The Daily Ardmoreite. [volume] (Ardmore, Okla.) 1893-current, 1907-03-04
USE THE NEWSPAPERS.


VI good customers enters the
store why will the proprietor rush
forward and insist on doing the sell.
ing himself Does he not feel that
he is more competent and better qua
lifted to talk up his gods than the
clerk he employs? He certainly does.
WHY. then. does he not meet all OF
his customers and do all the selling
himself? Simply because he can't
But along comes the newspaper man
with his sign hanging out, For sale,
a cnance to talk and the proprietor
who buys space is given an opportuni
ty to talk to the whole world about
his goods, in his own way, just as
he insists in doing when important
customer enters the store. What is
physically impossible for him to do
in person becomes easy in newspa-
per ads.
This same merchant has often told
his friends that he is not afraid to
meet catalogue house competition, or
any other competition If the customer
will only give him a chance. What he
intends to say is that If every in
tending purchaser would come to his
store before he buys this merchant
feels confident of landing the Gale
by his ability to show that his goods
are a better bargain than those of
fered by any competitor. In many
cases this in undoubtedly true but
the trouble is that the blamed custo-
mer is likely to go about his bus
mess and buy whore he plcases with
out hunting up all the merchants VINO
would like to have a chance at him
Here 1t is again, that the newspaper
man comes along with his sign For
sale, change to talk" and the mer-
chant who buys sptNe is able to
reach the ears of the whole communi-
ty with his arguments without even
knowing what man or how many in
thousand are thinking about buy
ing. The chance to talk, the getting
to him with the argument and the pic
ture is what does the business for
the catalogue house, without any
goods even being in sight.
How often has woman entered a
dry goods store for spool Of thread
and became attracted to pretty dress
pattern which eventually created the
need of new dress? How common
It is for men to buy things they see
in a store when they did not even
know they needed them before they
saw them? What do you suppose peo-
pie did for breakfast foods twenty
years ago, before the easy millions
in the newspaper mans chance to
talk" were discovered? The display
of the goods on the windows or on
the shelves creates a new demand In
the single customer. 1he description
and the argument IN the advertiser S
talk created a new unheard of de
mand among millions.
SO it is with advertising. which has
now become the large, single indus
try in the commercial world. The ad
vertiser buys a chance to talk, the
newspaper brings him an audience
of more thousands than he ever saw
before. and of more attractiveness
than any lecturer was ever favored
with For instance let carrier boy
miss a subscriber for single issue
and see what kick Is raised. Would
that same subscriber make half as
much fuss If he missed the sermon
on Sunday morning? He has paid foi
the privilege of reading his paper
and he wants It, The newspaper hab
it has become confirmed among the
American people until hundreds o
thousands never read anything else
With an audience many times grea
ter than that of any preacher In the
town, and so attentive that no one
can be shut out without row, is 4
any wonder that the newspaper man
chance to talk" has brought collos
sal fortunes to the big stores which
have bought the chance and used 1t
-Marshalltown Uo.,) Times Republi
can.