 
 opinion do well to tie up with an organization which has estab- 
 lished and developed the national point of view. It may sound 
 very peculiar, but actual analysis shows that geography is a de- 
 termining factor in the placing of many advertising accounts. 
 
 Y111
 
 FOREWORD 
 
 The advertiser feels that he would like to have an agency close 
 at hand. We have always thought this a false basis upon which 
 to choose an advertising agency. In our own business we have 
 not hesitated to tell a Philadelphia manufacturer that we could 
 not serve him any better than if he were located in New Or- 
 leans, and we did not want his business on the basis that we are 
 a Philadelphia institution. We are not a Philadelphia institu- 
 tion; we are a national organization, with men who have had 
 their business experience in various parts of this country, and 
 with a staff competent to keep in touch with business, social and 
 industrial conditions in all sections of this country. 
 
 Indeed we have comparatively a small amount of business 
 in Philadelphia, while we do more business in New England than 
 the total business of any New England advertising agency, more 
 business in New York City than any New York agency, more 
 business in the South of the character that we care to handle than 
 all other agencies put together, and our business in the West is not 
 exceeded by more than two or three Western advertising houses. 
 
 The manufacturer with a national business, or a business 
 which he hopes some day to nationalize, makes a mistake in 
 choosing an agency because it is handy. If a Cleveland manu- 
 facturer selects a Cleveland agency because of convenience, the 
 agency is apt to have some of the limitations which the manu- 
 facturer himself has, when it comes to considering the markets 
 of North Carolina. 
 
 The foregoing seems to us worth saying in introducing the 
 series of advertisements which we recently ran in "Printers' Ink" 
 under the general title of "The Story of the States." Some of 
 these sketches were historical, some dealt with the business 
 romances which have occurred within the state, others told of 
 great advertising successes with which we admit we had nothing 
 to do; others again pointed out advertising opportunities for us 
 or some one else. 
 
 Our hope was to make these advertisements as helpful to 
 general advertising as they could possibly be to us. We are not 
 so unselfish that we do not expect to get a great deal of good out 
 of them. 
 
 IX
 
 * 
 
 Contents 
 
 -^ ^ 
 
 Foreword v 
 
 Map of United States Frontispiece 
 
 Massachusetts and the Nation 1 
 
 A Tale of Two Cities 5 
 
 California the "Go-Getter" 10 
 
 Down Where the Cotton Blossoms Grow 13 
 
 The State of a Nimble Mind 16 
 
 The State of "Forward, March !" 18 
 
 Arizona's Awakening- 23 
 
 Kansas 25 
 
 Preparedness -j- Action = ? 27 
 
 Mr. Barnum's Native State 30 
 
 They're Sawing Wood in Arkansas 35 
 
 Tickling the Palate of a Nation 37 
 
 Where Pep Waits for Population 40 
 
 The Queen State of the Southland 43 
 
 Big Little Rhody '. 48 
 
 New Mexico Next on Opportunity's Calling List 51 
 
 Modest Maine of the Hundred Harbors 53 
 
 Magic in Oklahoma 56 
 
 Opulent Oregon 58 
 
 Where the Colonels Come From 60 
 
 A State That is Just Being Born 63 
 
 A State with Growing Pains 65 
 
 The Granite State 68 
 
 Nevada Gets Her Second Wind 70
 
 CONTENTS CONTINUED 
 
 Taciturn Tennessee 72 
 
 Where Advertising Tastes Agree 75 
 
 "Mother of States and of Statesmen" 78 
 
 The Blue Ribbon Agricultural State 80 
 
 Picks and Shovels Have Made an Empire Out of a White 
 
 Elephant 84 
 
 "The Brothers Dakota" 86 
 
 The State That Found a Better Way 89 
 
 A State of Expectancy 91 
 
 Wyoming, the Greatest Show on Earth 93 
 
 When West Virginia Gets Well Warmed Up 96 
 
 More Honey for the Land of the Honeybee 98 
 
 The Beautiful Sister 100 
 
 "The World's Mine Oyster" 102 
 
 Things Are Humming in Jersey 105 
 
 New York the Indescribable 109 
 
 It's Time the Blue Hen Cackled 113 
 
 A Moulder of Men 115 
 
 Michigan the High-Geared State 118 
 
 North Carolina Shows How to Advertise 121 
 
 When Nebraska Takes Soundings 124 
 
 Indomitable Indiana 127 
 
 The Sound of Ohio 130 
 
 "Pennsylvania Started It" 133 
 
 Epilogue 139 
 
 XII
 
 "V 

 
 Massachusetts and 
 the Nation 
 
 SEE the little black spot? That's Massachusetts. It is the 
 home of about three million six hundred thousand people, 
 the great majority of whom are busy making things for 
 the other ninety million or so of our population. It probably 
 does more in proportion to its size and says less about it than any 
 other state in the Union. 
 
 Massachusetts is first in so many things that to list them all 
 would seem like a reflection on the rest of the country. 
 
 So great and varied are the achievements of the old Bay 
 State that she is a little bit inclined to a self-satisfaction that 
 makes her somewhat careless of rivalry and complaisant as to 
 the security of her leadership. To be a leader, without recogniz- 
 ing the widening field for the application of leadership, finally 
 results in the loss of supremacy. 
 
 Massachusetts leads in culture and education, mothering 
 more private schools and colleges of national reputation than 
 any other state. Eighty-seven of her private schools are adver- 
 tisers in national publications through N. W. Ayer & Son. The 
 position and the general reputation of many of these schools is 
 growing more rapidly than the position and general reputation 
 of some manufacturing concerns in the state. 
 
 There are big colleges and universities and famous prepara- 
 tory schools in Massachusetts that should advertise. Some of 
 our leading educators now concede that it is the duty of an edu- 
 cational institution to create standing for itself through adver- 
 
 [1]
 
 * THE STORY OF THE STATES 
 
 tising in widely circulating periodicals, so that bearers of its 
 diploma need never explain where and what their school is. 
 
 Massachusetts manufacturers have, in the main, been so 
 busy manufacturing things that they have rather neglected to 
 study the art of distribution with a view to extending their 
 markets. 
 
 Now, we realize that for an advertising man or organization 
 to tell Massachusetts, that wise old Nestor of states which gave 
 the United States its first lessons in commerce, how to revamp 
 her industrial processes, may be rightly regarded as an imperti- 
 nence. 
 
 We do not intend to lay ourselves liable to any such accusa- 
 tion, but we do think we know Massachusetts conditions and 
 that we may state plain facts without offense. 
 
 We have for many years maintained an office in Boston, 
 and in the New England district we probably have more ac- 
 counts than any other half dozen advertising agencies combined. 
 
 We believe in the Massachusetts idea as applied to manufac- 
 turing. We know how splendidly many of her manufacturers 
 could use publicity as an aid to business development; because 
 we have worked helpfully with such advertisers as the Carter's 
 Ink Company, The New England Confectionery Company and 
 the Samuel Winslow Skate Company, all great, nationally known 
 leaders in their respective lines. 
 
 Over at Wellesley Hills in the state of Massachusetts, there 
 is one of the most remarkable organizations that the world has 
 ever known. Here trained experts assemble, classify and codify 
 business information. Working on a basis of data they make 
 wonderful charts telling of to-day's conditions and to-morrow's 
 prospects in every field of industrial endeavor. The man who 
 heads it has an international reputation for shrewdness, sanity 
 and dependability. We have worked with this concern in the 
 promotion of its interests through national advertising, and we 
 know what it can do for business houses which use its service, 
 just as it knows what we are doing for business houses that use 
 our service. 
 
 [2]
 
 Massachusetts and the Nation ^ 
 
 There are other great advertisers in Massachusetts with 
 whom we should greatly value the privilege of co-operating in 
 sales analysis and market extensions through modern advertising. 
 
 Instances are numerous where Massachusetts manufacturers 
 have neglected their trade opportunities. While every one knows 
 about Massachusetts' leadership in the production of footwear, 
 the advertising in this field has been nothing like as consistent 
 as it should be. 
 
 A mattress has been successfully advertised, but the manu- 
 facturers of sheetings, pillow cases, quilts, comforts and blankets, 
 many of them located in Massachusetts, have scarcely begun 
 to do their duty by their products. 
 
 There are jobbing houses controlling brands of underwear 
 and hosiery valued at immense sums, obtaining their merchan- 
 dise from Massachusetts mills which are not known outside of 
 a limited trade circle. 
 
 There are controllers of brands of fabrics who have had 
 the forethought to advertise these names into the consciousness 
 of every woman in America, but the merchandise is obtained 
 from Massachusetts mills on a strictly competitive price basis. 
 
 There are makers of men's and women's clothing with trade- 
 mark brands widely known and highly regarded, who buy all 
 the materials for the making of their garments from Massachu- 
 setts woolen mills which have no standing outside of "the 
 trade." 
 
 There are thousands of "sleepers" among the trade-marks of 
 Massachusetts. The man who owns the trade-mark knows 
 about it, his competitors know about it, a limited circle of job- 
 bers or retailers know about it, but the great bulk of consumers 
 know nothing of its existence. 
 
 We do not desire to turn this advertisement into a direct ap- 
 peal to any manufacturer for his business. It is not consistent 
 with our ideals or our ideas to flippantly announce in the public 
 prints that this concern or that should advertise. We have no 
 desire to tell any manufacturer that we can be of help to him 
 without having knowledge of his individual, specific and peculiar 
 problems. 
 
 [3]
 
 * THE STORY OF THE STATES 
 
 We have, however, analyzed Massachusetts industry care- 
 fully and conscientiously, and we know a number of lines, for 
 the most part unadvertised, wherein we believe the proprietors 
 would be greatly interested if they would give us a fair, open 
 opportunity to discuss with them ways and means for promoting 
 their business through applied publicity. 
 
 This house offers service to Massachusetts manufacturers 
 which peculiarly matches up with their requirements. We are 
 generally regarded as being as conservative in our opinions and 
 operations as any reputable manufacturer or banker. 
 
 We have been here a long time, and while we are said to 
 prosecute vigorously whatever we have in hand, we have no 
 disposition to tackle a proposition until we see our way clear to 
 put it through. 
 
 We have a big business in Massachusetts, and it ought to be 
 bigger. This advertisement will not fulfill the reason for its ex- 
 istence if some successful, hard-headed Massachusetts manu- 
 facturer does not express his willingness to open his mind to the 
 facts of this new selling science, which has its headquarters at 
 300 Chestnut Street, Philadelphia. 
 
 [4]
 
 A Tale of Two Cities 
 
 WHEN anything affecting national economics stirs the 
 public press we very soon find out what New York 
 and Massachusetts think about it. These opinions 
 come hot, right off the stove, no dilly-dallying. Pennsylvania 
 quickly follows suit and chiming in comes the voice of Illinois. 
 But it is safe to say that what Missouri thinks on the subject has 
 a marvelous lot to do with how the business is settled. 
 
 Missouri occupies a tremendously important place in the 
 national union. With her population of 3,372,886 holding the 
 commanding position in the Mississippi drainage basin, the 
 richest farming section of the American Continent, Missouri is 
 economically one of the most nearly independent of our 48 
 states. 
 
 But Missouri's place in the family of states is really owing 
 to her two big cities, St. Louis and Kansas City, one located at 
 either end of the state. 
 
 It is certainly more than a coincidence, this two-city-in-a- 
 state development, that St. Louis and Kansas City so typically 
 illustrate. New York City has her Buffalo; Philadelphia her 
 Pittsburgh; San Francisco her Los Angeles; New Orleans her 
 Shreveport ; Jacksonville her Key West. 
 
 More marked even than booming Pittsburgh and conserva- 
 tive Philadelphia do these two cities in Missouri typify the 
 spirit that has made Missouri a great state. 
 
 It may be stated that St. Louis is the Philadelphia of the 
 West. She is considered just as conservative by Western peo- 
 ple as is the City of Brotherly Love by Easterners. 
 
 St. Louis has the Philadelphia system of streets. She 
 cherishes the old-family idea. Her wealth is enormous. Her 
 
 [5]
 
 * THE STORY OF THE STATES 
 
 residential districts among the most beautiful of American 
 cities. Her great industries were founded many years ago and 
 fine old family names stand behind them. 
 
 For instance the greatest hardware concern in the world 
 Simmons of St. Louis. E. C. Simmons went to St. Louis as a 
 pioneer in industry, energy, far-sightedness. He built up a 
 great business, a reputation and a family. Small at first, this 
 business supplied the needs of an ever-widening territory until 
 the Simmons Hardware Company became the great predomi- 
 nating national distributor in its lines. 
 
 The Simmons Hardware Company was known in the trade 
 as the premier hardware organization long before it started to 
 advertise. 
 
 With its usual forethought this concern began, about ten 
 years ago, to standardize under one name a mark to cover all 
 good tools. To-day Keen Kutter tools are known wherever 
 tools are used. The carpenter, the man in his own home who 
 repairs a table, the farmer in the field, each knows about Keen 
 Kutter tools. 
 
 At the other end of Missouri, Kansas City raises its hum, 
 as different from St. Louis as can be. A boom city to start 
 with, she has justified the original rush and has push and punch 
 thrilling her every fiber. There is probably no parallel in the 
 history of American development not even excepting Chicago 
 of how a city can be built up from nothing. Typical of its in- 
 dustries is the Kansas City factory of the National Biscuit Com- 
 pany. When the corner-stone of this magnificent building was 
 laid, President Green, of the National Biscuit Company, said: 
 "This building represents a million-dollar investment, entirely 
 free from mortgage, yet I would rather see it go up in flames to- 
 night than to have any one steal a letter out of 'Uneeda 
 Biscuit.' " 
 
 St. Louis and Kansas City are the "Gateways to the great 
 Southwest." They are two of the leading railroad centers of 
 the United States. 
 
 St. Louis and Kansas City are the greatest manufacturing 
 towns west of the Mississippi. St. Louis, the fourth city in the 
 
 [61
 
 A Tale of Two Cities * 
 
 United States, is the second largest shoe manufacturing center 
 in this country. It is the world's greatest manufacturer of 
 street and railroad cars. While not nationally known, Faust 
 Brand of Macaroni, Spaghetti and Noodles made by Maull 
 Bros., St. Louis, represents the biggest package business of its 
 kind in the United States. Listerine the nationally known 
 antiseptic for the toilet of the mouth was suggested to a St. 
 Louis chemist by the work of Lord Lister. The Lambert 
 Pharmacal Company, which makes and markets Listerine, has 
 pushed it so successfully that to-day Listerine has no serious 
 rival. 
 
 Kansas City is noted particularly for its meat packing in- 
 dustries. As a mark of the city's growth the value of its fac- 
 tory products increased 50 per cent, from 1900 to 1905 and an- 
 other 50 per cent, from 1905 to 1910, the last national census. 
 
 But, important as these cities are in manufacturing, their 
 greatest success lies in the wonderful organizations which their 
 merchants have developed and perfected for the assembling and 
 distribution of merchandise. 
 
 While St. Louis is a big shoe manufacturing center, she 
 has developed a marvelous situation in the exploitation of shoes. 
 She is the foremost shoe distributing market in the world, and 
 even controls the master jobbing system for many Eastern shoe 
 houses. 
 
 St. Louis is the largest primary fur market in the world. 
 Boston alone surpasses her as a wool market. She is the 
 world's greatest interior cotton market. What is probably the 
 largest work-shirt business in the world is owned by a St. 
 Louis jobbing house. What will some day be to the candy 
 trade what the National Biscuit Company is to the baking 
 business is controlled by St. Louis interests. 
 
 St. Louis is as serious a rival to Philadelphia hat houses 
 as she is to Boston shoe houses. Not even Chicago has such 
 an array of hat jobbers. Her wholesale dry good houses are 
 competitors that Chicago has to reckon with. St. Louis milli- 
 nery houses of national prestige almost control the business 
 of the entire Southwest. 
 
 [7]
 
 * THE STORY OF THE STATES 
 
 The whole distributive system of twenty-five important 
 lines of merchandise for the great and growing Southwest is 
 dependent upon St. Louis and Kansas City. 
 
 Missouri has two of the four United States Army remount 
 stations St. Louis and Kansas City. 
 
 As a mule market Missouri has no rival. The American 
 output of cobalt and nickel, while small in comparison with the 
 imported product, is derived almost exclusively from Missouri. 
 More than one-half the zinc mined in the United States comes 
 from Missouri. 
 
 The reputations of Missouri's schools are not as great as 
 they deserve to be. Missouri's schools have not advertised as 
 extensively as they might. These should have a greater attend- 
 ance of students from other States than the South and South- 
 west. They should break down the barriers of sectionalism 
 and advertise nationally. Virginia, a southern State, boasts 
 a military school that by strong publicity has gathered students 
 from "forty-five states, territories or foreign countries." 
 
 The public and even educators will read with interest that 
 Washington University, St. Louis, has a larger endowment 
 than Princeton, Johns Hopkins or Massachusetts Institute of 
 Technology; an endowment exceeded by only eight other edu- 
 cational institutions. With magnificent buildings and equip- 
 ment and a strategic location nearer the center of population 
 than any other university equally equipped, with one exception, 
 this university has no great national prestige and is excelled in 
 student body by fifty colleges and universities and by thirty 
 in total income, despite its enormous endowment. 
 
 St. Louis and Kansas City, and therefore Missouri, have 
 always been pretty well able to take care of themselves. From 
 this naturally grew a well nourished "home industry" idea. 
 
 But there is a new national note of business interdepend- 
 ence and expansion in the air. Cities and businesses are be- 
 coming more and more national in their character and scope. 
 To nationalize you must get the national point of view. You 
 
 [8]
 
 A Tale of Two Cities * 
 
 must get things into national circulation. The way to get 
 things into national circulation is to seek outside co-operation. 
 
 Some day some big St. Louis shoe house is going to more 
 fully appreciate its opportunity for national sales and will 
 realize the necessity for advertising in a manner commensurate 
 with its great possibilities. 
 
 When that "some day" conies, this St. Louis shoe house 
 will feel the importance to the carrying through of its broader 
 plans of employing an agency with a national breadth of vision 
 and with the perspective of years. 
 
 Some day the National Candy Company will conclude that 
 its hopes and possibilities may perhaps be more quickly realized 
 if guided by the experience of a national advertising agency. 
 
 We believe many Missouri and St. Louis and Kansas City 
 firms are even now considering the steps to take to make "some 
 day" into present tense. 
 
 As advertising counselors for business men who make prac- 
 tically everything from crackers to grand pianos and sell them 
 in every state in this nation, through the medium of practically 
 every publication printed in this land, we feel we have at our 
 disposal information and experience that is nation-wide in its 
 expanse and in its value. 
 
 [9]
 
 California 
 The "Go-Getter 
 
 FRANCISCO wants that Exposition, and we've 
 come to Advertising- Headquarters as the place best 
 equipped to help us put it over!" 
 
 In brief, such were the tidings of a young- Lochinvar out of 
 the West who burst in upon us one Saturday some four years 
 ago. 
 
 It was a half day with us, but we met the emergency. The 
 telegraph wires were set to singing with messages to the news- 
 papers of the far West. Next day a full-page advertisement ap- 
 peared in all the papers west of the Rockies calling upon the 
 people to exert all possible influence to swing the Fair to 
 'Frisco. 
 
 For three days the telegraph facilities of the White House 
 were tied up with messages from the coast that were coming in 
 to President Taft. 
 
 As a result, Congress reversed the report of the Exposition 
 Committee, which had already awarded the Panama Exposition 
 to New Orleans, and, to make a long tale a bob tale, 'Frisco got 
 the Fair. 
 
 Such are the possibilities of accomplishment when the en- 
 terprise of the West is coupled with the equipment of this na- 
 tional advertising agency. 
 
 Not content with one exposition for the state, San Diego 
 got busy and held another of its own. 
 
 That's the way the virile Californians do things, and that's 
 why to-day California is the most talked of and visited state in 
 the Union. 
 
 [101
 
 California The "Go-Getter" + 
 
 With her brilliant accomplishments to speak for them- 
 selves, we need not bore this noble audience with rhapsodies 
 about her ideal climate and turquoise skies. Most of us know 
 that she has all the natural equipment for success, and those 
 of us who don't will know it when we gather at the Exposition. 
 
 With a Panama Canal and a transcontinental telephone 
 line to put her in quicker touch with the markets of the world, 
 California is going ahead like a buck rabbit with a houn' dawg 
 on his trail. 
 
 She sure has the opportunities! Raisins, apricots, 
 peaches, oranges, nuts, ostrich feathers, and almost everything 
 else AND prunes. 
 
 To quote the star boarder, let's stop for a minute at prunes. 
 California gives us nearly 90 per cent, of all the prunes used 
 in the United States and millions of pounds are used every 
 year. 
 
 Why isn't is just as logical for the New England house- 
 wife to buy California prunes in a trade-marked, sanitary pack- 
 age as it is for a "Native Son" to promenade Market Street in 
 a pair of Brockton-made shoes? 
 
 There's a thought for some of you alert Californians, and 
 we've lots of others for any of you who feel growing pains. 
 
 To save space and your patience, we ask to be allowed to 
 do a quickstep from prunes to pedagogy. 
 
 California has an educational system that ranks among the 
 best. Her public school system is a model. Her normal schools 
 and colleges are conducted upon the most advanced lines. 
 
 Mills College is worthy of rank beside Vassar and Smith, 
 Bryn Mawr and Wellesley. There are as many reasons for 
 Eastern girls to matriculate at Mills as there are for Western girls 
 to attend Vassar. 
 
 Leland Stanford University is exceeded by only one other 
 institution in endowment. Given a setting like picturesque 
 Palo Alto, the highest educational standards and an equipment 
 more than up to the best of Eastern colleges, and what wouldn't 
 advertising do for Leland Stanford? 
 
 [11]
 
 * THE STORY OF THE STATES 
 
 We mention these educational institutions because we be- 
 lieve that their influence has much to do with the future prog- 
 ress of the state. As Advertising- Headquarters, handling more 
 than 80 per cent, of all the school advertising done in the United 
 States, we are positioned to assist California's schools and col- 
 leges in securing students from afar. 
 
 We have cited but a few of California's advertising possi- 
 bilities. We could name many more, but believe that what we 
 have said will cause a few of California's growers and manu- 
 facturers and educators to look eastward for the assistance that 
 experience can give. Distance is no handicap San Francisco is 
 but a telephone call from Philadelphia. 
 
 We are not unknown in California as Advertising Head- 
 quarters. It has been our good fortune to have associated with 
 Mr. William Woodhead in his work of building up "Sunset," 
 the Pacific Monthly, to its present position as a leader among 
 American magazines. Mr. Woodhead is a national figure in 
 advertising. As president of Sunset Magazine, as ex-president 
 of the Associated Advertising Clubs of the World and as a man 
 well informed on advertising matters, his opinions are highly re- 
 spected. We feel sure that any Californian seeking to know the 
 truth about us can get it unvarnished from Mr. Woodhead. 
 
 [121
 
 Down Where the Cotton 
 Blossoms Grow 
 
 AWJAH" is the way they pronounce it down there, and 
 very prettily it sounds as drawled by a real Georgian's 
 tongue. 
 
 Those of the North who look on Georgia and her sis- 
 ter states of the South as easy-going and slow to progress will 
 find this statement an eye-opener: GEORGIA BONDS RE- 
 CENTLY SOLD ON THE BASIS OF NEW YORK BONDS. 
 
 Let that sink and remember that this is a state which was, 
 fifty years ago, left impoverished and disrupted by the Civil 
 War. 
 
 To quote from a recent editorial by Mr. Brisbane: "This is 
 an achievement that speaks volumes in endorsement of the 
 credit, resources and government of the state." 
 
 In the past, Georgia has developed more great statesmen, 
 orators, lawyers and poets than great business men. Coming 
 of a long line of land-wealthy ancestry and controlling a fortune 
 in her vast cotton-producing acreage alone, Georgians were not 
 faced with the necessity of manufacturing development. Nor 
 has Georgia had an inrush of immigrants to foment her to great 
 industrial activity. 
 
 Her people have had time to educate and refine themselves, 
 and now that they are keenly imbued with the progressive 
 spirit of the times, she is a force to be reckoned with. 
 
 As a demonstration of what a Georgian can do in a busi- 
 ness way, consider Asa G. Candler, of Atlanta, whose "Coca 
 Cola" has become a national beverage and who is one of the 
 largest and most progressive of present-day advertisers. 
 
 [13]
 
 * THE STORY OF THE STATES 
 
 Starting with a formula, for which he paid only a few dol- 
 lars, he has amassed an immense fortune and contributed more 
 than any other one man to the splendid growth of his home 
 city. 
 
 Atlanta is thoroughly metropolitan, "the New York of the 
 South," a beautiful, bustling, progressive city, where live some 
 of the finest people on earth. In her people there is a blending 
 of fine Southern ideals of living with splendid business energy, 
 and her continued growth in commercial and industrial im- 
 portance is assured. 
 
 There are large cotton mills in Georgia, and their produc- 
 tion of sheetings and toweling and fancy woven fabrics are great 
 and constantly growing. In cotton duck her output far exceeds 
 that of Massachusetts. In coarse yarns she leads the country. 
 Georgia has great resources and opportunities in lumber, and 
 her fruits and vegetables are famous. Just the thought of a 
 Georgia peach or watermelon sets a Northern mouth to watering. 
 
 She offers fine inducements to foreign industries; water- 
 power in great volume, good transportation facilities, adequate 
 labor; and in Savannah she has one of the most important South 
 Atlantic seaports. 
 
 The newspapers of a state are great factors in its progress. 
 In this particular Georgia is especially blessed. Almost all of 
 her important cities boast newspapers whose fame is country- 
 wide and which editorially, advertisingly and from a news stand- 
 point rank in the first class. 
 
 Old and distinguished educational institutions are another 
 of Georgia's riches. Wesleyan Female College, lifting her ven- 
 erable towers over the central city of Macon and echoing the 
 bells of Mercer University at the other end of the city ; the State 
 University and Lucy Cobb Institute in Athens ; Agnes Scott and 
 the Georgia School of Technology in Atlanta these and many 
 other schools and colleges of the first rank which Georgia 
 boasts, deserve a wider appreciation by the country at large. 
 
 These select schools in this highly refined atmosphere should 
 draw their scholarships from the country at large. Advertising 
 can do much toward nationalizing the reputation of these insti- 
 
 [14]
 
 Down Where the Cotton Blossoms Grow if 
 
 tutions, and N. W. Ayer & Son are the chief advertisers of the 
 country's schools. 
 
 In her industrial progress Georgia business men are rapidly 
 reaching the advertising stage. Their growth demands a wider 
 market. In seeking for new trade outlets the manufacturers of 
 Georgia will do wisely to enlist the assistance of Advertising 
 Headquarters. We have helped in the building of some of the 
 greatest businesses in the South and are confident of our ability 
 to do the same with others. 
 
 [15]
 
 The State of a Nimble Mind 
 
 THE first carload of any single brand of tobacco ever sold 
 and shipped at one time as far West as the Rocky Moun- 
 tains was Prince Albert, bought by the Morey Mercan- 
 tile Company, of Denver, Colo. 
 
 When we began the national advertising of Prince Albert 
 Tobacco, some five years ago, we also conducted a thirteen-week 
 special campaign in Denver dailies. 
 
 Why was Denver chosen for this special campaign? 
 
 We desired to prove that even with the market already sup- 
 plied with numerous brands of advertised tobaccos, a demand 
 could quickly be developed for a tobacco of Prince Albert's 
 merits. We chose Colorado because of the well-known open- 
 mindedness of its people. They are not in the habit of buying 
 gold bricks, but they have a reputation for promptly availing 
 themselves of a good thing when it is properly laid before them. 
 
