Show TUE PENDULUM SWINGS Slowly but surely the a advertising pendulum is swinging swing i ing g b brick back ek away from television and aull radio to newspapers This is normal It was to be ex expected Cost is too high ligh for fortel tel results are arc too sketchy for radio tallio Newspaper Nc advertising has been beell proven the most highly pro productive for both national advertisers and local merchants t T f. f Buick sales slumped nationally when the they r. r stopp stopped d newspaper advertising N Now Buick i k coming coining back Same Sume with wah Mercury Mercury- We feel badly when we commit a typographical error error not as badly as the young man on a Salt Lake fAil Station Motion t on the other evening plugging a 0 sale of mens men's wear silo lI called it a 0 II fine furniture sale le Badly flustered he Wilt went on to price a 0 shirt item at Wonder if he's hes still wi with th us 1 t tt tJ Newspapers pull pun some boos boo-boos occasionally too but once onto in a while the fault is the merchants For instance j J ft tit sit R A A friend d md ent went to tot big abig store in Salt Lake City to look ati at economy economy onomy carpeting for a a childs child's room The price welly well we'll say y was WaR lIe He decided to after sal sales safes s Sure Sure- enough there was a newspaper ad listing ting carpeting at I What they showed him for lie said was so chean shoddy he wouldn't put it itina itin in a hen hen hohs lie insisted oh S seeing eing th the carpeting It was still He blew h his jJ H top top and and the salesman didn't t have an answer IL This mini man m probably lost some faith in newspaper ad ad- v ising AH All we eau can can say Say is that this sort o of advertising is the exception rather than the rule and rule and well we'll venture a guess that if he bothered to present his his' cas case to the head of I jd advertising department of the newspaper he would g get t his carpeting for r You JYO can depend upon the reputability of f newspaper ads ds times dut ut df sf 1000 And you can depend upon the ilia reputability of merchants who advertise too in the same ratio v aft 4 t Ett wary V fT Mears rt i It It i I |