Word: testimoniale
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Persons whose ears are attuned to advertising events last week heard a shrill, tinkling sound as a large advertising glass house was struck by a swiftly moving missile. The glass house was the elaborate structure of testimonial advertising currently so conspicuous. The missile was an attack on testimonial advertising launched...
Three-fold was Editor Kendall s attack on testimonials. First he got an article from Earnest Elmo Calkins, famed literary critic and exponent of advertising.* Under the title: "Lucky Strikes Save Florida's Crew," Mr. Calkins deplored the fact that Hero George Fried had hardly docked before he was...
Next came an article by Paul M. Hollister, a vice president at Batten, Barton, Durstine & Osborn. Mr. Hollister asked a hypothetical question. What, said he, would happen if publishers, who have already freed their pages from patent medicine advertising, should now refuse to accept any testimonial advertisement that was not...
Finally, Editor Kendall put Advertising & Selling back of the anti-testimonial movement with an editorial cheering for the Hollister suggestion that high grade publishers should ban the bought testimonial.
When the fire swept the Steel Car plant, twisting the rails of its three parallel tracks, gutting the beautiful "City of St. Joseph," melting its window panes to puddles but leaving its huge cylindrical body an eloquent testimonial to the man who first tried with all his might to realize...