Show SAFEWAY STORES STRESS advertised 01 skaggs says newspaper most economical and effective advertising medium handling and featuring nationally advertised foods particularly those advertised in local newspapers has proved so satisfactory for safeway stores that according to an announcement by their president M B skaggs this big food distributing concern will in the future confine practically their entire efforts to this policy we have found skaggs said that the buying public is much less skeptical and better satisfied when offered brands with which they have become intimately familiar through reading about them in their own newspapers than is the case when they are offered an n unknown brand even though the quality of the unadvertised article may be fully as good as that of the well advertised item somehow people seem to distinctively mistrust merchandise whose makers are unwilling to come out in black and white and tell the public about it advertised brands particularly those featured in the local papers in towns in which we have stores require little or no selling effort and there is rarely any complaint about either quality or price if anything should be wrong with the advertised goods the purchaser does not blame us but places the blame upon the manufacturer where it properly belongs moreover when buyers see an item advertised verti sed by the manufacturers in the same issue of the paper 1 in I which we are offering that item for sale they know immediately right where they can get it and we as well as other merchants find our own advertising more effective and satisfactory in fact our experience with the sale of foods advertised by the manufacturer in the same local papers in which we advertise has been so satisfactory that we plan to lend our major support to such items skaggs further announced that his concern had practically discontinued the use of handbills hand bills and circulars and would hereafter confine their advertising almost exclusively clu to newspapers he said their experience in nationwide nation wide merchandising had convinced them that the local newspaper is the most economical and effective medium for reaching the public and they were therefore eliminating practically all other forms of printed advertising |