Show NEWSPAPER Ws asper PA PER advertising rs AS BROUGHT SUCCESS TO MERCHANT ME PRINCES i L r JUL JUST S VIM AS ILAA ff TO S dy jr will william 1 am ir rankin president of win wm 11 rankin company t the newspaper is one of the great et at forces tat for public good in An ritan life fe and great ai as it is the educational quality of the newa news column columns and of the modal comment it Is I 1 not in these I 1 eit eta to believe lies lie the gr greatest latest avalue slue of the newspaper to fhe he public at sit large no the true mirro 1 of f the times ha he tree true reflection of ci national pros nerley ade true hope for the future is 0 be fauni in the vivid elec electric lating advertising columns with without out which th the making of the modern newe news paper aper would not be pos a ible ble to the regular reader of a tan come almost unton on QA his hi part a full and adequate know knowledge ledRo of the great merchant merchants and the great merchandise that do honor to the solida the integrity the honesty r and null the fair dealing of this great toun try of ours and I 1 am anxious that you YOM should realize aa as 1 I who havo have been conduct conducting ina an advertising agency for year years realize through experience that advert lelE leir ia is u m t a selfish enter prise I 1 do not nt an that advertisers arre ph ilan t but I 1 mean that by advertising hev he establish nan a on which you know you can rely they es good will because they have taught the public to trust them they es cablish trade marked goods so definite ly good to worthily manufactured and so mo invariable and fine flue in quality that the ser eraas hae learned how implicitly he may or on theme aej an so save waste in buying end economize by avoiding experiment the strind ardt in buying which the general public dielkes aelic upon cave rave been only by timing 1 birst arst the quality of the product Is I 1 established then the name dame is dished and thereafter ar a the quality Is I 1 steadily maintained ain t n lam ed ft er improved the name which b becomes e c es by constant cone tant and pors persistent latent advertising a household word bettne angly valuable and standard you have only to think moment of the advertised articles that you regail sm standard of their class to understand how valuable advertising has been to the great consumer nw york is I 1 a city of merchant princes whose names and high positions ware won through advertising john wanamaker Ta franklin simon althans Alt mans james mccreery Me Creery mark cross saks rogers co sterns lord taylor tiffany an I 1 beet best and co topse and doyens ot of other othor names equally high 1 placed have become known as heads of houses of utter reliability solely be cause of which they havi lived up un to aloiv and every other city has its liet list of bih high grade merchants whose success is primarily due to new a capr a 1 er and if advertising alver which so largely helped us to win the war has been a great instrument in bringing us to pros in times of pence so it la Is to be a groit greit and even greater factor in the prosperity rUy that I 1 ice see coming to ua us in 1923 1023 let na ma elve one concree tr instance of the bort sort ofis of service ervice adverta adverting ing gives to the consumer when in 1870 tha the price of grapes was 7 a ton the price of yr gr pe juice to the consumer was 24 a I 1 I 1 in n 1890 will araps a elling selling at 10 a ton tho output of grape jules had been ao so increased by advertising that it was xa possible to sell ell it bt at ti 4 75 a ccase then grape prices steadily advanced until in 1621 1921 the grape juice marifae paid a ton wn an advance pf 1 pr r cent but at the 5 time the cost of grape juice advanced only 65 per cent it was the Imer eased demand causel cause 1 by national advertising that en on abbed the economic economies of big scale pro luction and mad made the product cheaper ta to all customers we are fortunate in having avia a rovern govern ineat that believes in advertising prel pres dent Ilard fing himself roelf hi li is not a good newspaper publisher but a mighty good advertising man and he be bs sur sar r rounded hira kelf with helpful adverta ad ail verti vertis ing lag men prominent a among the execl tives of the government who know a au ve vert bing are secretary Bere tary of labor jame james J davis secretary of agriculture lien ry wallace U V 8 senators arthur cap per and walter M edge and albert D lasker chairman of the shipping board and now Seare secretary tary of commerce cr er la is ready to p 1 it in an advertising de apartment part Tart ment to help the business men of thie this and ind foreign count countries promote sales and increate business bus iners standing on he thre threshold of 1923 I 1 can see that the dollar is going to work again iu in earnest and when old man dollar goes to work lady prosperity begins to mile prospect prospects were never better than they are right now when we of the united states hold a commanding po in tha the trade of the world I 1 want yoa all to believe in adver advertising timing for it Is i the tile most economic factor that lias lies arisen in n the world it means economic marketing it fians mians means cooperative buy ing it establishes now new economies invite invites nay compel compels honesty li and square dealing creates r and by la in creasing consumers makes products cheaper to ach each one I 1 can offer you u no better helpful message for the new now yea than to urge you to buy advertised gods ber that ing is a real and cital ital educational force arpad advertising and realize how sturdy and end established is the deputa tion back ot of the advertisements you read patronize stores that advertise and ana use coolis goo I 1 that are advertised and avoid substitutes and the economies you will be able to make are tire sure to aid old in making the coming year A happy and a prosperous one tor for all of you |