 The result of the campaign was a revelation. Compared 
 with Ohio, for instance, these facts came to light: 
 
 Colorado's population was less than a million; Ohio's was 
 about four million. Two salesmen were employed in Colorado; 
 seven in Ohio. With four times the population and three and 
 a half times the selling force in Ohio that we had in Colorado, 
 the sales of the two states were practically equal. 
 
 A nation-wide newspaper campaign to support the vigorous 
 work being done in national publications quickly followed be- 
 cause of what we had demonstrated in "The State of a Nimble 
 Mind." 
 
 The people of Colorado have not settled down into the 
 stultified belief that all good things have been accomplished. 
 They are looking onward and outward. With so prompt a re- 
 sponse to an article originating so far beyond her borders, what 
 
 [16]
 
 The State of a Nimble Mind * 
 
 possibilities for the intelligent advertising, within the state and 
 outside of it, of the state's own enterprises ! 
 
 Colorado was the greatest silver mining state when silver 
 was demonetized. Colorado then turned her attention to min- 
 ing gold, and quickly became the greatest gold producing state. 
 
 By leading the waters out from her bank-full rivers when 
 the mountain snows melted, and pouring them on the thirsty, 
 fertile plains, Colorado has done much to drive the Great Amer- 
 ican Desert from her borders. 
 
 She turned her great stock ranches into farms and raised 
 grains and alfalfa. Then seeing greater profit in raising sugar 
 beets she quickly led other states in this line, with a present slic- 
 ing capacity in her factories of over twelve thousand tons a day. 
 
 All this has Colorado done in little more than a generation. 
 
 What next? 
 
 The energy and progressiveness of Colorado makes it sure 
 that she will turn more and more of her raw products into the 
 manufactured article and will seek a larger market for them. 
 Advertising is the magic wand which will help her in her growth. 
 
 This advertising agency of national scope is not unac- 
 quainted with the possibilities to be accomplished through ad- 
 vertising by Colorado's manufacturers and business men. 
 
 For a good many years we have looked after the advertising 
 of the Morey Mercantile Company and Beatrice Creamery Com- 
 pany, both of Denver. These progressive concerns give Ayer 
 Service generous credit for the extension of their trade over 
 Colorado and neighboring states. 
 
 To other Colorado industries seeking expansion we offer 
 our advertising service. It has been effective in business-build- 
 ing in all parts of the country and it is most effective when it is 
 coupled with enterprise and energy of the Colorado kind. 
 
 [171
 
 The State of 
 "Forward, March!" 
 
 SAN FRANCISCO is the geographical center of the United 
 States; Washington is the legislative center; Chicago is 
 the center of American opportunity. And when we say 
 Chicago we speak of Illinois. 
 
 A Yankee is always a Yankee; a Southerner has Southland 
 bred in the bone; the West in a Westerner outcrops above all 
 else. 
 
 Illinois is the United States in essence. Search American 
 art, letters, science, banking or commerce and at the top, or rub- 
 bing elbows with the leaders, you will find luminous examples 
 of the prowess of the sons and daughters of Illinois. 
 
 When the cities of the East had arrived at maturity, Chi- 
 cago was scarcely more than a frontier stockade. That Chicago 
 should rise on the site she occupies was commercially inevitable. 
 That Chicago should become the fourth city in the world during 
 the life of a middle-aged man (dating from the time when Mrs. 
 O'Leary's cow kicked over the lamp in 1871) was destiny. That 
 Chicago will become the foremost city of this country is more 
 than probable. How soon and how certainly is only a question 
 of how quickly and energetically her captains of industry put 
 to full use the tools of modern enterprise that our times have 
 created, of how slow or quick her competitors in nearby states 
 are to grasp these same tools and appropriate an advantage that 
 once gained will be difficult to wrest away. 
 
 Nature used a lavish hand in endowing Illinois. Her farm 
 values per acre are the highest of any state. Her oil fields are 
 second. Her coal fields third. Her manufactures are exceeded 
 only by those of New York and Pennsylvania. Her commercial 
 
 [18]
 
 The State of ' l Forward, March ! " * 
 
 advantage, because of Chicago's position as a distributing cen- 
 ter, is the greatest in America. This is the star of her destiny. 
 
 Chicago is first in meats and second in steel. It is this 
 country's foremost lumber market. It leads the nation in grain. 
 In everything that men and women wear and eat, in the imple- 
 ments for tilling the soil and gathering harvests, in materials for 
 building, in all the factors that make for the greatest civilization 
 in the world's history, Chicago is a conspicuous leader. 
 
 Within twenty-four hours of Chicago reside 85 per cent, of 
 the nation's entire population. 
 
 If the thirty-eight leading railroads that center in Chicago 
 could serve them, half the populace of the United States might 
 assemble there by a night's ride. 
 
 The Chicago Association of Commerce is a notable example 
 of efficient, aggressive co-operation of a trade organization con- 
 tinuously working in the interests of its city. It has instituted 
 a package-car freight service that minimizes time and distance. 
 Chicago package freight can beat New York to points like Sa- 
 vannah, Ga., by twenty-four hours. 
 
 Chicago makes three times as much furniture as Grand 
 Rapids, but the public at large has heard very little of Chicago 
 furniture. 
 
 Chicago meats are known throughout the world. But what 
 of the perfectly splendid lines of pickles, preserves and condi- 
 ments these same packers prepare? One concern produces some- 
 thing like four thousand lines, including such unrelated items 
 as soap, sandpaper and music strings. What an irresistible 
 force this will be when these departments are co-ordinated and 
 harmonized, and, under a master mark, institutional advertising 
 of the right scope is made a definite central policy ! 
 
 Chicago possesses two great wholesale and manufacturing 
 grocery houses. Some of their various brands are well known 
 within a big radius of Chicago. A standardization of labels plus 
 publicity will give all their lines, including imported de luxe 
 groceries, a tremendous impetus. 
 
 The lack of a master label coupled to unified departmental 
 
 [191
 
 * THE STORY OF THE STATES 
 
 advertising effort is also the sadly lacking essential in Chicago's 
 two great wholesale dry goods organizations. 
 
 The best-known line of women's hosiery in this country is 
 controlled and advertised by an Eastern wholesale house. 
 
 Where is the Chicago jobber, inspired by Chicago's distrib- 
 uting advantage, who will capitalize and nationalize a trade- 
 marked line of men's hats and caps or women's suits or milli- 
 nery? Where is your "I Will" slogan, Chicago? 
 
 Illinois boasts the great harvester industries. These corpo- 
 rations have done tremendous work in increasing the wealth of 
 this nation. Because they have not fully acquainted the great 
 public with the enormous benefactions that they as a national 
 institution have achieved for America, the acid of public criti- 
 cism has eaten into their national good will. 
 
 Chicago has two of the largest wall paper mills in the United 
 States. Would you know what brand of wall paper to ask for? 
 Do you know the name of any firm whose wall papers have a 
 reputation for fastness of color up-to-dateness of design? 
 
 Illinoisians and Chicagoans are aware of their commercial 
 advantages. Opportunities have come so fast, fields of extension 
 have opened out so readily that these middle Western business 
 houses have plucked by the handsful here, there, everywhere, 
 like a child in a daisy patch. Prosperity has been abundant. 
 Now they are confronted with the great problem of financing. 
 Many of these biggest concerns are at present so far extended 
 that they cannot accept more opportunities till they digest what 
 they have undertaken. 
 
 When digestion improves, trade conditions will improve. 
 Men with experience will then more quickly obey the beckoning 
 fingers of Opportunity which seem forever inviting the boldness 
 of Illinois and Chicago enterprise. But Opportunity is also hail- 
 ing the merchants of St. Louis, Kansas City, Duluth, St. Paul, 
 Minneapolis, Detroit, Toledo, Omaha, Cleveland and other vig- 
 orous industrial cities. 
 
 While not so strategically located as Chicago, their mer- 
 chants and manufacturers, by trade-marking and advertising and 
 
 [20]
 
 The State of "Forward, March / " * 
 
 progressive selling- methods can largely overcome the handicap 
 of Chicago's birthright. 
 
 Chicago is one of the greatest advertising centers in the 
 world. On her streets are daily seen some of the foremost men 
 engaged in this work; representatives of magazines and news- 
 papers, bill posting and specialty men, agents or advertising 
 directors of many of America's foremost concerns. 
 
 Conditions in this field led us five years ago to extend Ayer 
 Service by opening a Chicago branch. 
 
 We think we see new fields of endeavor for the energy and 
 ingenuity of Illinois business men. We believe we have in our 
 organization something of unusual helpfulness for them. 
 
 Frankly, the greatest difficulty we have met in securing Chi- 
 cago and middle-west business is the imaginary barrier of dis- 
 tance. In these days of fast express trains, efficient day and 
 night letters and improved long distance telephone service, Chi- 
 cago is in reality a next-door neighbor to Philadelphia. 
 
 The House of Ayer & Son is itself a great business center. 
 Any concern, no matter where located, which can make and hold 
 intimate successful relations with several hundred of this coun- 
 try's progressive industrial concerns, including the acknowl- 
 edged leaders in fifty separate and distinct lines is, to say the 
 least, a business institution. And this we have done. 
 
 The very fact that in five important lines of trade, the great- 
 est concern of its kind in the world is in Chicago and every one 
 of the five an Ayer & Son customer, willing to bear testimony 
 of how much they get from us that they cannot get elsewhere, is 
 significant. 
 
 We invite any one interested to inquire of our Chicago 
 clients as to whether distance is any real barrier to the flow of 
 our advertising service to them. We have no rules or methods 
 of handling business which prevent an accommodation to the 
 necessities of the case. Our only theory of business practice is 
 working along clean lines with clean businesses to promote busi- 
 ness health. 
 
 It is our belief that the kind of advertising service we are 
 giving our Illinois clients fairly entitles us to more business in 
 
 [21]
 
 * THE STORY OF THE STATES 
 
 that state, and we believe we will get more if the manufacturers 
 of Illinois will acquaint themselves more fully with the equip- 
 ment and workings of this house. 
 
 We shall be glad to come to you, without obligation, and 
 tell you how we work or to welcome you at Advertising Head- 
 quarters on some of your trips to Philadelphia. We believe 
 you'll find us worth knowing. 
 
 [22]
 
 Arizona's Awakening 
 
 A RIZONA can't give us any advertising; so we propose 
 /-^ to give some to Arizona. 
 
 -A- A. If there's a state in this kingdom of the common 
 people that needs advertising, it is this same Arizona. In tender- 
 foot geography it is written down as a land of "sun, sand and 
 sagebrush," and you've never seen a picture of it that wasn't all 
 cowboys and cacti, redskins and rattlesnakes. 
 
 All of which is well, not the truth, the whole truth, and 
 nothing but the truth, about the state. For, know you that Ari- 
 zona possesses some wonderful resources. 
 
 Take the climate every variety of desirable climate from 
 the year-round cold of snow-capped mountains to tropical. As a 
 dry-atmosphere health resort, Arizona rivals Upper Egypt or 
 will, when she puts her story into proper advertising form. 
 
 And as for scenery well, for instance, where is the magnifi- 
 cent Grand Canyon of the Colorado? Nine chances out of ten, 
 you'll guess wrong for it's in Arizona, every foot of it! Ad- 
 vertised as it deserves to be, you would not be satisfied till you 
 had treked out to see it. 
 
 Some of the largest copper mines in the world are here, too. 
 Silver, gold and precious stones are a valuable side line. 
 
 With an area that could cover all New England and New 
 York, there wasn't much doing in an agricultural way until the 
 water came through the irrigation ditches. Now, this vast 
 tract is just blossoming out in the most luxuriant way. 
 
 Arizona is still in the experimental stage commercially, just 
 awakening to her opportunities but she has found out several 
 things for sure. She can grow citrus fruits of all kinds and get 
 first to market with them weeks ahead of California on oranges, 
 
 [23]
 
 * THE STORY OF THE STATES 
 
 lemons, limes and so on. (Advertising would help in the mar- 
 keting would find the markets and get premium prices.) 
 
 Arizona raises better quality figs than Syria, and her dates 
 surpass those of Algeria in taste. 
 
 She grows alfalfa in bumper crops six and seven a year. 
 She raises the prized long-staple cotton used in the manufacture 
 of thread, the same kind of cotton which we import from Egypt 
 at the rate of 55,000,000 pounds a year. 
 
 Then, there are the ostrich farms, with about five thousand 
 birds. Salt River Valley is the greatest place in the world for 
 raising ostriches its dry, clear air and sunshine produce finer 
 feathers than come from Africa. And, incidentally, these war 
 times afford a chance to put the Arizona feather industry up 
 front. 
 
 This is Arizona in synopsis. 
 
 When it comes to manufactures, she ranks among the "and 
 other states." Yet she manufactures goods worth more than 
 $50,000,000 a year a 37 per cent, increase over the previous five 
 years. 
 
 What the state most needs is population she has about 
 240,000 all told, or two persons to every square mile of soil. It 
 is a good stock to begin with mostly American, with ninety- 
 seven out of every hundred farms and ranches held by white 
 men, and eighty out of every ninety-seven owning the land ! In 
 the country, it's a long way to the nearest neighbor, but the 
 cities and towns are as up-to-the-minute as the East. 
 
 It is part of our business to know Arizona as intimately as 
 we know the other states. Our dealings thus far have been 
 mainly to hitch up an outside selling plan to the Arizona market. 
 We are prepared to take the other end to advertise an Arizona 
 product of the nation. 
 
 [24]
 
 Kansas 
 
 KANSAS owes a lot to Senator John J. Ingalls. His poem 
 on Opportunity is hailed as an epic. It is a peculiar 
 fact that Kansas, his home state, is possessed of bound- 
 less opportunities which have remained undeveloped. True, 
 Kansas prospers, but many less fortunate states could thrive 
 upon the advantages she wastes and neglects. 
 
 Sixty-five years ago no white man claimed Kansas as his 
 home. Now over one and a half million boast of Kansas as their 
 home. One or two generations ago Kansas was a part of the 
 Great American Desert. Now, "every morning during the plow- 
 ing season the farmers go into a cornfield as large as the whole 
 state of New Jersey ; every noon during harvest the harvesters 
 come to dinner from a wheat field of 20,000 acres more than 
 Delaware; and every night Mary calls the cattle home from a 
 pasture larger than Pennsylvania." 
 
 Kansas exceeds any other state between the Missouri River 
 and California in the annual value of its manufactured products. 
 Kansas City stands fifteenth among manufacturing cities, rank- 
 ing such industrial centers as Jersey City, Providence, Rochester 
 and her sister city, Kansas City, Mo. But Kansas has little call 
 to sound her cymbals over these facts. The amount of her man- 
 ufactures is small in comparison with her vast stores of raw 
 materials. 
 
 Kansas knows how to grow and how to mine but not how 
 to sell. Kansas so rich in natural wealth has been snoring 
 soundly at the advertising switch. 
 
 Kansas farmers coax 25,000,000 bushels of oats out of the 
 ground and get an average price of 40c. to 50c. The Quaker 
 Oats Company, of Chicago, trade-marks and advertises oats, and 
 made over $2,000,000 net profits last year. 
 
 [25]
 
 * THE STORY OF THE STATES 
 
 Kansas raises over 150,000,000 bushels of corn for which the 
 Kansas farmer normally gets about 60c. a bushel. But a man 
 in Battle Creek, Mich., turns corn into corn flakes, dresses them 
 up in store clothes and makes many-fold 60c. a bushel. 
 
 Kansas sends to market about 100,000,000 bushels of wheat 
 at a normal price of about 90c., milling much of it within the 
 state. But nobody in Kansas is securing a national market 
 through advertising flour. 
 
 Kansas sells buckwheat at about 60c. a bushel. But a con- 
 cern in St. Joe, right over in the neighboring state of Missouri, 
 puts buckwheat in packages, advertises it and builds up a profit- 
 able business on Aunt Jemima's Buckwheat Flour. 
 
 We think, with all respect to the Sage of Emporia, that there 
 is something decidedly ailing with Kansas. It needs to be inocu- 
 lated with salesmanship and plastered from end to end with 
 trade-marks. 
 
 Many opportunities for profitable development and exploita- 
 tion exist in Kansas. Men with a national vision will see them 
 men with commercial courage will grasp them. There are such 
 men in Kansas. They need the help of men with national mer- 
 chandising and advertising experience when these men get to- 
 gether, Kansas will begin to take the cash and get the credit, too. 
 
 300 Chestnut Street, Philadelphia, is the business home of 
 a number of men with such experience. We have been remark- 
 ably successful in serving small businesses advertisingly. The 
 small or large manufacturer who seeks national attention 
 should come to National Advertising Headquarters. To those in 
 Kansas and elsewhere who want to learn more of advertising 
 and our ability to apply it, this is an invitation to write or call. 
 
 [26]
 
 Preparedness + Action = ? 
 
 )REPARED in mind and resources" reads the motto on 
 the coat of arms of South Carolina and every word of 
 it's true. But, to crystallize this preparedness into 
 fruitful results, the Old Palmetto State needs action, Action, 
 ACTION. 
 
 Let us review her state of preparedness as concerns mind 
 and resources then let us boldly examine the facts as to the 
 use she is making- of her splendid equipment. 
 
 First, in the realm of things mental 
 
 there is the famous old Citadel at Charleston. Here, 
 courses similar to those at West Point are given. And, owing 
 to a wise policy of general publicity, students are drawn not only 
 from the home state, but from a great many other states as well. 
 
 Then there is Converse College for women one of several 
 good schools under private control. Through a generous use of 
 space in national mediums Converse is wisely announcing the 
 opportunities she has to offer. And results are encouraging. 
 She is to be congratulated on her bold, progressive advertising 
 policy. It is action of this kind that will lay the foundation for 
 a great future for this institution. 
 
 While we already serve several splendid South Carolina 
 schools, we believe there is an opportunity for general advertis- 
 ing that many other good schools should enjoy. Our broad ex- 
 perience in guiding the publicity of a large majority of the 
 schools in the United States that advertise has especially fitted 
 us to give expert counsel and advice in this respect. 
 
 Now, as to South Carolina's material resources : 
 
 The old Palmetto State is largely agricultural. Her most 
 important crop is cotton. Both in the value of cotton as raw 
 material and as manufactured products, South Carolina takes her 
 stand well to the front. 
 
 [27]
 
 * THE STORY OF THE STATES 
 
 Here indeed are unsurpassed opportunities for industrial 
 growth and commercial expansion. Especially is this true of 
 cotton-made materials. 
 
 And yet, in this state of tremendous cotton growing- and 
 cotton manufacturing, the only national advertising along com- 
 mercial lines is that done for a freckle cream made in Charleston. 
 
 What a splendid opportunity for the manufacturing and 
 merchandising, through advertising, of a trade-marked brand 
 of hosiery! How perfect is the setting for the launching of a 
 characterful cotton cloth so advertised that women would call 
 for it by name as they do any number of cotton-made materials ! 
 Here, where the raw material is produced in abundance, does it 
 not seem to be the natural home for nationally known brands of 
 men's negligee and outing shirts, children's dresses and rompers 
 and a score of other cotton-made articles? 
 
 And why stick to things the basis of which is grown at 
 home? 
 
 Massachusetts does not raise her cattle to supply the leather 
 for her magnificent shoe business; the vegetables for making 
 Heinz's famous 57 varieties do not grow on the hills of Pitts- 
 burgh, nor does Missouri manufacture all the hardware that has 
 made Keen Kutter a household word. 
 
 Why should not South Carolina be known as the home state 
 for a nationally known brand of kitchen cabinets, or corsets, or 
 shaving cream, or men's and women's clothing, or any number 
 of other articles that are produced far from the source of raw 
 materials? 
 
 What the Old South State should do is to vary her indus- 
 tries as she is now varying her crops. To diversify her manu- 
 facturing is to prepare for bigger state growth and greater 
 wealth and opportunity. 
 
 South Carolina needs the sprinkling can of advertising to 
 nationalize the hum of her industries. Prepared in mind and 
 resources as few states are, there is lacking only the necessary 
 action to bring South Carolina to her old role of leader of the 
 South. 
 
 [28]
 
 Preparedness -\- Action --? if 
 
 Here, we aim to give good counsel and to guide to merchan- 
 dising success brands which are ready to be built on the rock of 
 national good will. More small accounts are handled by us than 
 by any other advertising agency. At the same time we are serv- 
 ing hundreds of the leading national advertisers. Perhaps an 
 advertising scope as broad and varied as this will suggest to 
 South Carolina manufacturers where to come for expert mer- 
 chandising and advertising counsel. 
 
 [29]
 
 Mr. Barnum's Native State 
 
 AONG her other rights to fame, Connecticut produced 
 the man who produced "The Greatest Show on Earth" 
 Barnum the one and only P. T. 
 
 He may have said that "people like to be humbugged," but 
 he certainly didn't believe it, for he couldn't have won the patron- 
 age and friendship which he enjoyed alike from the millionaire 
 and the millionairen't if he had humbugged them. 
 
 Barnum did say, "to send away my visitors more than 
 doubly satisfied was to induce them to come again and bring 
 their friends" and in saying that he said a mouthful of horse- 
 sense which every business man will do well to heed. 
 
 P. T. was a pioneer in advertising and his appreciation and 
 application of publicity were far in advance of his time. Above 
 all things he had initiative. He struck out and did things that 
 nobody had ever done before, and when, at the age of forty, he 
 lost his great fortune, he struck out and made it all over again. 
 
 "The world bestows its big prizes for but one thing and 
 that is Initiative" and Barnum's initiative is typical of Con- 
 necticut. 
 
 Because Connecticut has this "get-up-and-get-after-it" 
 spirit, the world has been busy bestowing prizes and medals and 
 
 [30]
 
 Mr. Barnums Native State -^ 
 
 honors upon her for one thing and another ever since she came 
 into being. 
 
 About every year it's something new. One year it was a 
 new sewing machine. Not only the machine but the idea was 
 new. It was such a good idea that millions of men and women 
 have risen up to call the inventor blessed. 
 
 Another year a Connecticut youth decided he wanted to go 
 to Calcutta. When they got well under way he found that the 
 tedium of social life on board ship had palled on him. So he 
 slipped away by himself to have an entertaining session with his 
 Yankee ingenuity. The result was the Colt revolver and all the 
 nations of the world united in bowing down to Samuel Colt 
 and then divided to use one another for targets in the legitimate 
 consumption of Colt firearms. So Gatling guns, rifles, revolvers, 
 the bristling implements of war, are now made in a peaceful 
 Connecticut town and then bustled away to fight the decisive 
 battles of all nations. 
 
 There's nothing specially wonderful about the making of 
 cotton thread until you stop to think how much intelligence 
 and patience and skill is required to pick, unravel, draw, comb, 
 rove, spin, twist, wash, bleach, dye, spool, label and box 3000 
 acres of Sea Island cotton yearly. It takes about 30,000,000 miles 
 of thread to keep the American people's clothes in condition for 
 public appearance for a year. Yes, thirty million. And close on 
 to a third of that comes from the Willimantic Linen Company, 
 up in Willimantic, Connecticut. They make 28,000 miles of it 
 every day, in 5000 varieties and 300 colors. Of course, it is the 
 greatest corporation of its kind in America or it wouldn't be in 
 Connecticut. 
 
 And pins. The earth opens up and swallows ten billion of 
 them just on our side of the Atlantic every year. Most of these 
 come from Connecticut, too. The very first American pin man- 
 ufacturing that ever showed a pin's worth of profit or stability 
 was in Connecticut. In Connecticut up in Waterbury there 
 is a pin concern displaying its Initiative and forehandedness 
 right now by using advertising space to exploit its uncommon 
 "common" pins and safety pins under trade-marked names. 
 
 [311
 
 * THE STORY OF THE STATES 
 
 The first man that ever had his house insured lived in Con- 
 necticut. The date was 1794 and the place was Hartford. Some 
 years later the Hartford Fire Insurance Company organized 
 with two expense items $300 a year for a secretary and $30 a 
 year for fire wood. To-day it carries risks exceeding- one billion 
 dollars and Hartford is one of the leading fire insurance cities 
 of the country. 
 
 The first accident insurance policy was written for a Hart- 
 ford man, also. The policy was for $5000 and protected its 
 holder from accident between the post office and his home. The 
 premium was two cents. But it was a beginning ; somebody had 
 the Initiative to be first, and the great Traveler's Insurance Com- 
 pany is the oak that small acorn sprouted. 
 
 Initiative somebody to start something. That's all it needs 
 and the whole world sits up and wags its tail and yaps for it 
 after it becomes known. And that's another story "after it be- 
 comes known." 
 
 Connecticut has developed her Initiative biceps through 
 practicing publicity as much as through production. All the 
 world and his brother knows Connecticut and gives thanks for 
 her. 
 
 Take clocks, for instance. Clocks are as much a matter of 
 course as suspenders or sausage. But it took some Initiative to 
 get that first clock up on the kitchen shelf and get it going. Eli 
 Terry did his part and then the Yankee pack peddler took up the 
 theme where he left off. He was indigenous to the Connecticut 
 soil and his department was distribution, also transportation. 
 He figured largely in both; in fact, the Yankee pack peddler's 
 lank, lean, loose-jointed legs seem to have set the longitudinal 
 limits for all distribution problems in those days. 
 
 Then along came Seth Thomas and found out the right way 
 to produce clocks. Not only grandfather's clocks and Colonial 
 clocks and common everyday clocks, but tower clocks. After a 
 hundred years of producing exceptionally good clocks, the Seth 
 Thomas Clock Company found that was only half the battle. 
 So they celebrated their hundredth anniversary by advertising 
 and brought their account down to us close under the shadow 
 
 [32]
 
 Mr. Barnums Native State + 
 
 of one of their own famous tower clocks in Independence Hall. 
 Now there are Seth Thomas Tower Clocks in East India, Peru, 
 Greece, Hawaii even the Chink listens for the boom of the Seth 
 Thomas Tower Clock in the square to know when to get up and 
 braid his pig tail for another day. 
 
 Is this "sordid commercialism" that they raise such a hue 
 and cry about? Not according to our Webster. It is romance of 
 the purest dye and Connecticut has oodles of it. 
 
 If publicity hadn't spelled the second half of Connecticut's 
 Initiative, what would it have benefited the International Silver 
 Company to make silver plate so good that it couldn't be better? 
 They made it (Connecticut was the first state in the Union to 
 have successful silversmiths plying their trade), then they ad- 
 vertised it. Consequently, 1847 Rogers Bros. Silver Plate is a 
 household word in every nook and corner of the country. And 
 "greatest in the world" is the particular leaf the International 
 Silver Company has added to Connecticut's laurels. 
 
 Our great-grandmothers had a liking for pompous, impos- 
 ing costumes of gros-grain silks, so they say. That gave the 
 Brothers Cheney their opportunity to show the world what silk 
 manufacturing was like when science was applied. Initiative 
 plus Publicity have placed the best silks in the world in every 
 convenient market in this country and brought the world's 
 silk record to the Cheney Brothers' door. 
 
 Connecticut is full of intelligent, cultured, interesting peo- 
 ple. She has more college students in proportion to her popu- 
 lation than any other state flying Uncle Sam's flag. Yes, and she 
 has so many schools and colleges that, after we got the first 
 thirty-two on our list of clients, we lost count. Right here we 
 would like to dictate a note to the court stenographer to the 
 effect that the results of advertising for those thirty-two schools 
 have been so satisfactory to all concerned that we're out after 
 thirty-two more of the same brand. "Old Eli" with her 3000 
 strong, and the new Connecticut College for Women both have 
 a story to tell that would get the advertising pages read to good 
 purpose. Loomis Institute, which was one of our late comers, 
 has proven a comer in every sense of the word. 
 
