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Show Did You Ever Stop to Think By Edson R. Waite JAMES T. JACKSON, PUBLISHER OF THE SEMINOLE SEM-INOLE (OKLA.) PRODUCER, SAYS; "The old-fashioned merchant who didn't believe in advertising is as extinct as the dodo bird. Advertising has come to be considered as important a part of the expense budget of every business as rent, clerk hire and lighting. 'And businesses advertise in many different ways. The window displays in the modern mercantile establishment estab-lishment are mute advertisements. Their attractiveness I or lack thereof may spell the success or failure of the ; firm. Signs are nothing more nor less than advertising, j Even the margin of difference between indifferent serv-! serv-! ice to customers and speedy courteous service might well be labeled advertising. I "Newspaper advertising is considered the backbone of every important advertising effort, almost without exception. Windows, direct-by-mail, personal solicitation, solicita-tion, radio, billboards and every other -medium center around and are directly related to newspaper advertising advertis-ing in every well directed campaign. "The most thoroughly read, and consequently the most effective, newspaper group is that great class known as 'home town' papers. Individually small, as a rule, they are collectively powerful, and wield a tremendous tre-mendous influence over the thoughts and buying habits of half the population of the nation. "CHECK THE SUCCESSFUL FIRMS IN ANY TOWN AND YOU WILL FIND THEIR ADVERTIS-r ADVERTIS-r ING IN THE HOME TOWN NEWSPAPER, CARRY- ING A DIRECT AND POWERFUL SALES MESSAGE TO THE PEOPLE THEY KNOW BEST. OFTEN THE ' ONLY CONSCIOUS ADVERTISING EFFORT OF ' THOSE FIRMS IS IN THAT PAPER, WHICH CAR RIES THE ADVERTISING BURDEN ALONE AND ' DOES IT WELL." |
