The evening star and Newark advertiser. [volume] (Newark, N.J.) 1907-1908, 1907-08-31
NEW IDEA IN AUTO TRADE.
Advanced Business Methods Shown by
Winton Display of Cars.

lss X -.
Significant Of advanced business ideas
is the coast 10 coast" automobile show
of the Winton Company, which will exhibit
In Newark on September 10. Until now,
motor car makers have been charged with
expanding enormous advertising appropria-
tons in rather a promiscuous and ill-ad-
vised way. They were much like a floeli
of sheep. A pioneer manufacturer adver-
tised In certain magazines, consequently
all the rest rushed into those same mag
azines. Or a leader entered the racing
game, and forthwith all those who could
afford it followed suit. All without any
very exhaustive inquiry into value re-
ceived." So emphatic was this condition
that one magazine publisher complained
that he has lost thousands of dollars OF
auto advertising because the pioneer VIM
ton Company had declined to patronize
him; he simply could not convince other
makers that a medium ignored by the lead
ing advertiser could possess value for them.
That this condition could not continue
Indefinitely, but that, sooner or later, some
leader woilu andiVze the situation. dis
card precedent. and break away from GUS
tom, was inevitable.
The break has come.
Charles =. onanks. general sales manager
of the Winton Motor Carriage Company,
explains 1t.
For several seasons we nave gathered
hAA AhdA1 CNClI lld lAGin VI w
nation bearing upon auto advertising and
selling conditions says Mr.. Shanlss.
In the first place our product is an au-
tomobile OF high quality, with price In re-
lation. The people of sufficient means 10
buy our cars reside nine-tenths in the
larger cities and suburbs. and one-tenth
IN the remote country places. Only about
2 per cent Of American families can afford
to buy a $500 car, and census figures show
that this eligible class resides largely in
centres of population and trade.
'ThAf hainO On Urn bnxrN 1aforpasaaa
that our advertising shall be concen-
treted in cities. In mediums that are
known TO reach our exclusive class: and
there is no doubt in our minds that the
daily newspaper Is the only medium that
has this definite concentrated circulation.
That is why the Winton Company will
expend practically all Of its advertising
appropriation In the newspapers Of those
cities where we have good selling COM
panies.
I'VE shall open our 1908 advertising cam-
paign in August, and as O demonstration
OF our faith in the geographical distribu-
ton of BUYERS of high-grade automobiles
we intend to send an automobile expositio /
across the continent. visiting only. the big
cities. This exposition will consist Of a
complete line of our new six-cylinder mod
els. and will be held in our own salesrooms
IN each city, We shall depend upon daily
know what We have to offer and when
our exposition wiz arrive.
This exposition will travel 10.63S miles,
anu WIZ VISIT lorty-Iour OF the largest
cities in the United States and CANADA.
The population of these cities aggregates
16. 1871 COO people, or one-sixth of the entire
population Of this country, and Includes
80 per cent. of the buyers of high-grade
cars.
"This Is a new method of doing bust
ness. but We are well convinced that with
q combination of exclusive daily news
paper advertising and a coast to coast
exposition, we shall demonstrate that our
analysis Of automobile sales and advertis-
ing conditions is accurate"