Show store officials know value of advertising says national althon authon authority ty slowly ay but surely the public Is becoming more wisely of what it mia ac erding to it I 1 L whitman advertising director of the J C I 1 enney company I 1 and I 1 further believe mr air whitman con finues that we aro are approaching very near the time when the conn dence building service rendering ing type ot of merchant will discontinue such practices which are branded as un ethical A newspaper la is marll a nes medium and it ing does not present an instructive and 0 instructive news message it has no place in a new newspaper paper the J C C penney company this year I 1 Is expending upwards ot of 12 2 for advertising advert liing and fully 85 per cent 0 of this gum guin goes tor for newspaper space the beet best advertising work ot of oar our organization dates from january 1 li 1916 1926 adlore thought planning and better execution Is being put into the the job and the results have been extremely e t remely gratifying our gales sales in 1926 increased created In 21 2 per cent feord january I 1 to june I 1 of this year we made a ales mates gain 1 ot of nearly 31 per cent we tell the people through our advertisements that they do not need to respond today tomorrow or any particular day to our message but that they can come at an time our merchandise and our price will be the same next week or next month aj as today the J C penney company entertains no tear fear or oe e tn in ure ot of newspaper advertising believing that its principle Is fundamentally unda mentally sound and more safeguarded as time goes on ae e can all be gurs that the american newspaper neus paper Is a vital and growing force in the retailing world |