The sun. [volume] (New York [N.Y.]) 1833-1916, 1907-08-04
Al r

=, lie Roy Pelietler, advertising manager for
The Ford Motor Com 2any " De troii whose pen
hes made the name FORD famous wherever the
automobile Is discussed. Invaded the realm OF the
Eastern w,seacres last week and distributed among
incM \ few gems OF Information which made them
At IN ana tske notice. Mr.. Pellctlcr is rated as
ore 81 he ablCst publicity men connected with
the automobile Industry, and when he gets going
~ trs topic his strong pc rsonslity is seen to the
b"'t advantage. Nor does he depend merely on
tGc force of rhetoric 10 carry hts various points.
bit brings into play an array Of facts and figures
"h!cl knO" no denial. Speaking on the subject
40 marketing the product uf the Immense Ford
Ilsn'. his remarks were not only Interesting but
hhd an especial Significance. and may well be d
ges'ed by Others striving In the same direction
Tue fori advertising campaign has been prsc-
t'aliy a newspaper one, and that II has been strik
N'ch successful sheds much Hight on the relative
'al"s Of sd'ertIsIng mediums for automobiles.
VIZ Pellcter said In part: 1T Is. generally con
t"i'!'d mat the Ford Motor Company Is one of
~ heaviest advertisers In the automobile business
Nov as 4 matter Of fact the Ford Motor Company
'IpcEds less money per annun In advertising than
~ any OF It's larger competitors. We WIN market
" the Twelve months beginning September I last
lo" runabouts and l.IC0 six cylinder csrs repre-.
''rnHg a cash value OF over S.:5O.CO0. our ad-
v'rtiNnc outlay for this period Is llttle over one
'nlrd liat OF other makers who market less Than
one. hall that amount Of machines, 80 II will tc
seen that the Ford advertising policy pays. The
loEIc upon which We based our belief In the daily
newspaper for our particular business Is as follows:
We market over NJ per cent, OF our product within
Ihe territory which Is covered by the large daiiy
and sunday papers issued In the nfteen principal
titles NJ The Emitted States. \ vast amount Of nut
lying territory for which we would have to pay
In a magazine campaign. we would be unable 10
handle because Of the fact that there are no agents
there 10 close the deal after an inquiry has been
rC'ipCd
We believe shat aI progressive people and all
persons who are able 10 AFFORD an automobile read
ne large Clty dailles. The results from our cam
IaIgn have proved that they do. With a news
paper campaign one Ii able to meet conditions
a. they arise which Is absolutely impossible with
. magazine campaign. For the daily paper we
can write an advertisement to NEE, weather. de
livery and other vital conditions and publish II the
following day. thereby getting quick and accurate
returns. whereas In a ma ga2lnc campaign, when
copy has 10 be written a month ahead Of the date
on which the reader VIII see II, IL IL the loosest sort
az q ge mble TO forecast weather and other condi
lions which have a marked effect on our business"
MI P~clletier's visit to the Ford Company's New
York houre was further distinguished by that
branch reaching the 81 900. 900 mel k during his stay.
THIS represents the total Of eight months business,
ehdlng With July. In which month Castor Plain
tT, tse New York branch manager. sold runabouts
an1. Ford SiSes to the tune OF s:i5, 900: Al told,
EIs ma rEe,sdE IN his taeTrs,,oys 100 FORD four ryiin.
DER rGnaoouts and 1926 FORD sin cylinder cars
Probably the greatest endurance test ever at
tempted by . driver Of racing automobiles will be
!rrd By Montague Roberts. the pilot Of all the rae
be car, Of Harry s. Houpt, the New York sports
man. Nj. Honbt has entered his IFS horse. power
Tomas andcrbilt cup car and his ~ horse power
,Ihonlas Speedway Flyer In every event OF the com
nagAtlantlc Clay meet IN which they are eligible, The
nt'hniIr City races will not be completed III next
Nedncsday, SO Roberts win he competing for hon
olS M the evening of that day, Assoon as the Al
lhhtC CITY races are finished Roberts VIII drive
over the road to New York and Immediately get
fescN for the twenty four hour endurance race
" nc held at Bn yhtop Beach. IN which event he Will
eIive alone Mr.. Houp' shipped his racing ar
when are to take port Ia the Atlantic CITY Este