Show newspaper advertising lauded by J C penney company executive slowly but surely the great ameri A 4 meri meri can public is bc becoming coming to quote from the advertising of a prominent new york store more wi wisely cly critical of what it buys according to R L whitman advertising di delector lector of the J C company and 1 I further belleve bel feve mr whitman whit man continues that we are ampro approaching telling very near the time when the confidence bu building il ling service ren rendering d eying type of merchant ill di discontinue continue such practices which are branded as is unethical A newspaper is is primarily a news medium and if advertising does not present an instructive and constructive news it ba has q no place in a newspaper the J 0 penney company this year will ex expend pend upwards of 2250 for advertising ind and fully 85 per cent of tl this ds sum will go for newspaper space the best a advertising dver work of our organization dates date from january 1 1926 more thought planning and better execution is ih being put into the job and the results have been extremely gratifying our sales in 1926 inc increased 27 per ce cent nt from january 1 creased to june 1 of this year we made a sales gain of nearly 31 per cent we tell the people through our advertisements verti that they do not n ned ne ed d to respond today tomorrow or any particular lay day to our message r nes sage but that they can come at any time our merchandise and our price will vill be the same next week or next month as today the J C 0 penney company entertains no fear for the future of newspaper advertising believing that it its principle is fundamentally sound and that this principle will be more and more safeguarded as time goes on we can all be sure that the american newspaper is is a vital and growing force in the retailing world |