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mmmmmmmmmmammmmammmmmmmmwmmsmmmmm "How TXZr (Copyright 10<V7 by Hcnrv <"! Pitanl.) ' A face enough like BIstnarek'a to make the resemblance startling, a slender. wiry, boyish figure topped by a white head, a manner self-assured, yet never coarsely aggressive. There, > In a nutshell, Is lite personality of one of the most picturesque, interesting figures In all New England?that of W. L. ' >ouglas, ex-Governor of Massachusetts. Itut it Is not ch elly as ex-Governor, or indeed as statesman at all. that the world ut large knows Mr. Douglas. A f nii-irl. r-rrill,. <>f f.iotorles. a Yearly out- f: iput of something over three million j pairs of shoes, anJ a face that looks ' out from the advertising columns of eight thousand newspapers?these are the outward attributes that have made the name of YV. h. Douglas so familiar from Maine to California. The story of the man who could make ! himself so well known; his secret of j, acldevemcnt, his life history and his j, hints on business success will not only f be of Interest, but of profit to every I class of reader. ]< Kor the description of a hard climb, of a winning light against circum- j stances and the "climber's" rules for j victory are alwa>-9 worth hearing. The world loves a tighter and takes an in- | , terest in his battles. ' . And W. L?. Douglas Is a lighter, as 1 even the most < usual student of human j nntllTA rnnlil I'l mim from AMA .rl.. IW>A .It ! Itho strong, prominent Jaw, the level ! brows, the firm set of the lips. j That oast of features sot Bismarck i , to toppling Kuropcun thrones. The same ! physiognomy (with a gentler mould of I eye and mouth) has caused Douglas to i revolutionize business, to wring wealth j from poverty and political power from ? u State peopled bv a inalirltv tiiat dlf- I His Lite Motto. r "Newspaper advertising" is his life > j motto in business. "Kirst, be cure you j have something worthy to advertise. | ! Something just as good as you. say it j ! Is Struggle to keep it as yoodt, and. J then advertise it constantly. The ! newspaper is the lield in which my advertising has brought uio the only perfectly satisfactory returns. And 1 have , tried many lines before settling down exclusively to that theory." The same "cradle" served for New j England and for the man who was one j I day to be Governor of its oldest Stato. I For It was in ancient l'lymou. s. cnj J ; of the Pilgrims' landing, that Douglas 'f was born, in 1845. Ills was as paillette I i, and hopeless a childhood as ever Ilickens pictured for David Coppertield or !( other of bis luckless hoy heroes. That I : Douglas rose from it to any later posi- i tion whatever speaks volumes for the ! stuff lie was made of. In 1850 news came to a Plymnut .1 r woman tliat iter husband, tiio br.;" | winner of their largo family, had *-<01'! drowned at sea. All the children wcro ; j young. Tlie mot tier was almost \ i h- i out means. So two years liter slu> Verbally "bound out" one of the luood | ( ?a precocious boy of seven?V his |, uncle, a shoemaker. The cliild'.i life I , from then on became one lorn; era of 1 drudgery and hardship. His urvlo .sot ! him at once to pegging shoes by hand. Tills was a task tor grown workeru, but tho baby Angers wero kept at tins Incessant toil of it from dawn tc dark. | No holiday, no let-up of any tor , and, |( worst of all, 110 wuges. Tlie seven-year-old boy was carrying { unduly heavy weapons in hi* lid hat- I tie. He lias been carrying hei 1 ever since. His ability to ilo *1 explains ji why li?* became ("lovernor \ 'illiain 1.. i Douglas, instead of merely Jo arneyman 11 liill Douglas. 1 His uncle was u stern ta ik-mastor. t Apart from tiie shoe-pegging, tin- child I . w.is called upon to perform n score of 1 equally severe" duties. Ai tont them t was the tvvicc-a day journ-y Into the woods, in bitterest Net" Knglaiid winter weather, to cut ; /id drag in. 1 wood for the shop's tires. 