OCR Text |
Show to A "TTank Ganett, publisher of the Gannett Newspapers, says: "In my opinion, one of the greatest forces in bringing about better business condition is advertising. ad-vertising. For many months the newspapers of the country have shown increases in edvertlsing linage. This is one proof that recovery from the depression is well under way. This increase ia advertising sells more merchandise mer-chandise of every kind. The sale of products brings greater production pro-duction in the factories. This mean more employment, larger fyi:is and more purchasing p-.v, er advertising, properely used, will iromote tlia sale of any mer-'toiious mer-'toiious produc. We need stimulation stim-ulation of consumption. We have been suffering not so much from over-production, but from a decrease de-crease in purchasing power. We have surplusses because various things are not being sold. "An outstanding example of this is jhe milk situation in New York state. Here we have had a surplus of milk since the depression de-pression bagan. The cows are not praducing more milk, but the people are not drinking so much milk. If every child in New York state had a quart of milk a day and every adult a pint of milk a day, we would have no surplus of milk in New York. At my suggestion, the New York Legislature passed a bill appropriating half a million dollars for a campaign to advertise ad-vertise milk. This is a great experiment which the nation should watch. I am confident this campaign will increase the sale of milk so that the present surplus will disappear. "I believe that advertising is one of the greatest forces in our lives today. By using the printed print-ed page effectively, the thinking and habits of millions of people can be changed. If this were not so, our great business corporations cor-porations would not be spending huge sums for advertising. "Of course newspapers offer the greates possibilities in advertising.. adver-tising.. Ninety-five per cent of the adult population of the United Unit-ed States depends upon newspapers newspap-ers for their knowledge and information in-formation as to what is going on throughout the world from day to day. Advertising,' attractive at-tractive to the eye, carried on with steadfast continuity and intelligence, in-telligence, will always get re- 6Ults." |