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Show NEW AD MANAGER FOR PENNEY CO. John A. Fitz Randolph, nationally nation-ally known merchandising and advertising ad-vertising authority, has just been appointed advertising manager for the J. C. Penney Co., according to word received by H. C. Thomas, manager of the local J. C. Penney Pen-ney Co. store. Mr. Fitz Randolph, who Is a graduate of Columbia college, New York, and who is also a graduate of the Fordham University law school of New York, has been actively ac-tively identified with large organizations organ-izations in the capacity of a principal prin-cipal executive since 1916. He comes to the J. C. Penney Co. direct from the office of general gen-eral manager of the Melville Shoe Corporation, operators of the John M. Ward, Rival, and Thorn McAn Shoe stores. In this capacity he directed all general operations, including in-cluding personnel, advertising, distribution, dis-tribution, merchandising and costs. In his capacity as advertising manager for the J. C. Penney Co., Mr. Fitz Randolph will be in direct di-rect control of the largest newspaper news-paper advertising campaign put out in the department store field by one organization. The present campaign utilizes more than 2000 local newspapers in more than 1400 cities and towns covering every state In the union. In a communication sent to the local J. C. Penney Co. manager, Mr. Fitz Randolph says: "As a retail dry goods store institution organized to bring the style and quality products of the leading merchandising centers to more than 1400 cities and towns, the J. C. Penney Co. is fully mindful of its obligations as a local store institution in-stitution in every town that it serves. "The local newspaper is the strongest local force in the development de-velopment of the community and in the activities of community life. "Throughout its entire history, the J. C. Penney Co. has been a supporter of the local newspapers and our present plans include the expansion of our expenditures for newspaper advertising in all store , locations. "Modern merchandising, especially espe-cially in the dry goods field requires re-quires the ability to reach a nation-wide market on extremely short notice as important style developments de-velopments take place. "Tomen everywhere are famil- iar with what is taking place in the style centers of the world, largely through their local papers with their style news services and the successful local merchant must be able to tell the story of his merchandise simultaneously with the news stories. "The flexibility of control of newspaper space, the fact that the newspaper is a local institution serving local needs, and the fact that every worth-while home in the country now has its newspaper, newspa-per, are factors- in modern merchandising mer-chandising which cannot be discounted." |