The Topeka state journal. [volume] (Topeka, Kansas) 1892-1980, 1911-12-22
I'D YER TZSLNc TALKS

Mr.. F. w. SHIRLEY. whose business
| brings him in close touch with many
manufacturers. has been very much IN
terested in the suggestion made I'm these
advertising talks. that manufactures
should use newspaper advertising TO m
troduce their product to the public.
in talking TO me the other day on this
subject, he said the following:
IF you can induce national advertisers
your Talks. whose pledges to the people
4 in the several communities the newspa-
pers can guarantee-if you VIII carefully
( Investigate the business before acceptfnar
i---if you are certain that the article adj
vertised represents honest value-thcn
You will be establishing "A confidence iu
advertising tnat will multiply it's value a
hundredfold
Never mind for the present. about
local advertisers. The people in every
community will pick out for themselves
the merchants who represent their met
chandise accurately and VIII give ther
trade accordingly.
But it is important TO pay a great deal
Of attention to the national advertiser.
because he Is q stranger 10 the COM
munity, and the Introduction that the
newspapers can give him to their readers
Will at once establish confidence in him
and in his product. thereby increasing has
business enormously.
II would group these advertisers to-
gether and put line over all OF them
readinG-'Thls newspaper guarantees
the integrity OF these advertisers. 10 also
guarantees the honesty OF the products,
they advertise
There is no doubt about the value OF
such advertising and the tremendous
force il would have ia every community
II know this question Is being discussed
among manufacturers. only the other
night the head OF the Utica Knitting com
pany and 7 were discussing plan now
TO get all OF the people 10 understand tire
high quality OF the products or these
mills. They advertise in a general way
but To my notion they can advertise in a
specific way on such "a plan as I coulc
suggest and get therefrom just the re-
suits they are seeking.
Suppose national advertisers employed
newspapers TO introduce their products 60
the people under guarantee OF the news
papers. Would not any reputable mor-
chant be anxious to handle their pro-
ducts2 Would buyers IN stores refuse an
audience TO statesmen who offered thcEd 4
products that were being advertised u
home newspapers and guaranteed By
those newspapers?
Il know a manufacturer whose pro-
ducts are first class In every particular.
For three years he called on a buyer OF
a big store who persistently refused 70
look at his samples Eventually no
sought the owner Of the business. II was
one big man meeting another
The manufacturer had a fine line OF
merchandise. The merchant looked 8.
the samples and then summoned his buy
er and told him that he wanted him 10
handle this line Of merchandise in his
store. That store has handled 81 IN great
quantities ever since
But suppose that manufacturer had
3dvertised his product in the nevveuauera
IN that merchants home town and sup
pose that the newspapers had guaranteed
his product las they could well have dom
n this instancc)-hoW long would II have
oeen before that buyer would have taken
IN his line OF merchandise
Newspaper have "A great power fr
hey viii exercise It. IN attracting 10
themselves general advertisers OF cha.-
leter who want to establish their trade
marks in all communities
Don't you think Mr.. shibley's views are
CTo be continued,