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Show H j I mrSHRB10WlK Guaranty , M 1 ALFORD "- f 'i I A 8K18I8HIBIS ?,Ly. Jjf , I &&$&& BROS. UART WUAPCNPR tf, MARY ! rou arikiuiictt-Kciis only to upsipq I f JSSuwSKMvwfexl' rn m obnArrNbn & mAnA f ' MEN& aKW-jenrns BMb. Una nt VM-TUlCCy y gWJTO W pi njUCC H (fmsK0S9 ollLxjrtejiu 5 "231AIX ST. " M,,,n GARDXKR & ADAMS CO. 7f , H t MULLLl 1-KIliLLi LU. riRiaroxE itop a rubber co. toz" '?" kirns building. Co-Op Furniture Co. I4,,lt0 smte st SAIT LAKE CITY I mk SaModd J '"A-e tlolepaTfffosTefH Studebaker iBros. !, ly"1" ln Model SS Company ton mermen1 AcmLc (0 0f Utah I m .Randall-Dodd Auto Co., Ltd. 162 feast First South Street clsmJZn,?'St. SALT LAKE CITY I The Missing Link in Advertising Wk From The Live Wire, a publication issued by the Giles Advertising Agency, Salt Lake. H During the past few years, advertising goods at a nominal cost. So far, however, How soon this plan will be put into op- H . managers of publications and advert jing the 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- H b ...... ,. . outcome of the plan is not yet assured, rangements can be completed, the tele- H was a missing link in advertising. 1 his although it is certain that if the retailers phone directory will be used for this pur- j link is the connection between National knew how much business could be devel- pose, with the result that when a reader Advertising and the retailers who dis- oped through this plan, instead of one of a national magazine is attracted by an H tributt Nationally advertised goods 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 are brought dealer se' Jie advertised article locally. ' H 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 preach to a successful solution of the vertising agents by Collier's Weokly. is necessary that all manufacturers of, H problem has been made here in Salt Lake. For four years Collier's Advertising de- and dealers in nationally goods co-operate H The Herald-Republican two years ?go partment has been working on this plan in this movement and have represcnta- H 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 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- B vertising standpoint seemed to have con- national advertising. The medium select- tisers are concerned, it is indefinite as to H bidcrable merit, 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- f H tied It may have been that retailers do practically every person who read' adver- win's Weekly offers this missing link to I B 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 i H ing cards in the daily newspapers was goods, is a user of the telephone directory. but is made unsolicited, and until it is H larger than the business men thought jus- Especially where the telephone system is in print, the publishers of that paper will - IH tifiable. controlled by one company it is thought know nothing of it. It is brought to the H .Recently Goodwin's Weekly has taken that a directory in the back of the tele- attention of .advntisersfor the reason'1-' ' IBj the matter up on a basis that allows rep- phone book will reach every prospect for that it marks an advance in-tihe'advertis- H resentaticn for all nationally advertised nationally advertised goods. ing world. H i National Magazines Help Create the Demand B . J. ...Goodwin's Weekly is the Consumer's jGtaktaJil-. -.tero- H i - " ' ' ' ji ' i i ii i 1 - " .-,.. |