 [33]
 
 * THE STORY OF THE STATES 
 
 Connecticut or Advertising which is our theme? You 
 can't separate them. Advertising has made Connecticut known 
 to all the world, and, in proportion to her size, she boasts more 
 signal advertising successes than any other state. 
 
 How much have we had to do with the advertising of these 
 Connecticut successes. Put it up to the Colt Firearms Company, 
 or the Cheney Brothers, or the International Silver Company, or 
 Manning Bowman, or but the list is too long. All this infor- 
 mation is on file for reference at the pleasure of those interested. 
 
 [34]
 
 They're Sawing Wood 
 in Arkansas 
 
 1^ RKANSAS pronounce it "saw," please has natural re- 
 /-\ sources unsurpassed by any state. She is favored with 
 JL JL. a climate that makes her territory an ideal dwelling 
 place. Her altitudes range from three hundred feet above sea 
 level to three thousand feet. She has wonderfully fertile valleys 
 and bottom lands, and rolling prairies. The valley of the Ar- 
 kansas River, from the Oklahoma line entirely across the state, 
 knows no superior as a cotton-growing section. 
 
 Arkansas can successfully produce any crop grown between 
 the Gulf of Mexico and the Great Lakes. Apples, many different 
 varieties, as fine as any in the Union are grown here, while 
 grapes, cherries and other small fruits are produced in abun- 
 dance. 
 
 Here are some facts about some of her other products re- 
 duced to conceivable quantities. 
 
 If the lumber cut in a single year in Arkansas were sawed 
 into inch planks, it would build a boardwalk twelve feet wide 
 around the earth at the equator. A year's crop of Arkansas 
 corn, ground into meal, would furnish griddle cakes to every 
 family in the United States (five people to a family) every morn- 
 ing for a year and a half. The Bear State's rice crop for a year 
 would give every inhabitant of Greater New York a pound pack- 
 age once a month, every month for a year. Her oat crop would 
 furnish a two-pound package of oatmeal to the same people, once 
 a month, every month for two years. If her cotton crop for 
 twelve months were made into heavy, knitted union suits there 
 would be enough to give the inhabitants of Illinois fifteen suits 
 each, counting all as adults. 
 
 [35]
 
 * THE STORY OF THE STATES 
 
 Arkansas furnishes the raw material (bauxite) for a very 
 large portion of the world's aluminum. Is there any good reason 
 why she shouldn't convert this bauxite into cooking utensils and 
 auto bodies? 
 
 In the nature of expansion, Arkansas must develop along 
 manufacturing lines. The opportunities for a great making and 
 selling movement are simply wonderful. 
 
 Why shouldn't Arkansas knit and weave her cotton and 
 sell it, converted, under trade-marked names? 
 
 Why shouldn't she sell trade-marked boxes of apples or 
 crates of peaches, pears and plums? 
 
 Why is it not reasonable to expect that some one will some 
 day sell her a part of her great peanut crop in the form of peanut 
 butter, packed in jars attractively labeled and made known 
 through national advertising? 
 
 We know of only one national advertiser in Arkansas 
 Crescent College, of Eureka Springs. This institution of learn- 
 ing has secured attendance of students from sixteen other states 
 through magazine advertising placed by N. W. Ayer & Son, the 
 National Advertising Agency advertising counselors to 80 per 
 cent, of all schools using general publicity in the United States. 
 
 Arkansas will, of necessity, seek a greater market for her 
 products. She will, at no far future day, join the ranks of na- 
 tional advertisers. 
 
 We can show the pioneer manufacturer of Arkansas the 
 right road to advertising success design his package, help him 
 get it properly distributed, induce people to ask for it and come 
 back for more. We have done this for others, so advertising his- 
 tory repeated will not be remarkable. We would welcome an 
 invitation to discuss the matter with the Arkansas producer with 
 courage to be first and with those with faith to follow him. 
 
 [36]
 
 Tickling the Palate of 
 a Nation 
 
 fa LL the world likes cheese the Frenchman his Brie and 
 /-\ Camembert and Roquefort; the Italian prefers his Par- 
 JL A. mesan and Gorgonzola; the German considers his Lim- 
 burger or Muenster unsurpassed; the Swiss swears by Gruyere 
 and Schweitzer; the Englishman has his Cheshire, Cheddar and 
 Gloucester. 
 
 Nearly everybody in America eats some kinds of cheese, 
 from the plain "American" to the odoriferous foreign varieties 
 which may be located in the dark without a match. 
 
 We Americans are most cosmopolitan in our tastes. We 
 like our own American cheese, but we can also appreciate the 
 palate-tickling qualities of Camembert and Gorgonzola and Stil- 
 ton, et al. 
 
 Nowadays we don't have to go to Europe for our cheese we 
 make 'em all right at home and most of it in Wisconsin. 
 
 Lucullus, or his butler, may know how to order by name a 
 cheese for which a special fondness has been cultivated. 
 
 But how about the great "rest of us"? 
 
 We say to the grocer man " and I think I'll have some 
 
 cheese," specifying American or Swiss if it be the docile, unob- 
 trusive, home-broke sort we wish or Roquefort, Brie, Gorgonzola 
 or Camembert if our tastes run to antiques. 
 
 But to get down to cases. Isn't there a great big oppor- 
 tunity to market a line of cheeses under a trade-marked brand? 
 American cheese makers thus far have made no attempt to create 
 a demand for such trade-marked products. They have ignored 
 the power of printers' ink to establish the reputation of their 
 goods and so increase their own profits. 
 
 448911 [371
 
 * THE STORY OF THE STATES 
 
 The opportunity exists and has anybody a better right to 
 take advantage of it than Wisconsin, the greatest cheese-produc- 
 ing state of them all? 
 
 Besides the domestic sorts Cheddars, Daisies, Longhorns, 
 etc., Wisconsin produces large quantities of Swiss and Muen- 
 ster and Limburger cheeses and in addition considerable quan- 
 tities of the supposedly "foreign" kinds in ever-growing quan- 
 tity. In the Pullman diners, these latter may be listed as 
 "types," but they strongly suggest the original. 
 
 Last year Wisconsin broke all records in her cheese output. 
 To-day she is exporting cheese to Europe. The next step should 
 be to adopt trade-marks, place them upon every package and 
 then let the public know about Wisconsin cheese through adver- 
 tising. 
 
 Wisconsin is our premier state in dairy products, but that 
 isn't the limit of her claims to greatness. In Racine the great J. I. 
 Case Company make and ship threshing machines to all the 
 world. In late years this concern has placed on the market the 
 Case Automobile a most logical sequence to such a great me- 
 chanical plant. 
 
 The Kissel Motor Car Company, of Hartford, are also top- 
 liners in their class throughout the nation, while the Jeffery Six 
 needs but the mention to place its high position in the automo- 
 bile world. 
 
 It is our great pleasure to have among our valued clientele 
 in the state such well-known firms as the Cooper Underwear 
 Company (of Klosed-Krotch fame), the Everwear Hosiery Com- 
 pany, the John A. Salzer Seed Company, and the Dr. David 
 Roberts Veterinary Company. 
 
 Other Wisconsin manufacturers might well follow the lead 
 of these firms and, through Advertising Headquarters, make a 
 name and market for their products. Gloves and mittens, canned 
 peas, paper (particularly writing paper), sweaters and cardigan 
 jackets and carriages are among the possibilities. 
 
 Educationally, Wisconsin is a national force. The Uni- 
 versity of Wisconsin is, in Doctor Eliot's words, "the most 
 useful institution in America." With 7000 resident students 
 
 [38]
 
 Tickling the Palate of a Nation * 
 
 and a wonderful equipment, it is entirely within the realm of 
 probabilities, that, with advertising, the University of Wisconsin 
 would, in a few years, become the greatest educational institu- 
 tion in the Western Hemisphere. 
 
 As the National Advertising Headquarters for schools, N. W. 
 Ayer & Son have the pleasure of advertising several Wisconsin 
 schools and colleges St. John's Military Academy (the Ameri- 
 can Rugby), Hillcrest School, Wayland Academy, Grafton Hall, 
 Hillside Home School, North West Military Academy, Milwau- 
 kee-Downer College and Racine College are well-known names 
 in the educational world. 
 
 To the Wisconsin dairyman or manufacturer or educator, 
 Philadelphia may seem a goodly distance away. But it isn't. 
 N. W. Ayer & Son is known as Advertising Headquarters. Our 
 Chicago office is right at Wisconsin's doorstep awaiting her 
 invitation to point the way to advertising Wisconsin success- 
 ward. 
 
 We have but scratched the surface of the source of Wis- 
 consin's greatness, but we have sensed the possibilities of a 
 greater future greatness. Advertising Headquarters is the logical 
 place to bring about its development. 
 
 Our latchstring is out 
 
 [39]
 
 Where Pep Waits for 
 Population 
 
 PAUL MORTON, late president of the Equitable Life of 
 New York, said: "Agriculturally, commercially, industri- 
 ally, financially and prospectively the West is greater than 
 all the countries of history, and yet it is only in the vesti- 
 bule of its infancy so far as production and wealth are con- 
 cerned; and, in my opinion, the West is destined to have more 
 political power, more happiness and greater influence in the 
 affairs of the world than any other similar area on the face of 
 the globe." 
 
 "The West" is the biggest thing, territorially, in the United 
 States. On the extreme northwest corner of said West is one of 
 the choicest states of which this nation boasts. Washington, 
 right this minute, is knee deep in progress. She has had boom 
 tactics applied by the sharpers, she has taken the gaff and suf- 
 fered, but she has come through right and tight and is doing 
 enviable things. In the to-morrows to come what President 
 Morton said of the West will be found coming true in Washing- 
 ton State. 
 
 [40]
 
 Where Pep Waits for Population * 
 
 Do you know why San Francisco is the first city on the 
 Pacific Coast in volume and value of exports? Because she is 
 oldest. She was settled before Seattle or Tacoma were even 
 thought of because she was nearly a thousand miles nearer the 
 civilization of those pioneer days. As a matter of fact, Seattle 
 and Tacoma on Puget Sound are 300 miles nearer Japan, Manila, 
 India and China than San Francisco, and 800 miles nearer the 
 bustling Yukon country. Furthermore, Seattle to-day has the 
 finest harbor on the whole Pacific Coast and extensive wharves 
 and warehouses for handling shipping. Puget Sound is the nat- 
 ural gateway to the Orient and that enormous territory, Alaska. 
 You will hear wonderful stories of commercial growth from the 
 shores of Puget Sound in the next few years. 
 
 Washington is wonderful in natural resources. The climate 
 and the soil are her allies. Her forests are famous, producing 
 approximately 63 per cent, of all the Douglas fir cut in the 
 United States and 53 per cent, of all the cedar. Industrially, 
 lumber is most important. Tacoma has twenty-five lumber mills 
 and shingle factories, also sash and door factories. She works 
 the largest saw mill in this country. 
 
 But the resources of Washington have scarcely been 
 touched. The hills are full of mineral wealth and water power. 
 There is an abundance of good coal to put under the boilers of 
 the factories that are to come. The fertility of Washington val- 
 ley lands is marvelous. Yakima Valley apples are the choice of 
 epicures. But and here's the rub Washington will never 
 realize on the prophecy of Paul Morton until she gets a popula- 
 tion commensurate with her needs. There are millions of acres 
 of unimproved or only partially improved land in Washington, 
 Oregon, Idaho, Wyoming, Nevada, Montana and the rest of the 
 West. These states will absorb many millions of population. 
 Washington, because of its timber, because of its minerals, stone 
 and clay, because of its great ports on Puget Sound and its trans- 
 continental terminals, and because of destiny, will develop into 
 a wonderful importing and manufacturing state. Seattle, Ta- 
 coma, Spokane are now the supply stations of Alaska. The 
 cities of the Washington-to-be will be the big manufacturing 
 
 [41]
 
 * THE STORY OF THE STATES 
 
 centers of the great West-to-be, producing the necessities for 
 the homes of the stupendous population that this section will 
 support. 
 
 Where is this population to come from? Why, it is packing 
 its trunk now. When the European War is over the tide will 
 commence. With the Panama Canal in working order, emigrants 
 can be put down on the Pacific Coast for something like $15 
 more than it will cost to land in New York. 
 
 What shall Washington do to get her percentage of this 
 growth? Let her land owners and business men get together 
 with the railroads and form an energetic working committee to 
 boost the story of Washington. Begin a plan now that will in- 
 vite not alone the hard-hit emigrant to come to Washington, but 
 open the eyes of the thousands of our Easterners who are long- 
 ing for Opportunity. Washington ! You have it. Tell it. Make 
 it attractive. "Immigration advertising has been done," you 
 say. Has it been done in the best way possible? Has the last 
 word been said? 
 
 We at Advertising Headquarters are pioneers in doing old 
 things in new and bigger ways. We will be glad to talk to the 
 great transcontinental railways or to a commercial association 
 on how Washington's future can be capitalized and sold for de- 
 velopment on a sound commercial basis. Washington was once 
 boomed almost to death. Let's have some real prosperity minus 
 the stampede and mushroom sauce. 
 
 [42]
 
 The Queen State of the 
 Southland 
 
 IN writing of Louisiana, the temptation is strong to dwell at 
 length on the romantic charm of New Orleans. 
 Her quaint, old French Quarter, her gorgeous Mardi 
 Gras and her hospitable, interesting people are fascinating ma- 
 terial for description. 
 
 We, however, must leave the sentimental side of the sub- 
 ject to the illustration on the following page and to those writers 
 who have dreamed over their coffee after a never-to-be-forgotten 
 breakfast at Madam Begue's. 
 
 Our job is to tell something of the industrial accomplish- 
 ments and possibilities of this great state. 
 
 New Orleans, "the Crescent City," located at the mouth of 
 the Mississippi River, which has been aptly called "the jugular 
 vein of the North American Continent," holds a commanding 
 situation as a shipping port. 
 
 Quite naturally, she is the chief commercial center of Lou- 
 isiana, and her history under French and Spanish rule, her 
 progress from turbulency under foreign government to tran- 
 quillity as an American possession, are proof sufficient of the 
 courage and optimism and unquenchable energy of her people. 
 
 But the greatness of Louisiana does not end with New 
 Orleans. Greatness is a quality which extends to the entire 
 state greatness of area, of spirit, of purpose, of resource and 
 possible achievement. 
 
 Of course, Louisiana is a great cotton state. To present this 
 point as a piece of news would be like telling you that New 
 York has skyscrapers. However, as an indication of her pro- 
 gressiveness, it is well to record that, because of a wise and 
 
 [43]
 
 [44]
 
 The Queen State of the Southland * 
 
 growing tendency to diversify her crops, Louisiana's production 
 of the fleecy staple has considerably declined in the last decade. 
 
 Another evidence of Louisiana's organized ability and enter- 
 prise is her splendid system of warehousing, financing and mar- 
 keting her great cotton crop. 
 
 After cotton, sugar is her most important product. In 1913, 
 she raised five million tons of cane, yielding three hundred and 
 fifty thousand tons of sugar and enough syrup and molasses to 
 spread all the waffles, batter-cakes and biscuit baked in the 
 country. 
 
 It is natural, therefore, that there should be located in New 
 Orleans the world's largest molasses and cane syrup house 
 Penick & Ford and just as natural perhaps that its advertising 
 should be looked after by the world's largest advertising agency, 
 N. W. Ayer & Son. 
 
 To show her versatility, Louisiana also leads the country in 
 rice-growing with Texas, about two millions of bushels behind, 
 in second place. As the people of the United States use about 
 two hundred millions of bushels of rice each year (and grow less 
 than one-tenth of this amount) it is very evident that the rice 
 grower has a field of rare possibilities. 
 
 In this leading industry we are also fortunate in numbering 
 among our clients the leader, The Louisiana State Rice Milling 
 Company. 
 
 We feel that the promotion of a packaged rice is an oppor- 
 tunity which Louisiana will inevitably grasp to her tremendous 
 advantage. In fact, we look forward to the time when our client 
 will have found conditions right to enter this ripe and virgin 
 field. 
 
 Louisiana has salt enough (and 90 per cent, pure) for the 
 entire world for years ; cypress and long-leaf pine forests to sup- 
 ply timber to the next generation, and a vast area of richly fer- 
 tile land (twenty-three million acres of it as large as the state 
 of Indiana) waiting for the hand of man to develop. 
 
 Louisiana also produces garters garters for men, which are 
 a pronounced improvement over any sock supporters yet de- 
 
 [45]
 
 * THE STORY OF THE STATES 
 
 vised. They are called "Ivory Garters," and they are made by 
 the Ivory Garter Company of New Orleans. 
 
 We mention this to demonstrate the fact that there are al- 
 ways advertising possibilities where there is a good product 
 backed by a courageous maker. 
 
 There is no special manufacturing reason for making a gar- 
 ter in Louisiana. There are many reasons, to the timid, why 
 another garter shouldn't be manufactured anywhere. There are 
 many good kinds on the market some nationally advertised. 
 But a man in New Orleans conceived what he believed to be a 
 better garter, and he backed his faith with an advertising appro- 
 priation and in just a brief space "Ivory Garters" have estab- 
 lished themselves in all parts of the country. 
 
 This is a real lesson for some of our states (especially the 
 sister Southern states of Louisiana) which think they have little 
 to manufacture and less to advertise. 
 
 There is no special reason why Postum and Grape Nuts 
 should have been first manufactured in Battle Creek, Michigan. 
 With his vision and ability and courage, the creator of these 
 nationally consumed products could have been just as successful 
 if he had founded his business in Baton Rouge, Louisiana. 
 
 On the other hand, there seems a better reason why a na- 
 tionally famous coffee should be advertised by a New Orleans 
 maker rather than a New York house. 
 
 All of which is cited to prove that it is a narrow-visioned 
 state which thinks that its opportunities are limited to its raw 
 product. 
 
 You remember what Emerson or Elbert Hubbard or some- 
 body said about "the man who makes a better mouse-trap" 
 think it over, you states who are buying more from others than 
 you are selling to them, and realize that the opportunity is yours 
 to produce and advertise to success any good, valueful thing that 
 the people need. 
 
 Our knowledge of business conditions in Louisiana is best 
 argued by our business connections in that state, and that knowl- 
 edge can help many another Louisiana manufacturer to success 
 if he will but command it. 
 
 [46]
 
 The Queen State of the Southland * 
 
 Our representatives know New Orleans as they do Philadel- 
 phia Louisiana as they do Pennsylvania. Any business man or 
 firm wishing to know about our methods and service have only 
 to express the wish and we will call. We are sure that any of 
 the clients we have named will gladly testify to the adaptability 
 of Ayer Service to Louisiana industries. 
 
 [47]
 
 Big Little Rhody 
 
 NAPOLEON was physically little they nicknamed him 
 "The Little Corporal" but he changed the map of 
 Europe and won fame as the greatest soldier of all 
 time. 
 
 Japan is a little country physically, but she gave big Russia 
 a grand good licking, and now has Giant China eating from her 
 hand. 
 
 Rhode Island is physically "The Littlest Girl" in our big 
 family of states, but industrially she is a Hercules (if you will 
 pardon the mixed gender), ranking seventeenth in the total value 
 of manufactures as compared with those of her sister states. 
 
 All of which proves that size is nothing as compared to 
 brains, energy and get-up-and-getiveness. 
 
 The population of Rhode Island is only about six hundred 
 thousand souls, but judging by her productiveness they must be 
 the busiest six hundred thousand souls in the country. 
 
 To begin with, Rhode Island had the men strong-fibered, 
 big-brained, courageous men, from Roger Williams right on 
 through a long list of sturdy pioneers and she started to do new 
 things right from the jump. 
 
 She originated a form of government which was the most 
 democratic ever known. The early settlers of Providence 
 founded, in 1638, the first Baptist Church in America. The first 
 British blood in the War of the Revolution was shed by a Rhode 
 Islander, and her citiezns did yeoman service in winning the 
 freedom of the Colonies. 
 
 Rhode Island gave the first spinning-jenny to the United 
 States; she established the first cotton mill; operated the first 
 power looms and bleached and printed the first calicoes in 
 America. 
 
 [48]
 
 Big Little Rhody + 
 
 Fact is "Little Rhody" has been first in a remarkable num- 
 ber of things even in facing the servant-girl problem. Over 
 a century ago this complaint was published in a Providence 
 paper : 
 
 "There has been taken away from the servant girls 
 in this town all inclination to do any kind of work and 
 left in lieu thereof an impudent appearance and a strong 
 and continued thirst for high wages." 
 
 It is probable, also, that Rhode Island can boast the first 
 advertising poet, judging by the following, which appeared in 
 the Providence Gazette and Country Journal as early as 1796: 
 
 "A bunch of grapes is Thurber's sign ; 
 A shoe and boot is made on mine; 
 My shop doth stand in Bowen's Lane 
 And Jonathan Cady is my name." 
 
 The oldest surviving newspaper in the United States, The 
 Mercury, established in 1758 by a brother of Ben Franklin, is 
 published in Newport. 
 
 Rhode Island leads every state except Massachusetts in the 
 production of cotton goods, and is second only to Massachusetts 
 and Pennsylvania in worsteds and woolens. In dyeing and fin- 
 ishing textiles, Rhode Island stands third; in silk manufacture, 
 sixth, while in the jewelry industry she is the topnotcher of 
 them all. 
 
 There is woven in Rhode Island a variety of cotton cloth 
 that has enjoyed a national reputation for quality for years with- 
 out advertising, yet other mills in other states are to-day pro- 
 ducing the same quality goods and getting a bigger market for 
 them through advertising. 
 
 Few people outside the immediate circle of the jewelry trade 
 realize the immense importance of Rhode Island as the leading 
 producer of jewelry of all kinds. 
 
 Rhode Island has done and is doing great things, but there 
 are still greater things for her to do. The prestige and patron- 
 
 [49]
 
 * THE STORY OF THE STATES 
 
 age that she enjoyed as the pioneer in so many lines is rapidly 
 being encroached upon by other states which have more effect- 
 ively invoked the power of publicity. 
 
 The achievements of Rhode Island's founders were mighty, 
 despite the limited means at their command. Their descend- 
 ants, with more abundant capital, greater skill and better organ- 
 ization, should keep to the fore in the world's march. 
 
 No record of Rhode Island could be complete without men- 
 tion of Brown University, founded in 1766 as Rhode Island Col- 
 lege. "A government stable and barracks during the Revolu- 
 tion," writes an eminent historian, "it has been a beacon light 
 ever since." Out of its classic halls have come such men as Al- 
 bert Harkness, J. Lewis Dimon, E. Benjamin Andrews, Horace 
 Mann, Henry Wheaton, Richard Olney and John Hay. Her 
 president from 1827 to 1855, Francis Wayland, introduced meth- 
 ods which largely contributed to the advancement of education 
 throughout the country. Among other things accomplished by 
 this great educator was the conception of a practical method 
 for elective studies which was first put in operation in Brown 
 University in 1850. 
 
 Advertising Headquarters extends to the manufacturers of 
 Rhode Island a knowledge and a service in publicity which will 
 help to keep them in the leading positions to which the quality 
 of their products so justly entitle them. 
 
 [50]
 
 New Mexico Next on 
 Opportunity's Calling List 
 
 IF you were to ride out from Carrizozo up a certain tortuous 
 canyon of the Tres Cerros, a few hours would fetch you to a 
 dilapidated little cabin occupied by a dejected little man. If 
 you accepted the invitation to share his daily fare of beans, 
 bacon and sour-dough biscuit, you would presently see him per- 
 form a most amazing task. He would take up his coal bucket, 
 walk out about 20 yards, and with pick and shovel dig out a 
 scuttle of coal from the face of a hill in about two minutes ! 
 
 Think of having a coal mine in your back yard, with coal 
 at $3 to $8 a ton ! Yet that dejected little man is as poor as a 
 peon ! Rugged mountains bar the steam horse and the way to 
 the world's markets his coal now lies worthless as rock ex- 
 cept for his own use. 
 
 Our hero and his coal mine typify the great state of New 
 Mexico teeming with treasures untouched and undeveloped. 
 
 Capricious nature has given bountifully to New Mexico, but 
 has so guarded her wealth that it must be wrested from her. 
 New Mexico needs development more farmers, more indus- 
 tries, most of all, more water. This great want will be partially 
 met when the great $9,000,000 Elephant Butte Irrigation Dam, 
 now nearly finished, turns its waters onto the desert places of 
 the Rio Grande valley. This dam will form a lake 45 miles long 
 and will irrigate 180,000 acres turning barren sands into garden 
 spots. 
 
 The past decade has seen substantial progress in New 
 Mexico. May the next decade see more ! She has the coal, the 
 coke, the lumber, the copper, the wool, the clay products and 
 other materials to make her an industrial rival of western Penn-
 
 * THE STORY OF THE STATES 
 
 sylvania or Michigan. Already she has discovered the value of 
 the once obnoxious soap weed as a basis for grass floor covering 
 and paper stock. 
 
 In New Mexico there are two or three small national adver- 
 tisers. One of these is the Francis E. Lester Company, of 
 Mesilla Park, marketing toilet articles and novelties. This con- 
 cern started on the right track and with able advertising guid- 
 ance possesses possibilities for unlimited growth. 
 
 Another advertiser is an Ayer client the New Mexico 
 Military Institute, at Roswell. In 1911 Colonel Willson came 
 to Advertising Headquarters for a diagnosis. His school was 
 confronted with difficult problems. Its immediate drawing ter- 
 ritory is sparsely settled. Localized advertising was tried and 
 found unprofitable. Our experience in school advertising dic- 
 tated national advertising, which attracted students from every 
 part of the country and especially from New Mexico. Here is 
 an advertiser who realizes that a national agency is best equipped 
 to handle his business, though Roswell is three days from Phil- 
 adelphia. 
 
 Ayer advertising can stimulate the growth of more schools 
 in the southwest. They may be small, but advertising will keep 
 them from staying that way. We don't believe any business or 
 institution is too small or too large to profit by advertising. We 
 want to show you, who own a business, small, large or inter- 
 mediate, just how Ayer advertising can expand that business. 
 
 [52]
 
 Modest Maine of the 
 Hundred Harbors 
 
 MAINE'S chiefest product is scenery. She has oodles 
 and gobs and blobs of it, piled on thick everywhere. 
 She is the very pet of Nature, with her tree- 
 fringed coast, pierced and scalloped with bays and coves and 
 inlets and harbors that are the ultimate in marine beauty; with 
 her emerald hills and virgin forests; with her prim, trim farms 
 and her fine, clean cities. 
 
 But what chance have we to paint the beauties of Maine? 
 Thoreau did it with his pen. Whistler might have done it with 
 his brush and palette. The railroads are trying to do it with 
 their gorgeous, glowing invitations to "Vacation Land." 
 
 So great are the natural charms of Maine that it is a won- 
 der her people can work with such beautiful surroundings to 
 distract them. 
 
 But they do work, and their accomplishments have been 
 many and great. They have done much for us of other states. 
 
 Of their timber and granite and limestone they have con- 
 tributed largely to the building of our homes and offices and 
 public edifices. 
 
 Of their sweet corn, potatoes, salmon and herring, they 
 have made delicious contributions to our tables not even spar- 
 ing their lobster, which is so excellently good that they might 
 be pardoned for eating it all themselves. 
 
 Of her silver birch, Maine contributes to the work-baskets 
 of the world spools to the annual value of $1,000,000. 
 
 She was first to engage in shipbuilding in America, and 
 has strewn the seas with staunch vessels to help in transport- 
 ing the commerce of the world. 
 