1 only at r.ire Intervals was he allowed ' to leave his workbench fi?r .lie sihoofi- 1 room. Kut at such poio.l' he proved so apt a scholar as to inak up for tha t long lapses lie was greedy for etluca- < tion and seemed to absorb bis scanty t I portion of It without ft irt. It was t Ktl)\> K?? ?V\la ot?.. **" " , anaiiKc pruin ?:n y mat ne 11 gleaned any learning at a ( For four years Hit* s!.? t ry vent on. , Then Douglas returned to in .mother. It Hut so valuable had he hi-<-rtu>? Iri the 11 hop that his uncle induced Tin to \' come back to htm at the 1 inn tiocnt , waRe of $r. a month. Until ho w. : if- ' teen he continued to work thus, ai' thel' time busy with new Ideas (Hong li s own line. Th??? i > ? - .MK-nn were on-- <lt> to 1t>? ar fruit. Once. seeking to better /?lm.*lf. he ?M?nt to work in ;i Plymouth cotton mill at 3:t cent* a day. This unsure, fully in a month, and the $:? raise iH: -mod tut unlike a dream u( weal it). Hut tuto I I ^ r IU < NEWSPA I bff a Ma nek, Y>eca Is* Now H ? /V nterrded him for Jiis original railing, iurrs was a literal command of \S!i ? n.ul or. stick to thy last'." h'or when he lisobeyed tin- injunction an a idf.it in ho cotton mill put a quick end to 'lis >Liiis of lccuming a vvo.'ver. Dougia; ?as pulled out of the dobik* with a roieii log. That ended ins cOttOi -mill ?ip?-riences. Ill- went back to motlicr \.'hilo '<"0V( rinj: tfrom his njury he ,\t tended school and onco i.nrc pl.itmed tor a full education lint the ia.n of i?r*.eriy tha t has ivhl./pe 1 no ninny men on to neatness w.i busy about the youne student'.. si.ot:i..r*r.-* e 1 drove :m back to the earning uf .l living, just as iio was beginning ? rajolco In ins school irogretvj. ingcr content to work aim essly it one job and .\not!u:i\ IVougias now et about lean Jny tlio boot and iioe business from l??t out t? top. i:? ;;1! its brandies. Kr< n? town to t??i\ t he worked liis wti. . . t uil> Lng tin- met i.qu. di* cacii shop until ho had mast r vl jvery rudiment of ills chosen prates tc: . Lure cf the C>vldcn West. 11>" t lie spr iiR of ImC he f.it rotudv to itort in for himself. Idko niac.y .111jtlicr ambitious boy, at ihut time he run<*ie?l the future was ,;htcr in th; lew West than near or ixnale. So to Denver ho wont. cf.rryfc.? amn;; lis uirdly-iwaiulreil stuck ut cobbl Ag | knowiedg*?and little elsi. Arriving there, tie fouod :ij>it:il was is need .111 in I'OlO ttilo a-> - \ MoSsaliusotts. T.> uC(|U till- capita? lie 00k the first work Hint o.Ycrcd. The vork in quest i >11 ? h mood to be 'he iot very congen ol jiteillon *>f day laKirer in a lime-kiln. Not. aXautl) a bri.lir.*nt fulfilment of ho golden promise of alio West, iu<r lirc-c t ndvainvn.-iit t>*i\ anl .success 5:i . ,h? slioe trade. Burt Doug! is wen. on hf? principle that success consists ess n holding a good hand ihnn in playing 1 poor hand well. Working hard and spending Uttlo, he it last saved enough to travcnl to the own of Hlack I lawk, where, lie Jiad n?ard lived one Zrphe:ai:i)i Myers one if t!ie most skilled bootr inkerr in America, l'roni .Myers tin? young nan i : 1.-11 ; le :iii i.ni: li.n.r. . . 1 *l...i perfection in bis trade, and he .soon acquired so wide a rcir'latitA 1 In t!"e - mie l>u- nos.s as t > out: irip .is tvM ir. Iiou/la and another man formed, a partnership and ataj-ted a ft >m t.slbnK boot and hoe tore at Golden City. Hat New ICiiRlamt always calls to her sou*. Dou^luii heard ti.o ^ call and wmmrnmMMnnaiMMii PFV* A DVF-RTTMNi n Who Be* me (Soveri ead of a ] BY ALBERT PA1 ' W*r-. , !: :/! ! '/ /;#> tt mmk ,b MMrn ' ' vA(M HON. WM. L I r imo hark to Massachusetts. Working ; as Journeyman anil later as foreman, he pushed the next few years, and in July, l^Tti. made the pi .age tliat began i his r-cil career. He borrowed $S73 and tarti il a faetor> of his own. Tills "factory" was small enough to he swallowi d up in ttie mo.it insignificant worki shop cf his present building. It was just 'M l>y to . ('..SoO square feet) in urea. *oi u v. the nucleus ot me | plant that now has an area of 293,950 . .square foot. Prosperity came, bu* did not arrive, fast enough to sui. the ambitious young financier. lie 1 -?oJ about for i in. uis of Increasing: it more rapiilly. The method lie chose u k extensive and unecu. nig newspaper advertising, j Front the llr.