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Show VALUE Or NEWSPAPER ADVERT- ISINQ EXPLAINED. , . Mr. 11 C. Sams, President of the J. C.,:: Penney Co. addresaea the New Ycr " Press Associatioii on Value of Advertising at Suinmev Meet. ; ing in Cortland, N, Y. - -.... ' Thia country is just entering the greatest era of competition over known,'' said EiJ. C. Sams in an address ad-dress delivered befu the New York State Press Asuoeietion at Cortland, N. Y., on Saturday, July 11. "Thi3 competition will compel the u;ie of more carefully planned and distributed distribut-ed advertising cmpaigns than the world has ever known before. ' "The daily newspapers will lend the way. They axe the most fie: i !o units which an advertiser can ubc and they affcrJ the mqst concentrated ((ype, of circulation. To the local merchant, mer-chant, or to the iocal units of the chain store systems, they offer the only logical and continuous medium for reaching the retail trade. , . "Aggressive advertising Is a vital ! factor in winning the attention and confidence of the public. The only kind of industry which can, in any degree of 3afety hope to ignore the daily press as a sales medium is that mythical concern engaged in market, ing merchandise for which thtre is a cumulative need and in which there Is no competition. "The news division of the daily pres8 have made It practically Impossible Impos-sible for business to be conducted in secret. The organization of selling methods have made it practically impossible im-possible fcr any merchant or group system to corner any form of merchandise. mer-chandise. The facts of competition are clear and well established. "It is difficult to conceive of a department de-partment store or) even a chain of such steles eliminating or even curtailing cur-tailing an aggressive advertising policy. po-licy. All of us mus go forward in our advertising plans, expanling and developing de-veloping in an effort to reach the maximum of efficiency in the use of space in the newspapers. - "I confidently expect - to Bee many new names added to thjsse which a? now recognized as consistent advert-isens. advert-isens. Today the housewife depends to a very great degree on the newspa- ., per as a guide for her shopping plana. "A study of such cases as may ex. ist whe'ie concerns have retrenched )on thefr advertising, depending ou the reputation of the company to ear-ry ear-ry them on to continued sales success, hows a dwindling business Which Cart stage a "come-back" only through the use of a tremenously advertising campaign. ' - "To suggest restriction in advertising advertis-ing at the present time Is to take -a definite step backward. "The advertising appropriation of the J. C. Penney Co., has been ; consistently con-sistently increasing year by year. In (Continued on page 8' . . ' . " ' ' -' "I lava never aeen a newspaper ad. rertlae that It was so overstocked with space that It wpujd be offeredjfor the next ten days at half the regular itea.. 1 "The metropolitan daily papers are Increasingly careful about the kind of advertising they carry, certain papers even guarantee the reliability of their advertisers. Such a position, main, talned by the paptpj, will result in a great public good wilj being establish-: establish-: ed and will be a worthwhile service to Jhg community. j "It is as much the duty of the news- paper to guard 1U reputation for car. i rying on he fjutu" about adverted ! products as It is the duty of the ruer. chant to state only the truth in hia ,, advertising. "The greaer the feeling of confi- a dence in the newspaper on the part of its leaders, the gqeater will be th response of bbth reader and advertl. er to the columns of the paper. "Confidence on the part of the reader will result in greater circulation; circula-tion; confidence on the part of thi advertiser will result in the use of greater volumes of space. And the newspaper will soon discover that the reliable advertiser with his expanding expand-ing volume of advertising space purchases pur-chases will far more than offset the fly ,by night advertise who takes space for a day or twt and then folds his tents and steals away." (Continued from page 1) 1926 we spent $1,727,123 In newspepei adviTiitsing. In 1927 we increased this amount to $2,507,680. This year of progress is at about the same rate. In the past six years tha newdpapof advertising bill of the company has totaled over $8,000,000 and this has been a profitable investment in goo I will. "We have the repuation of being close buyers. We look for a low overhead over-head and a reasonable percentage of profit in every lnsaction. It la cor. ialn hat we would hot go into Hie newspaper market and make the purchases pur-chases we have made in newspaper space without feeling reasonably sure that we are getting oir money's worth. "In our merchandising policies we have taken every safeguard - at our disposal to protect high quality. In mny cases we hare developed our own meJfch&nUse, building It up to a standard stand-ard rather than attempting to buy merchandise which we can sell at a price. "We maintain the same attitude toward our advertising. We have adopted a fixed policy of "No Special Sales." We do not believe in exag. geratlon of statement, the unethical use of competiive trices. We fe-I toward thlfc the same way that you wVulId feel toward the banker wtto once er twice during th year advertised advertis-ed ten dollar bills for five dollarrf. |