Claude News (Claude, Tex.), Vol. 69, No. 6, Ed. 1 Thursday, October 2, 1958 Page: 14 of 16
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OLAUBB, AMUantOMQ OQtJNTY, IEXAS, 'THURSDAY, OCT. 2, 1958.
THE CLAUDE MKV
THE FANTASTIC STORY of
(Also Sometimes Drvgoods Selling)
If the shipping department of a factory had not made an error, the
world would never have known of Musa-shiya the Shirtmaker and the most
astounding advertising campaign in history would never have been
Following World War I an English textile factory was getting back on
a peacetime basis. In error it sent a full five year backorder of shirting
material to Musa-shiya, a Japanese shirtmaker who operated a small
shop in Honolulu. Business was poor and Musa-shiya was near bankruptcy,
when the customs office informed hi™ that certain bales of cloth and a
fat bill for duties awaited his pleasure at the port of Honolulu.
When the little shirtmaker realized what had descended upon him, he
asked for time and went into the silence for purpose of mental refresh-
ment. Remembering a friend in a big mercantile establishment, he hied
himself there and sought counsel. How in the name of the horned
prophet of evil was he ever to get rid of all that English shirting? And
in the meantime where was he to put it? His little bo* of a shop
Wouldn't hold one bale.
"You'll have to advertise," advised his friend. "Leave it to me. I'll
have our advertising agents help you out."
This merely compounded the little Japanese shirtmaker's troubles.
Advertising to hi<m was an uncharted sea. The advertising agent celled
on Musa-shiya and suggested $300 as a modest starter. "Too-o-o much.
Maybe I think thirty dollar plenty," said the shirtmaker. He was told that
wouldn't even get him in print. The agent explained the costs of various
advertisements and finally Musa shiya agreed to try the plan and what
was destined to be the most astounding and far reaching campaign in the
history of dv*-ti*ing was launched.
Two column by five inch ads then staffed appearing regularly in the
Saturday Honolulu Star-Bulletin. The ads were written just the way Musa-.
shiya talked—in colorful pidgen English which is used throughout the
Orient. Here is an example of one of Musa-shiya's ads: '
"Well here come storek again — but Musa-shiya, the- shirtmaker, is
able prepare. Wonderful accumulation of baby things in dry goods sell-
ing corner of Musa shop. Everything for the baby — especially diaper.
Exclusive of storek, which find most easily, many persons not finding little
shop of Musa-shiya the shirtmaker in King Street, Makai side, between
fish mailfct and river."
Tourists started sending copies of Musa i,. s ads to their friends in
many countries. Soon Musa-shiya was receiving orders from all over the
world as well as doing a thriving business in Hawaii.
And that is the story of how a well planned, small advertising cam-
paign made an unknown Japanese shirtmaker not only wealthy but world
Your local newspaper doesn't promise to duplicate this story for. its
advertisers, but it does take your, sales message into the homes of your
customers where full and careful consideration is given your suggestions.
Who knows, perhaps you too can be a Musa-shiya.
Here’s what’s next.
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Waggoner, William J. B. & Waggoner, Cecil O. Claude News (Claude, Tex.), Vol. 69, No. 6, Ed. 1 Thursday, October 2, 1958, newspaper, October 2, 1958; Claude, Texas. (texashistory.unt.edu/ark:/67531/metapth355965/m1/14/: accessed October 20, 2017), University of North Texas Libraries, The Portal to Texas History, texashistory.unt.edu; crediting Richard S. and Leah Morris Memorial Library.