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Bg JACK DIONNE

I am in{ebfd ,o that excellmt Wri}er of business philgopfn Bruce Barton, for this wonder l$le advertising thought.{'He used it one time\ illustrating a talk on the necesqity ff teeping eternally at lt in the business of publicity. \Ae$Wth. story of Joseph in the Old Testamept. f. Beaf it You will find recited the glories of the reign of Joseph when he -* tt#*/i Egypt" All the earth knew of his wealth, his dignity, his honors, his glories, his kingliness. From the four ends of the earth they came to admire him, and to do him homage.

He was .t^{re- biggest thing in the whole Universe. The babes in their cradles lisped of the gt""t ffi Greybeards told their children that never befae had there been so migtrty, so wondrous a King, in all Eg5pt's history. It would $^m tUat an impression had been made upon the world ttrat would not fade through ttre centuries; ttat the fame of Joseph never fade.

And r,ight in the very midst of this wondrous recitd of the greatness of Joseph and the mighty impression he made upon the world,-just as diernetrically as tte suddenness with which Niagara drops over the tremendous cliff that makes its cataractyou will find this verse:

"And Joseph died and there arose a n:w king in Egypt that knew not Joseph." Think of it. One day the greatest man in all the world. The next day, in the Book of Books, this epitaph; "-in Egypt THAT KNE\f,l NOT JOSEPH."

One day he was as the sun. The. next day, Egypt KNEW HIM NOT. Had forgotten him. He had gone down into the eternal promiscuity of the dust, and was wiped from their memories as chalk from the blackboard of life.

- And this, says Barton, is what happens to the business that fails to keep up its publicity; fails to keep itself before the minds of the public" One day it rides the crest of the wave, its slogan on every tongue, its virhrres in every mind- Tbe next day gone and forgotten, for a new King has risen in Egypq "that hew not Joseph."

And Barton tells this excellent little story in connection with this same lesson

An advertising man was trying to sell a sndl town merchant some advertising material. The merchant replied that he didn't need it, that everyone krew him, his business, and where he was located, as he had b een doing business there for twenty years. "And what building is that across the street?" asked the advertising man. "That's the Methodist Church," replied the merdrant. "FIow long has it been there?" asked the ad man. "Seventy years," said the merc.hant. "And yet," said the advertising man, "I'll bet they RING THE BELL EVERY SUNDAY."

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