The watchman and southron. (Sumter, S.C.) 1881-1930, June 16, 1917, Image 2
An Announcement
We are preparing to take care of your Wheat*
either by milling into FLAVO FLOUR 'Nature
Flavored", or by buying the Wheat outright. Our
Mill will be ready for work just as soon as your
Wheat is in good milling condition.
FLAVO FLOUR once used, nothing else really
satisfies. Bring your Wheat to us and get the best
flour that can be had.
SUMTER ROLLER MILLS
SUMTER, S. C.
Manufacturers of FLAVO FLOUR-"Nature Flavored"
000168 II HE FMKI
ImiVRVV mi 1 Ulli " WWII I ?
HOW M?>-WESTERN METROPOL
IS MADE RECORD IN* SECUR?
ING RED CROSS MEM?
BERSHIPS.
William H. lUiikin of Chicago Ad
vcrtif<ing Agency Mis Story of
Big Advertising Campaign Which
Proved it* Effectiveness and Set
Preoetlent for Nation.
?I?
The attention of the entire country
is being centered on Chicago. 111., as
the- greatest Red Cross City in the
world. b Advertising did it, and Chi?
cago citizens are as proud as a pea?
cock of the feat they have accom?
plished through persistent use of pub?
licity, as the quickest means of se?
curing new members at the rate of
hundreds per day. The story of how
Chicago put itself on the map as the
premier city for Retf Cross honor*
makes interesting reading not only for
those interested in the work itself but
also for everyone in any way Interest?
ed in the power of advertising?"the
modern Aladdin."
Mr. RankJn's Story.
William H. Rankin, president of the
William H. Rankin Co.. Chicago ad?
vertising agents, tells the story of
Chicago's campaign as follows:
'The value of advertising space to
the government has had a real test IB
Chicago. 36 full pages of newspaper
?pace were used to help secure Red
Cross memberships. The goal?15'),.
000 members in thirty days. The re?
sult?through advertising, over 300.
000 members, and the returns not ye',
all In.
"Chicago was the first city in thi>
country to have 17,000 members of
the Red Cross. The initial try-out
campaign to set the pace for other
large cities was conducted Just on<
year ago. It was a big success.
"Other cities patterned their cam
palgns after Chicago's initial try-out
?nd the results were gratifying.
President Wilson, who Is also presi
dent bf the Red Cross, decided that
instead of 300,000 the Red Cross
should have a million members. Chi?
cago was again selected as a test t<
set the pace for the rest of th<
country.
"Backed by the Association of Com?
merce, a Citizens Committee of ISfi
members, the Women's Club, the Ad?
vertising Club of Chicago, the Western
Advertising Agencies Association, the
Clergymen of Chicago, the executive
committee of the Chicago Chapter of
the Ked Cross, Messrs. Jamea Sicap
son of Marshall Field & Co., A. A.
Sprague II, Marquis Eaton, chairman
of the Chicago Chapter of the Red
Cross, and ably assisted in the handl?
ing of the campaign by Walter I).
Moody, canipa*?n manager and Chas.
H. Wacker, chairman of the Citizens*
Committee?used thirty-five full pages
in the Chicago newspapers?the re?
sult was 81.000 In nine days. 150,000
in two weeks, 200,000 in 21 days and
over 300,000 members (more than
the rest of the United States, Janu?
ary 1st) for the Chicago Chapter of
the Red Cross.
"All the country is now looking up?
on Chicago as the world's greatest
Red Cross city?Here's how It was
done:
How it Was Done.
"I was honored by being chosen gen?
eral chairman of the Red Cioss mem?
bership campaign to secure 150,000?
Chicago's quota of a million Ked Croan
members for the United Stales of
America.
