Show ABANDON THE corset manufacturers manufacturer turn to newspapers as mediums for reaching public the advertising manager of one of the largest corset houses in the country i expressed the opinion recently that as advertising mediums the general magazines have struck twelve to a certain extent his opinion Is borre out by facts with the tha exception of one magazine published in new york city and circulating throughout the better class the magazines of 0 america have suffered somewhat of a setback during the past few ew seasons many big important accounts which five years ago consumed an enormous amount of space are rarely found now in the I 1 general magazines the corset manufacturers rs themselves are eschew eschewing the general publication the newspapers seem to be preferred localized advertising backed up by the coop co op I 1 cration of the dealer has been found I 1 on the whole to produce the most satisfactory is results I 1 this fall for instance the most important of the corset advertisements appeared almost wholly in the ne newspapers ws from one end of the country to the other the same general announcement no of one of the largest larges houses appeared in all the local papers the advertisement ampha emphasizing sizing the importance of commencing to buy on a certain date the intimate relation which this character of advertising bisin bears to the local trade can easily be appreciated and the results are always fitly rne more readily traceable it was stated some time ago by the he advertising manager of one of the large eastern department stores that magazine advertising did not direct business into the retail stores to any appreciable degree quoting by way of example several specific instances of magazine advertising campaigns which under careful analysis tailed failed absolutely to justify the retailer to stocking them to the exclusion of non advertised brands it has been said that like matters of religion advertising must be taken on a basla basis ot of faith where however appropriations run into two three find five hundred thousand do dollars ars those who supply the tha money for these enormous campaigns are naturally anxious to reduce the element of faith balth to tho the minimum they therefore we use the newspapers which apparently are far more direct in their action |