-i the plan was a suoooss. K has grown more and more romunera; live each year. "Have I trifd any advertising mediums other ta.in i ? newspapers?" he s.ii.l recently, och uig a question of the wiit >r. ' 1 sjiouid ay to! Magazines, rculfl.-s. street . ur signs and many { i lo'.ier. \\ iy, once i actually 'painted i w idc town red.' J spread my ad| , Tti;.i-:iict:is o\yr its fences and tool's i,.f )i:i > . . lil ?-V? ? Vtt tinihi iii ?r i j. otilt! : n.l spare lor an \ul." Oh, yes, I'v. triid : tern all. An 1 the newspapers I giv e by far the best results." ' "10veil better than the magazines?" I "Mu> i lietter. And i"or many reasons. in the lirst place, a newspaper adver! tiseiin-nl strikes the eye the moment I ".in* snoot i- opened. The .same advertisement would lie hidden anions tl?e I pages of a magazine unt 1 the reader [ found his way to it. If he ever did. The busiest man's eye will he caught ind his attention held by sight of a strong advertisement In his d illy paper. Whereas that .-yme busy man might not i " "" iiiiouko uii .lie advertisements of a magazine "Thou, ton0 practically every man roi ds a newspaper. Kvcry man does nof road magazines. Take a village, for Instance, where tho one local newspaper ha* p Tnaps Joo readers, if I put an advert scment in that paper, 200 people ' are soft g to see it. N'o one magazine, nor. for that matter, all tho magazines comb nod. will circulate 200 copies in that .saino town. The reasoning is very * .tuple. j ' There >s no hamlet or tiny settlement Ion the continent that i. not reached by noffsp pe s. There is no place where j newspapers are n >t read with eager inItercst. So l>y placing my advertlsment in tho nev/sp.ipers it is a rnlf-evldent (ti X hit) I cuuu iuoic peo >ela G THE jUEY TO Si n m\ .iPo a: j Ml ? u? M. M larofTtis B usness' ] if SON TERHUNE fid \ &^Mii J " If i pie thn any other medium could secure ft me. K;y to Financial Success. "Tlii is why T advertise exclusively in netvpapcrs. I advertise not only in tfie piers of ail the principal cities, but als in S.tM) country newspapers." If t!i cynical claim that "money is the find argument" carries any truth, then M. Douglas's sincerity in declaring the newspaper the foremost advertising tedium cannot be doubted. "In l!*i alone," he went on. "1 spent jUO'i.OOO n newspaper advertisoments. I should -ot have done so wore I not sure the outiy was going to bring tne adequate rturns. Tliat was a fair sample of u ;ear'3 advertising expend tare. Kigurlnj on that liasis I li .ve spent $2,00o.<*>0tn newspaper advertising during ilie p*.-t ten years. A fortun. ? Yes. Hut, as 1 say, the results warranted it. "1 ha.? given every form of advertising tin fairest sort of trial. I began with newspapers in 1883. The results were so good that later I also advertised in liagazines. TUB KI0TU11N3 DID NOP WA It HA NT MR IN CON-I TINU1N0. I withdrew my advertisements Iran the magazines, but later on tri d the experiment again. Onee more 1 took ou my advertisements, and since then I hive used only newspapers to bring mv goods before the public eye. "During the past decade, while I was spending f2.0o0.000 for newspaper advertisements 1 sold (basing the estimate on my 190t> riturns) 1,324,240 cases of shoes. There are twenty-four pairs of shoes to a case, fiat makes a total of 3,17$.17t> pnirs for 1900, or 31,781,700 pairs for the ten years. At the wholesale price of $2.59 a pa r, that would be, for the decado, 179.154,400. Or. at the r< tail rate of 43.60 a pa r. it would equal $UI,236,ltiQ. "In my advertisements, as a ride, I call attention to my shoes, leaving the local dealers In their own newspaper adverti. emcnts to mention the fac t that tiny carry the Douglas shoe. * By the way, another excellent reaboii for th * superiority