"After a conference with the West?
ern Advertising Agencies Association,
representing the advertisers of the
Central West, it was decided that
there was no uso trying to dig R ca?
nal with a spade. Ample evidence
was presented to show there was a
j real need for Red Cross workers, and
from long experience the agents knew
that only positive way to fill that need
quickly was through the use of un?
usual, dominating page advertise?
ments, leaching the class of people
desired as members of the Red Cross.
"The problem was to secure 150,
000 members for Chicago In thirty ;
days. At that time. Groat Britain
had 1.000,000 members, France, 1,
250.000. Germany, 1,600,000, Japan
2.000,000?and this country, as al?
ready stated, only 300,000.
"Chicago had 17,000, St. Loin,
bad 15,000; Cleveland. 60,000; Pitts?
burgh. 60,000; Boston 60,000, and
New York 115,000.
"it looked a long way from 17,006 to
150.000 in thirty days.
"H. J. Hill, membership director of
tbe Red Cross from Washington, sub?
mitted all the plans that had worked
successfully in other cities. Person
;il work, backed by circular letters
i
w is the best plan, from past reports.
"What about advertising? Mr. Hill
was asked."
"Yes, we've used posters, car cards,
window Aisplays, and we've tried i
few advertisements in tbe newspsp* r
In Boston and New York but it did
not bring results.
What would thirty-live full pages
in the Chicago newspapers do?
"Mr. Hill stated the Red Cross could;
r ot afford any such campaign?1
wish the Red Cross could afford it.
hut that would cost $25,000, and we
cannot spend the Red Cross money
for that amount of advertising.
"A plan, which is now called the
Chicago Plan was then submitted to
Mr. Hill by the Western Advertising
Agency, in which they agreed to have
the business men of Chicago pay for
this advertising for the Red Cross.
"Mr. Hill was enthusiastic?but will
they do that?
Tue "I Win*1 Spirit.
"He was told that the I Will' spirit
of Chicago would get behind this
campaign and the Western Advertising
Agency would handle the copy with?
out cost, and with the co-operation of
Chicago's great newspaper represen?
tatives they would sell thirty-tive full
pages In Chicago newspapers to Chi?
cago advertisers. This they did.
"The copy and layouts were so ar?
ranged that the great business houses
at Chtcaffo'aml the four larKewt Itank
< s lent their names not only to en?
dorse the Re<l Cross hut to urge every
ii an. woman, and child in Chicago to
jolfl the Red Cross.
"The effect was like magic.
"Hig business houses, railroads,
c til s, suburban cities, vied with each
Other in offering their support to sc
cure mem ben for the Red Cross.
"At the first meeting of the Citi?
zens' (Committee of 826 leading men
and women of Chicago, over 166,000
n embers were actually pledged. The
goal had to be changed from 150,000
t< 2T.0.000 over night.
"Seventeen full pages In the news?
papers wore used the first ten days
of the campaign, and over 100.000
members were signed during that
time. At the end of three weeks over
100,000 members were secured, ami
i t thirty 'lays after the campaign
started, 800,000 members were enroll*
ed for the Red Cross.
"Because <>r the fact that the $2.00
membership was featured In tho news
paper coupons, and the $1.00/mem?
bership printed after the $5, $1". $2!
and $10(i memberships, a larger per
rentage of $2 to 100 membership
w ic secured In this campaign than in
any Other. The direct returns by
mall?coupons signed brought In
more than enough money to pay foi
the advertising.
"Receipts from all sources ranker
from $1,606 for May to over $S0,00C
or May 23rd, which as the peak o
the campaign. The average received
fi >m each member was $1.66, whirl
is far above the ave: ige of inv othei
campaign,
Kenllworth, in., n suburb of Chi
oago with less tha/i 300 homes, g?ve
the lied Cross C05 members and over
$1,100 in cash. Evanston secured 6,
700 members, Oak Park 5,000, etc.
President Wilson'? Message.
"President Wilson sent a message
to the Campaign committee as follows:
"Chairman Citizens' Red Cross Com?
mittee. Chicago. 111.
