Show DOLLAR MAKERS ads in variably invariably contact part of community by GEORGE T EAGER HE owner of a fine florist T THE shop in a midwestern city was recently discussing advertising ver with a business friend the friend owns a thriving food store that does an annual volume of A complete stock of choice foods excellent service and judicious use of newspaper advertising had built the business dont talk to me about advertising said the florist there is so much of it everywhere that it just cant pay look at this newspaper here so chock tul ful of ads that mine would never be seen or noticed the two men happened to be walking through the busiest section of the city you OVERTIS INC are one of a number is SIMILAR of men in in this city who would be making more money if you understood how advertising works said the owner of the food store advertising is just like the traffic in this city traffic looks tangled up and confused cont used theres too much of it and you might think that any single automobile or truck would be lost in the shuffle but just remember that this gray car that is passing us and that red delivery wagon that just turned the corner are very important to a certain number of people in this city its the same way with advertisements ti there seem to be so many of them that they are confusing but each advertisement is important to somebody papers carry an advertisement of my store featuring a special purchase of oranges and grapefruit a lot of new cheeses and a special offer on ginger ale to a lot of people that advertisement is lost in the traffic but experience has taught me that this same advertisement will seek out for me enough people to whom the merchandise is highly important to make it pay bell syndicate service |