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Show J. C. PENNEY CO. URGES ADVERTISING IN LOCAL PAPERS Managers and operators of community com-munity stores of the J. C. Penney Co., have just received an impressive New Year's message from the general management. The concern operates a nation-wide chain of stores in the smaller cities and town and its managers man-agers have made an intensive study of the advertising question. Each store manager has just received the following follow-ing message from headquarters: "(1) Do you want to be certain of ly a glance, while the local newspaper, reader interest? Then use the newspapers. news-papers. Many a circular receives on-with on-with hundreds of general news items, is read thoroughly from first to last page. "(2) Do you want representation in the same 'shopping windows' as the other merchants of your town use ? Then use the local newspaper. Women, Wo-men, the purchasing agents of the ', home, read newspaper advertising, whereas many a circular is tossed into . the waste basket without a glance. "(3) Do you want fast action? Then use the newspaper. The ad you , run today, if it contains real merchandise merchan-dise news, will bring immediate results re-sults tomorrow. You can receive and sell out a consignment of merchandise with newspaper advertising in less ", time than it takes to prepare a circu- ; lar. "(4) Do you want to be recognized as a factor of improvement in your community a real home-town store? If you do, use the newspaper it undoubtedly un-doubtedly is a strong factor in the building of goodwill and acceptance by the whole town as a good place to trade." n |