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Show . " USING NEWSPAPERS E'VSPAPERS EVSPAPERS ' . . , How to reach a large 1arge number of customers or pros pros- prospective prospecti prospective - effectively IS isa isa economically and ' customers most pecti pective a business businessmen businessmen businessmen 4 4a a problem which still sbll worries a great many solved long ago , and the answer answeris answeris answeris men . But ' it 'It was really reaUy is this 1 Punt your message in the newspapers . . Recently RecenUy a Detroit electric company which serves serves500,000 serves500000 customers in m nearly 200 cities and smaller smaner com com- corn- corn commumtles cornmunities communities - 500,000 500000 , After Afterconsidel Afterconsideiing Afterconsideung , ' munities mumtles wanted to send them a series of letters . considel consideiing mg vanous vallOUS various methods of distributing dlshbuting , these messages mes mes- messages messages - m.cluslVely mcluslVely exclusively exclusively.The exclusivelyThe . . . sages , , it was decided to use local newspapers thecompany thecompany the thecompany The first letter sent out , signed by the president of company , began as follows folIows : "We We " ' We 'We ' have a lot of things to tell you which are of In- In Interest interest in interest - might get getTour get\ get getyour terest because you aie ale are our customers . We attention by circulars delivered at your 'our our ' door , or by byrad10 byradio byradio \ : your tyour Tour rad10 radio broadcast . But we think the best way to reach reachyou reachyou reachyou you is by successive letters in the newspapers , of whichthis whichthis which whichthis this is the first . " In certain certam special cases the use o of circulars or the theradio theradio theradio radio may be fairly fmrly effective , but for definite res results resultseconomically resultseconomically ' lts ltseconomlcal1y economlcal1y economically obtained obtamed no advertising advertismg medium ever 'de- 'de de 'devisd de-visd de visd de- de devisd - - visd even yen approaches the family famI1y newspaper . |
