Show LEADERSHIP LEADERSHIP-BY BY THE LEADER More Moro years ago than we care to remember national advertising in the local newspaper usually meant only one I regular lar account and account and that was a popular cigarette Na National donal advertising of course is that particular phase of display advertising which is of the same interest to a great number of people over a wide area probably na na- na- na wide statewide in scope as compared to local ad g. g Then along came the big magazines and radio and finally television to steal the thunder from thunder temporarily from the community newspapers A great many things entered into this transition probably the greatest of which was the bi big sell from Madison Avenue headquarters of ad adt ing which succeeded In convincing the big accounts that accounts that readers were no longer interested in the roots grass source of information The typical American buyer they said had transferred his allegiance to reading listening and viewing on a national scale Three years ago this new aspect was put to the thc vital test Several of the greatest automobile manufacturers in inthe inthe the world announced th that t they were withdrawing their advertising from the grassroots roots newspapers to centralize upon television What happened The an answer er is nationally known known- recognized on Madison Avenue Those automotive manufacturers sales graphs sink below the important all profit sq square square a Result They came back to the local level And so it is especially gratifying this week to see Camel advertising back in this newspaper The Reynolds Tobacco Company is one of the greatest and st in the world Their recognition of the value of ofU U country o newspaper advertising its importance to every industry every store every business which has lias something to sell Camel have al always ays been the leaders There must be merit in methods which bring about true leadership leader leader- ship Mr t o. o A |