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Show H liaBiiA.iVA JBkw H i ' "x - ' MP s Ah. '( . m PiIyJmhk sInPRkwsj&hK' 4HHinBHBj 9Bl 1 "uUl j MB v jCwi Muff rC ff ki aawmMMBSIK I BUSIER BROWN'S Guaranteed . , ALFORD T" ""'" I ro c,,, ,fl,Xf ";, V jflgfetoa os- HART SGKAFFNER & MARX 1 nOYS . VvSyKKWafiiM ' :a perfect uHipN suit j aiiiii llllllilfti LJ&XFmMt Wm CTT?OI?T C "8-'3o Jy-w Mwaio ULuniLu ;fj3SSSl' OlllVjrllJL O ""51AIV ST Mn,n OMIDNER & ADAMS CO. H MUJLlli 1 1-1vi1iL1j 1 lU. rmErfroxB tirf & rubbeu co. uyrr" no e kbarxs mjiLPiM.. I Co-Op Furniture Co. n7-110 S(n(e st SALT LAKE CITY - I ?9e?3Model fiSt. utf lUoSepafffofef Studebaker Bros. m &Z Jjvioaei company iFOBMEfwoMENANDCHiLDnai Co. of Utah Randall-Dodd Auto Co., Ltd. 162 East First South Street cJ!SrLMrs, SALT LAKE CITY I The Missing Link in Advertising 3 CZ? Z7 H From The Live Wire, a publication issued by the Giles Advertising Agency, Salt Lake. B During the past few years, advertising goods at a nominal cost. So far, however, How soon this plan will be put into op- B managers of publications and advertising tne support received is not of the most eration is not stated, but assurance is agents especially have realized that there encouraging nature and the successful given that as soon as the necessary ar-1 ar-1 to . . , . . . . . . ,. . outcome of the plan is not yet assured, rangenients can be completed, the lele- H was a missing link in advertising, inis although it is certain that if the retailers phone directory will be used for this pur- B link is the connection between National knew how much business could be devel- pose, with the result that when a reader B Advertising and the retailers who dis- oped through this plan, instead of one of a national magazine is attracted by an B tribute Nationally advertised ods to page, as now proposed, at least two pages advertisement it will be only necessary to H consumers. Various plans have been would be demanded. refer to the telephone book to find what H suggested to supply this missing link and The foregoing statements arc brought dealer sells the advertised article locally. Bj strange a& it may seem, the nearest an- forth by a letter recently sent out to adr Qf course, to bring about this result it fl proach to a successful solution of the vertising agents by Collier's Weekly, is necessary that all manufacturers of, jjH problem has been made here in Salt Lake. For four years Collier's Advertising de- anil dealers in nationally goods co-operate Bj The Herald-Republican two years ago partment has been working' on this plan in this movement and have representa- Bj ran a directory of nationally advertised and announcement is now made that they tion in the directory. H goods, giving the name of the retailer ha e at last discovered the missing link, Until some better plan is devised, it H from whom they could be purchased and that they believe they have devised looks as though this one will solve the H locally. Although the plan from an ad- a plan for increasing the effectiveness of problem. However, as far as local adver- I B vertising standpoint seemed to hae con- national advertising. The medium select- tisers are concerned, it is indefinite as to H siderable n 2rt, for some unexplainable ed by Collier's is the telephone directory, when the telephone directory plan will be H reason it fizzled out and was discontin- The reason for this is that they argue that inaugurated, and in the meantime Good- H, ued. It may have been that retailers do practically every person who reads adver- win's Weekly offers this missing link to H , not fully 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 H I ing cards in the daily newspapers was goods, is a user of the telephone directory. but is made unsolicited, and untilnit is ijjB larger than the business men thought jus- Especially where the telephone system is in print, the publishers of that paper will HQ tifiable. controlled by one company it is thought know nothing of it. It is brought to the D Recently Goodwin's Weekly has taken that a directory in the back of the tele- attention of advertisers for the reason jH the matter up on a basis that allows rep- phone book will reach every prospect for that it marks an advance in the advertis- fBj resentation for all nationally advertised nationally advertised goods. ing world. I National Magazines Help Create the Demand I Goodwin's Weekly is the Consumers Guide ;. HnH . - j |