Show religious e ous weeklies W weeklies popular 1880 advertising g mediums iv A bums effectiveness of honest ady advertising 6 bilsing discovered in the year 1823 at one time the religious wee weeklies klieg were wera the popular adver advertising t asin 9 publications in the I 1 united Sta states in the and when newspapers still accepted spurious advertising legitimate merchants found more reader confidence in the publications put t but by religious denominations even these periodicals would suffer in comparison son with the ethical standards dards of m most ost modem advertisers but at last the buyer had same some measure of reliability when he bought through the church publications licati ons the pulling powers power of honest advertising in these sma small 11 weeklies led to a general reform of advertising after the turn of the twentieth century it was A T stewart the pioneer new york department store proprietor who first discovered the effectiveness of honest advertising back in 1823 stewart operated his dry goods store on a one price policy he represented his goods in advertising ver as truthfully as he could and all merchandise was clearly marked so that buyers could tell the pride price at a glance the success of his store was immediate john wanamaker and his partner nathan brown did the same in philadelphia their success encouraged retailers all over the country to improve the tone of advertising it was not until after 1880 however that advertising could be depended upon pon to describe merchandise accurately value of newspaper advertising the value of newspaper advertising ver to local retail trade is attested by the statement of an executive of one of new Y yorks largest and rn most ost successful department P part ment stores store S he declared in in 1940 the last year of normal new newspaper shaper advertising that his store spent 85 per cent of its advertising appropriation for newspaper space today retail merchants spend more thin than million dollars annually on local newspaper advertising one reason retailers favor newspaper advertising is is because of its low cost to io a select audience ence for exi example mple a store inserting i a 40 inch ad in a newspaper five days a week reaching families pays just a little over a third ofa of a cent per jm ily fly p per er ad no other medium in the ithe world can produce produce such I 1 results |