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Show H ' . - i mSDERIHiWlES Guaranteed Qf ti..c fH HP ALFORD iiomo of i A CRPCMffniA JP118. Ul I 'csmS&im - BR0S- HART SPHAFFNFR ft MARX B boys JPl -. v Vistpf MWdio bLUlnfco EHBH ' fflS' OlJDAjrjDyJL O ""m UN ST. MnI" G R1)XKR & ADAMS CO. ( 1 H MLLLLli l-lllLLi LU. rmrsroE Tmr & kvbber co. "9T" "3T" y kkxknbiipildiso. Co-Gp Furniture Co. li7,nn S(to Sf SUT LAKE CITY j 1 $C& Mode, $&0 SSAufC tffcpfOofff SftJ Studebaker .Bros, j y 1JIJMOael &&mic Company RMEwoMENVNocHitD CO. Of Utah ,J Randall-Dodd Auto Co., Irf. 162 East First South Street ClothS SALT LAKE CITY ?ff 1 LjJ B B H , B HTr&tfi lVi 10 o-i -Tins' T "Bnlr ifi A fi'7rot-tf"i ifitf ' ' X lie iv jljloojljljl JL111j&. Ill jflLm V t51 tlllig 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 the support received is not of the most eration is not stated, but assurance is j agents especially have realized that there encouraging nature and the successful given that as soon as the necessary ar- . H . . , . , . , ,. . mm outcome of the plan is not yet assured, rangenicnts can be completed, the tele- ' was a missing link in advertising. This 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 H 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 goods to page, as now proposed, at least two pages advertisement it will be only necessary to ff B consumers. Various plans have been would be demanded. refer to the telephone book to find what B suggested to supply this missing link and The foregoing statements are brought dealer sells the advertised a tide locally. $j B strange as it may seem, the nearest ap- forth by a letter recently sent out to ad- Of course, to bring about this result it H proacli to a successful solution of the vertising agents by Collier's Weekly, is necessary that all manufacturers of, B problem has been made here in Salt Lake. For four years Colliers Advertising de- and dealers in nationally goods co-operate B The Herald-Republican two years ago piutment has been working on this plan in this movement and have represcnta- JB ran a directory of nationally advertised and announcement is notv made that they tion in the directory. B goods, giving the name of the retailer have at last discovered the missing link, Until some better plan is devised, it B from whom they could be purchased and that they believe they have devised looks as though this one will solve the t B locally. Although the plan from an ad- a plan for increasing the effectiveness of problem. However, as far as local adver- B vcrtising standpoint seemed to have con- national advertising. The medium select- tisers are concerned, it is indefinite as to B siderable merit, for some unexplainable ed by Collier's is the telephone directory, when the telephone directory plan will be B reason it fizzled out and was discontin- The reason for this is that they argue that inaugurated, and in the meantime Good- B wed It may have been that retailers do practically every person who reads adver- win's Weekly offers this missing link to yra not fully appreciate the importance of tising in the National Magazines and who those who appreciate the value of it. B this work and that the expense of carry- is a customer for nationally advertised This not a boost for Goodwin's Weekly B i"g cards in the daily newspapers was goods, is a user of the telephone directory. but is made unsolicited, and until it is B larger than the business men thought jus- Especially where the telephone system is in print, the publishers of that paper will H tifiable. controlled by one company it is thought know nothing of it. It is brought to the 1 M Recently Goodwin's Weekly has taken that a directory in the back of the tele- attention of advertisers for the reason 1 B tne niatter up on a basis that allows rep- phone book will reach every prospect for that it marks an advance in the advertis- i B reaentation for all nationally advertised nationally advertised goods. ing world. I National Magazines Help Create the Demand B ' Goodwin's Weekly is the Consumer's Guide H BIBIHBIBTF'ilRKIHZi |