America Through the Spectacles of an Oriental Diplomat [21]
in the daily, weekly, and monthly papers, and also have big posters in the streets. I do not believe any up-to-date merchant in America fails to do this. Every book and magazine contains many advertisements; sometimes fully half of a big magazine is covered with notices or pictures of articles for sale. Wherever you go the inevitable poster confronts you; and even when you look out of the window of the train you see large sign-boards announcing some article of trade. The newer the brand the bigger the picture. If when you get into a street-car you look around you will see nothing but advertisements of all kinds and sorts, and if you answer an advertisement you will keep on receiving notices of the matter about which you inquired. Even now I receive letters urging me to buy something or other about which I sent a letter of inquiry when I was in America. At night, if you stroll round the town you will be amazed by the ingenious and clever signs which the alert minds of the trades people have invented, such as revolving electric lights forming the name of the advertiser with different colors, or a figure or shape of some sort illustrating his wares. But even this is not thought sufficient. Circulars are often sent to everyone, making special offers, setting forth forceful reasons why the commodity advertised is indispensable. Certain stores make it a point to announce cheap sales once or twice a year, with from 10 to 25 per cent. reduction. It should be noted that no tradesman voluntarily sells his goods at a loss, so that if during a sale he can give as much as 25 per cent. discount we can easily calculate the percentage of profit he generally makes. There are cases where men who started as petty dealers have, after a few years, become millionaires.
To show the importance of advertising I cite the well-known sanitary drink which is a substitute for tea and coffee, and which by extensive advertising in almost every paper published in every country has now become a favorite beverage. The proprietor is now a multi-millionaire and I am told that he spends more than a million dollars a year in advertising.
Another thing inseparable from American business is the telephone. A telephone is a part of every well-appointed house, every partner's desk is provided with a telephone, through which he talks to his clients and transacts business with them. In all official departments in Washington scores of telephones are provided; even the secretary of the department and the chief of the bureau give orders by telephone. It goes without saying that this means of communication is also found in the home of almost every well-to-do family. The invention of a telephone is a great blessing to mankind; it enables friends to talk to each other at a distance without the trouble of calling.* Sweethearts can exchange their sweet nothings, and even proposals of marriage have been made and accepted through the telephone. However, one is subjected to frequent annoyances from wrong connections at the Central Office, and sometimes grave errors are made. Once, through a serious blunder, or a mischievous joke, I lost a dinner in my Legation in Washington. My valet received a telephone message from a lady friend inviting me to dine at her house. I gladly accepted the invitation, and at the appointed time drove to her home, only to find that there was no dinner-party on, and that I should have to go hungry.
-- * "To call" in the sense of "to visit". -- A. R. L., 1996. --
With some trades, in order to create a new market, commercial travellers or "drummers" give their goods away for nothing. Experience has proved that what they lose at the start they recover in the course of time, receiving in addition triple or tenfold more business than the cost of the original outlay. These commercial agents travel through all sections of the country to solicit business; they call upon those who can give them orders; they look up those who are engaged in similar businesses to their own, and, if they are retailers, they invite their orders, or ask them
To show the importance of advertising I cite the well-known sanitary drink which is a substitute for tea and coffee, and which by extensive advertising in almost every paper published in every country has now become a favorite beverage. The proprietor is now a multi-millionaire and I am told that he spends more than a million dollars a year in advertising.
Another thing inseparable from American business is the telephone. A telephone is a part of every well-appointed house, every partner's desk is provided with a telephone, through which he talks to his clients and transacts business with them. In all official departments in Washington scores of telephones are provided; even the secretary of the department and the chief of the bureau give orders by telephone. It goes without saying that this means of communication is also found in the home of almost every well-to-do family. The invention of a telephone is a great blessing to mankind; it enables friends to talk to each other at a distance without the trouble of calling.* Sweethearts can exchange their sweet nothings, and even proposals of marriage have been made and accepted through the telephone. However, one is subjected to frequent annoyances from wrong connections at the Central Office, and sometimes grave errors are made. Once, through a serious blunder, or a mischievous joke, I lost a dinner in my Legation in Washington. My valet received a telephone message from a lady friend inviting me to dine at her house. I gladly accepted the invitation, and at the appointed time drove to her home, only to find that there was no dinner-party on, and that I should have to go hungry.
-- * "To call" in the sense of "to visit". -- A. R. L., 1996. --
With some trades, in order to create a new market, commercial travellers or "drummers" give their goods away for nothing. Experience has proved that what they lose at the start they recover in the course of time, receiving in addition triple or tenfold more business than the cost of the original outlay. These commercial agents travel through all sections of the country to solicit business; they call upon those who can give them orders; they look up those who are engaged in similar businesses to their own, and, if they are retailers, they invite their orders, or ask them