Human nature strives to know what happens next in an uncertain world. When it comes to investing, market prophets, forecasters, and tipsters are always ready to provide it. However, the results rarely pay off in the long run. No better example exists of the risk of following their advice than Lawson’s Panic.
Thomas Lawson was born in 1857. He got his start at a banking house in Boston, at age 12, after quitting school. Not long after, he gained attention from speculating in stocks. He was given more important work at the bank and learned how to manipulate the market. He had a natural gift for it.
However, Lawson found his true calling after being charged with turning around the failing Rand, Avery publishing company. He started by publishing books that no other publisher would touch. But how would he make people aware of them?
He advertised.
Lawson saw the enormous possibilities in advertising. He demonstrated then, as he has many times since, that he could make a comfortable livelihood as an advertising expert… He organized an advertising bureau, a novelty in those days, and announced that this bureau would undertake to direct the advertising of large manufacturing concerns… This variety of advertising is very common nowadays, but it was decidely original when Lawson thought of it.
Lawson also quickly figured out how advertising could be used in his speculative efforts. Continue Reading…