 [531
 
 * THE STORY OF THE STATES 
 
 She has mothered great men who have left an enduring 
 mark on the politics, the literature and the business of our 
 nation. 
 
 With all her accomplishments, Maine has been modest 
 too modest, in fact, for her commercial good. She has done 
 little advertising in proportion to her opportunities to adver- 
 tise; yet, strangely enough, she has produced two of the great- 
 est figures in the advertising of this country Cyrus H. K. Cur- 
 tis and Frank A. Munsey. Probably the backwardness in pub- 
 licity of their native state is why these men left home. Cer- 
 tainly they were born with the advertising instinct, and not only 
 have they built up great businesses for themselves through ad- 
 vertising, but have furnished the mediums to forward the cause 
 of advertisers everywhere. 
 
 Maine's reason for not advertising is surely not lack of op- 
 portunity. She has possibilities galore. For example: 
 
 In Aroostook County there is produced an Irish potato of 
 exceptionally fine quality. The climatic conditions and the soil 
 are unusually well suited to this vegetable. 
 
 Since 1900, through improved methods, the potato crop of 
 Aroostook County has been increased fully 500 per cent., grow- 
 ing from four million bushels to about twenty-five million bush- 
 els. Through advertising, the peculiar desirability of these 
 potatoes could be made known, and there seems no reason why 
 they could not be pushed into a national demand. 
 
 In Eastport, there are eighteen sardine canning factories, 
 which would do well to look to the extension of their product. 
 
 In Portland, there is the largest window screen factory in 
 the world; but, great as is its production, we believe that with 
 more advertising effort its output could be largely increased. 
 
 Yes, Maine has plenty of advertising opportunities and 
 she is waking to them. The Boards of Trade of her cities are 
 busily urging her producers to progress. Expositions of her 
 industries and products are being held to enthuse her people to 
 greater industrial activity, and soon Maine will be noted for 
 many more things besides being the "Vacation Land." 
 
 [54]
 
 Modest Maine of the Hundred Harbors if 
 
 Advertising Headquarters is at her call. We have an office 
 in Boston, and probably handle more New England accounts 
 than any other half dozen agencies combined. 
 
 As an evidence of our ability to serve Maine clients we 
 point to our work for the Old Town Canoe Company of Old 
 Town. We have worked happily with this concern for many 
 years, and we believe that to any interested inquirer it will give 
 a good account of the service we have rendered. Advertising 
 has been a stimulating force to the business of this client and 
 any other Maine manufacturer with a worthy product can ad- 
 vertise it to advantage. That is, of course, if the advertising is 
 intelligently conceived and conducted, as it has been for the 
 Old Town Canoe Company. It is our business to supply such 
 advertising, and on request we will gladly demonstrate how we 
 can do it for other Maine industries. 
 
 We believe in Maine, and we are willing to back our faith 
 with time and effort to show her manufacturers how to extend 
 their markets. 
 
 [551
 
 Magic in Oklahoma 
 
 SINCE the Mayflower landed on Plymouth Rock this coun- 
 try has been pretty busy piling up population, prosperity 
 and progress. That is, most of the country except 
 Oklahoma. 
 
 The Oklahoma Mayflower didn't land till April 22, 1889. 
 At noon on that day bugle blasts released 20,000 pioneers lined 
 up on Oklahoma's borders. Before that hour white men could 
 not legally hold Oklahoma land. 
 
 Don't think that because Oklahoma started late she stayed 
 behind. No indeed. She has caught up with many states and 
 passed some in points of population, prosperity and progress. 
 It is only since 1907 that she got her second wind. In that year 
 the east and west sides (as they are called there) got together 
 and added a star to the flag. 
 
 Events move rapidly in Oklahoma. In four months after 
 the opening, Guthrie had 5000 population with four daily news- 
 papers and six banks. A certain church in a certain town oc- 
 cupied in quick succession a tent, a "lean-to," a frame church 
 building and at last a handsome stone edifice. A family, a real 
 estate man and a Chinese laundry actually occupied the first 
 three locations immediately after the church left. 
 
 In Oklahoma City and other towns hundreds of families 
 lived in tents while their houses were being built. Even up till 
 six or seven years ago it was not uncommon to see night shifts 
 working on skyscrapers! On every side you hear stories of 
 men who came into the Oklahoma country with about two bits 
 and retired with fortunes in a few years. 
 
 All of this is why an orthodox representation of Father 
 Time won't do when he is depicted working through Oklahoma. 
 
 [56]
 
 Magic in Oklahoma + 
 
 He has to be a premier prestidigitator instead of a plodding 
 patriarch, wearing a wand instead of a scythe. 
 
 Oklahoma is known as a "good newspaper state." The 
 papers as a rule are ably edited, holding the confidence and re- 
 spect of their communities and exerting a powerful influence. 
 They have achieved a remarkable advertising success in con- 
 verting farmers to the necessity of increasing the acreage of 
 dry land crops such as milo maize and kaffir. 
 
 Nature has sure branded Oklahoma with prosperity this 
 year. Bales and bushels of dollars are being harvested in its 
 cotton and corn fields. And with its gas and oil fields yielding 
 at full blast, Oklahoma is slated for an industrial expansion that 
 will make some of the more prominent Eastern States look to 
 their laurels. Cheap fuel is beckoning many manufacturers to 
 Oklahoma; abundance of raw materials is bringing others. The 
 state is beginning to be able to count the value of its manufac- 
 tured products as great as that of its agricultural production. 
 
 Oklahoma is a country of pioneers and its history reads 
 like a romance. But there is more pioneering to be done by 
 Oklahomans it will be every bit as romantic and profitable as 
 past pioneering. We speak of advertising pioneering. 
 
 Right now there are a few manufacturers and schools in 
 Oklahoma that can profitably employ good advertising to a 
 considerable extent. Their advantage in coming to N. W. Ayer 
 & Son is to secure a service in which the pioneering has all been 
 done with the trails blazed, with the false paths, rocky roads 
 and steep mountains all charted on the commercial map. 
 
 Our success in increasing the attendance of schools through 
 the country should make an interesting story for Oklahoma 
 schools. We will gladly tell it write. 
 
 [57]
 
 "Fi 
 
 "They eat all they can, and njuhat they can't, they tin. " 
 
 Opulent Oregon 
 
 OR agricultural purposes," said Congressman McDuffie, 
 in 1842, "I would not give a pinch of snuff for the whole 
 territory." 
 
 The learned gentleman was referring to Oregon yet it has 
 since been said that there is scarcely a grain, fruit, vegetable, 
 grass, tree, plant or flower that grows in the United States or 
 Europe which cannot, on some portions of the soil of Oregon, be 
 raised to perfection. 
 
 Which is cited to prove that even Congressmen are not 
 always right. 
 
 The equable climate of Oregon, and the rich soil of her 
 splendid valleys make her one of our best agricultural states, 
 but for further details in that particular we must refer you to 
 the Government reports. Our space is limited and Oregon's 
 products are quite the contrary. 
 
 All we can hope to accomplish here is to suggest some few 
 of Oregon's opportunities to expand her trade and industries 
 through advertising. 
 
 Take salmon, for instance. The magnificent Columbia 
 River is the greatest salmon-producing stream in all the world. 
 Of this Prince of Fishes it has been said that Oregonians "eat 
 
 [58]
 
 Opulent Oregon + 
 
 all they can and what they can't, they can" (or tin, as the Eng- 
 lishman told it). 
 
 Thousands of tons of salmon are annually caught and 
 canned in Oregon, and since artificial propagation has been 
 solved there is little likelihood of a falling off in the supply. 
 
 And, mind you, this Columbia River salmon is the finest ob- 
 tainable yet nothing has been done to proclaim its superior 
 merits through advertising. That's where Oregon has neglected 
 a real opportunity. 
 
 While salmon is a staple food one of the most nutritious 
 of all edibles the housewife has never been taught to call for it 
 by a first name. She asks for a can of salmon, and she gets it 
 whether it is the best salmon she can buy she has no way of 
 knowing. 
 
 Now there are lots of salmon canned in Washington and 
 Alaska and Maine more in Washington, really, than in Ore- 
 gon but if the Oregon canners will put the advertising behind 
 their salmon, they can make it the standard with trade and 
 consumer. 
 
 We should like the opportunity to discuss their advertising 
 possibilities with some of Oregon's salmon canners. 
 
 We also see a great opportunity for Oregon canned vege- 
 tables and fruits, fresh and dried. 
 
 We haven't said a word about Oregon's noble forests and 
 her great lumber industry. We haven't touched on her great 
 mineral wealth, nor her wonderful stock-raising achievements; 
 we can only devote a line to her practically unlimited water- 
 power for the driving of great manufactories; we could write 
 a book on her attractions for home-seekers. 
 
 It is only our purpose to let her know that we appreciate 
 her for the great state she is ; that we have carefully studied her 
 possibilities, and that we are eagerly ready to help her people 
 with the kind of advertising which will bring her to the manu- 
 facturing eminence to which she is so justly entitled. 
 
 With her superior natural endowments, if the Northwest 
 had been settled first, she would have flourished even better 
 than the Northeast, and with aggressive advertising she still has 
 the opportunity to overcome the handicap of youth. 
 
 [59]
 
 Where the Colonels 
 Come From 
 
 WHICH one of us anywhere can plead "not guilty" to 
 having tried to express, in bass, baritone or tenor, an 
 intense yearning for our "old Ken-tuck-kee Ho-o-me 
 far a-way-ie"? 
 
 Few of us ever had a Kentucky home, few of us ever will 
 have one, but somehow Kentucky appeals to all of us as the 
 Old Home State. 
 
 That's because Kentucky is homey and hospitable and 
 genial and beautiful and restful where your real Gentleman is 
 not extinct, and poetry and romance and horse-racing and ora- 
 tory and love-making are still vogue. 
 
 Of all Kentucky's products, the two finest (in which she 
 leads the world) are Courtesy and Hospitality. 
 
 These two "commodities," of which the supply seems to 
 sadly dwindle in our rough-and-tumble scramble for wealth, are 
 the richest possessions any state or any man can boast. 
 
 With them, we really live and enjoy our commerce with our 
 fellows. Without them, we are sordid, self-centered people, 
 seeking our own ends and souring into unlovable loneliness. 
 
 It is not our province to write an essay on gentility ; "Marse 
 Henry" Watterson, whose gifted pen we have not, is the gentle- 
 man for that; but as business men writing to business men in 
 the general interest of business, we may certainly emphasize the 
 value of courtesy in our commercial life. The attraction of 
 dealing with gentlefolk is the secret of success in many a great 
 business. 
 
 But Kentucky has other things very many others. Her 
 rare natural beauty has been the inspiration of poets and song- 
 
 [60]
 
 Where the Colonels Come From ^ 
 
 writers since her earliest days. It was in the cool depths of 
 her sibilant forests that the great ornithologist John J. Audu- 
 bon studied bird life and conceived the writings which gave us 
 sympathy and understanding for our feathered friends. 
 
 Nature has not only lavished her beauties on this Grande 
 Dame of states, but has blessed her with a soil astonishingly 
 fertile. 
 
 From her great tobacco crops she sends out sweet solace 
 to the men of the world. The very geniality and good-fellow- 
 ship of Kentucky seem to go into her tobacco, and is thence 
 transmitted by pipe to its smokers. So important and valuable 
 is this crop that it has been the basis of war between growers 
 and buyers which would furnish material for a shelf of ro- 
 mance. 
 
 Next in the order of her products come sweet corn and 
 hemp, followed by practically every other grain, vegetable and 
 fruit known to the writers of the Census Reports. 
 
 Webster might have given Kentucky as a definition of 
 "plenty" plenty of good people, good climate, good scenery, 
 good land, good stock and good "eats." 
 
 But, if Kentuckians do not think it will take too much from 
 their enjoyment of life to devote a little more attention to the 
 extension of their opportunities they can have plenty more. 
 
 We can make our point best by citing the case of the Mam- 
 moth Cave. Time was when this great natural wonder was a 
 famous visiting spot for travelers from everywhere. We had 
 all read about it in the Fourth Reader, and in those salad days 
 made it one of our ambitions to explore its mystic depths. Lots 
 of us went there on our honeymoons, vacations and anniver- 
 saries. 
 
 But now most of us are going somewhere else. Why? 
 Simply because other resorts and places of interest have been 
 made better known and more attractive to us. How? Through 
 advertising ! 
 
 Sad to admit, it's a fickle, forgetful old world we are living 
 in. The lover who goes away is all too often replaced by the 
 one who stays on the job. The fine old house from which we 
 
 [611
 
 * THE STORY OF THE STATES 
 
 used to buy through heredity and habit is forsaken for the fresh 
 new house which keeps on keeping before us with its adver- 
 tising. 
 
 This is the age of the megaphone ADVERTISING and 
 Kentucky needs more of it. 
 
 Think what a chance she has. Plenty of raw products to 
 manufacture and plenty of opportunity to manufacture almost 
 anything. 
 
 Louisville's location is what Kaiser Bill would call strategic. 
 It is known as "The Gateway City to the South." It is really 
 a much wider gateway. Its trade channels could as easily flow 
 North, East and West. 
 
 Louisville's present manufacturers (and there are many of 
 them) should do more advertising, and more manufacturing 
 should be done in Louisville and Kentucky at large. 
 
 The location is ideal. It but remains for men of courage 
 and ideas to produce something the people want and advertise 
 it into national sale. 
 
 Those present Kentucky manufacturers who seek to extend 
 their territory nationally are invited to enlist the services of 
 the undersigned National Advertising Agency which, while lo- 
 cated in Philadelphia, does business with St. Louis, Denver 
 and Boston advertisers as successfully as with those in its own 
 home town. 
 
 We have helped and are helping Kentucky schools to pro- 
 claim their advantages among others the Kentucky Military 
 Institute, an old and well-known school for boys with the unique 
 feature of a winter home in Florida which makes possible a 
 whole school year outdoors. The Kentucky College for 
 Women, a highly esteemed institution of Danville, is also num- 
 bered among our clients, and there are other schools in this 
 state which could use our service to their profit. 
 
 [62]
 
 A State That Is Just 
 Being Born 
 
 SOMEBODY said, "The West is growing old." 
 Idaho is a new state, admitted in 1890, but she is 
 already old in her ways. 
 
 The fact is, Idaho began where other states had arrived 
 after a hundred years of development. 
 
 Cross over the Bitter Root Mountains and go west through 
 the great timber regions until the little stream you follow has 
 grown into a great river, carrying tens of thousands of logs to 
 the saw mills, and the country looks new. 
 
 So does any great forest and lumber country look new. 
 
 But go into the plains country, and you will find they have 
 been operating machines, lighting, heating, cooking and iron- 
 ing with electricity for a dozen years. 
 
 Pretty good indication of a new state's forwardness, you 
 will agree. 
 
 Idaho reckons her advancement in multiples. You are not 
 left to depend alone on the enthusiastic stories you get when 
 you talk to Idaho people. The figures are easily verified by the 
 Government census. 
 
 In 1909 the state's rough lumber product was ten times as 
 great as in 1899. Her shingles four times as great. Dairy 
 products seven times as great. Flour and mill products nearly 
 four times as great. In these ten years, 1899 to 1909, her man- 
 ufacturing interests, as a whole, had made an increase of 646 
 per cent. 
 
 That is the manufacturing item alone. It takes no account 
 of the diversified farming the grains, the valuable fruits and 
 
 [63]
 
 * THE STORY OF THE STATES 
 
 the mines. They would tell the same story. For instance, we 
 cite the 30,000 tons of beet sugar produced in the state in 1909. 
 
 There is inspiration in the quick development of the re- 
 sources of this big state, tenth in area in the Union. Travel 
 through Idaho's apple, apricot, cherry and peach orchards, and 
 her grain fields, noting the fine lands alongside yet to be culti- 
 vated, and you get the impression that the state is just being 
 born. 
 
 There is room in Idaho to do big things. The state has ten 
 million acres of as good land as lies out of doors and plenty of 
 water in her rivers to irrigate it. Her virile people are at it. 
 The number of farms has increased 76 per cent, in ten years. 
 Irrigation works to cost $150,000,000 have been planned and ap- 
 proximately $30,000,000 have been expended. 
 
 If you want to see how the state is multiplying values, we 
 remind you that applying water to this Idaho land raises its 
 price from a few dollars to several hundred dollars per acre. 
 Remember, there are ten million acres of it and water in abun- 
 dance to do the job. 
 
 * * * * 
 
 What has this passing glance at a prosperous new state got 
 to do with Advertising Headquarters located in Philadelphia? 
 
 Idaho's time is coming. The superior Nampa apricots must 
 be better known. Growers of luscious Twin Falls apples and 
 peaches will wisely trade-mark their fruit and introduce it to 
 the world. Then this National Advertising Agency and the peo- 
 ple of Idaho will come into closer relations. 
 
 The quickening hand of advertising would be a great aid 
 right now in putting good farmers on those ten million acres. 
 
 We are ready to extend the same well considered advertis- 
 ing services to Idaho interests that we are rendering people in 
 other Western states. Our business is emphatically national. 
 Correspondence invited. 
 
 [64]
 
 HHBT 
 
 ''Grim Children of the Iron" Age" 
 
 A State With Growing Pains 
 
 TALK about trouble ! Mobile, Alabama, has certainly had 
 her share. Her history, from the time of her settlement 
 by the Sieur de Bienville, back in 1711, or thereabouts, 
 till the more recent years, has been full of disasters. 
 
 She has the unique distinction of being a city over which 
 the flags of five different governments have waved. This fre- 
 quent shifting of ownership necessarily involved some little 
 unpleasantness before the "Now Under New Management" sign 
 was raised, and during these periods the atmosphere of the Gulf 
 City was so full of arrows and buckshot that it was not favor- 
 ably looked upon as a health resort. 
 
 To lend variety to her troubles, Mobile has been visited 
 with fires, floods and pestilence just one darn thing after an- 
 other till you'd think this Mother City of Alabama would be 
 all tuckered out. 
 
 But not so not at all so! She comes up smiling after every 
 fresh trouble, and squares away again on her progressive course. 
 If you could loiter to-day in one of Mobile's shady parks, whis- 
 
 [651
 
 * THE STORY OF THE STATES 
 
 pered to by Gulf breezes and lulled by the sweet songs of birds ; 
 if you could meet her fine, optimistic people and watch the 
 steady growth of her commerce, you would never think of her 
 as a city which had suffered much. 
 
 There's a lesson for us all in the history of this rare old 
 place. She has borne her tribulations with a smile and has come 
 through them with head erect and determination undaunted 
 the Spartan mother of a vigorous state. 
 
 To quote a Mobile chronicler, she was "born in romance, 
 baptized in fire, educated in commerce; her past is interesting, 
 her present prosperous, while her future promises to surpass 
 them both." We look for great things from Mobile. 
 
 And Montgomery "The Cradle of the Confederacy" a 
 worthy sister of Mobile! A city notable in the politics of the 
 South and great in her industrial accomplishments; the home 
 of Yancy, famous orator and statesman ; the inauguration place 
 of Jefferson Davis, President of the Confederate States; the 
 busy capital of a growing state, able to adjust herself, after the 
 ravages of war, to the peaceful and successful pursuits of com- 
 merce. 
 
 Montgomery was founded by a New Englander, Samuel 
 Dexter of Massachusetts, and was originally named "New Phil- 
 adelphia." Dexter, in parcelling out the town, reserved a fine 
 site for the future State Capitol. Thirty years later his dream 
 was realized and the present beautiful Capitol Building stands 
 on Dexter's original site. Surely there is much in hope and 
 optimism ! 
 
 And so, to quote another Alabama historian who writes 
 about Montgomery, "business enterprise has adapted itself to 
 new surroundings. It is to-day a city of the New South. Far 
 over the wide stretches of field and river float the long streamers 
 of smoke, the banners of the modern army of industry." 
 
 But Alabama has other children sturdy and honorably 
 stained with the smoke and sweat of toil. Birmingham and 
 Bessemer, with their smoke-belching foundries and coke-pits 
 red-eyed from sleepless fires grim children of the iron age, sup- 
 
 [66]
 
 A State With Growing Pains + 
 
 plying the world with the sinews of construction, and feeding 
 its engines with the heat of which power is born. 
 
 Birmingham is now frequently referred to as "the Pitts- 
 burgh of the South." We believe that, at the present rate of her 
 progress in the iron and steel industry, it is quite within the 
 realm of possibility that the phrase will in future years be re- 
 versed and Pittsburgh will be called "the Birmingham of the 
 North." 
 
 This busy city has seen her manufacturing opportunities. 
 Wresting from her mines the raw material for factory equip- 
 ment and power she is inducing the building of plants at the 
 source of supply. 
 
 She is a worthy namesake of old Birmingham in England, 
 whose great industries are famed throughout the world. 
 
 Alabama may well be proud of Birmingham. She is doing 
 great things, and, with a continuance of the progressive effort 
 which her people are displaying, her future as a leading manu- 
 facturing center of the country is assured. 
 
 Alabama has no cause to envy other states. Her vast wealth 
 of coal and iron ; her great crops of cotton and cereals ; her tim- 
 ber-studded acres; her adequate veining of railroads; her fine 
 Gulf port; her beautiful cities and progressive people all these 
 combine to make her great. 
 
 Another fine possession of Alabama is her newspapers. 
 Both editorially and from a news standpoint they rank with the 
 best of the country. The newspapers of the state are great fac- 
 tors in its upbuilding, and Alabama is especially strong in this 
 element of expansion. 
 
 Add to the industrial accomplishments and possibilities of 
 Alabama the vital thrill of advertising and she will rapidly 
 flourish to still greater greatness. Advertising Headquarters is 
 ready with the "thrill" when Alabama says the word. 
 
 [67]
 
 The Granite State 
 
 NEW HAMPSHIRE'S greatest gift to the nation is 
 health. Up among her "heaven-kissing" White Moun- 
 tains thousands of people renew their strength and 
 youth each summer, leaving about ten million dollars of outside 
 money in the state every year. 
 
 Here, indeed, is "The Playground of the Nation" affording 
 every joy that any soul with the love of out-o'-doors can crave, 
 and presenting a scenic beauty which baffles even the descrip- 
 tive genius of the clever writers of railroad literature. 
 
 But you know all this, just as you know that New Hamp- 
 shire was the native state of Daniel Webster, who did not write 
 the dictionary. 
 
 Perhaps you also know that New Hampshire was the origi- 
 nator of Old Home Week, which has come to be a national insti- 
 tution, and that she is the National Headquarters of the "Hay 
 Fever" Association during the sneezing season. 
 
 However, there are other and more important things about 
 New Hampshire which are known to all too few of us. 
 
 Most people mentally see New Hampshire as an audience at 
 the theater sees the drop curtain. The audience views a gor- 
 geous scenic effect without any idea of the activities going on 
 behind the scene. We outsiders consider New Hampshire 
 scenically, and know very little of her commercial activities. 
 
 Few of us know that there is located in Manchester the 
 largest cotton goods manufactory in the United States. This 
 concern employs over 16,000 workers and operates 620,000 
 spindles. There are many other great textile industries in New 
 Hampshire whose goods are well known to the trade, but not 
 to the consumer. 
 
 Who considers New Hampshire as a great shoe-producing 
 
 [68]
 
 A State With Growing Pains if 
 
 state ? Manchester ranks fifth among our cities in this line, with 
 an annual output of footwear valued at $20,000,000. 
 
 Why should we not know Manchester shoes as well as those 
 of Brockton? 
 
 Fine blankets are manufactured in New Hampshire, but 
 we have never been taught to prefer to sleep under them or 
 given a name by which to call for them. New York, however, 
 successfully markets trade-marked sheetings. 
 
 Up in Concord there is what is stated to be the largest ex- 
 press wagon works in the world. Nashua boasts a great ice 
 cream freezer industry, and throughout "The Granite State" 
 there are other large manufactories in many staple lines. 
 
 The South advertises its cypress and California pushes her 
 redwood is it too dreamy to imagine that New Hampshire 
 could successfully advertise her granite to architects and build- 
 ers? There is none finer or worthier to go into our homes and 
 public buildings. 
 
 Here is a state which ranks high in the total value of her 
 manufactured products, yet by the general mass of us she is 
 looked upon only as a good place to spend the summer. 
 
 New Hampshire needs to take the country behind her 
 scenery. She needs advertising. Her manufacturers should 
 make the worth of their products generally known and give 
 them names by which they may be called for. 
 
 Advertising Headquarters stand ready to guide them in the 
 ways of publicity and sales expansion as successfully as it is 
 guiding other manufacturers in all parts of the country. 
 
 [69]
 
 Nevada Gets Her 
 Second Wind 
 
 HARDLY anybody lived in Nevada when we got the ter- 
 ritory from Mexico in 1848. Next year the Forty-niners 
 stalked over her plains, not even hesitating, in their 
 grand rush to California. 
 
 Ten years later, such fabulous wealth was discovered in the 
 Comstock lode as has never been known in the history of the 
 world, with the possible exception of the Rand in South Africa. 
 Five years more and they were erecting the territory into a 
 state, and the Government quickly established its mint at Car- 
 son City to coin the gold and silver. Incidentally, that was 
 along about the time this National Advertising Agency got 
 going. 
 
 Three hundred million dollars out of a single mine ! Five 
 hundred millions out of one camp ! Such sums would make even 
 great old warring nations with overgrown bond issues stop and 
 take notice. Virginia City, with 600 miles of workings under- 
 neath her shafts, drifts, tunnels and stopings became almost 
 overnight the leading city, except one, west of the Rocky Moun- 
 tains. 
 
 Those were the good old days when they had "a man for 
 breakfast every morning." Nevada was then the "wild and 
 woolly West," but she was piling up gold and silver bullion in 
 her gulches like cordwood to increase the per capita money of 
 the world. 
 
 Then came the slump. 
 
 It seemed as if Nevada's greatness had forever departed. 
 
 [70]
 
 Nevada Gets Her Second Wind if 
 
 Her mineral wealth "petered out," or was thought to have 
 "petered out." Her mining population left her almost as rapidly 
 as it came. At the 1900 census there were perhaps a hundred 
 cities in the country, each with a greater population than the 
 entire state of Nevada. Politicians and statesmen were talking 
 of states that were "rotten boroughs," and Nevada furnished the 
 
 example. 
 
 * * * * 
 
 But Nevada came back. 
 
 At the 1910 census she had almost doubled her 1900 popu- 
 lation. She came with new people, new plans, new energies and 
 new industries. She is not as spectacular as she was in the fa- 
 mous 60's and 70's, but she has a permanence which was a 
 stranger to her in the olden days. 
 
 Nevada has got her second wind in mining, but she does not 
 now depend on mining alone. Her prosperity is rooted deep in 
 agriculture, in fruit and vegetable growing, in stock raising and 
 in numberless small manufacturing enterprises. 
 
 Nevada has an annual rainfall of but 12 inches, while it can 
 rain 6 inches in a day in Missouri. But irrigation is turning 
 barren wastes into fine farms. 
 
 The Government's Truckee-Carson irrigation project covers 
 350,000 acres. Wherever water can be had, the sunshine and 
 fertile soil bring bumper crops of grain, potatoes, peas, beans, 
 sweet potatoes and corn. Her plains lie low. The climate in 
 her southern end is semi-tropical and cotton and excellent figs 
 are grown. 
 
 Has Nevada anything to advertise? Yes. For instance, 
 Nevada figs should be nationally known. The tonic properties 
 of her mountain air should be capitalized. Beautiful Lake Tahoe, 
 and others, higher than the tops of the Alleghenies, should be- 
 come famous in song and story. 
 
 We are not strong on singing at Advertising Headquarters, 
 but we are ready to tell the story of Nevada's attractions in a 
 way to turn them to account. 
 