"Chicago s proposal to enroll one
hundred fifty thousand members In
the American Red Cross is a splendid
' vidence of patr iotism in the misfor?
tune of war. Men who are willing to
give their lives for the defense of their
country deserve to find the people they
protect prepared to care for the sick
and wounded. A large, well organized
and etllcient Red Cross is essential for
such a result. Therefore, it is both
a patriotic and humane service that
is rendered by every citizen of this
country who becomes a member of
the American Red Cross. 1 am deep?
ly gratified by the recognition this
fact la receiving everywk*TO, and \vi*m
yon and your associates every success
in mobilising Chicago's patriotic im?
pulses for effective service to the na?
tion. ? Woodrow Wilson."
MOoV. Frank <>. Louden supported
the campaign in every possible way
tand sent a message to the people of
Chicago congratulating them.
"The organiaztion work back of '
this campaign was superb, and at a 1
11
recent meeting of the Citizens' Com- i
mittee. Rev. M. A. Adam:; stated that ,
the newspaper campaign conducted 1
for the Red Cross by the Western Ad- I
vertising Arrents* Association and paid (
for by the leading business men would {{
%0 down in history as one of Chi- !
cago's greatest ac hievements. j<
"The cost per member signed (even <
had the Rod Cross been called upon \
to pay for the advertising) was j
much le.-s than in any other cam- i
i limi of any size heretofore conducted
?.villi or without advertising: In fact, '
<
less than one-half the cost per mem- <
ber of a campaign for 1 25,000 con- ,
lUCted by one Of our large cities with (
u? a small advertising appropriation. ?
"Nothing succeeds like newspaper (
advertising Is more nearly true today '
than at any time in history. i
"We actually spent less than $15,- ,
100 and the Red Cross could well have j
ifforded to spend $25,000 themselves 1
to secure the results obtained. The
ampolgn in New York cost 20c per ,
member/'
,, - ?:
Big Revenue Producer.
In proportion fn jfs 8jZP( Monaco
nrajjufp* n richer royal revenue tlmn
ny oiin r country. <
WIDOWS MITE SAVED.
Woman's Plea Touches Heart of
Would-be Highwayman.
Maiinette, Wis., June 15.?Plead?
ing that she was a widow and had no
money. Mrs. Peter Nelson touched
the heart of a would-be highwayman
while she stared into the muzzle of
a revolver in the street here one
r'?cht recently, according to the story
told in Municipal Court the next
morning when Joseph Martiney,
twenty-one years old, of Sheboygan,
Wis., was arraigned, charged with in
tent to commit robbery with a dan?
gerous weapon.
"Throw up your hands and come
clean," was the demand which sud?
denly greeted Mrs. Nelson she said.
Badly frightened she complied with
the request, at the same time plead?
ing with her assailant. Instead of
searching her, however, the gunman
dug into his own pocket and produc?
ed a 5 cent piece which he gave to
her, saying: "Get yourself a loaf of
bread."
Martiney pleaded guilty and was
bound over for trial in Circuit Court.
THE UNIVERSAL CAR
To Ford Owners:
The Ford Motor Company, of Dstroit, appointed ut authorized
agents for Ford cars In this territory, to properly represent Ford
interests, to give service to Ford owners. The Company in re?
turn demands that we equip and maintain an adequate service
station, employing competent Ford mechar des. using only genuin??
Ford-made materials and charging: regular Ford prices.
This is the service we are giving to Fc rd owners. Materie1?
workmanship?prices, the standard of each guaranteed. When
your Ford car needs attention, bring it to us. and get the bene?
fit of expert Ford mechanics. We give you the assurance of gen?
uine Ford service, with genuine Ford-niadc parts.
Ford cars Runabout $345; Touring Car I3eu; Coupelet $:.<?:,;
Town Car $0!?.'.; Sedan $0 15. all I. o. b. Dotroit.
SHAW
Phone 553.
SUM TER. S. C.