USING THE “WANTED” COLUMN.

Gisborne Times, Volume XXXIII, Issue 3705, 14 December 1912, Page 10

USING THE “WANTED” COLUMN.

A writer in “Collier’s A\ r eekly” thinks that the advertising public, andindeed the public generally, have failed to realise the potentialities of what in America they call “classified advertising,” and which in Britain and New Zealand is referred to simply as “the ‘wanted’ column.” He proceeds to give a few examples of the uses to which this humble method, of advertising has been put in the small but hustling towns of the Western States. In a Seattle newspaper, the following appeared recently: “AYanted —A man to thrash a wife-beater. Ten dollars reward ; easy work. Mrs R. B. G. , Avenue.” There were eight applicants for the job, and Airs G., with a woman’s love of a bargain, selected “a husky voutli who said it would be a pleasure “to do tlio work for five dollars.” However, lie carried out Ins task with such ability and distinction that he received the full ten dollars. Another pioneer in the art of using the “wanted” column was the Re/. Alan-in Al. Culpepper, pastor of the First Methodist Church at Junction City, Kansas, who opened a vigorous municipal campaign with the following: “AYanted—A few city officers who can see at night; also one Alayor "with unimpaired olfactory nerves, a lot of citizens to go after the boot-leggers, and mothers for the young girls who walk the streets at night with young men of doubtful character.” Then m another Western town is a gentleman in the moving-van trade, who bursts into poetry. One of his finest efforts may be quoted :

“I like a wife who’s never cross, I like the blooming roses ; I like to have a going boss AA’ho, when he goes, he goeses.

I like a man of real merit, One who but seldom boozes; I like a mover like L. Leri tz, AYlio, when he moves, lie moveses.’j

Even the gentleman who desires to protest against the pilfering of his hen roost of the poisoning of his pup, voices His plaint with new vigor in these Western journals. For instance: “AYanted—The name of the low-prin-cipled dirty cowardly sneak that poisoned my baby’s white dog last night. The lower regi: ns would be a paradise for the yellow-livered. low-down wlielp, and I want to give him just- a five minutes’ sample of them before he gets home. If you want some easy money, name him.” The folk ‘‘cut West” certainly have original idea:; of advertising. '