Evening journal., 1910-09-14
HOLDS THE RECORD
FOR ADVERTISING
Portland, Oregon, Department
Store Places One "Ad"
Of 50 Pages
EXPRESS GREAT CONFIDENCE
IN FUTURE BUSINESS
speeial 10 THE EvENING JOURNAL.

Special to THE EVENING JOURNAL /
PORTLAND. Ore. Sept. 1.-THE /
biggest advertisement ever printed in /
a daily newspaper is what is claimed |
for the department store firm OF Meier |
q Frank, Of this city. who have just
run 80 pages In one issue Of the Ore /
gon Daily Journal. The ad appeared |
Sunday morning, September a. and /
reached over $4,000 subscribers IN |
Portland and the surrounding coun-
| try.
The advertisement was 80 big as
to be startling forming every other
/ page of the paper II was very strik-
ing. but in the opinion OF some, II
was unwieldly. However. IL bespeaks
confidence on the part OF the mercan-
tile firm I'm the business outlook and
shows the prospects are good for a
record-breaking fall business.
The Meier g. Frank company has
) been in business In Portland over so
! years, starting hrst In a one-room
F. store and increasing the business
r gradually until today the firm occu
pies ten-story building and anne,
= covering almost a whole block, wit
s. entrance on four streets.
,r The monster advertisement exploit
IN ed a big Harvest Festival and MANI
3 faoturers' Sale TO run throughout Ia
n week. Each page Of the advertisement
was filled with specially priced good
that were designed 10 make an ap
n peal TO the thousands of people VIII
q were In the city during the week O
K the sale, when n race meet and live
, stock show was on az the Countr,
Club grounds near the city. II was ex.
5 pected the great advertisement would
3 start the Fall trade of with an im-
? petus difficult 10 stop. and there is
+ every reason TO believe the idea was a
success. Certainly the big display
had great influence in bringing great
numbers Of people - the store dur
ing Fair week
In discussing the big purchase of
advertising space, julius Meier, mem-
Der OF the firm, said.
People hold all kinds of sales and
people have various ideas In the mat
! ter. Many Of them fail OF success
J Our plan is one we believe will win,
: although to some IL may appear that
J we are OVERRIDING Il. While the ad-
vertisement is. unwieldly. we could
use a lot more space in telling the
store news for the week, for we OK
pect TO hold a merchandising event
without parallel I'm the history of the
J Pacific Northwest
I'VE had the idea of taking IN with
} us the producers Of our merchandise
] for the big Harvest Festival and Man
p ufacturers' Sale and the makers of
4 our goods joined with us to re-
3 markable degree. The results ex-
ceeded all similar attempts along the
] same lines. The manufacturers show
3 | ed enthusiasm at the prospects OF the
sale and coOperated fully.
= Much credit is due the department
managers and their forces, who work
ed faithfully I'm planning the display
: OF their wares and the proper display
!. IN the advertisement OF their good
J. The sale was outlined weeks in ad
I vance and the planning of II In ia
u entirety was no small accomplish
G ment. onsidering the magnitude o
: the display aud the innumerable mat
X ters of detail to be looked after b,
j. everyone inside the store.
t I'VE expect the weeks business, on