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Show I BlISEERIHIiniS Guaranty I fll-l -J ALFORD tho itomc of & mmmmm Wepius Ul 7 ms&i bros. hart wuaffnf a mary I I FR Ifew Muiiett-Koiis only to upQigg ill I - K CO ' ArrWtn & MAKA Wk BOYS JSSte T " " V A PERfEcfuwioN hurrlS Midlllo CLOTHES B K J3mrLWKUSMmBMi. CT'CTiT'ICrT 'Q 228-280 .ja!?w-1 ..wf jouio uuui,k-u tB H fgpilS!JriffiJlg' IJtlyVjr'llL v3 "main st Mnln gardxkr & ad vms co. I MTTT T FTT-KFf T Y TO " ' ' TmES B M IULLIjJjI 1 IVIjIjII V..W. rntr.dTOXl: TIRF & RLBBKR CO. "OAT" "9,, B B ivF.vitvs bi iLBivt; Co-Od Furniture Lo. ,-' 1 H iti,u-h uiiiiiJiau. ww wh ' " ",LMI w WWl 147-1 10 State St. RLT LAKE CITY H I $m& SfsMode. J- '"A-6 UoIepraTfffofef Studebaker rBros. I V 'J'ociei -S&T Company W.Tvffl'ADcwuawi'' CO. Of Utah t Randall-Dodd Auto Co., Ltd. 162 East First South Street co"iimjlsEZuT'st. SALT LAKE C1TY I , The Missing Link in Advertising 1 From The Live Wire, a publication issued by the Giles Advertising Agency, Salt Lake. H Bj it During the past few years, advertising goods at a nominal cost. So far, however, How soon this plan will be put into op- B H managers of publications and advertising tne support received is not of the most eration is not stated, but assurance is j B I tJ eSpecially have realized that there encouraging nature and the successful ghen that as soon as the necessary ar- H f- ......... ,, . outcome of the plan is not yet assured, rangements can be completed, the tele- H was a "ussing hnk jn advertising. lnis although it is certain that if the retailers phone directory will be used for this pur- r " link is the connection between National knew how much business could be devel- pose, with the result that when a reader H B Advertising and tl.c retailers who dis- oped through this plan, instead of one of a national magazine is attracted by an H B tribute Nationally advertised goods to page, as now proposed, at least two pages advertisement it will be only necessary to 8 B I consumers. Various plans have been would be demanded. refer to the telephone book to find what B H ' , suggested to supply this missing link and The foregoing statements are brought doalcr sells the advertised article locally. B B t strange as, it may SQcm, the nearest ap- forth by a letter recently sent out to ad- Of course, to bring about this result it B B preach to a successful solution of the vertising agents by Collier's Weeklys is necessary that all manufacturers of, B B , problem has been made here in Salt Lake. For four years Collier's Advertising de- and dealers in nationally goods co-operate B B The Hcrald-kcpublican two years ago partment has been working on this plan in this movement and have reprcsenta- B B ran a directory of nationally advertised and announcement is now made that they tion in the directory. B B goods, giving the name of the retailer have at last discovered the missing link, Until some better plan is devised, It B B from whom they could be purchased and that they believe they have devised looks as though this one will solve the B B locally. Although the plan from an ad- a plan for increasing the effectiveness of problem. However, as far asdocal adver- Bm B , vertising standpoint seemed to have con- national advertising. The medium select- tisers are concerned, it is indefinite as to , , IflB B siderable merit, for some unexplainable ed by Collier's is the telephone directory, when the telephone directory plan will be ' il R reason it fizzled out and was discontin- The reason for this is that they argue that inaugurated, and in the meantime Good- (jl B tied. It may have been that retailers do practically every person who reads adver- win's Weekly offers this missing link to B . not full)' appreciate the importance of tising in the National Magazines and who those who appreciate the value of -it. H this work and that the expense of carry- is a customer for nationally advertised This not a boost for Goodwin's Weekly fl B k ing cards in the daily newspapers was goods, is a user of the telephone directory. but is made unsolicited, and runtil it is vM B larger than the business men thought jus- Especially where the telephone system is in print, the publishers of that paper will H B i tifiable. controlled by one company it is thought know nothing of it. It is brought to the JB B j Recently Goodwin's Weekly has taken that a directory an the back of the tele- attention of advertisers for "the reason jB I the matter up on a basis, that allows rep- phone book an ill reach every prospect for that it marks an advance, in the. advertis- jB B I resera'ition for all nationally advertised nationally advertised goods. ing world. H 1 J National Magazines Help Create the Demand-.? i I I Good winV Weekly s the Consumer's- Guide. .' I 2 ' ' : ? '. " : B( ill II H 1,1 ii f i i j L i f ri' i i i ,, I I I l ill i i ii jjiii ii i . M B 1 |