 [71]
 
 Taciturn Tennessee 
 
 THE virtue of modesty as a commercial asset is a mooted 
 question. There's no slightest doubt of the dollars and 
 cents value of the modest violet let him who buys them 
 in the dead of winter attest that statement. But violets never 
 brought two-fifty a bunch until somebody carried them up out 
 of the field and put them behind a plate glass window pane, 
 thereby making them wholly desirable. 
 
 To know anything about what "Taciturn Tennessee" is and 
 does, has been and gives rich promise of becoming, you must 
 even go down into "Taciturn Tennessee" and root it out for 
 yourself. Then, belike, you'll some time make your way down a 
 shady old street of a shady old town and find yourself consider- 
 ing with speculative eye the possible reason for preserving such 
 a ramshackle little old shop as the one before you, with its little 
 old jagged sign bearing the inscription "A. Johnson, Tailor." 
 Not until you go farther and are confronted with an imposing 
 monument towering skyward and inscribed "To Andrew John- 
 son, President of the United States," do you get the connection. 
 Tennessee and Andrew Johnson, why of course! And 
 now that you come to think of it, also Andrew Jackson. Like- 
 wise James Knox Polk. Tennessee mother of three Presidents, 
 all holding their positions of trust through some of the most 
 trying years known to the strenuous early history of the country ! 
 On further search it transpires that Presidents are not the 
 only products of her rock-ribbed mountains that Tennessee has 
 sent to the White House. Some of the exquisite marbles which 
 grace the capitol building, notably the magnificent staircase, 
 
 C721
 
 Taciturn Tennessee ^ 
 
 came from the Tennessee quarries, which export great quanti- 
 ties about the country yearly. Authorities tell us there is no 
 more beautiful building material in all the world than this glow- 
 ing- pink marble which has given Tennessee third place among 
 marble producing states. 
 
 Modern architecture calls for the use of plenty of marble 
 and doubtless plenty more of it would be used if the beauty of 
 this blushing Tennessee variety were made known. First place 
 is not a very far cry from third place. 
 
 Memphis, greatest cotton market in the world, has done 
 much to develop the cotton industry throughout the entire 
 South. Though she was pitifully scourged by the yellow 
 plague from 1870 to 1880, closing all her places of business for 
 months every year, after the storm had passed she reared her 
 head again right royally and pursued her progressive course. 
 
 That Tennessee was a seething center of warfare in other 
 years is beyond question when we recall such names as Lookout 
 Mountain, Chattanooga, Missionary Ridge, Chickamauga. That 
 Tennessee required a long convalescence to recover from the 
 storm of shot and shell that broke over her is quite natural. 
 That Tennessee should live in her past and permit it to hide 
 from the world her avowedly praiseworthy progress in com- 
 mercial affairs is unthinkable. 
 
 Tennessee has much to contribute to the comforts, the lux- 
 uries, the necessities of her sister states. It is true that the vast 
 stillness of the mountains may have fostered the habit of silence 
 in her people. And the habit of silence may be responsible for 
 the absence of the habit of advertising in Tennessee. Tennes- 
 see's progress has been remarkable. She is even unique in cer- 
 tain lines of manufacture. Bristol, for example, was one of the 
 few cities to which we could turn for dyestuffs when the war cut 
 off our foreign supply. Bristol is also the home of the Reynolds 
 Corporation, whose cleansers and polishes are brightening up 
 the country pretty generally a happy condition which Ayer ad- 
 vertising has helped to bring about. 
 
 Tennessee has a number of large hosiery mills which have 
 developed a considerable business, but no determined and con- 
 
 [73]
 
 * THE STORY OF THE STATES 
 
 sistent advertising effort to establish these goods in permanent 
 national favor has been made. 
 
 At present, due to heavy war orders, these factories are work- 
 ing overtime. However, they need not be dependent upon a 
 quarrel between King and Kaiser to keep their business boom- 
 ing, if they will apply the right kind of advertising to their 
 product. 
 
 Nashville, founded in 1780 as "the advance guard of western 
 civilization," has justified her prophets. She is rapidly becom- 
 ing the recognized center for higher and professional education 
 in the South, with schools that generously merit the publicity of 
 careful advertising. Knoxville, Chattanooga, Sewanee, all have 
 more than their share of more than commonly good educational 
 institutions, proving conclusively the truth of a statement of the 
 United States Bureau of Education that wherever the first 
 settlers of Tennessee went, they carried a log schoolhouse. 
 
 The log schoolhouses of the advertising branches of Ten- 
 nessee's education seem to have been a bit neglected owing 
 perhaps in part to a native modesty and in part to the fact that 
 the growth of the children is never quite so apparent to Mother, 
 as to those somewhat farther away. 
 
 Tennessee's commercial and industrial children are grow- 
 ing. We have no modesty which prevents our publishing that 
 fact to the wide, wide world. We would like the honor of tak- 
 ing those children separately under our care and assisting them 
 to develop all their native power. Tennessee, Mother of states- 
 men and Davy Crockett in the days "When Men Grew Tall," 
 you sent more than your share of big men into the ranks ! So, 
 we remind you that we are looking to you to produce commer- 
 cial giants also, and we ask nothing better than to be called in to 
 assist you in your process of development. 
 
 [74]
 
 Where Advertising 
 Tastes Agree 
 
 MINNESOTA believes in advertising-. In that she is by 
 no means unique. But the fact that most of her adver- 
 tisers believe in the same kind of advertising certainly 
 gives her a peculiar claim to distinction. 
 
 We might almost say that Minnesota manufacturers have 
 a standard recipe for advertising. Take one large illustration, 
 write a few words of copy, beautifully engrave and print in 
 colors on a cover page. 
 
 Whether it be flour, breakfast food or underwear, practi- 
 cally the same process is followed, with the result that while 
 Minnesota advertising is beautiful and striking, it is nearly all 
 alike. 
 
 Other advertisers believe that such advertising is for the 
 billboards which must be quickly glimpsed. They take the op- 
 portunity in their magazine publicity to argue the merits of their 
 products, but Minnesota advertisers seem to think that what is 
 good for the boards is also good for the magazines. 
 
 There's no question about the artistic beauty of Minnesota 
 advertising as a whole, but having attained a sort of common- 
 placeness of excellence, we do question whether each individual 
 Minnesota advertiser gets his greatest possible share of the 
 returns. 
 
 It would seem especially desirable that the advertising of 
 manufacturers in the same line should be different. Yet the 
 similarity of Minnesota advertising is particularly noticeable in 
 that of her flour mills. It is hardly wise to rely on the beauty or 
 cleverness of a picture alone to influence a consumer's preference 
 
 [75]
 
 * THE STORY OF THE STATES 
 
 especially if a competitor is publishing pictures of equal ef- 
 fectiveness. 
 
 In our humble opinion Minnesota advertising, good as it 
 unquestionably is, could be diversified to the decided advantage 
 of the advertisers. 
 
 Now, a word about Minnesota flour. The magnitude of her 
 production of this staple is, we believe, but slightly appreciated. 
 Minneapolis alone possesses twenty-three flour mills with a 
 daily capacity of seventy-five thousand barrels or more. Fig- 
 ured by the year, these mills furnish material for about four bil- 
 lion loaves of white bread. 
 
 A great percentage of the flour of Minnesota goes to the 
 consumer indirectly via the loaf of bread, and the amount of 
 flour bought by the housewife for domestic use is only a small 
 part of the total production. 
 
 Would it not seem, then, that the advertising of these flour 
 manufacturers, which is almost entirely directed to the con- 
 sumer, is neglecting an important field? 
 
 How about educating the baker to the advantages of sup- 
 plying his customers with bread baked with a certain kind of 
 flour? 
 
 We have no patent schemes to propose in this connection. 
 However, a great yeast manufacturer with whom we are asso- 
 ciated and who has peculiar problems in dealing with the baker 
 and the housewife, tells us that we have rendered great assist- 
 ance in helping to solve these problems. 
 
 And so we have been thinking that we might be very help- 
 ful to some of Minnesota's flour manufacturers in this direction. 
 
 In devoting so much of our space to the advertising of Min- 
 nesota and her flour industry, we have denied ourselves the op- 
 portunity to adequately treat of her manifold products and 
 varied manufacturing accomplishments. 
 
 Her lumber products alone, in which she is one of our lead- 
 ing states, make her wealthy, totaling an annual value of forty 
 odd millions of dollars. 
 
 She is a greater packer of meats than most of us realize, 
 
 [761
 
 Where Advertising Tastes Agree if 
 
 her resources in this line yielding many millions of dollars annu- 
 ally. 
 
 In dairy products Minnesota ranks high, standing among 
 the leaders in her butter output, and as a producer of iron ore 
 she holds first place. 
 
 Printing and publishing holds an important place among 
 Minnesota's industries. Between 1899 and 1909 this business in- 
 creased nearly one hundred per cent, and it is steadily on the 
 gain. 
 
 The twin cities of St. Paul and Minneapolis form the metro- 
 politan center of the Northwest. These two cities combined 
 have a population exceeding half a million, and in their progres- 
 sive vigor they are not surpassed by any American cities. Al- 
 together, Minnesota is a great and growing state, with as many 
 uncultivated as cultivated opportunities. Her potentialities are 
 only limited by her enterprise, and we believe that she has the 
 enterprise to finally take advantage of all that she has to offer 
 the world. 
 
 There are many large advertisers in Minnesota, and many 
 others who are in the growing stage. The success that these 
 manufacturers have gained through publicity should be a stim- 
 ulus to others to join their ranks. There are any number of 
 latent advertising possibilities in this great state, and Advertis- 
 ing Headquarters would like the opportunity to nurture them. 
 
 We are well equipped to serve any Minnesota concern ad- 
 vertisingly. We have the experience which enables us to intelli- 
 gently tackle the problems in all lines of merchandising, and our 
 Chicago office forms a quick and sympathetic point of contact. 
 
 [77]
 
 "Mother of States and of 
 Statesmen" 
 
 WE overheard a man say recently that Virginia was not 
 much of a producer. "No?" thought we, "we won- 
 der if you know that Virginia came pretty close to 
 producing the United States?" 
 
 By her resolution against the Stamp Act, Virginia made the 
 first move toward producing the revolution against British rule, 
 which finally resulted in the freedom of our country. 
 
 Virginia also produced the man who wrote the Declaration 
 of Independence. She also declared her independence before 
 any of the colonies and gave the first written constitution to 
 mankind. 
 
 George Washington, the Father of his Country, was another 
 Virginia product; likewise Thomas Jefferson, the Father of 
 Democracy, which has made us the greatest nation in the world. 
 
 We should say that Virginia has done fairly well, all things 
 considered, and while she may not have been very busy making 
 money, she has been tremendously occupied in making it pos- 
 sible for other states to exist and prosper. 
 
 "She cherishes tender memories of brave men and gracious 
 women" to us that seems the finest tribute that was ever paid 
 a state. "Brave men and gracious women" may heaven pro- 
 long the strain ! 
 
 But there's a library of books full of Virginia history. Study 
 it to know the full pride of being an American we must hasten 
 to other things. 
 
 Advertising was responsible for Virginia's beginning, and 
 she had a great advertising promoter in Sir Walter Raleigh. He 
 was the father of all the tobacco advertising which fills the mag- 
 
 [78]
 
 "Mother of States and of Statesmen ' + 
 
 azines to-day. So effective was his publicity that even till now 
 our English cousins buy Virginia tobacco as something extra 
 choice. 
 
 Richmond had its beginning from an advertisement of "Lots 
 for Sale" published by Evelyn Byrd in the Virginia Gazette, 
 back in April, 1737. 
 
 Richmond ! There's a place to really live in "full of good 
 feeding, breeding and fellowship," and according to Thackeray, 
 "the merriest place and the most picturesque I have seen in 
 America." 
 
 And, by the way, you who look on Virginia as backward 
 might do well to make a mental note that Richmond was among 
 the first, if not the very first American city to be lighted with 
 gas. 
 
 Now that Virginia has borne the brunt of making it pos- 
 sible for all of you other states to prosper commercially, she has 
 the time to turn her aristocratic hands to toil. 
 
 She has the soil to grow almost everything. She has the 
 waterways and railways to bring her products to market. 
 
 Lynchburg is already a great shoe manufacturing center. 
 Only four other cities in the country outrank her in the produc- 
 tion of shoes. Lynchburg also has the largest dark loose leaf 
 tobacco market in the world and one of the largest flour mills 
 in the country; she ranks second in the South in the manufac- 
 ture of cast iron pipe and leads all Dixie in the distribution of 
 wagons and buggies. 
 
 All over Virginia signs of progress are in evidence. She's 
 coming along in fine style, and we venture to assert that she 
 will in the future be famous not only as "The Mother of States- 
 men," but as the mother of great business men as well. 
 
 We already have the honor of acting as the advertising 
 counsellors of some of her well-known manufacturers, as well as 
 thirty-five of her leading educational institutions and our arms 
 are open to all of her industries which seek to grow. 
 
 [79]
 
 The Blue Ribbon 
 Agricultural State 
 
 SOME years ago during the visit of an eminent foreign dig- 
 nitary to this country, the late James G. Elaine was asked 
 how the distinguished guest might best be given a vivid, 
 lasting impression of our land. Mr. Elaine replied, "Take him 
 through the state of Iowa in the daytime." 
 
 If that great statesman were living to-day, he would have 
 no reason to retract this statement; for from the time that Mr. 
 Iowa Farmer wrested the land from the redskins, the Hawkeye 
 State has been typically American. Agriculture is paramount in 
 American activities, and tilling the soil is Iowa's long suit. 
 
 Agriculture and Iowa are to all intents and purposes synony- 
 mous. From where the Mississippi forms the Napoleonic profile 
 of Iowa on the east, to where the muddy Missouri flows by her 
 back-door bluffs on the west, Iowa is a never ending panorama 
 of rolling hills covered with corn, wheat, oats, grazing cattle and 
 still more corn. For of all the great Northwestern states, which 
 are now more than ever the place from which the world's break- 
 fast comes, Iowa is the Ben Adhem of the bunch and justly de- 
 serves the sobriquet, "The Blue-Ribbon State," so aptly be- 
 stowed upon her by one of her large agricultural publications. 
 
 Iowa ranks first in the production of corn and oats and in 
 the value of the horses, hogs and poultry within her borders. 
 She outranks all other commonwealths in the amount invested 
 in farm machinery. She stands second in the production of hay, 
 the value of her beef cattle, farm buildings, farm property and 
 the area of her improved farm land. She leads in annual rev- 
 enue per farm. 
 
 [80]
 
 The Blue Ribbon Agricultural State + 
 
 If a hole thirteen-sixteenths of an inch in diameter were 
 bored straight through this terrestrial ball from Sioux City to 
 Siam, Hy Clymer, of Iowa, could dig down into his jeans and 
 ante up enough jitneys from his 1914 profits and farm valuation 
 to plug that hole with a solid core, if he so elected. 
 
 He has the wherewithal, as shown by the fact that Iowa 
 stands third among the states in bank deposits. He isn't a bit 
 averse to spending it for what he wants. Proof of this is the 
 fact that one out of every ten automobiles sold in the United 
 States in the past year was purchased by an lowan. Iowa goes 
 in strong for electrical utilities, talking machines, jewelry; in 
 short, all the modern coveniences and luxuries, as well as the 
 necessities. Hy Clymer and wife want everything looking spick 
 and span, everything up-to-date. 
 
 Run-down-at-the-heel farms are almost as much of a rarity 
 in Iowa as are icebergs in the Indian Ocean. 
 
 Iowa is the most intelligent commonwealth in the Union, 
 boasting the lowest percentage of illiteracy (1 9-10 per cent.) of 
 any commonwealth. This is largely responsible for the growth 
 of her exceptionally good newspapers and excellent agricultural 
 publications that unite to cover the state as the waving corn 
 covers her rolling hills. It is a remarkable fact that three such 
 publications as Iowa Homestead, Wallace's Farmer and Successful 
 Farming should be published in one community. The growth 
 of the latter paper is a monument to its publisher, Mr. E. T. 
 Meredith, whose name looms large among Iowa's prominent 
 citizens. 
 
 Iowa is doing big things in the production of women's un- 
 derwear, men's work-shoes, children's garments, sleeping gar- 
 ments and sunbonnets. Her wonderful State Agricultural Col- 
 lege at Ames is turning out scientific farmers and teaching her 
 daughters the knack of making puddings and patching quilts, 
 accomplishments equally as important as playing a hand at 
 "bridge" or interpreting Beethoven. Waterloo Engines, Bur- 
 lington Baskets and Hercules Stump Pullers are well known, but 
 who has heard of "Cedar Rapids Corn Flakes," "Council Bluffs 
 
 [81]
 
 * THE STORY OF THE STATES 
 
 Canned Goods," "Keokuk Corn Starch" or "Muscatine Bacon 
 and Lard"? 
 
 Iowa is sending an immense amount of raw materials to 
 neighboring states to be made into finished products. Enter- 
 prising, wide-awake manufacturers in other states are market- 
 ing these trade-marked articles in enormous quantities, profiting 
 by the prestige created for them and building up great industries 
 affording a livelihood to thousands of workers. They are "car- 
 rying corn flakes, corn starch and canned corn to Iowa" and 
 Iowa is paying the price while outsiders reap the benefit. 
 
 Iowa needs one thing to complete the alliterative combina- 
 tion of three "P's." She has Prosperity and Progress. She 
 needs far more Publicity. It is well-nigh inexplicable that so 
 wide-awake and up-to-date a state has thus far employed this 
 great modern force to so comparatively small a degree. 
 
 With Iowa's strategic location in "The Heart of the Corn 
 Belt," as Successful Farming puts it, her admirable transpor- 
 tation facilities by river and rail, her nearness to the sources of 
 raw materials, she is in a position to develop large manufactur- 
 ing interests and make what she has to offer known the nation 
 over. One achievement, the great Keokuk power dam which 
 cost twenty million dollars, may be cited as an instance of what 
 Iowa has done to attract new manufactories and stimulate the 
 growth of those which she has. It was the privilege of Adver- 
 tising Headquarters to have shared in this great enterprise in 
 the preparation of the campaign of publicity which preceded the 
 completion of the project. 
 
 "Cedar Rapids Suits Me It Will Suit You" has become a 
 familiar slogan. Des Moines is not a whit behind her sister 
 cities in this respect. This city, probably the largest in the 
 country to "go dry on its own hook," is very properly the capital 
 of this wonderful state. The gilded dome of the State Capitol 
 towers above as progressive, optimistic, hustling and justly 
 proud a city as can be found in the Union. The comprehensive 
 improvements now under way will make Des Moines one of 
 the most beautiful cities in the world. 
 
 Where is there a market with possibilities for good mer- 
 
 [82]
 
 The Blue Ribbon Agricultural State if 
 
 chandise greater than prosperous, progressive, intelligent Iowa? 
 Where is there a more fertile field for the liberal use of con- 
 sistent, persistent, red-blooded advertising that can't help be- 
 ing resultful in the richest measure? Conditions are ideal for 
 development from the embryonic stages down through the 
 swaddling-clothes period of local advertising to the full-grown 
 robustness of national advertising. 
 
 Indisputably there have been and are now in Iowa full many 
 enterprises with great advertising possibilities, that have been 
 "born to blush unseen" through the want of the great modern 
 force Publicity. We, of Advertising Headquarters, with our 
 years of experience in advertising everything from flower seeds 
 to motor cars, can lutherburbank these potentially great pros- 
 pects into the full bloom of success that is the portion of those 
 concerns offering nationally sold, nationally known reputable 
 merchandise. 
 
 As to our knowledge of Iowa and local campaigns, our good 
 friends, Messrs. Tone Bros., of Des Moines, with whom we have 
 worked pleasurably and profitably for a term of years, helping 
 in the development of their great spice business, will, we feel 
 sure, bear witness. The scope of our national business and 
 diversity of our clientele is the best recommendation of our 
 ability to help in building wisely and well. 
 
 [83]
 
 Picks and Shovels Have Made an 
 Empire Out of a White Elephant 
 
 SPEAKING about a "white elephant on your hands" fancy 
 having a million acres of arid land placed to your credit 
 with conditions ! Bunch grass and sagebrush, barren 
 rocks and sparse scrub timber, with impassable mountains 
 around it and war-whooping Indians spread over it. It takes 
 courage to face a Christmas gift of that kind. 
 
 But even arid land has its possibilities. So, when Congress 
 allotted a million acres of it to Montana provided she would put 
 it in condition for cultivation, was Montana discouraged ? Not a 
 bit of it. She looked over the bunch grass and the sagebrush 
 and the barren rock and the sparse scrub timber, then put her 
 ear to the ground Indianwise and, hearing in the distance the 
 roar of her mighty snow-fed streams, Montana smiled. "Just 
 wait a bit," she said, and the sequel has been well worth the 
 waiting. 
 
 Taking possession of her gift, Montana turned her popula- 
 tion loose with pick and shovel. Soon the great rivers were 
 sending little life-giving streams trickling through the parched 
 soil in all directions and presently Montana began to gather her 
 crops and trundle them off to market. Thus her ungainly white 
 elephant was transformed into a domestic animal of inestimable 
 usefulness. 
 
 Meanwhile, such of Montana's picks and shovels as were 
 not digging irrigation ditches, were kept pecking away at the 
 sides of her mountains, whose interior revealed a mass of treas- 
 ure unsurpassed by any Arabian Nights' tale. 
 
 What Montana has accomplished has been done quickly. 
 Scarcely more than a short quarter-century ago she did not "be- 
 long." But Montana has performed gigantic feats. Harnessing 
 
 [84]
 
 Picks and Shovels Have Made an Empire * 
 
 Out of a White Elephant 
 
 at will the rushing torrents that tumble down through her 
 mountains, she has made electricity her plaything, and staid 
 government reports give her credit for the "electrification of 
 everything, from sweeping and cooking to the operation of 
 railways, mines, mills, and factories." Montana is nothing if 
 not modern. Her homes are electrically lighted and her engines 
 electrically driven. 
 
 "Modern Montana" is the state of potentialities the state 
 with a future as big as her own vast proportions. Millions of 
 acres for grazing, where sheep and cattle develop uncommon 
 weight. Millions of acres of farm lands where one year so many 
 sugar beets were grown that 12,000 freight cars were needed and 
 a car and coal famine resulted. Mineral wealth that is inex- 
 haustible. Millions of acres of forests crossed by powerful 
 streams with, staring us in the face, an insistent and ever in- 
 creasing demand for more pulp products and more tons of pa- 
 per. The abundance of Montana's good spruce must soon find 
 its way into Montana pulp and paper mills for the good of the 
 nation as well as the home state. 
 
 Montana is one of those great bodies whose size is almost 
 a hindrance. Assemble in one place all of New England, New 
 York, New Jersey, Delaware and Maryland or join together 
 the British Islands and you have the acreage of Montana. 
 
 When all of Montana gets into her stride it will be like the 
 mountains themselves coming to Mohammed. But when that 
 inevitable time arrives, we shall be waiting at Advertising Head- 
 quarters with plans big enough, we trust, to do honor to the big 
 Montana affairs that we hope to have given into our charge. 
 
 [851
 
 "The Brothers Dakota" 
 
 IN the brilliant drama of the states, that had its inception in 
 1776 with an amateur cast of thirteen, there has been un- 
 folded from time to time vivid scenes or startling acts of 
 adventure, conquest, civilization, progress, manufacture, farm- 
 ing, merchandising, statesmanship, science, art and literature 
 that have won the plaudits of the world. 
 
 The company enacting this wonderplay has been added to 
 from time to time and now boasts of a well rounded-out cast of 
 48 stars. 
 
 Not all have had the good fortune to play the leading role 
 a few are yet to be heard from. We predict right here that when 
 "The Brothers Dakota" step to the center of the stage, with all 
 their wonderful natural talent and resources, their debut will 
 mark another epoch in the history of these United States. 
 
 [86]
 
 " The Brothers Dakota" + 
 
 When these two versatile actors first associated with this 
 world-famous galaxy of stars, they were naturally cast for vil- 
 lainous parts owing to their "bad injun" proclivities, but under 
 the careful guidance of those masters of stagecraft Generals 
 Custer and Miles they soon developed into twin "Strong- 
 hearts." 
 
 It won't be long now before their names will be in bold- 
 faced type on the program, and in electric lights over the 
 entrance. 
 
 There is just one thing lacking before the "day-boo" of the 
 Dakotas in the stellar role is possible, and that is population. Na- 
 ture has been lavish in her generosity by endowing the Dakotas 
 with limitless resources that are fairly shrieking for develop- 
 ment. The possibilities of this vast area are wonderful. Think 
 of a territory of over 94,000,000 acres occupied by about 1,400,- 
 000 people. Perhaps you can get a better conception if we say 
 that were the Dakotas apportioned among their population, 
 there would be about seventy acres to each person, while in the 
 City of New York there are fifty people to each acre. 
 
 "You need North Dakota, North Dakota needs you" is a 
 slogan that could and should be taken seriously by thousands of 
 people in the United States, and it refers to Brother South Da- 
 kota as well as Brother North. Some of those fifty-to-the-acre 
 in New York City could profit by a better knowledge of this 
 northwest country. 
 
 But how are they to know? Who is going to tell them how, 
 with practically a handful of people, you produced 113,166,000 
 bushels of wheat, 109,265,000 bushels of oats, 92,000,000 bushels 
 of corn, 47,825,000 bushels of barley, 12,258,000 bushels of po- 
 tatoes, 9,455,000 bushels of flax, to say nothing of fruits, vege- 
 tables, dairy and poultry products, live stock, wool, hides, min- 
 erals and stone? 
 
 Where are your booster clubs, your chambers of commerce, 
 your land owners yes, your state governments themselves 
 that they are not spreading the wonderful story of the Dakotas 
 to secure the much-needed population that will place the Da- 
 
 [871
 
 * THE STORY OF THE STATES 
 
 kotas in their proper niche in the Hall of Fame of the United 
 States? 
 
 How are people to know that the richest 100 square miles 
 on the globe is right in your midst? Why don't you take ad- 
 vantage of the 500,000,000,000 tons of lignite coal your land is 
 underlaid with and promote your manufacturing possibilities? 
 
 Surely it would mean a lot to some people to know that the 
 per capita wealth of North Dakota is larger than any other 
 state in the Union, or that for the past twelve years South Da- 
 kota has ranked first in the production of new wealth per 
 capita. 
 
 Why don't you advertise? There! it's out! You knew we 
 were going to talk advertising, because that's our business. 
 We didn't promise we wouldn't, but you should listen and 
 make advertising your business. That's the way to tell your 
 story broadcast tersely and economically. 
 
 Oh, sure, advertising for population has been done before, 
 but we at Advertising Headquarters feel that the best has not 
 yet been done. We think we have a few tricks up our sleeve, 
 not quite so theatric as the phrase just used, but just as effica- 
 cious, and perhaps just as startling as the "Great Kellar's." 
 
 And there are your state schools with their prodigious en- 
 dowments of land that represent invested school funds of $125,- 
 000,000 and $50,000,000. 
 
 Why not spread the story of the Dakotas through pupils 
 coming from other states? Why not keep these same pupils 
 when graduated to help swell that needed population? We are 
 at present placing about 80 per cent, of the school advertising 
 done in this country. 
 
 Our clients are numerous and extend from New Mexico to 
 Maine. Their products are as diversified as the manufactures 
 of this country. Our experience with so large and diversified 
 clientele has pre-eminently equipped us to handle the advertis- 
 ing needs of the Dakotas to-day and to-morrow. 
 