of newspaper over magazine advertising rests in the fact that In those ,-amo local papers the reader sees the 'ad' every day of his life, while he sees it, at best, only once a month in a magazine. In other words, he ees it thirty times as often in a newspaper, and it lias, therefore, tli.rty times as many chances of impressing h.m. Every man reads his paper first. Then, if he has time and inclination, he reads magazines. Sometimes ho has neither, and ?he magazine 'goes unread. i "I am not a bel.ever la spasmodic MMnHMMMB mmmmmmmmmmrnmSmm* mm UCCESS taShoemaik JLfllK UlUl Empire. factual meritmust quality him ir qualit] r rn* / I I | j)t?an ? \ i i i 1 ,.t the ' Si cons ^ ' .'i *<* - ' , - ' ; J/1 'V T6 V ' - ' <' ~:4bf ,v\> in *** V " ?' i " " act* advertisement. My principle is: Keep son! pounding away at the reader all the pow time. Formerly it used to be a custom B, to advertise shoes at only certain sea- Do\ sons of the year. J never adhered to afu that idea. I advertise?and 1 keep on the advertising. jus "When a season Is dull I increase my advertisements. That may seem odd. Many don't do it. But I do. II "'That is one of the secrets. I think.Itipr of success. Instead of hanging back, too waiting for a slack season to pass, i she believe in advertising all the more. i;,s Tins past spring, for example, was not backward and cold. It was bad for mil trade. 1 did extra advertising. tini "Nor, at such times, do I raise the T price of shoes. It would not be fair to are make the public pay for the slowness <jer of a season. 1 do not lower wages in spa that event, either, as the ItHW scale will ant prove. The scale for that year shows wu the average shoemaker's pay in the jng United States was $bil. In Maasachu- t setts it was $"C0. in Brockton. vei while at my Montello factory It was thi , $7ti0. That does not include superinten- sij dents and high salaried men. Just the dhl workers, on the union scale. ai, "Another advertising theory of mine i,0i is that u good 'ad.' should be changed his very seldom. Of course in the case of tju dry goods stores or other places where stc special sales are held and new attrac- j tions offered from time to time it is En necessary to change the form and in- pr, dueements of an advertisement. But gta where a man deals in a single staple ho article, I think lie should write one fT( strong, convincing advertisement and mi let that stand fo.' a long time. Let him make sure first that it is as tne strongest. ixv t-woraea advertise- j mont (i?- can concoct. Then let it stand. er "There are good reasons for this. Sup- to pose a man has glanced at my adver- oll tisement for several days in succession })j l without reading it. Then one morning w, lio does read it. That may be the day w when (if 1 constantly change my 'ads.'i 1 might have a weaker, less attractive, ve less convincing one than usual. Per- t(1 haps I lose his possible custom. U| "A good Advertisement is an argumont. Remember that. An argument. Not a boast. It does not shout .. un- m J reasonable command to buy something. It explains to you WHY you should cr buy the article. It appeals to your nf sense of reason. It should never exag' gerate in any way, bet tell the mere 1 truth r Ba?e Claims on Merit. "An advertisement should never claim i I for goods nlore advantages than they w< *'^':wS^^^^KBBSBk-- vi$Jl 1 % ~' " ^wRWE^MV: ^W$S on '&& : - '""" Hall I ., I Mil . rO; . ; ,; _?i^* ly possess. An article must fia-ra -real merit?and its proprietor fight, every minute, \o keep tha * high. Success must not lure lto letting up, one atom, on high r. If he does, in the course of le will lose. Some people get to g money fast. Then they think .