The Wheeling intelligencer. [volume] (Wheeling, W. Va.) 1903-1961, 1911-12-22
V Using L
ERIITES Br
WILLIAM G. FREEMAN.

I Close lOuCn Win many manu-
facturers, has been very much
interested in the suggestion
made in these advertising
talks, that
ERS SHOULD USE NEWS
PAPER ADVERTISING TO
THEIR PRO-
DUCT TO THE PUBLIC.
In talking TO me the other
day on this subject he said the
following:
~ you can induce national adver-
tisers 20 use h list OF newspapers
| printing your Talks. whose pledges
20 the people In the several communi-
ties the newspapers can GUARAN-
TEE-f you will CAREFULLY IN
NESTIGATE THE BUSINESS BE
FORE ACCEPTING Tiff o are
certain that the article advertised
REPRESENTS HONEST VALUE
then you viii be establishing a CON.
FDENCE IN ADVERTISING THAT
WILL MULTIPLY ITS VALUE A
HUNDREDFOLD.
Never mind. for the present. about
local advertisers The people In every
community will pick out for them
selves the merchants who represent
their merchandise accurately and will
give their trade accordingly.
But II is important 10 pay a great
cal OF attention TO the national ad-
yertiser-because he 10 a stranger TO
the community. and the introduction
that the newspapers a give him 20
their readers will at once establish
CONFIDENCE IN HIM and in his
product. thereby increasing his bust
ness enormously.
Il would group these advertisers
together and put a line over all OF
them reading-'THIS NEWSPAPER
GUARANTEES THE INTEGRITY
OF THESE ADVERTISERS. 1T
ALSO GUARANTEES THE HON
ESTY OF THE PRODUCTS THEY
ADVERTISE
There is no doubt about the
VALUE OF such advertising and the
TREMENDOUS FORCE II would
have In every community.
y know this question is being dis
cussed among manufacturers. Only
the other night the head Of the
UTICA KNITTING COMPANY and /
were discussing a plan how 20 get all
OF the people 10 understand the high
quality OF the products OF these
mills. They advertise In a general
way. but 10 my notion they can al.
vertise in q SPECIFIC WAY on such
a plan as ! could ~ and get
therefrom just the results they are
seeking.
Suppose national advertisers ON
ployed newspapers TO introduce their
products TO the people under guaran
tee OF the newspapers. Would not
any reputable merchant be anxious
to handle their product Would
buyers In stores refuse an audience
TO statesmen who offered them prod.
ucts that were being ADVERTISED
IN HOME NEWSPAPERS AND
GUARANTEED by THOSE NEWS
FAPERs.
i know a manufacturer whose
products are first class in every par.
ticular For three years he called on
a buyer of a big store who persistent.
~ refused TO look at ms samples
40 o0hsuI Aut owner OF
the business. Il Was one big man
meeting another.
The manufacturer had p FINE
LINE or MERCHANDISE The mer.
chant looked at the samples and then
summoned his buyer and told him
that he wanted him 10 handle this
line Of merchandise in his store That
store has handled Il in great ouaufi.
ties ever since.
but SUPPOSE THAT MANUFAC.
TURER HAD ADVERTISED HIS
PRODUCT ~ THE NEWSPAPERS
IN that merchants home town. ana
fupposo that the -newspapers had
guaranteed his product las they could
vel have n In this instancel-
o long would IL have been before
mat buyer would have taken on his
me % merchandise
NEWSPAPERS HAVE A GREAT
POWER. IF THEY WILL FXER.
ClsE 1T. in attracting to themselves
general advertisers of character who
want 10 establish their trademarks in
all communities"
Don't YOU think Mr.. Shib-
leyS views are sound?