Show THE PENDULUM SWINGS Slowly but surely the advertising mh pendulum is swinging swing ing back away awny from television and radio to newspapers l. This is normal It was was' to be bo expected Cost is too high for results are arc too sketchy for radio Newspaper New advertising has been proven the most highly productive for tor both national advertisers an and local merchants Buick Duick sales slumped nationally when they stopped newspaper advertising Now Buick i is coming back Sumo Same With I Mercury We feel teel badly when we commit a typographical error But ut not as badly as the young man on a Salt Lake station the other evening plugging a l sale of mens men's wear called IIo-called ne it a II fine line fUMI furniture lure sale Badly flustered he went on to price a n shirt item at Wonder if hes he's still with us Newspapers pull some sonic boos boo-boos occasionally too but once in a while the fault is the merchants For instance A friend went to a big store in Salt Lake City to look at at economy carpeting lor for a childs child's room The Tle price well we'll say nY was He decided to wait f fort for on 1 Christmas after sales Sure enough there was a newspaper a ad listing carpeting at fi i What Whitt they showed him for he said was so cheap and shoddy he lie wouldn't put it in a n hen henhouse lIe Ire insisted O oh on l seeing Sc ing the carpeting It was still He lie blew his top top and and the salesman didn't have an answer This This man probably lost some ome some faith in newspaper ad All An we can say is that this sort of advertising is the exception rather than the rule rule rulo rand well we'll venture a guess s. s that if he bothered to present his case to the head of the tto advertising department of the newspaper he lie would g t p his carpeting for I I You yin can depend upon the reputability of newspaper ads ada times out of 1000 Arid And you can d depend upon the reputability of merchants merchants' who advertise too in in the the same 1 T 1 I t 1 |