Show J 0 penny company geta services af new advertising Adver tiding Mazli perer 0 john A fitz randolph nationally rationally ann and advertis advert ls inv authority has just been appointed advertising manager for the J 0 penny co according to word received here today by ray duke manager of the local J C penny company store mr air randolph declare declares that acal newspapers are to be used ex extensively mr I 1 hta its Ra rdolph who la is a graduate of columbia college new york and who bo Is also a graduate ot of the gordh n university sit law school of new york has bu ben act actively lely identified with large organizations tn in the of a pric exec executive uthe store since 1918 1916 comes to J a penney co direct from the office of general manager of the Niell ville sice slim corp operators pera tors of the john M ward rival and thorn thom acan shoe store stores in thib this capacity he directed all geri general eral op antons including personnel advertising dist I 1 im ion merchandising and costs in his capacity is as advertising manager for the J C penny co mr air fitz randolph will by be in direct control of of f the largest newspaper advertising campaign 1 put out in the department store field by any one organization the present campaign lizes more than 2000 local newn newspaper papers in more than 1400 cities and rind towns covering every state in the union in A communication sent to the local J C penny co manager mr air fitz randolph says As a retail dry foods goods store institution organized to bring the style and quality products of the leading murchant nur chant ncr ng centers to more than 1400 cities and tawni the J C penny co la is fully mindful of its obligation as a local store institute on in every emery town that it serves the local ness newspaper paper Is the strongest local force in the de development elop of the community and in th the activities of community ife throughout its entire history the J C penny co has been a supporter of the local newspapers and our present plans include tho the expansion of c our expenditures for newspaper paPer advertising in an store location locations modern merchandising espari ally in the dry foods goods field requires the ability to reach a nalon nallon wi u e margot on extremely short notice important style tako take place women everywhere we are tam liar with what shot is taking place li in tip tie eile cen tm of the world large 1 y through their local paper papers s ith t their her etyle style res ress and the successful local merchant must be able to tell the story of his merchandise simultaneously with new ness the flexibility of control 0 new news piper space the fact lila the news piper Is a local servant lc I 1 needs reeds and the tact fact that en every ery home in the country now hd has its tally paper or weekly paper are factors in modem merchandising which cannot be discounted |