|
A rapid stream ran by the writers boyhood home. The stream
turned a wooden wheel and the wheel ran a mill. Under that primitive method, all but a fraction of the streams potentiality went to waste.
Then someone applied scientific methods to that stream - put in a
turbine and dynamos. Now, with no more water, no more power, it
runs a large manufacturing plant.
We think of that steam when we see wasted advertising power.
And we see it everywhere - hundreds of examples. Enormous
potentialities - millions of circulation - used to turn a mill wheel.
While others use that same power with manifold effect.
We see countless ads running year after year which we know to be
unprofitable. Men spending five dollars to do what one dollar might
do. Men getting back 30 percent of their cost when they might get
150 percent. And the facts could be easily proved.
We see wasted space, frivolity, clever conceits, entertainment.
Costly pages filled with palaver which, if employed by a salesman,
would reflect on his sanity. But those ads are always unkeyed.
|
