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Show \ \ tJ i1r ? * J : , USING NEWSPAPERSHow NEWSPAPERS NEWSPAPERSl \ /l l I- I - IHow / How to reach a large m&e me & Iiwnb number r of customers or orf orP orf , f P ' . prospective customers iriost m'Ost mOst ' economically and efI'ec- efI'ec efIec effec- effec efI'ecI effectiyely eflec-/ eflec eflecdydy ' - . ' / J t1v dydy tiyely y is a problem . which v.hich vhich still . worries v.orrtes vorrtes a great manyb manyI many I I ' buslAess bussitless b ess men But its it ' > was really solved so'ved soved ' long tong ago , and and\i and i andit 'I I ' . > t < ' ' Print Prlnt Print"your Printyour ? ' " message in the nc'WsIt newsr news- news nc'Ws- nc'Ws ncWs ' - \ . ' \ , % 4'thet 4thet "thch thch " thetiEltiswer J1S'Wer J1SWer ihSaer ' is this . our message It Itpapers r " . , papers Recently lRecently 4Ftecently < . . a DetlOlt Detroit Detiotfc ' \ electric electnc company ' which wWch serves serves/ serves serves500,000 E - f / ' 50&000 50000 5O ' ' 500,000 500000 & .OOO OOO , . customers cuMomers ' ) In 111 nearly 200 cities and smallert smallercokAmunities smaller smallercommunities 1 " communities commW1ities cokAmunities wanted to send them D . a s . series of ! lettersti letters lettersAStef t r " AStef AMet r > ) ' considering considedng va.n van various various . us methods of distributing distnbu.t1ng distnbut1ng distnbu.t1nglJ'the distnbt . ting lJ'the lJthe ti tir ? 3 { 1 ' t iese me5Sages messages , 1t it 'W'aS WaS sus ' ' decided to use local .news- .news news- news newspapers .newst . - , . ? ' 4 " ' - " 1 < ' pajpers papers rs exclusvely CAWUSYC * The Thea .me me . . . first AU & * letter icn < c sent a nt out , signed by.I'itbe byq by q t \.I'itbe .Iitbe .I'itbe Iitbe : > \ . : " ' the " prestdent resldent of the company , began as follows follows"We follows"We \"We "We We \ ' . " ' We have a Jet Yet let of oi of things to tell you which are areof arey ; of .of . interest mterest uaterest because you are our cuS1X customers > mers . , , wte we nughtt"P mighttip might nught t"P tP tip tipget " get your attention by circulars delivered at your door , f , or by radio broadcast But v . we e think the best way to toI toreach toIs 1 I 1reach : .reach reach . } you "OU OU " is by successive SUCce5S1ve letters in the nc"spapers ncspapers newspapers newspapersof " , this thJs the first firstl l ' " ' of . which v.Wch vWch is 15 In certain certam special C < causes 1.uses 1uses . the use of circulars- circulars circularsor - - or I r but for definite deflnite re- re reswts results re results - effective the radio mdio may ma > } be fairly , sults swts economically obtained no advertising advert1sing medium mediumeer mediumes mediume\er mediume er the family famJIy newspaper ne"Smper neSmper " ; e\er e er es \ er devised de\1sed de 1sed detised \ even approaches |