A NOVEL ADVERTISING TRICK.

Waipawa Mail, Volume I, Issue 5, 28 September 1878, Page 3

A NOVEL ADVERTISING TRICK.

Some years ago we obtained from Mr. John N. Genin a sketch of his success in advertising. He would have as soon believed that men could live without w’ater, that a bird could fly without wings, as a hatter could live without properly placing liis business properly before the public. With him, advertising was a science, and lie carried it on upon scientific principles. When John N. Genin put his name in the papers, or his goods in the market, people read it. Sometimes the intelligence to he given to the world was done up in a poetical effusion—at other times in plain prose; but the principal feature of the advertisement was—John N. Genin. It is the same principle that has been so successfully carried out by Barnum and other men who have made colossal fortunes. “ Come and sec me, and then I’ll show you my goods.” “ There is the whole thing in a nutshell.” Mr Genin said this was just the argument he used when Barnum brought Jenny Lind to this country. The first choice of seats in the house was sold at public auction. Genin ran to see Barnum, and said, “ Barnum, I want the first seat sold, and I want to pay a good price for it. How shall I manage?” Send down a couple of your clerks with instructions to to bid against each other,” was the reply. Hastening back to bis store, be called bis confidential clerk to one side, and said, “ llow much do you think the first choice of seats to the Jennv Lind concert will sell for?” “About lOdnl. or 15 dol.” was the reply. “Well, I want you to attend the sale with another clerk, and bid until it lias run up between 2ti(>dul. and 800.1ol.” The programme was earned out, and the tit kid was knocked down to the clerk at 225d01. “What name?” inquired the auctioneer. “John N. Genin” was the answer. Meanwhile the exuberaant crowd seized the suppositions Genin, and, lifting him upon their shoulders, bore him in triumph to Gcnin’s store. The news proceeded the crowd, however, and before they had reached the store it was filled by a shouting excited mass of congratulating friends. Genin was the hero of tiic hour. The telegraph flashed the news over the countrv that “ the first choice of seats to the Jenny Lind concert had been sold to John N/Genin for the sum of 2,500 dol,” (a mistake of a figure), and the deed was done. Mr Genin an arrangement with the news editor of one of the morning dailies to clip out and hand to him every article he could find in his exchanges in relation to the matter. These he carefully preserved, making a calculation at the regular rates of advertising per line, until it had reached the enormous amount of 80,000d01., when ho ceased longer to keep an account, quietly remarking to some of the doubting Thomases who had questioned the wisdom of the investment, “See there! I have already in my possession 80,000dol. worth of advertising, for which I only paid 225d0h, and 1 don’t know how much remains to come in.” Up to the time of his death he continued to receive letters from different quarters of the world, asking him to decide bi ts that had been made as to the amount paid for that ticket, The original ticket is in the possession of his son, and he shows it with a commendable degree of pride.—New York Clothier and