The Fargo forum and daily republican. [volume] (Fargo, N.D.) 1894-1957, 1912-02-17
FORMER N. D.
NAN MAKES G00D
LEROY PELLETlER, NOW HEAD
or ADVERTISING DEPARTMENT
OF sTuDEsAkER CORPORA
TON, HAS GAINED NATIONAL
REPUTATION.

Charles Mortimer Peck in the. adj
yertising magazine. Newspaperdom,
has the following appreciation of E.
Leroy Pelletier. formerly a North
Dakota man. under the heading
Brickbats and Bouquets:
That sterling manipulation Of adj
yertising and sales who manages the
publicity department for the Stude-
baker Corporation and the Flanders
Automobile Co, y. LIE Roy Pelletier,
says the newspaper is the foster faith
er and saviour Of the automobile in
dhstry and then proceeds, in o most
convincing manner, to prove the state
ment true. He explains how, on more
than one occasion, he saved the day
for his own concern by appealing to
the public through the advertising
columns Of newspapers and builds a
case that is irrefutabie.
He has, as a matter of fact, paid the
newspapers of this country the great
est tribute that ever come from an adj
vertiser.
Pres. Dan A. Carroll Of the Six
\ III ASak uEs PGA G1dAC0 wa CAtCNANA
to address the members and guests
who atto-ded the last luncheoH Of this
organization of New York newspaper
representatives. and although the train
that brought Mr.. Pelletier to New
York was late and he had to appear
without previous preparation, he made
one Of the best talks that has been
heard on the subject Of newspapers
as advertising mediums.
/ was invited to be present and !
tried to get there. but that was Jan.
9, 1912, and had carelessly sent my
shoes to be resoled. My cebbler was
to have had them ready on time but
he reported at the last minute that it
would be necessary to supply new up
pers as we'll, and / had to stay indoors
all days while friends were ~circulat-
ing a petition for small contributions.
My regret was overcome, however,
when a complete account Of what Mr..
Pelletier said was sent to me-, and now
/ believe l can review his forensic eff
fort intelligently.
1 have gone over his words a num-
Der of times and as 1 reflect upon
them-a grand total of 5000 and each
group expressing a splendid thought
the central idea that occurs to me is
that Mr.. Pelletier is an advertising
man who has always used the news-
papers to promote the sale of auto
mobiles, and has always been success
full, not ordinarily successful, but
marvelously successful. He has
made newspaper advertising 2 do
more than any other man that / know
and yet he has not exhausted its pos
sibilities.
His eyes were first opened to the al
most inexhaustible power of news
paper advertising while he was with
the Ford Motor CO.. in Detroit. The
Chicago branch was behind in busi-
ness. The slump vas so noticeable
that the management of the Ford COM
pany was deeply concerned. 1t con-
suited Mr.. Pelletier. who gave it as his
opinion that all selling energies should
be concentrated on Chicago. The on
ly kind Of concentration that appealed
to him was a vigorous advertising
campaign in the newspapers. He was
consequently commissioned to go to
Chicago with $4,000 to be spent in one
week. He encountered the opposition
of the lecalsagent, who was already up
against a less of SO, 900 which he had
spent in unproductive advertising OF
various sorts. This local agent did
not believe in newspapers and protest.
ed that Mr.. Pelletier would ruin him,
but Mr.. P~elletier went ahead with his
plans.
He wrote his o p and had just re-
leased it for publication when 1t was
reported TO him that the Ford garage
had been destroyed by fire, but tenn
porary quarters were scared and the
campaign was carried out as original
~ planned. The result was astonish-
ing. The automobile show had Just
opened and the Ford company trans
acted the record business of that ex-
position, and besides a profitable bus
mess was established in Chicago.
From that time to the present Mr.
Pelletier has chung to advertising con
centration through the daily newspa-
pers. He solved, for all time, the au.
tomobile selling problem. BY adver,
Using literally in the cities of great
est population and combining loca
campaigns with his broader and mors