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Show r . K 3BlMM110Wlffi Guranld Q. t . m4 ALFORD .e Home ot I. I 4& SWClBBIGr ?rT,, St U I cww BROS. HART WHAPPNFR , MARY FO fek Muiiett-Kciij only to be-1 i j mSSfeSflffi&i PA HAH I MjHArrNtn & WlAnA MEN& vgKeurns Bldg. had nt VIVUICO1 j B gAJ tiU. nTUCC H;r WS''' JjlHAjU'l-' & ""MAIN ST Mnln GARDXEU & ADAMS CO. k "CwlSxfctfcrMa" Jm - rYg WJy aUTrOM H iif!?MJB TIRES hm""'1 ll,in IIII'"""T If jj HI MULLJlil l-lvliL(Li L.U. fuiestonk tirf & rubber co. "ox aor" l IhI keauns murnixo Co-Od Furniture Lo. H iilwRlvt IJUlliUliVU. ww vh hiiiiim.c v. H7-M0 State St. SALT LAKE CITY I I &iu& Mo,,., jB0t rur ifUnSaflKfap stoker a. fcSSS itfumoaei zmic Company WEUoMfANDCH.LDa Co. of Utah J ; Randall-Dodd Auto Co., Irf. 162 East First South Street un'su SALT LAKE CITY I The Missing Link in Advertising-; i I 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 he put into op- m 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-HT ar-HT to ..,.,. , r, . outcome of the plan is not yet assured, rangements can be completed, the teles'' tele-s'' was a "ussmg link in advertising. 1 his although it is certain that if the retailers- phone directory will be used for this pur-H pur-H H"k is the connection between National knew how much business could be devel- nose, 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 goods to page, as now proposed, at least two pages advertisement it will be only necessary to Hh 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 article locally. ' 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 Hr p roach to a successful solution cf 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 Collier's Advertising de- and dealers in nationally goods co-operate B The Herald-Republican two years ago partment has been working on this plan in this movement and have representa-" B 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 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 B 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 have con- national advertising. The medium select- tisers are concerned, it is indefinite as to B siderablc merit, for some unexplainablc 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- $ Hj ued. It may have been that retailers do practically every person who reads adver- win's Weekly offers this missing link to I1 H not fully appreciate the importance of tising in the National Magazines and who those who appreciate the value of it. b B this work and that the expense of carry- is a customer for nationally advertised This not a boost for Goodwin's Weekly Bj ing 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 B Recently Goodwin's Weekly has taken that a directory in the back of the tele- attention of advertisers for, the -reason H the matter upl on a basis that allows rep- phone book will reach every prospect for that it marks an 'advance in the -advertls- B resentation for all nationally advertised nationally advertised goods. ing world. I National Magazines Help Create the Demand i i - I - Gkod win's Weekly is the Consumer's Guide J. - " - m L I Id |