-an lower the quality (and, inclly. the cost of production), and more. I have made more bemy goods are worth more. Is a strange fact that fully twoof the shoes Bold throughout the week are sold on Saturday, her because that Is pay day or y because It Is a favorite shopday I don't know, but the fact ns, and we regulate our adveraccordingly; making It heaviest d the latter part of the week, urse, with a maga7lne (published once a month) this would be lmcable. e Douglas shoe is sold all 'over the d States and also has a large sale nada and Mexico, besides having >d more or less of a European deI employ 4,000 persons in making idling my shoes, and I own and to seventy retail shoe stores in the titles. The vast area covered by ealers renders It all the more necr y for me to use local newspapers one end of the land to the other Ivertlse my shoe3. and made It the i needful for me to study out carejust what would be the best met through which I might reach the le at large." 8 ncernlng those 4,0u0 employees 8 n Mr. Douglas ? > casually men- 8 :d. an entire article of more than 8 non Interest might be written. r form a sort of Utopian community B reof he Is the head. At his expense 8 >f them are provided with medical 8 In illness, and they are In other B s made to feel his personal Interest B lent. P e labor question assumes none of u harsher features in the Douglaa E t. By special agreement between W proprietor and his workmen, all J# ?renccs, so far as possible, are mu- S ly adjusted. Those which cannot K thus disposed of will by common k sent be submitted 8 y a etc is ion to Lulji i. . : JU tic. r. , .vn a vi, t Vi.-t ftr- >r t eu. B nee the beginning of his first cam- B ;n of newspaper advertising, in 1883, 5 Douglas has gradually but steadily E >me known to nearly every one In eri a. The face that looks out front diamond-shaped frame In his ad- g dsements is familiar to all. Tet the I ! that accompanies this article gives Lj ar more accurate idea of ihe Wll- | \ L.. Douglas of to-d.iy. The char- ? ;r reader may peruse there the rea- E s why a lowly start in life had no fc rer to check this man's rise. H y judicious newspaper advertising I iglas quickly "outgrew" factory J ir factory until, hi 1S92. he erected K huge works now in use at Montello, t out of Boston. j? His Payroll Grew. ? t tere his payroll grew until It num- 5 ed Its present 4.000 names. Here, J i, gTew the facilities for turning out ? >es In unparalleled numbers-^about .* 00 pairs a day being the capacity ,, v. In the jobbing house alone a half iv lion pairs of shoes are carried at all fe es In stock. B lie factory?or factories, for there I two of them practically joined unone series of roofs?cover as much ^ ,ce as the walls of an ancient city, 1 are arranged In rectilinear lines, ' h wide-reaching wings, like eufilad; earthworks. 'he man who employed newspaper adrtising as the magle wand to raise s mighty structure from the earth 'J. II works as hard, in his own way, as % I the seven-year-old carrier of wood ? d pegger Of shoes. Outside niftce urs ho is of simple, domestic tastes, ^ one "rich man's amusement" taking I form of frequent cruises on his big ? am yacht, the Machigonne. If lo has found time, too, as ail New v? gland knows, to make a decided iinvasion in the field of politics. A inch Democrat, lie has served in 24 tit houses of the State Legislature, imed the arbitration and weekly pay- r. rnt laws, was Mayor of Brockton in 0, and lias four times been chosen delegate to the national conventions. His victorious campaign for the Govnorship of Massachusetts was such as awaken national interest. Throughit his term of Governor he conducted s great personal business interests oa ell as those of the State in such a ly that neither suffered from inatten- ?' >n. IBs wide use of newspaper ad- ? irtising during the Gubernatorial con- $ st was one of the most striking feat- \it cs of the campaign and contributed In ' light measure to his triumph. I Why a man like Douglas, having ado such g.ant strides in the world of isinoss, should have sought the Govnorshlp was a puzzle to many. And * >t a few wondered that he was not g tlstied with the success he had al- ? ady won. S But the man who is satisfied with sue- j? !SS would In- with f*ltnr?, B I rto not think William K Douglaa uuia U.- oaiuuioU witt> eiLher. j Hi