 [88]
 
 The State That Found 
 a Better Way 
 
 THERE seems to be a multitude of cases to prove that 
 Vermont has found a way of doing things far in advance 
 of the average, but probably the most unique instance 
 was the way the Vermonters settled upon a new name for 
 Wildersburg, a quarter-century ago. 
 
 That name did not please the townsfolk because "it had ever 
 sounded uncouthly and long," so the records run. Interest be- 
 ing about equally divided between "Holden" and "Barre" as a 
 substitute, they hit upon a boxing match as an original method 
 of settling the dispute. It so happened that the "Barre" cham- 
 pion won and "Barre" the town has been ever since, now fa- 
 mous as the world's leader in the manufacture of granite. 
 
 Going back to the days before the Revolution, Ethan Allen 
 and his Green Mountain Boys believed there was a better way 
 than King George's method of governing their part of the world, 
 and "in the name of the great Jehovah and the Continental Con- 
 gress," they proceeded to carry out their belief. So, after quell- 
 ing all sorts of internal and external disturbances, Vermont was 
 the first state to be added to the original thirteen. 
 
 To the vast majority it never occurs that there must be a 
 better way of doing most of the things we have to do. But 
 many of the exceptions to that rule have come from Vermont. 
 
 If it had not been for Thaddeus Fairbanks, we might still 
 be trying to weigh a ton of hay or a battleship by the old "steel 
 yards" method. Thaddeus Fairbanks went into the hemp 
 business in 1824 and decided that it was a pesky nuisance to 
 weigh all his hemp after the manner then in vogue. So, he set 
 out to find a better way. Inside of six years he had perfected 
 
 1891
 
 * THE STORY OF THE STATES 
 
 his platform scale and patented it. For which notable achieve- 
 ment he was knighted by the Emperor of Austria, and now all 
 the peoples of the earth abide by the standards of the Fairbanks 
 Scales of St. Johnsbury, Vt. 
 
 Dean Richmond was not entirely satisfied with the mode 
 of travel which prevailed in his early days. He believed there 
 must be a better way than rumbling ponderously up hill and 
 down dale in the old stage coach rolling on its leathers. Thus 
 the great New York Central Railroad was founded by Dean 
 Richmond of Vermont, where those first railroads followed 
 assiduously the old crooked Indian trails. 
 
 Alvin Adams knew there must be a better way than freight 
 by which to transport packages, and the famous Express Com- 
 pany which bears his name is the living illustration of Alvin 
 Adams' "better way." 
 
 In the industrial world there are many examples of Ver- 
 mont's superior achievements. 
 
 At Brattleboro they have mastered the art of making pipe 
 organs the "better way," and Estey Organs are making music 
 for all nations. 
 
 In Burlington, the Wells Richardson Company's Diamond 
 Dyes have taught the women of every country a better way to 
 economy and good taste in dress. 
 
 Vermont's manufacturers have evidently inherited from 
 their ancestors the spirit which never surrenders the banner to 
 opponent or competitor. They are walking away with the 
 colors in many an industrial field, and the only point lacking is 
 the publicity which makes world-wide the story of each superior 
 Vermont product. 
 
 We rise merely for a point of information Can Advertis- 
 ing Headquarters do anything to help spread the fame of Ver- 
 mont's "better way"?
 
 A State of Expectancy 
 
 BACK in 1900 a chronicler of Mississippi wrote: "When 
 the Isthmian Canal shall have been constructed, the ports 
 on the Gulf will be nearer the Orient than the ports on 
 the Atlantic, and unusual impulse will be given to manufactures 
 and agriculture." 
 
 Well, Miss Mississippi, the Canal is in operation are you 
 making good the prophecy of your chronicler? 
 
 You should; the opportunity is all yours; you have every 
 basis for commercial growth. 
 
 You have as good people as populate the earth anywhere; 
 people who have proved their energy and courage in the stress 
 and strain of war; people who in peace have all those qualities 
 which make for enterprise in business; people of breeding and 
 capability to cultivate the good feeling which goes so far toward 
 making customers. 
 
 Agriculturally, you have no other state to envy. Your 
 farmer, who loses himself amid his cotton stalks horse-high 
 and boll-laden who watches his corn, oats, wheat, rice, sugar 
 cane and alfalfa spring magically from his fertile soil, has every 
 facility for natural production. 
 
 The importance of your cotton crop can be partially real- 
 ized when it is known that you have collected as much as $90,- 
 000,000 in a single year for the lint and seed. 
 
 Cotton is King, but Queen Corn is developing into a husky 
 contestant for the throne held so long by the hoary-headed mon- 
 arch. This year you will harvest over 70,000,000 bushels of 
 corn and pocket about $50,000,000 for it. When we stop to con- 
 sider that this is more than double your crop of six years ago, 
 we marvel the more at your still latent agricultural possibilities. 
 
 Your verdant fields are dotted with "lowing kine"; the 
 
 [91]
 
 * THE STORY OF THE STATES 
 
 braying of your three hundred thousand mules would, just now, 
 sound better to Kaiser Wilhelm than all the Grand Opera he 
 ever listened to, and the contented grunts of your two million 
 hogs give blessed assurance of a well-stocked smokehouse, with 
 plenty to spare for market. 
 
 There is a hungry market for your yellow pine, in the pro- 
 duction of which you rank third among our states. 
 
 You have thriving cities Natchez, Vicksburg, Jackson, Co- 
 lumbus, Greenville, Meridian and Aberdeen and many live 
 towns with bright futures. 
 
 You have good schools and newspapers; good transporta- 
 tion facilities and good reason everywhere for growth and in- 
 creasing prosperity. 
 
 You have strong inducements for manufacturers, not only 
 of your raw products, but of articles which are indigenous to 
 anywhere that creative brains and enterprising capital exist. 
 
 It's up to you, Mississippi ! You have every opportunity to 
 grow and establish yourself among the richest states of the 
 Union. Will you do it? 
 
 We believe you will, and we are willing to invest our time 
 in studying the problems of any of your present manufacturers 
 who wish to know how to harness up Advertising to speed them 
 along in their race for success. We have helped many other 
 southern manufacturers to spread the demand for their prod- 
 ucts far beyond the limits of their home states. 
 
 [92]
 
 Wyoming, the Greatest 
 Show on Earth 
 
 WHOEVER has not seen Buffalo Bill and his Wild 
 West has missed the greatest moving picture of 
 frontier life ever produced. Buffalo Bill and his 
 Wild West typify Wyoming. This state of unwritten romance, 
 of wild life and reckless daring has indeed been advertised by its 
 loving friend. Buffalo Bill came out of Wyoming and led the 
 Greatest Show on Earth all over the United States and Europe. 
 
 Just to show how well fixed Wyoming is in the matter of 
 shows, we mention that she keeps two other "Greatest Shows 
 on Earth" going at home The Yellowstone Park in the north- 
 west corner and Frontier Day in the southeast corner. At all 
 these shows, advertising gets in its work, which shows how it 
 pays to advertise a good thing. 
 
 The advertising man feels at home in Wyoming. The state 
 is plastered all over with trade marks, or brands, which mean 
 the same thing as trade marks in Wyoming. The cowboys have 
 not only branded the cattle, but they have given to Wyoming's 
 streams, valleys, hills and ranches such a romantic nomencla- 
 ture as is to be found in no other state. Sometimes it's a painful 
 operation to make the brand big and showy so everybody must 
 see it, but Wyoming knows it pays. 
 
 Put on your chaps and spurs and take a little run from the 
 2=X (Two Double Bar X) Ranch over to Old Man Hill's 
 Hangout. It's only twenty-four miles a three-hour trip for the 
 bronc and the way is down Wild Cat Creek, along the Crazy 
 Woman, over Wagon Hound Divide to No Mouth Creek, then 
 across Chugwater Flats to the Little Big Horn, and there you 
 
 [93]
 
 * THE STORY OF THE STATES 
 
 are! This is an imaginary journey, but typical Wyoming 
 names. The cowboys have burned them in for keeps. 
 
 The advertising man feels at home in Wyoming for an- 
 other reason. They've taken our good old motto, "Keeping 
 everlastingly at it brings success," and adopted it for their own. 
 They have shortened it up to read "Git Thar," but the meaning 
 is the same. Wyoming takes short cuts. She is not tied down 
 by conventionalities, not afraid to try a new thing. She "gits 
 thar" in her own way. 
 
 In all of which we agree with Wyoming. We learned long 
 ago in the advertising business that there is no one way no cut 
 and dried or stereotyped way. We give Wyoming greeting, 
 and say, "go ahead, make your own way." 
 
 Wyoming is blessed with Woman Suffrage. Women hold 
 state and county offices, serve on juries and have all the other 
 rights and privileges thereunto appertaining in about as full 
 measure as could be desired. But here appears the necessity for 
 some judicious advertising. The state is short of women. 
 
 Turning from politics, they farm some in Wyoming, dig 
 some anthracite and other coal, produce some oil and gas and 
 mine a few of the one hundred and fifty-six varieties of min- 
 erals the state boasts. But it's sheep we want to talk about. 
 Let us pass on over Wyoming's several hundred thousand cattle 
 and horses and come to sheep. 
 
 Wyoming is some on sheep and some on wool. Here is 
 where she makes the other states sit up and take notice that she 
 is on the map. A loud noise is heard out that way whenever 
 Schedule "K" is considered in Congress. Her five million 
 fleeces do look golden. But Wyoming lets go too soon. 
 
 The great clip finds its way into lofts in big cities, Chicago 
 to Boston. That is where the Philadelphia and Fall River mills 
 go to look for wool. Wyoming's men, women and children 
 wear good woolen clothes, but it's a long way around from 
 the shearing sheds to the made-up garments in Wyoming's 
 stores. 
 
 We shall not indulge in pipe dreams for Wyoming, but we 
 do not doubt she will some day look into the glass and see her-
 
 Wyoming, the Greatest Show on Earth if 
 
 self manufacturing wool. Then she will come into her own. 
 Advertising cannot help the sheep herder much, but when 
 Wyoming goes to making things out of wool, she will find ad- 
 vertising the key to unlock her true greatness. 
 
 It's a far cry, but one can easily imagine Wyoming stand- 
 ing with Massachusetts, upholding the manufacturing end of 
 the wool industry instead of confining herself to the production 
 of raw materials. 
 
 Wool is a sufficient basis for a state's prosperity. We have 
 helped to popularize scores of things made of wool, and hope to 
 perform such a service for Wyoming people some day. We are 
 not too far away to see all over Wyoming and appreciate her 
 vantage points and her needs. We have clients in the Rocky 
 Mountain states, and clients farther West. Our latchstring is 
 on the outside for Wyoming. 
 
 [95]
 
 When West Virginia Gets 
 Well Warmed Up 
 
 IN 1771 Thomas Jefferson, returning to the Old Dominion 
 after a journey into the wilds adjacent to the headwaters of 
 the Ohio River, told of a "burning spring" in the Kanawha 
 Valley, in what is now West Virginia. That wasn't the first 
 evidence of things warming-up in West Virginia, for as early 
 as 1732 the venturesome Scotch-Irish settlers from Old Virginia 
 and Pennsylvania crossed the mountains and started to squabble 
 with the French for possession of the land. There were more 
 or less regular ructions from that time on, for the hardy settlers 
 who developed the land didn't pull very well in harness along 
 with the Virginia planters with their slaves and European cul- 
 ture. Thus they kept things pretty well "het up" until the new 
 state was created in 1863. 
 
 Jefferson's "burning spring" was natural gas, and to-day 
 West Virginia is famed for the rich reservoirs of this product, 
 which serves in the dual capacity of a fuel and an illuminant, 
 in her northern and central portions. And in the same regions 
 are her immense deposits of petroleum, salt, sandstone, lime- 
 stone and clay. Then, too, she has vast mining interests 
 bituminous coal of which she mines enough in a year to keep 
 every family in her own borders warm during the winter 
 months for a generation. She has a tremendous coke industry, 
 innumerable coke ovens adding a picturesque note to the scenery 
 of her mining districts. 
 
 Wheeling boasts a large percentage of the state's industrial 
 plants. Best known among this city's manufacturing concerns 
 is the Hazel-Atlas Glass Company. Advertising has made their 
 Atlas E-Z Seal Preserve Jars known to housewives the nation 
 
 [96]
 
 When West Virginia Gets Well Warmed Up if 
 
 over. It has been the privilege of Advertising Headquarters to 
 have worked with this concern in the preparation of their pub- 
 licity campaigns. 
 
 Another progressive West Virginia concern, numbered 
 among the valued clients of Advertising Headquarters, is the 
 Huntington Lumber and Supply Co., who market sectional 
 portable houses and who recognize that the trend of modern 
 merchandising is advertisingward. 
 
 At this time West Virginia's petroleum is being piped to 
 the Atlantic seaboard, refined, and, through its by-products, 
 used to drive motors, to lay the dust on the roads over which 
 they travel and to remove travel stains from the faces of the 
 passengers. So on ad infinitum. Long trains of cars loaded 
 with coke and coal from West Virginia wend their way east, 
 west and south to blast furnaces and gas producing plants. 
 From these ugly, unpoetical-looking materials modern chemis- 
 try, rivaling the alchemy of the Arabian Nights, has produced 
 delicate perfumes, brilliant dyes, to say nothing of ammonia, 
 roofing and paving materials. Will West Virginia be in a posi- 
 tion to get her share of the constant demand for such articles? 
 
 Kanawha Package Salt is a possibility why not a reality? 
 The public is just as ready to buy West Virginia's apples as 
 they are to purchase those of Oregon or New York. 
 
 West Virginia has raw materials to burn. She has enough 
 lumber, petroleum, coal and natural gas to warm things up con- 
 siderably and advertising will do its share toward keeping the 
 fires of prosperity aglow. 
 
 Advertising Headquarters is ready to do its part in stoking 
 the fires and watching the steam gauge when West Virginia 
 says the word. 
 
 [97]
 
 More Honey for the 
 Land of the Honeybee 
 
 IN 1847 Brigham Young and his followers set out to find a 
 haven of refuge, a river of Jordan, a land flowing with milk 
 and honey. 
 
 They chose as their promised land a part of what is now 
 Utah. But how drear and drab it must have been a land of 
 alkali, unfertile and undeveloped. Even its one source of riches 
 was forbidding. There seemed nothing worth while but stern, 
 frowning mineral-filled cliffs. 
 
 Perhaps it was in a spirit of bitterness that Brigham Young 
 called this new holy land the State of Deseret, which, translated 
 from the book of Mormon, means "the land of the honeybee." 
 
 But even if the hive was located far away from the heavy, 
 rich-scented fragrance of the usual honey-yielding flowers, the 
 bees of Mormondom were not a whit deterred. Where flowers 
 were not they grew flowers. 
 
 With a courage, an industry and a determination that suc- 
 ceeding generations must admire, the Mormons set out to de- 
 velop their land and hold it against man and Nature, to make 
 it picture the name which their prophet had bestowed upon it. 
 
 [98]
 
 More Honey for the Land of the Honeybee -^ 
 
 They seized upon the hope of irrigation, and, to the Mor- 
 mons in this connection, whole large areas of the United States 
 owe a deep debt. 
 
 Utah, or rather the State of Deseret, was the pioneer of irri- 
 gation demonstrated its possibilities and so enormously in- 
 creased the crop yield of the whole United States. 
 
 There were in 1913, as a result of this pioneer striving, 
 1,500,000 acres of irrigated land in Utah, yielding crops of 
 astounding value. 
 
 This state has always suffered from a lack of suitable, and, 
 until recently, adequate transportation facilities. This has lim- 
 ited the scope of its manufactures confined it to producing 
 solely for local consumption. 
 
 Still, Utah has a highly developed, scientifically conducted 
 and remarkable sugar beet industry. It is the more astounding 
 if its phenomenal development is considered. In 1900 Utah had 
 three small refineries, with an almost negligible capacity. To- 
 day in their place there are refineries annually producing thou- 
 sands of tons of beet sugar. 
 
 Beet sugar is but one of the products that Utah can profit- 
 ably sell outside its own confines. The canning and preserving 
 industries are coming along wonderfully, and canned Utah to- 
 matoes, pumpkins, beans and peas would be welcomed by 
 housewives the country over. 
 
 Now, it took Utah over 40 years to put the idea of getting 
 into the United States over but keeping everlastingly at it 
 brought success. That is the motto of N. W. Ayer & Son. 
 Our adherence to that motto has brought us the recognition as 
 "Advertising Headquarters." For 47 years we have been suc- 
 cessfully counseling some of the country's most widely known 
 industries and resultfully demonstrating that "it pays to ad- 
 vertise." 
 
 Now we feel that the sugar and preserving industries of 
 Utah can profit by an extension of scope. Our experience is at 
 the disposal of Utah. We will be pleased to consider the prob- 
 lems of any of Utah's institutions that earnestly desire growth. 
 
 [99]
 
 The Beautiful Sister 
 
 POT of gold at the end of the rainbow will-o'-the-wisp to 
 lure men on such it seems was the Beautiful Sister, until 
 very recent years. Born to the civilized world on an Eas- 
 ter Sunday morning, she was named by the beauty-loving 
 Spaniards who discovered her, "Florida," The Land of Flowers." 
 
 Like Helen of Troy, Florida's fatal gift of beauty drove 
 men mad with the desire for possession. For centuries nation 
 fought with nation to establish a claim, and it was not until 
 after she felt the great, rending tragedy of brother fighting 
 brother in the Civil War that Florida learned to know peace. 
 
 Her bitter warfare over, she took up her share of the family 
 responsibilities and has ever since contributed in generous 
 measure to the needs of her sister states. 
 
 In proof, witness how every other state in the Union gath- 
 ers up her tired and disheartened sons of toil, and pours them 
 by boatload and trainload into Florida's waiting arms. 
 
 Florida does not need to be commercial. She is beautiful 
 and her days are filled to the brim with the business of making 
 the most of her beauty for the greatest good to the greatest 
 number. 
 
 To that end she has concealed her scars and, helped by the 
 mellowing hand of Time, her grim forts are romantic vine-clad 
 
 [100]
 
 The Beautiful Sister + 
 
 landmarks; gray convents have become hospitable inns and 
 lively barracks; forbidding- official palaces have been trans- 
 formed into picturesque government buildings, and her bare 
 sea wall has blossomed into a popular promenade. She has 
 built wonderful roads in all directions, drained swamps, culti- 
 vated orchards, tilled the soil and developed fair cities. 
 
 Florida grows and ships millions of oranges yearly. Her 
 deposits of phosphate rock are quite the most remarkable and 
 the most productive in the country. Her fisheries are a source 
 of large income, her cigar manufactories are of vast importance, 
 and the value of her naval stores amounts to many millions. 
 
 Not by any chance would we underestimate Florida's posi- 
 tion as a producer, but all these affairs the mines, the factories, 
 the produce farms, the crowded wharves are, after all, the inci- 
 dentals, necessary because they contribute to the material wel- 
 fare of Florida and her visiting throngs. 
 
 So long as you have your Palm Beach and your old St. 
 Augustine, your golf links and your pine forests, your jasmine 
 vines and your groves of orange flowers, your Gulf Coast and 
 your inland streams, the paradise of fishermen, you are doing 
 your share, Sister Florida, so just keep on advertising your own 
 beautiful self. 
 
 You have your Plant System and your Flagler System 
 (monuments to one man's abiding faith in you) ; your Seaboard 
 Air Line and your Atlantic Coast Line; your Mallory Line and 
 your other steamship lines. Keep them loaded with searchers 
 after health and happiness, who in their own grooves show the 
 seeking look which only you can efface. 
 
 Lying there cradled in the murmuring blue, you have a 
 mission to perform which is so big and so wonderful that the 
 costliest printed page and the farthest-reaching herald are 
 scarcely worthy to carry your message to the waiting thou- 
 sands. If it were ours to do, we would publish your beauty to 
 all the world and have carven over your wide-flung gates, 
 "Deus haec otia fecit" "God Hath Made This A Rest." 
 
 [101]
 
 "The World's Mine Oyster" 
 
 WE recently received a letter from a large English 
 concern asking for our advice on a proposition to 
 market an English oyster in the United States. 
 
 Was it not Dean Swift who said, "He was a bold man that 
 first ate an oyster"? Believe us, the courage of the first man 
 waxes pale beside that of this firm of English packers in con- 
 sidering America as a market for English bivalves. Talk about 
 carrying coals to Newcastle or taking a ham sandwich to a 
 banquet! These old jokes are words of wisdom compared with 
 asking the natives of these shores to stomach the insipid Eng- 
 lish oyster, when we have at our doors the finest oyster beds 
 in the whole world. 
 
 Chesapeake Bay is the home of the most succulent oysters 
 that ever basked on the half shell or frittered time away at a 
 church social. Why! Down in Maryland the humble cottager 
 goes forth and digs oysters out of the mud that would bring 
 tears of joy to the eyes of an epicure. 
 
 And yet how many of our leading citizens at large, or our 
 
 [102]
 
 "The World's Mine Oyster' + 
 
 less blessed but more numerous common people, ever tasted the 
 saline deliciousness that thrives in the shallows of tide-washed 
 Maryland's bay? 
 
 Frankly, we are astounded that some one of Maryland's 
 well-to-do packers has not seen the golden opportunity lying at 
 his fingers' ends and launched a trade-marked brand of Chesa- 
 peake oysters and put them on Uncle Sam's luxurious table. 
 
 There has been considerable scientific gossip and public 
 speculation about the possibilities of successfully abstracting 
 gold from sea water. Verily, a carefully chosen, well packed, 
 well named, labeled and advertised line of Maryland oysters 
 would be nothing less than a gold mine. You Marylanders eat 
 Michigan breakfast foods, Chicago meats, and Pittsburgh 
 pickles. Do you imagine for one moment that Michigan folks, 
 Illinois folks and Pennsylvania folks won't love your oysters? 
 
 And while eats are the subject, what about Maryland gar- 
 den truck? She grows the finest tomatoes, sweet corn and peas 
 to be found anywhere inside the confines of the U. S. A., bar 
 none. The best part of Maryland is mostly garden. She has 
 48,769 farms, with an average area of 104 acres. Well! peas, 
 sweet corn and tomatoes are eaten by everyone over three years 
 old. Likewise, they are sold in grocery stores in cans in the 
 fall, winter and spring time in every hamlet, village and city 
 in America. 
 
 The packers in Pittsburgh and even in Chicago go to Mary- 
 land for their tomatoes, corn and peas. But did anyone ever 
 see a brand of peas or tomatoes or corn that even Sherlock 
 Holmes could have identified as from Maryland? 
 
 There are two firms of Maryland canners rated at $500,000 
 to $750,000; five rated at $300,000 to $500,000; ten at $200,000 to 
 $300,000 and ten at $125,000 to $200,000. Think of it ! And not 
 one of these concerns has had the temerity to stake out a claim 
 on this grub business, a profit producer that would make the 
 rattle of hail on a tin roof sound like a pin falling on the Serapi, 
 compared with the noise of their cash being put into barrels for 
 shipment to Baltimore's banks. 
 
 [103]
 
 * THE STORY OF THE STATES 
 
 And Baltimore, the home of hospitality, good breeding and 
 gallantry once the gateway to the South what has come over 
 the spirit of thy dreams? Not long ago you were the sixth city 
 of the United States. Now you are trailing Cleveland. You 
 are a remarkable manufacturing city. You are economically 
 and commercially placed to advantage. You should be the gate- 
 way to America and a great port for clearance to our South 
 American cousins. 
 
 We would like to see some big business come out of Balti- 
 more. It is there. In clothing you occupy a wonderful posi- 
 tion. You have five men's clothing manufacturers rated at over 
 $1,000,000; three rated at $300,000 to $500,000; one at $200,000 
 to $300,000; four at $125,000 to $200,000. In the name of the 
 most garden variety of common sense why should you keep 
 your light under a bushel? One of your number has put ad- 
 vertising to the touch and made his name and brand known the 
 length and breadth of the country. 
 
 We believe there is a wonderful opportunity for an en- 
 ergetic, bold Baltimore merchant to tell the men of America 
 about his garments and do it in a highly civilized and modern 
 way. Who is the man or firm who will break the shackles of 
 advertising imitation and show real men in real clothes of real 
 merit and tell a real clothes story? America waits. 
 
 Baltimore, your greatest enemy is your conservatism. You 
 are proud and haughty and reserved. This land is feeling the 
 beating pulse of the new nationalism. The hour has struck for 
 sectionalism. There is no North, no South, no East, no West. 
 Cities, counties, states, sections are interdependent. We ex- 
 hort you to come out of your shell of reserve and see things in 
 a national way, commercially, advertisingly. 
 
 The world is your oyster. Can you open it all by yourself? 
 Even the bravest captains welcome an experienced pilot on 
 strange waters. Will you let us talk seriously with you? Con- 
 ferences between successful business houses are always produc- 
 tive of good. The latch string hangs loose. 
 
 [104]
 
 Things Are Humming 
 in Jersey 
 
 EVERYTHING hums in New Jersey. Yes, in much- 
 maligned Jersey Jersey the butt of the slap-stick 
 comedian's jokes in New York and Philadelphia play- 
 houses from time immemorial. One might well be led to be- 
 lieve that Jersey is a good place to sleep in merely this and 
 nothing more. And it is a good place. Witness the exodus of 
 Jersey-bound commuters from New York and Philadelphia by 
 tube and ferry boat every work-day along around sundown. 
 
 Nevertheless, Jersey is wide-awake. Atlantic City's teem- 
 ing boardwalk, her brilliantly illuminated hotels and piers, her 
 flashing electric signs are proof positive of that. So are Ho- 
 boken's docks, Newark's, Jersey City's, Trenton's and New 
 Brunswick's smoke-belching chimneys, Princeton's stadium 
 when Bulldog and Tiger grapple, Pennsgrove's populace just 
 after the paymaster's visit to her vast powder plants. There's 
 nothing somnolent about Jersey. She may be small in area, 
 but she is doing big things, is producing big men. The Presi- 
 dent of the United States, though not born in New Jersey, has 
 been for so long a time a resident of that state and her foremost 
 educator and statesman that she may rightfully claim him. 
 That great American inventor, scientist and world-benefactor, 
 Thomas A. Edison, perhaps the most remarkable man of his 
 time, whose achievements are veritable wizardry, carries on his 
 indefatigable labors at West Orange, close by his enormous 
 plant. 
 
 Come to Philadelphia, to the topmost floors of her sky- 
 scrapers in lower Chestnut Street. Turn your eyes to the East 
 in true Mohammedan fashion and behold not Mecca, but Cam- 
 
 [105]
 
 * THE STORY OF THE STATES 
 
 den, the farthest-famed city of its size in America. Camden's 
 soups are on millions of dinner tables every day. Camden's 
 ships plough the waters of the seven seas. Camden's licorice 
 sticks make glad the hearts and sticky the fingers of slews and 
 slews of kids. Camden talking-machines are heard farther than 
 that famous shot fired by Lexington's embattled farmers. Ad- 
 vertising has spread the fame of Victor Talking Machines and 
 Campbell's Soups, perhaps beyond the wildest dreams of those 
 who founded these concerns. A more recent recruit to the list 
 of concerns that are helping to make their products and Cam- 
 den famous is our valued client, The Fiberlic Company, whose 
 improved wallboard has marked an epoch in building construc- 
 tion. 
 
 Things are humming in Jersey. The buzz of the omnipres- 
 ent, carnivorous mosquito is heard throughout the lowland por- 
 tion of the state, while up Paterson way the whirring of the 
 looms in the world's largest silk mills is a most welcome sound, 
 for the hum of industry betokens prosperity. But in some ways 
 the pesky skeeter can give Mr. Jersey Manufacturer a pointer 
 or two. He never overlooks an opportunity. Consider the tre- 
 mendous quantity of Jersey-made goods that are sold to the 
 metropolitan jobbing houses and department stores un- 
 branded. What a reputation what a demand might be built 
 up what virtual insurance of a stable demand for his products 
 the manufacturer might enjoy were these goods trade-marked. 
 
