IN my noy some time N severing my connection with

ago, the man who occupied the Main Seat in the Shop wished me luck and added:

"It's just your temperament that stands between you and me.

Then followed a friendly dissertation as to why my resignation had been promptly accepted. Perhaps, for the first time in my life, I had a clear presentation of myself "as ithers see us." Summed up, I was "too touchy" -resented suggestions from the non-writing members of the concern and, emphatically, "was too sure that my presentations of a proposition were right."

Since the above incident I have shadowed my own actions, as it were, and now come forward to explain things from the copy writers' viewpoint so that we who create may be better understood. Mr. Campbell, in a recent issue, only stated a few observations without giving any reasons why.

Personally, I don't believe in the word "temperament." The first two syllables cover the situation, for the most temperamental copy writer certainly lacked temperament when he first sat down at a copy desk. Alleged temperament, like a mustache, has to be cultivated. Bump your shins and you'll get a bruise. Bump the bruise regularly and it will soon develop into a sore. Then roughly handle the sore with regularity and it will stay sore. What copy writer will say that he doesn't get regularly bumped and bruised in a mental sense?

I could have slapped Brother Campbell on the back for joy when he mentioned (and who knows but that he was stating his own experience) the fact that copy writers resent having what

they write passed on by men "who don't know a thing about advertising." Your real copy writer believes Omar to the letter in his "moving finger having writ." He does not, in his period of incubation, resent corrections. It is only after years of experience-years of learning how and knowing why that your copy writer gets finely drawn.

It is the environment that works the mischief in all cases, including copy writing. Paderewski would be without temperament if his locks were trimmed off and he was put to husking corn. Men who have been copy writers and advanced to managerial reins usually have no sympathy for the creative men.

SCANT APPRECIATION OF COPY

WRITERS' EFFORT

Take the case of the copy writer who has had five or ten years experience. If he is worthy of the title and a close student (what writers are not?) then it is safe to assume that he understands human nature inside and out, knows the whims of the consumer's mind, high and low-psychology is his middle name-effective layout and type display at his finger tips. Does your average business man study the literature of his trade as does the copy writer his? Every copy writer has his own library of trade. He is a whale for reading advertising articles, reviews and subjects dealing with his art. Watch him open a magazine and see whether he seeks his favorite author or looks through the advertising matter first. He is, first, last and all time ever-absorbing-a pedagogue of publicity. Along comes manufacturer of What-Nots and decides to increase his busi

a

ness

He through advertising. goes to an agency-men who make it a business to make advertising pay. Eventually the "dope" is laid before the copy writer for treatment. He may be several days working out the copy idea and layout. He draws on his experience, on his knowledge of human nature, brass-tack marketing facts, distribution problems and so on ad lib. Then the

copy is ready and Mr. Manufacturer, often as not, metaphorically kicks the copy man on the shins and keeps on kicking the sore spot. The manufacturer can go to a lawyer for an opinion. He may not like the opinion, but has to accept it. Virtually, he goes to the agency for an opinion and gets it through the copy writer. Because the copy writer has no book of precedents to convince the manufacturer with, he, the manufacturer, thinks he sees the copy man's weakness and proceeds to execute a policy of frightfulness on the copy and plans. Multiply this offense again and again, year in and year out, and you have the answer as to who puts the "temper" in the copy writer's temperament.

The copy writer eventually wraps himself up in a combative mantle. While working out his copy ideas, he is usually lost to other mundane matters. He is nursing his brain child. Under skilful treatment he sees it blossom and then what-the solicitor who handles the account sees something he wants altered (this from a non-writer), perhaps somebody else in the organization with the authority gets a notion about exercising his prerogative. Finally the advertiser or his manager or several have a slash at the copy. Of course, no man is infallible, and this includes copy writers. Yet ninety-nine times out of one hundred he is right. Picture then for yourself the convulsions the copyman experiences about every so often. He has the knack of expression-knows how to make the text penetrate the epidermis of the consumer, his layout is attractive and calculated to

best attract attention. His finished piece of copy is a source of joy to him, at least, until Tom, Dick and Harry have destroyed the idea, often the sense and sometimes the layout with a blue pencil barrage.

Of course, under such circumstances, the copy writer has to chew the cud, for it is lese majeste-an unwritten law in every agency-to wander from the "diplomatic stuff" and come_out straight from the shoulder. Copy writers are not lacking in spine or they would accept the situation philosophically. It amounts to more than spine-it is a matter of conscience, the desire to give the best founded on what has proved to be the best. When successful precedent is drawn on, clothed to fit the proposition, then it should be accepted wholecloth, just as though it was an opinion from a legal instead of an advertising counselor.

CAN'T BE A SPOKE IN A WHEEL

As for hating the work, I think Mr. Campbell meant that the average copy writer merely "strafes" those who justly invoke his wrath. Every worth-while copy writer loves his work because he is creating, he is exercising both his imagination, which must have exercise, and his knowledge. Advertising today should be classed in Bold Face as one of the Arts. About the only kicks I have ever heard seriously uttered from copy writers is the fact that they have made fortunes for others "and still eating in a beanery." Business to-day is full of instances where the bright thoughts of advertising writers have turned basement outfits into national businesses. Where copy writers have fathered these business-building ideas they count it in as a day's work, rejoicing in their achievement, and sometimes taking five or ten per week additional salary. This is not always the case, owing to the solicitor taking the credit.

Mr. Campbell briefly mentions one of the sources of irritation that rubs the copy writer's fur