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Show Ad. in Newspaper Costs But One-Fifth of Whole Worth cure in order to sell their goods. Many of them started to spend more money in advertising. Newspaper and agency men advised their clients cli-ents "now is the time to advertise." Those who took that advice are. today to-day and have been in a better condition condi-tion in sales and in the results from their advertising than those who did not take that advice. Advertising today is creating the demand for products pro-ducts nationally and locally. It is doing more to bring business back to normal than any other source. The power of newspaper advertising was never better demonstrated than in the past eighteen months. Every day, every week and every month that a manufacturer uses advertising or a retailer uses advertising to bet-ter bet-ter his business, the better results he will secure in sales. The newspapers are growing more powerful in advertising each year, and it is needless for me to say that what you men and I dreamed about at the New Orleans convention, at Atlanta, at Omaha and Kansas "The Newspaper as a National Advertising Ad-vertising Medium" is a glorious realization, re-alization, and much of the credit for that accomplishment is due to you men and your publishers. I will repeat re-peat now what I said before your meeting in New Orleans -the daily and weekly newspapers are by far the best and most economical way to reach the 125,000,00,0 men, women and children of the United States. Therefore, the newspaper is supreme in the business of advertising. Newspaper advertising costs but one-fifth of its real worth, according to William H. Rankin, head of the W. H. Rankin advertising agency, in an address a few days ago before a big convention of advertising men in Milwaukee. Mr. Rankin is one of the best authorities in the United States, as his firm handles millions of dollars worth of advertising of all kinds for all kinds of firms yearly. They prepare window cards, bill board matter, magazine and newspaper newspa-per ads and every kind of advertising advertis-ing matter. A few extracts from his address follow: One of the messages I bring to you as an advertising man is that each and every one of you men and women should take pride in your work. Let us resolve never to do anything with advertising that does not create and build up the product it advertises. We should resolve i never to use our ability as advertis- J ing men and women to do anything but for the good of the people to whom we advertise. The day of the patent medicine cure-alls, the day of get-rich-quick oil stock propositions are at an end. The business of advertising ad-vertising should have nothing to do with them. Sometimes we allow advertisers and others to think advertising is expensive, ex-pensive, while as a matter of fact it is the most economical way to reach a man or woman in the home. Comparatively Com-paratively speaking, newspaper advertising ad-vertising is sold at one-fifth of its real value service considered. The best cort of advertising is word of ! mouth advertising. The next best is i written advertising which I call sil-1 ! ent salesmanship. The advertisement is the silent salesman it might either ei-ther make a favorable impression or an unfavorable impression. That is the difference between good and bad advertising. A good advertisement will make a good impression and ere-! ate in the mind of the reader of the j advertisement the desire for the product pro-duct advertised. This is why there is room today for men and women Iwho can write advertising th?t(will create a good impression and create sales because of the wav the article advertised is written about. Think of the confidence that is created in ' the minds of the readers of newspa-' newspa-' i pers by the publishers themselves because be-cause as a general rule they stand for all that is good in their community. communi-ty. They are moulders of public opinion that is why the man or woman wo-man in the home is used to looking to their favorite newspaper for advice ad-vice and guidance. When a new advertisement ad-vertisement appears in the newspaper, newspa-per, it not only has the confidence created by the firm who trade marks its product and signs its advertisement, advertise-ment, but the people who read the newspaper know that no advertisement advertise-ment is carried by that newspaper that cannot be backed fully guaranteed guaran-teed by the publisher. White paper alone would cost more than .6 of a cent, if we had to buy it, and the printing of it, the writing of it, and if you put a one-cent stamp on it to mail, the page would cost two or three times as much by mail than by delivering the message through a full page advertisement in the home newspaper. Do you wonder that newspaper advertising pays so well at so small a comparative cost? Advertising is newspapers is by far the most economical way for an advertiser ad-vertiser to selloods and create good will and to help salesmen on the road, the wholesaler and the retailer. Because Be-cause all of the factors have confidence confi-dence in advertising, it is possible for manufacturers to spend 10,000, $50,000, $100,000 and very often $1,000,000 in newspapers with the full knowledge that $1,000,000 will create enough new business so that the advertising is not an expense but one of the most economical ways to increase sales and to help salesmen. Advertising has had its real test during the past eighteen months and it has stood the test well. During the war when every manufacturer was oversold, there was no need for either salesmen or advertising, but the manufacturer kept them on the payroll nevertheless. Two years ago people quit buying. Over night busi-ness busi-ness changed from a manufacturer's I market to a buyer's market. People had to be sold again. Wise manufacturers manu-facturers began to get busy with their advertising and salesmen decided de-cided they must have the best adver-! ising men, the best advertising agency ag-ency and the best sales manager and the best salesmen money could se-J |