 In the main, New Jersey is alive to the advantages of 
 sound, consistent advertising and the possibilities thereof. In 
 consideration of her comparatively small area she boasts a large 
 and growing total of national advertisers. Nevertheless, there 
 is room for more and need. New Jersey does not have to go 
 outside her own borders to find examples of successful enter- 
 prises that owe their great growth to the double-team of sound 
 business brains and advertising. The picture of the Rock of 
 Gibraltar suggests the Prudential Insurance Company just as 
 much as it does the English fortress. Who is not acquainted 
 with the Franco-American Boy as he is pictured sampling one 
 of his soups. "Dri-Foot," Colgate, Mennen, are names familiar 
 
 [106]
 
 Things Are Humming in Jersey + 
 
 to the general public. Empire Cream Separators and Iron Age 
 Agricultural Implements are just as well known to the farmer. 
 
 Trenton boasts the largest pottery industry in the United 
 States and the tremendous Roebling wire plant. Among the 
 progressive concerns in Jersey's capital city is our client, the 
 Empire Rubber and Tire Company, whose excellent red rubber 
 tires are making just as much of a wide impression on the gen- 
 eral public as they are making on the highways and byways of 
 our land. 
 
 Close to Trenton is Lambertville, and in this town is the 
 home of the Lambertville Rubber Company, with which con- 
 cern we have the pleasure of co-operating in the handling of 
 the advertising of their Snag-Proof Boots. 
 
 One of our most widely known New Jersey clients is The 
 Joseph Dixon Crucible Company, whose lead pencils are daily 
 used by millions, whose graphite lubricants are constantly used 
 and highly endorsed by practically all the noted drivers in the 
 great automobile speed classics. The manufacture of these and 
 other products has built up one of the largest industries of Jer- 
 sey City a great industrial center. 
 
 Another progressive Jersey concern numbered among those 
 who have joined forces with Advertising Headquarters is H. B. 
 Wiggin's Sons Co. of Bloomfield, whose high-grade interior 
 finishing materials have added to thousands of homes an ar- 
 tistic and beautiful touch. 
 
 What is sauce for the goose is sauce for the gander. What 
 many Jersey concerns have done others can do. And speaking 
 of sauce cranberry sauce, indispensable to the turkey dinner 
 as is water to the duck, is made from one of the products of 
 the Jersey bogs. Jersey produces over half of Uncle Sam's 
 cranberry crop annually. The cranberry growers of New Jer- 
 sey have formed an association to advertise their product and 
 insure its being marketed with the minimum of waste and loss 
 caused by former unorganized efforts to dispose of it. 
 
 Back in the days before the state was divvied up between 
 Lords Carteret and Berkeley, things hummed in Jersey. There 
 were so many nationalities, so many factions laying claim to 
 
 [107]
 
 * THE STORY OF THE STATES 
 
 the land that the settlers used to wake up every morning won- 
 dering just who was boss around there. And with so many 
 claimants, the bullets were humming pretty regularly. The 
 Swedes were on the Delaware and on the Hudson it was the 
 Dutch. Thus Jersey was between two fires. 
 
 Now the hum of industry has supplanted that of the bullet. 
 The people are engaged in more peaceful pursuits. Jersey's 
 manufacturers employ half a million people and her oil refin- 
 ing and fisheries industries add materially to her prosperity. 
 Jersey has done big things and at present is doing them. Her 
 future is roseate. When the projected ship canal from the Del- 
 aware River to the Atlantic shall become a reality, her prosper- 
 ity should know no bounds. 
 
 Now Advertising Headquarters is just across the river 
 from Jersey, whether it be the Delaware or Hudson, instead of 
 the Swedish and Dutch traders. Our mission is constructive. 
 We may well state, with pardonable pride, that we are laboring 
 not in vain in behalf of twenty schools in New Jersey and other 
 clients as enumerated. We can be of similar assistance to 
 others in Jersey. The Macedonian appeal will find us ready to 
 come over and help. 
 
 [108]
 
 New York the Indescribable 
 
 WE admit right at the beginning that the job of describ- 
 ing New York, industrially and advertisingly, is a 
 leetle too hefty for us. We have side-stepped the task 
 as long as possible, hoping that we would come into money, or 
 fall off a ferry boat or otherwise be spared the ordeal, but at last 
 it is squarely upon us and here we go. 
 
 Physically, the Empire State stands twenty-sixth on the 
 list, but within her borders there is more wealth of resource 
 and accomplishment than any two of her sister states can boast. 
 She contributes more than a sixth of the total manufactured 
 products of the country, which means that she annually turns 
 out between three and four billion dollars' worth of goods from 
 her factories. All told, she has more than 50,000 manufacturing 
 establishments, employing a million and a half people and pay- 
 ong out close to a billion dollars a year in wages. The capital 
 invested in these plants is about three billion dollars. 
 
 Considering these staggering statistics, you can well un- 
 derstand how New York can support ten or eleven million peo- 
 ple a tenth of the population of the United States. 
 
 But, with all her great natural advantages, New York 
 could never have become so great industrially unless she had 
 
 [109]
 
 * THE STORY OF THE STATES 
 
 extended the markets for her products far beyond her own 
 boundaries. Only because New York advertises her goods and 
 sells them all over the world is she the mightiest and wealthiest 
 of our states. 
 
 Publicity is characteristic of New York; somebody once 
 said that no man ever lived in New York state without adver- 
 tising the fact and the enterprise of her advertisers has put 
 many of her towns on the map. Take, for example, Westfield, 
 a small town in Northern New York, which has become known 
 the country over as the home of the Welch Grape Juice Com- 
 pany, or Canajoharie, made famous through the Beechnut prod- 
 ucts. The name of almost every town in New York suggests 
 some widely advertised article Troy means collars and shirts; 
 Ilion, riling equipment, typewriters and firearms; Utica, knit 
 goods ; Oswego, starch ; Rochester, clothing and so on through 
 an extended list. 
 
 Yet, despite the wonderful advertising achievements of 
 numbers of New York manufacturers, there are many others 
 who have not availed themselves of their opportunities. 
 
 Why the silence on the part of the glovers of Gloversville 
 and Johnstown? Especially now, when foreign importations 
 are a problem, should not the fine gloves of New York come 
 into their own? 
 
 What about your flour, Rochester? Why should Minne- 
 sota be left with practically an open advertising field for this 
 great staple? 
 
 And shoes and neckwear and agricultural implements, in 
 which New York stands so high productively, why aren't these 
 products more widely known? 
 
 New York City herself is neglectful of many fine advertis- 
 ing opportunities. For instance, she turns out countless thou- 
 sands of outergarments and undergarments for women that 
 are unidentified by the makers' names. These garments are 
 sent to every corner of the Union, yet the women of the coun- 
 try do not know them by name. Duplicating any garment is 
 almost an impossibility for consumers. The trade-marked mer- 
 
 [110]
 
 New York the Indescribable + 
 
 chandise of this description is of such small volume as to be all 
 but an unknown quantity. There is room for the national ad- 
 vertising of women's garments made in New York. There are, 
 also, comparatively few nationally advertised lines of men's 
 clothing made in New York state, and the total output, in suits 
 and overcoats alone, is so great as to beggar the imagination. 
 
 New York city is the financial center of the country, with 
 its great banking institutions and big captains of industry. It 
 is also the poverty center of the country, with its teeming tene- 
 ments and jobless thousands. It is the style-setter for the na- 
 tion, yet among its polyglot populace are some of the most 
 wretchedly garbed people in the world. It is the hiving-place 
 of artists and writers; also of tramps, beggars and thieves. It 
 has the finest and most modern transportation system in the 
 world. It is also the only city in this country in which the 
 antiquated horse-pulled street car may still be found. It is 
 beautiful and ugly. It is fine and it is vile. It is everything 
 rolled into one great turbid, struggling mass of humanity hail- 
 ing from everywhere. 
 
 75,000 persons die in New York City in a year and 130,000 
 are born. New York City has 1400 churches to fight its 10,000 
 saloons, and 11,000 policemen to keep its naughty children in 
 line. Some of its building lots sell for $700,000 apiece. Of milk 
 it drinks 15,000 barrels a day and uses 16,000,000 barrels of 
 water. In the city and within commuting range live seven or 
 eight million people, a large part of whom spend their waking 
 hours between burrowing underground in the subways and 
 working in buildings whose "skyish heads" almost penetrate the 
 clouds. 
 
 A marvelous city, indeed, where every extreme meets and 
 which stands to-day as the wonder-spot of all the world. 
 
 Now, as to our own association with the industries of New 
 York. If it be true that a man may be judged by the company 
 he keeps, we may well be pardoned for listing with pride our 
 clients in the Empire State. We have the honor to be adver- 
 tising counselors to many New York manufacturers and to 
 many institutions which are preparing youngsters of both sexes 
 
 [111]
 
 * THE STORY OF THE STATES 
 
 for their places in the world of business and progress. Fifty 
 schools in New York state are our clients. Among our clients 
 who make and sell, or serve, are National Biscuit Company, 
 American Telephone and Telegraph Company, American Sugar 
 Refining Company, Ansco Company, Western Union Telegraph 
 Company, Steinway & Sons, William Demuth & Co., Ferris 
 Brothers, Western Electric Company, Encyclopaedia Britannica, 
 The Fleischmann Company, Goetz Silk Mfg. Co., Seth Thomas 
 Clock Company, Spencerian Pen Company, General Chemical 
 Company, Smith Brothers, Diamond Match Company, The 
 Fifth Avenue Building, Rosenthal Brothers, Welch Grape Juice 
 Company, Lazell Perfumer, Whitall Tatum Company, and num- 
 bers of others who are advertising nationally through Advertis- 
 ing Headquarters. 
 
 What better proof than this list of our clients in one state 
 can we offer of our capability and versatility? These adver- 
 tisers are of the class for whom only the best is good enough. 
 They sell everything from yeast cakes to pianos, and in addi- 
 tion they include public service corporations who have a story 
 of service to tell. 
 
 All these varied interests, ranging from comparatively 
 small businesses to the largest, and with a variety of products 
 which practically runs the gamut of advertising appeal to every 
 class of our population, have come to us as the agency best 
 equipped to serve their widely differing needs. 
 
 What stronger argument could we present to prove that 
 we are really a National Advertising Agency, serving equally 
 well both the small and the large advertiser? 
 
 Wouldn't it be valuable to you to have the advice of an 
 agency so well associated with signal advertising successes and 
 so thoroughly experienced in all lines of publicity? 
 
 [112]
 
 It's Time the Blue Hen 
 Cackled 
 
 D 
 
 ELAWARE, diminutive in area though she may be, is the 
 first American state, because she was the first to ratify 
 the Constitution of the United States. 
 
 "Delaware-Dover" used to sing-song the kids in geography 
 class, back in the '60's. To this alliterative combination might 
 be added duPonts and dynamite. 
 
 Delaware is full of duPonts. In Wilmington and its en- 
 virons are the offices and a large portion of the tremendous 
 plants of the duPont interests and the vast estates of the du- 
 Pont family. DuPont dynamite and gunpowder are radically 
 altering the earth's surface every day. The duPont products 
 are in world-wide demand. They are playing a big part in the 
 destiny of nations to-day. 
 
 Here is a great example of an aggressive, fore-sighted en- 
 terprise which quite naturally sees its greatest activity when 
 the dogs of war are unleashed. But the duPont people are not 
 by any means dependent upon Mars for prosperity in their in- 
 dustry. They have gone to the American farmer with the mes- 
 sage of dynamite for vertical farming and to the American 
 sportsman to stimulate trap-shooting, which until recently was 
 gradually becoming an almost-forgotten means of sport and 
 recreation. Thus they have insured a steady demand for their 
 chief products. Then, too, they are helping to teach the Ameri- 
 can people the value of such substitutes for leather as duPont 
 Fabrikoid. 
 
 Wilmington manufactures vessels, cars, bridges, structural 
 steel, fiber products, crates, paper, flour, cotton and woolen 
 
 [113]
 
 * THE STORY OF THE STATES 
 
 goods. Some of these products are advertisable in a large sense, 
 some are not. 
 
 The remainder of the state is pre-eminently agricultural. 
 Delaware peaches are famous. Market gardening, stimulated 
 by proximity to the large cities, is an important and growing 
 activity. Delaware has built up a considerable industry in the 
 canning of tomatoes and other vegetables and small fruits. 
 Right now more than one hundred canneries are sending out 
 annually more than a million cases of tomatoes. 
 
 Back in Revolutionary days, Captain Caldwell, command- 
 ing the First Delaware Regiment of Continentals, made cock- 
 fighting his hobby. Being pretty much of a connoisseur in this 
 line, the Captain always sought sons of blue hens, for these 
 feather-weights and bantam-weights were born with pugnacious 
 proclivities, in his opinion. Hence the name Blue Hen's Chick- 
 ens, which has clung to Delawareans to this day. 
 
 The hen is now recognized as a simon-pure advertiser for 
 reasons which are familiar to everyone. Just now the state of 
 the Blue Hen is enjoying unprecedented prosperity. 
 
 Never was there a more favorable opportunity for the small 
 concern for solid and rapid growth. Delaware is an ideal field 
 for the development of co-operative marketing of fruits and 
 vegetables which has been so successful in other states. Where 
 is there a greater opportunity for a complete line of high-grade 
 canned fruits, vegetables and sea food? 
 
 Delaware has something to offer the rest of the country. 
 It's time for the Blue Hen to cackle and spread that fact broad- 
 cast. We, of Advertising Headquarters, are ready with expert 
 knowledge in the handling of "incubator chicks" in the adver- 
 tising world. We have developed many of these in other states. 
 We can do the same in Delaware. 
 
 [114]
 
 A Moulder of Men 
 
 *T AM going to Texas, and in that new country I will make a 
 ; man of myself." So spoke glorious old Sam Houston on 
 JL the day he bade good-bye to Tennessee and his Indian 
 friends. 
 
 History tells in glowing language of how nobly he lived up 
 to that declaration. History also tells of the myriad other 
 strong hearts who were moulded into men in the "Man Test" 
 of early Texas. It was a gala day in '45 when the Rough Rid- 
 ing State came tearing into the Union with a huge chunk of 
 land and a ten-million-dollar war debt. Then came the famous 
 swap, whereby Uncle Sam got parts of Colorado, New Mexico 
 and Oklahoma, and Texas was freed from debt. 
 
 But that is history's province. Every one knows and de- 
 lights in the Texas Tales of Men. And you and I, how many 
 times in gay fancy have we not pictured ourselves roping long- 
 horns in the Panhandle or rescuing wonderful cowgirls from 
 black mustached Cheyenne Charlies! We are all drawn to 
 Texas; there's something inspiring in the very vastness of her 
 which seems to bring out all that is biggest and best in a man's 
 nature. 
 
 Texans, yours is a state of romance, of traditions as bril- 
 liant as the lone, clear emblem of your commonwealth! But 
 there is a romance in which you are not known: it is the ro- 
 mance of modern manufacturing. There are traditions you are 
 not making to-day: they are the traditions of enterprising 
 finance. You are booming. Few states have kept pace with the 
 magnificent strides you have taken in the last ten years. Yet 
 your progress has been largely agricultural. 
 
 Yours is a mammoth land of mammoth resources. One-third 
 again as large as the German Empire, you could shelter and 
 
 [115]
 
 * THE STORY OF THE STATES 
 
 feed the fighting- armies; your annual petroleum output could 
 float the Kaiser's battleships; your cottonseed oil would stream 
 unruffled beneath the Allies' dreadnaughts ; and your copper, 
 iron and saltpetre mines could furnish projectiles enough to sink 
 every ship ! Had your 15,701,756 farm beasts trampled your 
 fields in 1910, one-fourth of the world's cotton supply would 
 have been cut off; 150,000,000 bushels of corn would have been 
 lost ; nearly half of America's rice yield would have disappeared 
 and an extra good year on the part of every state in the Union 
 would not have made up the agricultural loss. 
 
 Your cotton industry in one year would pay off the three 
 enormous Panama Canal loans, build the Brooklyn bridge over 
 and erect ten New York skyscrapers. The product of your gins 
 for a single year, falling at the rate of a pound a minute, would 
 snow cotton steadily for over 2500 years. 
 
 You lead all states in cattle and mules ; but two states boast 
 more horses. From your goats is sheared each year over one- 
 half the annual supply of mohair. You are the Colossus of 
 Agriculture ! 
 
 But even Achilles had his vulnerable heel. Yours, Texans, 
 lies in both heels Publicity and Manufacturing. 
 
 It is not a stroke of luck that New England makes more 
 money from your mohair and cotton than you do yourselves. 
 It is not a joke to buy back your own cereals in nationally known 
 packages and for many times your price. Neither is it wise 
 to hide your 9,000,000 pounds of pecans, nor your unequaled 
 fruits and produce. Why not let your American brothers know 
 that the world's best year-round resorts are yours? That your 
 schools are up-to-date and progressive? Your publicity is not 
 in keeping with your size and spirit. 
 
 As manufacturers of nationally known wares, you are far 
 behind ; yet your silver spoon is loaded with opportunities enough 
 to fill even the mammoth craw of your giant state. Enormous 
 fields of lignite and semi-anthracite coal offer you power; your 
 seaports offer shipping facilities that are among the best; your 
 railroad mileage is greater than that of any other state ; your raw 
 
 [116]
 
 A Moulder of Men + 
 
 products are many and waiting. Yet the United States Census 
 of 1910 gives you only 36 establishments of over a million value, 
 and most of them are unknown to American consumers. 
 
 Texans, you have been moving forward rapidly do not 
 halt or slip backward ! National publicity is the fuel which fires 
 the swiftest engines of progress and success to-day. You need 
 publicity now, Texans, lots of it ! It means big business in a 
 big state. Glorious opportunities await the Sam Houstons of 
 to-day who will launch out fearlessly and "make men of them- 
 selves" in the national business world. 
 
 Advertising Headquarters wants to help. You're just our 
 size big, sturdy and energetic. Your goods, trade-marked and 
 nationally known, would double and triple in value. Advertis- 
 ing will place your cities on the business map and the popula- 
 tion will accordingly increase. 
 
 Advertising Headquarters wants to go on a "rodeo" with 
 Texas business. We may not be able to bust a bronc or rope a 
 longhorn, but we can throw a "half-hitch" on Texas business 
 and brand it with A No. 1 advertising that sells goods. 
 
 [117]
 
 Michigan the High-Geared 
 
 State 
 
 A inquisitive person asked a man from Detroit why it 
 was that three out of every four automobiles in this 
 country came from Michigan. Whereupon the man 
 from Detroit presumed it was "because they were made there !" 
 
 But this is only half the reason the other half is a story 
 of advertising and salesmanship. 
 
 Michigan's history includes the story of the automobile. 
 But the story of the automobile would, by no means, be the 
 whole history of this high-geared manufacturing state. 
 
 Michigan has been in the manufacturing business for two 
 and a half centuries. Ever since 1668 when Marquette came to 
 missionize the Chippewas, she has been making history. She 
 turned out a chapter for France (which originally owned her), 
 and a chapter or two for Great Britain. But since the good old 
 war days of 1812 she has been making United States history 
 exclusively. 
 
 As a state she was hewn right out of the wilderness. Her 
 past is full of thrills. Among other things she produced a good 
 Indian war Pontiac's and also a full-size political party 
 nothing less than the G. O. P. itself! She was a pioneer in de- 
 veloping the American school system. 
 
 It wasn't a mere accident of circumstances that made Mich- 
 igan great as a manufacturing state not Michigan, with her 
 splendid pioneer courage, initiative and selling talent! 
 
 Take the automobile industry rubber doesn't grow in 
 Michigan and steel isn't much manufactured there. Yet Mich- 
 igan has built and sold one automobile for every man, woman 
 
 [118]
 
 Michigan the High-Geared State + 
 
 and child of her population. She produced three-fourths of the 
 800,000 American cars made last year. She is calmly figuring 
 on four-fifths of the estimated 1,000,000 output this year. 
 
 All of which indicates that it takes more than steel and 
 rubber to produce automobiles. And Michigan has the "more." 
 
 Michigan's supremacy in the building of pleasure cars and 
 trucks, "gas" and electric, is another Aladdin's tale. Detroit 
 alone has thirty factories which made close to 400,000 cars, 
 worth $375,000,000, in 1915. This city has a hundred shops 
 which manufacture automobile accessories. Lansing, Jackson 
 and Flint are also in the business. 
 
 Michigan not only had the vision and the mechanical skill 
 to produce, but also the genius to sell, automobiles. After the 
 first years, the manufacturers relied heavily on advertising to 
 help them cash in. It was done extensively mostly in glitter- 
 ing generalities. Big space and smashing illustrations, with 
 chunks of technical description, about defines it. 
 
 Times have changed in automobile advertising, just as they 
 have in manufacturing. To-day a description of springy springs 
 and beautiful gloss will not sell a car. 
 
 Future sales will be very much a question of good advertis- 
 ing. And the manufacturers who win will be those who have 
 something to tell the public about their particular cars that 
 can't be said about any other. 
 
 We believe in "doing it differently" always. That's one 
 reason why Ayer advertising is so successful. 
 
 We'd like nothing better than to be invited in on one of 
 these Michigan car accounts with a clear-track opportunity to 
 prove that automobile advertising can be made different as well 
 as profitable. 
 
 Michigan's furniture interests are important. A decade or 
 two ago Grand Rapids was about the only known source of 
 first-floor-to-attic furniture. This same city is producing less 
 than formerly, but Grand Rapids furniture ranks among the 
 most artistic in the world, bar none. Quantity production has 
 given away to quality. 
 
 [119]
 
 * THE STORY OF THE STATES 
 
 No, we're not forgetting it we'll say it now. Michigan is 
 the home of the modern breakfast food. Consider what all of 
 us owe to her people for having put variety into the morning 
 meal. 
 
 Here again it was Michigan courage, initiative and adver- 
 tising that did it. 
 
 Michigan has a high proportion of manufacturers who long 
 ago recognized the need of advertising. They have been adver- 
 tising for many years and are still doing it. But there are others 
 who could profit by example. 
 
 It is our good fortune to be associated with a number of 
 Michigan's most successful advertisers. We have worked for 
 years with D. M. Ferry & Co., the largest seed house in the 
 world. We are linked up with the Acme White Lead and Color 
 Works, another "largest in the world." What splendid ex- 
 amples these are of Michigan courage, initiative and success! 
 
 Out of Detroit comes the most popular boy's magazine 
 The American Boy. It is the most widely read publication 
 of its kind which is because it is a good magazine and is well 
 advertised. Another of our clients is the Hastings Manufac- 
 turing Company, of Hastings. We also handle the advertising 
 for many of Michigan's famous schools and colleges. 
 
 We are prepared to do more advertising for Michigan. We 
 think Michigan's in-it-to-win spirit, coupled to Advertising Head- 
 quarters' "Keeping Everlastingly At It Brings Success" policy, 
 make a combination that can't be beaten. We see so many op- 
 portunities in many lines the ten-to-one chances of success. 
 It is there in automobiles, furniture, corsets, stoves, cutlery 
 all lines. 
 
 It isn't far from Michigan to Advertising Headquarters 
 no farther to go for the right kind of advertising than to go 
 from Philadelphia to Michigan for a good car. 
 
 [120]
 
 R. J. REYNOLDS 
 
 Prtiidtnt / tht 
 R. J. Rtyntldi Titarcc C 
 
 North Carolina Shows How 
 To Advertise 
 
 TRYING to tell the story of North Carolina in our limited 
 space would be pretty much like trying to condense 
 Shakespeare into short-story form. 
 
 We must hew closely to our theme advertising and North 
 Carolina furnishes us conspicuous examples of advertising suc- 
 cess. 
 
 Along about 1870, at a time when the Civil War was fresh 
 in the memories of men and its scars still unhealed, a young 
 man, who had started life as a tobacco factory laborer, con- 
 ceived a sound selling idea. The idea seems elementary, but its 
 worth is attested by its remarkably successful development. 
 
 The young man inclined to the theory that better tobacco, 
 and truth in selling it, would win more customers than a fancy 
 description of common tobacco. Accordingly, he bought the 
 best tobacco grown, manufactured it, loaded a wagon with it 
 and drove through the North Carolina mountains, calling upon 
 farmers and selling them a year's tobacco supply, often taking 
 produce in exchange. 
 
 [121]
 
 * THE STORY OF THE STATES 
 
 Each trip was more successful than the last. Farmers 
 learned to depend upon the genial young manufacturer-mer- 
 chant and his wares. 
 
 Thus was formed the foundation for the R. J. Reynolds To- 
 bacco Company, which was established in 1875 at Winston- 
 Salem, North Carolina, by the young man whose name it bore 
 and who is to-day its president not so young, but imbued with 
 the same ideals that brought his earliest success. 
 
 The business was started in a little factory on a capital of 
 $7500, and manufactured 80,000 pounds of tobacco the first year. 
 To-day 41 years after the business was established the pro- 
 duction is enormously greater. Back of this stupendous growth 
 have been three foremost factors good tobacco, good advertis- 
 ing, and fair methods. 
 
 Seven years ago Prince Albert was an unknown brand. 
 Quality and advertising have helped it to become known and 
 smoked in every civilized country the largest selling brand of 
 smoking tobacco in the world! Through this advertising, mil- 
 lions of pipes have been brought to the firing line. Prince Albert 
 is the only tobacco manufactured by a patented process. This 
 process removes the tongue bite and throat parch. 
 
 Two years ago Camel Cigarettes were introduced in a mar- 
 ket congested with a multitude of brands offering premiums of 
 almost every nature. Camels captured the market immediately 
 without any inducement except quality and to-day are the big- 
 gest selling cigarettes in America. 
 
 The R. J. Reynolds Tobacco Company has created the 
 largest independent tobacco business in America. 
 
 This is a tribute, not alone to the R. J. Reynolds Tobacco 
 Company or their advertising, but to the opportunities that are 
 open, now as never before in America, to rise to power and 
 prestige from inconspicuous beginnings. 
 
 Quick business success is typically American and modern 
 advertising is essentially an American product. There is a 
 sympathetic relation between the two and they are usually in- 
 terlinked. We have seen and helped promote advertising suc- 
 cesses as spectacularly resultful as last year's "war-bride" in- 
 vestments and of a far more stable character. 
 
 [122]
 
 North Carolina Shows How to Advertise + 
 
 No matter where the business is located, the potent power 
 of advertising can stimulate the sales of a good article. To- 
 bacco is a fairly staple article, yet advertising jumped Prince 
 Albert and Camels from unknown brands to the leading sellers 
 in a few years. 
 
 Another notable advertising success has been experienced 
 by the P. H. Hanes Knitting Company, which, by the way, is 
 also located in Winston-Salem. 
 
 Four years ago, the P. H. Hanes Knitting Company was 
 seeking a wider market for Hanes Underwear. Ayer & Son 
 were called into consultation, advertising was planned and 
 placed, and for the past two years the Hanes Knitting Company 
 has spent its spare time in seeking wider manufacturing facili- 
 ties. 
 
 To-day, the P. H. Hanes Knitting Company operates the 
 largest mill in the world devoted to manufacturing heavyweight 
 underwear. 
 
 Our part and pride in these two successful North Carolina 
 institutions is in supplying their advertising. We have been a 
 source of help to other North Carolina advertisers the Maline 
 Mills, the Durham Hosiery Mills, Asheville School for Boys, 
 Bingham School, the Fleet School for Boys, and others, being 
 numbered among our clients. 
 
