The San Francisco call., 1910-12-04
ADVERTISING in
newspapers PAYS
Lee liams of the Diamond Rub
Der Company Tells How
He Gets Business
Dailies Reach Both the Owner
and the Prospective
Buyer
By R. R. L'HoMMEDIEU

II pays to advertise in the news
papers. Lee Ijams Of the Diamond
rubber company in discussing the pol
ICY OF the company says
The fact that only one man in
many is a purchaser or prospective
purchaser Of an automobile gives the
advertising man in the automobile or
automobile tire business a very con-
siderable problem 10 work out
TO reach the present owner of a
machine is not so very difficult. If an
announcement is not brought 10 his
notce IN the course Of regular adver-
tising he is reached. from time to
tlme. by circular matter sent through
The mails to the~names and addresses
obtained from registration lists. The
immense field the advertising man
must reckon with. however. can be
reached IN no such manner
This IS the vast unknown quantity
the man who has not bought a car,
but who is going 70 buy. HIS name is
legion and he lives everywhere. He
may be IN a bank or on a farm, but
his name and address are not known.
lie may read the magazines but II is
very much Of a question whether he
mas so tar progressed toward motoring &
as 70 be reading any OF the automobile
publications
one certain thing is that ne reads
the newspa pers. One can imagine a
man who does not read a daily paper.
bur he can not conceive of that man
being The owner or prospective buyer
Of a car
Where are the possible purchasers
az machines? il stands TO reason that
among the doctors, bankers. lawyers,
architects, etc, there are large per-
centsges OF likely prospects for the
sales department OF an automobile or
tire concern on these grounds the
automobile advertiser is urgently So
Ncited 10 take space in the medical
journals. in the banking and financial
publications and so on through the
list Even the religious publica tions
md grounds 10 support arguments in
favor Of their use, because they go TO
people Of intelligence and usually Of
comfortable circumstances
I'm advertising Diamond tires we
have kept constantly In mind the great
unknown quantity TO which I have
alluded. IT is our pronounced conclu-
sion that we can not afford to devote
great part OF our advertising apprO-
priatiOn exclusively 10 the trade pub
licatious. because all Of their circula-
rion is within the trade or the list Of
esenr automobile owners. Similarly,
Z we seek 10 reach the doctor through
his faTOriUe medical journal. there are
some six or eight Of these publications
10 be employed. The same thing will
apply TO the banking papers and TO all
classes Of literature.
The point IN mind is that we must
get 10 the doctor. the banker. the
architect, the lawyer. the dentist the
wholesale merchant and the retail man.
in any line Of business, all at the same
. tine. There is no way in which this
can be done so certainly. in our judg-
menL as by the use of the leading &
newspapers.
our further reason for increasing z
each year our newspaper space. though
we did actually less work in some other
lines last year than we had done in
the past, IS that we are enabled to get
quick action In definite places We
may take space in q monthly or weekly
magazine OF vast circulation and we
know that in the course Of six weeks
or so our message will be carried to a
great many people the country over:
but when we want to say something
IN san Francisco and that section OF
California, for instance, we know tha I
the newspapers viii be the vehicle
carrying our message to the people we
want TO reach. no matter what their
line Of business may be, not next week
or six weeks hence, but tomorrow
morning.
IA is on these grounds in general.
though the argument could be carried
out 10 indefinite length that we are
devoting an increased sum of adver-
tising money to newspaper work each
wear"
Bob" Maxwell. the coast represen-
tative of Morgan & Wright tires. is
in town having
Demand for come up from Los
Nobby Treads ports port that " trade l9e
is picking up in
the south and that the owners and
winter are taking kindly TO the Nobby
tread nonskid tires.