Omaha daily bee., 1906-12-26
DAIuEs THE BEST MEDIUMS
Automobile Maker Compares MaEn-
sinss TO Newspapers for AdYer-
% 49,. Using Results.


Recently a little booklet was issued and
sent to automobile manufacturers by a
prominent advertising agent entitled. Come
Let Us Reason Together" In this booklet
he holds that magazines are far superior
TO newspapers for automobile advertising
purposes, and, at first glance his reasons
appear plausible. But a thorough study of
the matter has brought out a reply from
an automobile manufacturer Who Is re-
garded as one Of the largest and shrewdest
advertisers in the country, E. r. Thomas,
maker of the Thomas Flyer"
THE author OF the booklet favoring the
magazines" says Mr.. Thomas ''cites as
proof Of his contention in favor of maya
zines that not long ago he advertised
food product in the Detroit papers, but
that, although the Detroit papers have
circulation of thousands in cities near there
he found it necessary to advertise in the
outside cities in that district before he
secured the outside results he desired.
From the amount of business he says he
secured, it would seem that the Detroit
results were satisfactory. / question very
much II advertising in magazines would
have brought the same results as quickly
and as cheaply.
He cites the fact that the large estab-
lishments in New York City, Wanamakers,
the Adams-O'Neil company, Brill Brothers.
James Hearn, siegel-Cooper. etc, carry
large advertisements continually in the
local papers OF the outside towns, not only
in the state Of New York, but in New Jer-
sey, though these towns are covered daily
with the New York morning and evening
newspapers, and says they have to do this
because the influence OF the New York
press is purely local Even II this were
true, they advertise almost exclusively in
the daily newspapers and expend but little
in magazines, and hence his statement
seems to favor newspaper advertising as
whole.
He says the national market cannot be
reached by automobile manufacturers by
advertising through the daily papers-they
should advertise in mediums having a ma
tionaI circulation. The national market for
automobiles Is purely in the cities and as
all cities have daily newspapers they are
absolutely the quickest and most efficient
method Of reaching the public. He states
that II the manufacturer were TO take
page in a certain number OF magazines, OF
which he gives the names, he would get a
circulation OF 2.Sg1, At copies, scattered over
the entire country, al a cost Of S2,O2S 40, and
gives some interesting statistics as TO the
circulation in each city. To me he seems
to reflIte his own statement by saying II II
I'D to the dealer. agent or representative to
advertise in the papers Of his locality to
follow up the valuable asset OF national
. reputation gained, We are led TO infer
: through magazine advertising.
The gentleman Is much more experienced
IN general advertising than am, but In the
matter OF automobile advertising my own
experience favors newspaper advertising
and, though II may cost more, results viii
Justify the cost. The E. R Thomas Motor
! company is probably the largest automobile
| newspaper advertiser In the world. We
woke up the trade one year ago by taking
! a whole page in a chain OF daily newspa-
pers reaching from coast to coast, eXpend-
ing 5000 in one day. Beyond a shadow Of
doubt this advertisement resulted In more
1 and better business than three times the
amount expended in any other medium. All
] advertising is good. but for quick results
take the newspaper every time.
Il have talked 70 many dealers upon the
subject They are closer In touch with re-
suits than anyone else and they invariably
advocate newspaper advertising Magazine
advertising is very good for Illustrations
and cat n phrases. but II you have anything
OF Importance to state. Il can only be done
through shs nsEspsDsra"