The herald and news. [volume] (Newberry S.C.) 1903-1937, 1910-09-27
Power of Advertising.
Atlanta Constitution.

AL1duId SOAAoSAIoC-oAA-
Without recognizing it, most of US
are more Influenced in our daily, init
mate life by the power of advertising
than by the editorial power of the
newspaper we read or by the power
of the pulpit of the church in our
midst.
There are hundreds of things we
Go, of things we buy to wear, to eat,
tc use that we lean toward Instructive
" and we never knew it was adyer-
Using that first took US by the hand
and led US in that direction. Then
there is the bold, forceful, convincing
adj that takes right hold Of us and
valtzes US around to the butcher, or
baker, or candlestick maker and makes
Us dig right down in our jeans for the
two bits the ad calls for-and we give
up without a whimper.
This is interesting business and the
power of it becomes more real when
We can see actual instances of its
working.
A year ago a prominent Southern
Manufacturing concern made a con-
tract with a list of the leading daily
papers of Virginia, West Virginia,
North Carolina and South Carolina to
advertise their product. They used
liberel space three times a week and
as a result the retail merchants who
we're handling this line increased their
sales 80 per cent. for the year.
Ofhand this statement seems dry
business fact. If you will analyze it
you will see it contains several les
sons.
The first and most important lesson
is one for the retail merchant.
Thirty per cent. increased sales
without effort on his part is all in fa-
vor of handling advertised merchan-
disc. The retail dealers in the four
States referred to who enjoyed 80
per cent. increase in sales of Craddock
shoe did so at no expense to them
selves. as the Craddock-Terry Co., the
manufacturers, paid for the advertis-
ing and shouldered the responsibility.
The retail merchant who traded in a
line of unadvertised shoes lost 80
per cent. profit which he would have
enjoyed if he had been handling the
Craddock shoe.
There is lesson here for other
manufacturers in the South.
Craddock- Terry increased their sales
80 per cent. in the territory where
they advertised-on the lines they ad-
vertised. They made only norma!
increase in the lines they did not ad-
vertise and in the territories where
they did not advertise.
ANY manufacturer Of a roer;torious
article car do As much if he will cd
vertise it judiciously and keep ever
lastingly at it."
The success Of the Craddock-Terry
advertising proves that Southern pa
pers are profitable mediums for South
ern advertisers. 1t proves that South
ern people read their papers. 1t prov
es that these papers have an influence
in their several localities.
The year before Craddock-Terry
commenced to advertise in Virginia,
West Virginia, North Carolina and
South Carolina their anual sales OF
the Craddock shoe amounted to $4,000
pairs in these four States. The year
just closed, July I, they sold in the
same territory, aided by advertising,
very nearly $4,000 pairs of Craddock
shoes or an increase of 80 per cent.
This should convince Southern shoe
merchants that this is the most popu-
lar line Of shoes sold in the South. 1t
should convince them that the Grad
dock-Terry Co. is the kind of firm to
tie to, energetic, resourceful, militant.
The Craddock advertising is con-
vincing the public that the Craddock
shoe is the shoe to buy.
This fine showing should convince
Southern manufacturers that the
South is a fertile field for publicity and
that the Southern newspapers are the
key to the situation.