 We know that there are more North Carolina businesses 
 that would readily respond to wisely conceived advertising. The 
 gates are open who wants to grow? 
 
 [123]
 
 When Nebraska Takes 
 Soundings 
 
 NAPOLEON did a mighty good turn for Nebraska. If he 
 hadn't found need for a little ready cash and negotiated 
 the Louisiana Purchase with Thomas Jefferson, there 
 might never have been any Nebraska, any Omaha, any Platte. 
 Perhaps there would have been no Silver-Tongued Orator of the 
 Platte who, although born in Illinois, might well be called Ne- 
 braska's most widely-advertised product. 
 
 After Jefferson had bought this vast territory the ever-pres- 
 ent carping critics no doubt adopted the what-are-you-going-to- 
 do-with-it attitude of the gentleman in the modern comic car- 
 toons, but Thomas, like Job, bided his time, though, like Seward 
 in the Alaska Purchase, and in fact, most mortals, it has re- 
 mained for history to write his vindication. 
 
 Of the early history of Nebraska we know little. She sort 
 of got lost in the shuffle for a while, and at one time there were 
 as many claimants for sovereignty over her territory as there 
 are "birth places of Homer" in Greece or "houses that Washing- 
 ton slept in" in the Atlantic States. For a while Missouri, 
 Michigan and Arkansas all had a finger in the pie. Spanish 
 explorers in search of mythical cities and French traders had 
 traversed her solitudes, Lewis and Clark skirted the boundary 
 in their memorable expedition of 1804-1806. The first perma- 
 nent white settler was Peter Sarpy in 1824. In 1850 the Lone 
 Tree Ferry was established to ply back and forth across the 
 Missouri River. But in 1851, the ferryman, tired of playing 
 Charon without a Cerberus, or finding the lack of interstate 
 commerce laws made the job monotonous, settled on the west 
 bank where Omaha now is. Around that spot has grown up 
 
 [124]
 
 When Nebraska Takes Soundings + 
 
 a city that has built up a tremendous packing industry, sur- 
 passed only by Chicago and Kansas City, not to mention other 
 large activities. 
 
 Said the North American Review, in 1858: "The people 
 of the United States have reached their inland western frontier, 
 and the banks of the Missouri River are the shores at the termi- 
 nation of a vast ocean desert over one thousand miles in breadth, 
 which it is proposed to travel, if at all, with caravans of camels 
 and which interpose a final barrier to the establishment of large 
 communities, agricultural, commercial and even pastoral." 
 
 Gentlemen, the verdict is that, although Nebraska was for 
 a long time a sandy waste, as a "desert" she has not been a suc- 
 cess. And all of the camels to be seen there now are those few 
 which periodically traverse the state with some greatest-show- 
 on-earth. We suspect that your true Nebraskan has assimilated 
 a large proportion of that sand, which accounts for his perse- 
 verance and grit on which are predicated progress and prosperity. 
 
 Nebraska is a mighty good place to live. Her climate is dry 
 and exhilarating. Agriculture flourishes, due to the inexhaust- 
 ible fertility of the soil in a large portion of the state. Corn is 
 her leading crop. A $40,000,000 crop is a pretty good annual 
 contribution to Uncle Sam's corn yield. But Nebraska hasn't be- 
 gun to produce the corn crop that she will in time to come, for 
 in a few years increased acreage and better farming methods 
 will at least double these figures. 
 
 The sugar beet industry is large and growing. One factory 
 in one year produced 71,000,000 pounds of white sugar. These 
 crops of wheat, barley, oats, sorghum and flax make the annual 
 valuation of her crops exceed $300,000,000. 
 
 The excellent pasturage has been instrumental in the spread 
 of beef cattle raising. Nebraska stands second among the great 
 agricultural states in the value of her beef cattle. Naturally, the 
 dairying industry is of great importance, to which an annual pro- 
 duction of $40,000,000 worth of dairy products will attest. Ne- 
 braska's butter is excellent and the fame of its goodness has been 
 spread broadcast. However, the value of products in the slaugh- 
 tering industry is close to that of all other industries combined. 
 
 [125]
 
 * THE STORY OF THE STATES 
 
 There is some refining and smelting of metallic ores. Timber is 
 not plentiful, but reforestation on a considerable scale will in 
 time greatly ameliorate this. 
 
 Nebraska is not a manufacturing state, but primarily a state 
 of pastoral pursuits. Agriculture will probably ever be chiefest 
 in Nebraska's activities. But manufacturing will probably de- 
 velop in scope and activity with agriculture as the pacemaker. 
 Then will the characteristic get-up-and-get spirit of Nebraskans 
 again assert itself and advertising will be employed in a thorough 
 way and to a large degree to create, sustain and insure big vol- 
 ume of business in the nearby great markets outside the state's 
 borders. 
 
 Perhaps the day may come when Nebraskans may in the 
 morning don shoes made of Nebraska leather, walk to the break- 
 fast table on Nebraska prairie grass rugs, eat Nebraska trade- 
 marked, advertised food products, come in contact throughout 
 the day with Nebraska's advertised goods, being lulled to rest at 
 night by the chirp of a Nebraska cricket, an everlastingly-at-it 
 advertiser. 
 
 Nebraska will develop her manufactures just as she is de- 
 veloping the land in her western counties, that was once sand 
 dunes, and just as she is developing from an agricultural stand- 
 point. Irrigation has wrought wonders here, backed up by the 
 Nebraska brand of aggressiveness and determination. Sand 
 dunes are not prepossessing nor promising to most people. But 
 the Nebraskan long ago saw hidden possibilities there. Perhaps 
 in the shallow Platte, which, to quote Artemus Ward, "Would 
 be quite a river if placed on edge," there are possibilities. Hy- 
 draulic engineering projects now going on will develop these. 
 
 Advertising is the force that can give even greater impetus 
 to Nebraska's rapid development. Advertising Headquarters is 
 ready to help Nebraska to investigate and to take soundings. 
 We know how to wield the plumb line, the dredge and the drill. 
 We would like to show Nebraska. 
 
 [126]
 
 Indomitable Indiana 
 
 INDIANA rounds out a century of statehood this year. For 
 it was in 1816 that her star was added to the nation's emblem. 
 What great strides she has made during the past century! 
 At the time of admission she was just emerging from the 
 scourge of more or less incessant Indian warfare that had been 
 carried on back and forth across her territory ever since the days 
 of La Salle. And, to add insult to injury, Thomas Jefferson had a 
 pet scheme to slice Indiana's territory into a group of states, so 
 that if the proposition hadn't died a-borning, modern map mak- 
 ers would have been hard pressed to find colors enough to desig- 
 nate the various states. So Indiana just got "in out of the wet" 
 in time. 
 
 And literally she came in out of the wet, for when George 
 Rogers Clark and his dauntless band set out to chase the Eng- 
 lish out of Vincennes, they splashed and waded their way across 
 the prairies in the dead of winter, from Kaskaskia to their goal, 
 where they faced the prospect of waging warfare in water up 
 to the neck. Those were the times that tried men's soles. But 
 indomitability conquered for the forefathers of the present-day 
 Indianans, just as it has for their descendants and just as it will 
 for unborn generations of Indianans. 
 
 Soon after she came in, foresighted Indiana got busy on 
 good road making, and during the period generally termed the 
 "Era of Good Feeling," the National Highway was built. This 
 famous road which traversed Indiana did its part in the devel- 
 opment of the commonwealth. 
 
 Indiana boasts the finest systems of electric railways and 
 the largest mileage of good roads of any state in the Union. 
 This has been responsible for the remarkable growth in her 
 manufacturing industry during the past thirty-five years. She 
 
 [127]
 
 * THE STORY OF THE STATES 
 
 has tremendous shipping facilities and offers unusual advan- 
 tages to manufacturers in her supply of natural gas, proximity 
 to the coal fields and her strategic location as regards the great 
 markets. 
 
 But all of Indiana's melons are not in one patch. She en- 
 joys the distinction that few states have, that of being not only 
 a great manufacturing state, but being there or thereabouts 
 when the agricultural statisticians compile their tables to show 
 leadership. Her soil is rich and yields abundantly. She has 
 large timber acreage, which is responsible for the great growth 
 of her furniture industry. 
 
 Her people are practically all native-born. She has no 
 mammoth metropolis ; only five cities with a population of more 
 than fifty thousand has she. But she has scores of thriving 
 cities and towns, ranging in population from three to fifty thou- 
 sand. It is in such cities and towns, each with its own closely 
 linked farming district about it, that the most fruitful field for 
 resultful advertising lies the richest market for advertised goods 
 exists. 
 
 The names "Studebaker," "Oliver" and "Rumely" are syn- 
 onymous with the vast agricultural implement industry. Would 
 these names have been known to the degree that they are with- 
 out the power of advertising? What do the names "Van 
 Camp," "Sidway," "South Bend," "Ball Band" and "Prest-O- 
 Lite" suggest? Every one, even the youngsters, knows a 
 "Stutz," a "Cole," a "Haynes," another evidence of what na- 
 tional advertising has done and will do. 
 
 Indiana's products are many and varied. Besides kitchen 
 cabinets and glass jars she can always supply a bountiful crop 
 of "favorite sons" and literary lights. She always trots out a 
 "favorite son" or two at the conventions of the great political 
 parties and in the realm of literature boasts the names of Lew 
 Wallace, James Whitcomb Riley, Booth Tarkington, George 
 Ade. What state can offer a greater array? Here is another 
 evidence of the power of printers' ink. 
 
 Another landmark to Indiana indomitability is Culver Mili- 
 tary Academy, the largest and most famous private military 
 
 [128]
 
 Indomitable Indiana ^ 
 
 academy in the United States. When this school was estab- 
 lished in 1894, a military school was placed in the same cate- 
 gory as a reform school by the general public. But this impres- 
 sion has been dissipated, and in these troublous times the value 
 of this wonderful school is becoming more and more apparent 
 as our people are gradually being converted to the belief that 
 military training is not only beneficial, but essential. It is fit- 
 ting that the advertising of the leading institution of this char- 
 acter should be in charge of Advertising Headquarters. 
 
 At New Castle are located Heller Brothers, another of our 
 valued clients, growers of the famous Roses of New Castle. 
 One million plants shipped annually attests the growth and ex- 
 tent of their business. Speaking of roses, Rose Polytechnic 
 Institute is another of our clients in the Hoosier State. 
 
 We want more, and should have more connections in In- 
 diana. We like Indiana indomitability. It carries out the idea 
 of our slogan "Keeping Everlastingly At It Brings Success." 
 The success of Indiana's advertising pioneers should be a bea- 
 con, an encouragement to others. 
 
 Among the automobile accessory, agricultural implement, 
 glass, furniture, flour, stove and silo industries of the Hoosier 
 State are some of the raw materials for such successes. We 
 should like to wade right in just as did Clark and his brave band 
 and establish some of these on the firm, dry land of sound mer- 
 chandising good advertising. 
 
 You have done well in the past century, Hoosier State! 
 "Who's Yer" counsel, your pilot for the coming years? Adver- 
 tising Headquarters is in close touch just across your western 
 boundary. 
 
 [129]
 
 The Sound of Ohio 
 
 IT was Tom Sawyer who knew when he was passing out of 
 Missouri because the State he was entering was of a dif- 
 ferent color. 
 
 We have always felt that had he listened attentively, he 
 would have been able to determine the various states over which 
 he passed by the sounds, for there is seemingly no reason why 
 a state should not have its own peculiar sound, the same as a 
 city, a street or an individual. 
 
 What are the sounds of the states? 
 
 Iowa an autumn wind rustling a field of corn. 
 
 Colorado the creak of a windlass and the voices of the day 
 shift leaving the mine. 
 
 Louisiana close .harmony on a levee and a steamboat 
 whistle. 
 
 New Jersey the hum of silk mills and the voice of the 
 phonograph. 
 
 New York a babel ; cries of newsboys ; the roar of the sub- 
 way; the sound of a stock-ticker. 
 
 And Ohio. Here is the sound of Ohio : 
 
 The clanging, metallic crash of a steel mill ; the whine of a 
 tire skimming along an asphalt street; the bell on a cash reg- 
 ister. 
 
 From Dayton comes this last sound. Starting at the fac- 
 tory of the National Cash Register Company it swells in volume 
 until it becomes a part of the national sound an obligato to the 
 composite sounds of all the states. It is more than a mere 
 sound it is retailer's music. For the ringing of the cash regis- 
 ter has changed the former discordant notes of haphazard busi- 
 ness into a harmony of record. The sound of the National Cash 
 Register is a commercial symphony. 
 
 [130]
 
 The Sound of Ohio * 
 
 The National Cash Register Company, which is responsible 
 for this ever-present sound, has been called the most highly 
 developed and efficient organization in this country. It is nat- 
 urally a source of satisfaction to us to be associated with this 
 progressive company as advertising counsellors. 
 
 Ohio has arrived to this year of grace bearing the floral 
 design of "The Buck-eye State." Yet, to-day, thousands of 
 automobile owners would dub Ohio "The Rubber Plant State" 
 and feel confident that no more appropriate name could be 
 found among the flora and fauna of this broad land. 
 
 For Ohio has come to the front in the manufacture of rub- 
 ber goods, and a large part of these goods are automobile tires. 
 A goodly percentage of all the automobile tires manufactured in 
 the United States come from Ohio. 
 
 Our ears are attuned to the sound of the tire and the ring- 
 ing of the cash register. The clanging, metallic crash of the 
 steel mills, coming from Ohio, is not so familiar. And yet it 
 should be. 
 
 For the most important manufacturing industry in Ohio is 
 that of iron and steel. It is not a new industry. It was estab- 
 lished in Youngstown in 1804. Yet when we think of iron and 
 steel products our minds stop east of the Ohio River, in Pitts- 
 burgh and Bethlehem. Why is it we do not associate immedi- 
 ately this wonderful industry with Cleveland, Youngstown, 
 Steubenville, Bellaire, Lorain and Ironton? 
 
 Is it not possible that the many universally used products 
 of the iron and steel industry have not been called to our atten- 
 tion as forcibly as some other Ohio products? 
 
 Ohio's products are many and diversified. Cleveland boasts 
 the greatest number of automobile manufacturers; most of the 
 rubber and elastic goods are made in Akron ; about three-fourths 
 of the men's clothing in Cincinnati. East Liverpool leads in the 
 manufacture of pottery; Toledo turns out the greatest number 
 of automobiles, as well as leads in flour and grist mill products ; 
 Springfield in agricultural implements; Cincinnati and Colum- 
 bus in boots and shoes ; Cleveland in women's clothing. 
 
 In Toledo, the makers of the famous Conklin Pen, the 
 
 [131]
 
 * THE STORY OF THE STATES 
 
 Conklin Pen Manufacturing Company, are contributing their 
 quota to the sound of industrial Ohio. Paradoxical as it may 
 seem, they are decreasing other sounds by so doing, for by 
 making a superior fountain pen they are putting the soft pedal 
 on the anathema hitherto voiced by disappointed users of in- 
 ferior pens both of the fountain and old-fashioned variety. 
 We are helping them shout the name of Conklin across the 
 country. 
 
 The sounds of Ohio are not confined to the big industrial 
 centers. For out into the rural districts of that state, as well 
 as every state in the Union, goes the message of Dr. Hess and 
 Clark, of Ashland, Ohio. They are kept busy making stock 
 remedies that are showing the farmers how to raise healthier 
 and better stock. It is our privilege to aid them in paulrevere- 
 ing their message to every middlesex village and farm. 
 
 From Cincinnati comes the voice of one of the pioneer ad- 
 vertisers. The consistent sound of this voice has influenced 
 millions of housewives throughout the country and the adver- 
 tised product floats in millions of tubs, thus demonstrating that 
 advertising can be made 99 44/100 per cent, effective. 
 
 These are but a few of Ohio's sounds. 
 
 You stand fifth, Ohio, among your sisters in manufacturing 
 and hold a leading position in every branch of agriculture. 
 Truly you are, as your motto has it, "An Empire within an 
 Empire." 
 
 A hundred million people want to hear more about your 
 products. 
 
 We are in a position to help swell the volume of Ohio's 
 sounds. 
 
 And it will not be an echo, but a new note sounded upon 
 the advertising trumpet. 
 
 [132]
 
 "Pennsylvania Started It" 
 
 PENNSYLVANIA is a great textile state. She started it. 
 The first knitting mill in this country was established in 
 Germantown in 1825. To-day, there are, approximately, 
 200 establishments in the state making hosiery, Philadelphia 
 alone producing enough hose and half-hose to give two pairs to 
 every man, woman and child in the United States. 
 
 Carpets were first made in this country in 1775, in Phila- 
 delphia. Pennsylvania leads in the number of yards of carpets 
 and rugs made in the United States annually. Kensington 
 Philadelphia's great textile section produces every year 40,- 
 000,000 yards of carpets and rugs almost enough to put a belt 
 around the earth. 
 
 The first paper mill in the United States was established in 
 Germantown in 1690 Pennsylvania started it. 
 
 In lace curtains Pennsylvania is a leader. Philadelphia 
 operates the largest lace factory in the world. The world's 
 largest hat factory is in Philadelphia. She virtually holds a 
 monopoly on tapestries. 
 
 But Philly is not the whole of Pennsylvania. There is 
 Pittsburgh and the rest of the state. Pennsylvania has ten 
 cities with over 50,000 population, and fifty-three cities and 
 boroughs of over 10,000, each a beehive of buzzing industry. 
 
 The first effort to introduce the silk industry into the West- 
 
 [133]
 
 * THE STORY OF THE STATES 
 
 ern Hemisphere was attempted in Mexico in 1522. This died 
 early. 
 
 In 1619 the settlers of Virginia obtained some success in 
 silk culture. 
 
 The Revolutionary War found Ben Franklin and others 
 nursing a silk filature into healthy life in Philadelphia. 
 
 To-day Pennsylvania handles one-third of all the silk that 
 comes into the United States. 
 
 And according to census reports: "If allowance were made 
 for the value of silk 'thrown on commission,' Pennsylvania 
 would take first place in the silk industry." 
 
 Pennsylvania coal deposits rank first in the state's re- 
 sources. Bituminous coal was first shipped from Pittsburgh in 
 1803. It is due to the coking value of Westmoreland, Fayette 
 and Allegheny County bituminous coal that Pennsylvania has 
 attracted its great chain of steel industries. Pittsburgh is the 
 center of the leading steel district in the world. 
 
 Anthracite coal was discovered near the present city of 
 Wilkes-Barre as early as 1762. Pennsylvania owns virtually all 
 the anthracite fields in the United States. 
 
 Petroleum in the United States was discovered in Pennsyl- 
 vania. So, also, was natural gas. 
 
 Besides coal, petroleum and gas, there are rich clay, lime- 
 stone, glass-sand and cement. Pittsburgh steel and Lehigh 
 cement built the great Gatun Locks at Panama. 
 
 Whenever you look through your window, or the bottom 
 of a glass, you likely are squinting through "Pennsy-made." 
 Pennsylvania is first in glass. 
 
 Pennsylvania didn't make the first locomotive, but the Baldwin 
 plant at Philadelphia is the greatest of its kind. And the Pennsyl- 
 vania Railroad has been termed the greatest single factor in Ameri- 
 can transportation. 
 
 The Pennsylvania Railroad was the first to use steel rails, 
 the first to use Bessemer steel rails, the first to use the air brake, 
 the track tank and the signal-block system. It was Pennsyl- 
 vania Railroad capital and enterprise that put the first tunnel 
 under the waters of New York harbor. 
 
 [134]
 
 ' ' Pennsylvania Started It" * 
 
 Pennsylvania didn't build the first ships, but Cramps', at 
 Philadelphia, is one of the largest shipbuilding yards in the 
 world, and the Delaware River leads America in the art of ship- 
 building. 
 
 Lancaster County, Pa., is the richest agricultural section in 
 our country. It yields nearly twice as much tobacco as any 
 other county in the United States. 
 
 The cities of Lancaster and Philadelphia lead the country 
 in the manufacture of silk umbrellas. 
 
 In Pennsylvania the first correspondence school was 
 started. The I. C. S. is to-day the greatest organization of its 
 kind in the world. 
 
 And while you are being told of these things that Pennsy 
 started just remember it was in Philadelphia that Thomas Jef- 
 ferson wrote the Declaration of Independence. It was in a 
 little house on Arch Street, in Philadelphia, that Betsy Ross 
 worked out the first Starry Emblem. The first Continental 
 Congress met in Carpenter's Hall, in Philadelphia. The first 
 United States Supreme Court convened in Philadelphia. Wash- 
 ington, the first President, was inaugurated in Philadelphia. 
 The first national Thanksgiving Day proclamation was issued 
 at York, Pa. Valley Forge, Pa., saw the turning point in the 
 Revolutionary War. Gettysburg, Pa., was the turning point in 
 the War of the Rebellion. It was Robert Morris, Philadelphia 
 banker, who financed the American Revolution. Stephen 
 Girard, Philadelphia banker and merchant, financed the War 
 of 1812. Jay Cooke, Philadelphia banker, financed the Civil 
 War. It was Gouverneur Morris, assistant superintendent of 
 finance to Robert Morris, who suggested the use of the decimal 
 system in our currency and the terms "dollar" and "cent," a 
 strictly American business institution. 
 
 New York has a great name for the manufacture of cloth- 
 ingmen's and women's. Not all the worsted and woolen 
 fabrics used in New York clothing factories come from Penn- 
 sylvania, but they would have difficulty without her. In Ken- 
 sington alone a part of Philadelphia they annually manufac- 
 ture 28,000,000 yards of woolen goods, enough to make uni- 
 
 [135]
 
 * THE STORY OF THE STATES 
 
 forms for nine million soldiers. Of worsted goods, they produce 
 annually 34,000,000 yards, enough to make a suit of clothes for 
 every man over nineteen years of age now living in the New 
 England and Middle Atlantic States. 
 
 Massachusetts is famous for the shoes she makes. It is not 
 universally known, but nevertheless it is a fact, that Pennsyl- 
 vania is the first state in the Union in the production of leather. 
 
 Out of the 264 classifications used in reporting the indus- 
 tries in the United States Census Reports, 245 are represented 
 in Pennsylvania. Pennsylvania leads in a number of these in- 
 dustries and yet Pennsylvania is not our first state. She has 
 always been a strong second ; second to Virginia in the Colonial 
 days, second to New York to-day. Why? Possibly because 
 she does not make up in finished form more of the many mate- 
 rials she sends outside for other folk to fashion into the final 
 product. 
 
 More than likely Pennsylvania is second instead of first be- 
 cause of facts like these over one-fourth the underwear con- 
 sumed in the United States is Pennsy-made. Yet the fastest grow- 
 ing lines, the trade marked, advertised lines, are made outside this 
 commonwealth. 
 
 Pennsylvania leads in the value of the cotton towels and 
 toweling produced in this country. But when the American 
 housewife goes to buy towels she does not know of any Penn- 
 sylvania-made line to ask for. 
 
 The western part of Pennsylvania produces some of the 
 finest glassware made in America, imitations of Favrile and 
 Baccarat ware that almost defy detection. Yet you could shop 
 for a month and not know it when you saw it nor know what 
 to ask for. 
 
 Do you know of a single Pennsylvania manufacturer of 
 worsted or woolen dress fabrics whose excellent goods you 
 could get by calling for them at any dry goods store? 
 
 Pennsylvania is a great workshop, a great worker-up of 
 raw materials. In some lines she is a great advertiser. Gener- 
 ally speaking, her manufacturers have yet to take command of 
 their markets. 
 
 [136]
 
 ' ' Pennsylvania Started It 1 ' * 
 
 It is stated on the authority of the Philadelphia Public 
 Ledger that William Penn was the first advertiser in this 
 country. 
 
 N. W. Ayer & Son, Philadelphia, are not the first, the orig- 
 inal advertising- agency. We are, however, the oldest and the 
 largest advertising agency in the world to-day, with a reputa- 
 tion for making advertising pay the advertiser. 
 
 This organization has always pioneered in progressive busi- 
 ness principles. We were the first advertising agency to estab- 
 lish a uniform rate for service among all classes of clients. We 
 were the first agency to prepare a form of open contract that 
 leaves the advertiser free to be guided in expenditure by exist- 
 ing conditions. We were the first agency to inaugurate the idea 
 of conferences between the advertiser and all the workers in 
 the vital interests of his advertising and selling. We were the 
 first agency to establish a department of expert copy production. 
 We were the first to originate a plans department to scientifically 
 study the advertiser's field, and to prepare statistics that should 
 intelligently guide us and him in the expenditure of his money. 
 
 We have been notably successful in helping manufacturers 
 to nationalize their merchandise. This success has largely been 
 due to the fact that these advertisers have first helped us to help 
 them. We believe we can help any enterprising Pennsylvania 
 manufacturer who wants to control his own destiny. The first 
 step is to help us by opening up your heart and telling us your 
 hopes, aims and ambitions. 
 
 [137]
 
 EPILOGUE 
 
 [139]
 
 Epilogue 
 
 FRIENDS, the tale is ended. One by one, each of our char- 
 acters the States of the Union has been woven into the 
 tapestry of our story. We have endeavored, fairly and 
 honestly, to show the part of accomplishment or of promise that 
 each state occupies in our national business fabric. 
 
 Sitting behind the loom, passing the shuttle of fact through 
 the warp of romance and adventure, we often wondered what 
 design we were weaving into our Story of the States, what it 
 would look like as a whole, for we were pioneers. There was 
 no pattern to go by, no answer in the back of the book. 
 
 Now that our task is finished, we are aware that it was a 
 mammoth undertaking. We suspected its proportions when we 
 approached it. We presumed we took the full measure of the 
 difficulties we were to encounter. But, like boys "ranging the 
 wood to start a hare/' we uncovered a whole menagerie of 
 bears. 
 
 In some quarters we have been accused of certain sins of 
 commission and of omission. From every direction we are 
 assured that we have done a fine, big job in a fine, big way. 
 
 It is only natural that partisan and patriot have risen to 
 defend and to extend the things which we have stated of their 
 commonwealths. We confess freely that few of the chapters 
 are all they could be are all they should be. In answer to our 
 critics, we plead sheer inability to put into cold type much of 
 the wonderful inspiration that has come to us, and we gladly 
 take refuge in the sanctuary, open to all advertisers, that lim- 
 ited space prevented our doing justice to the subject. 
 
 Also, we confess without shame, having been the recipients 
 of much encouragement and applause, that we find the encour- 
 agement and applause most acceptable. 
 
 [140]
 
 Epilogue if 
 
 Candidly, we believe we put forth an effort that few would 
 have had the courage to attempt. We are more than a little 
 proud that we have the ability and knowledge to initiate, carry 
 on and conclude so exacting and important a piece of work. 
 
 Is it selfish to now say that we have gained most by our 
 undertaking? In the pursuit of information of what each state 
 has done, in the study of the natural ebb and flow of enterprise 
 and development, we have acquired a perspective that is of 
 enormous profit to us and must prove of advantage to those we 
 serve. 
 
 We hope that "The Story of the States" has added some- 
 thing to the progressive thought of nationalism in advertising. 
 
 Its main purpose has been dual: to show that there are 
 latent advertising possibilities in nearly every state in our 
 Union, and that N. W. Ayer & Son are a national advertising 
 agency, with a grasp and an appreciation of national as well as 
 local conditions. 
 
 We have proved beyond contention that this institution is 
 not confined in its activities, but that we are peculiarly capable 
 of serving advertisers wherever located, because of the bigness 
 and broadness of our nation-wide perceptions and accomplishments.
 
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