Newark evening star and Newark advertiser. [volume] (Newark, N.J.) 1909-1916, 1912-09-14
NEWSPAPER BEST
. AUTO ADVERTISER
Official of Henderson Motor Car
Company Tells of His
Experience.

"Once more we have proven to our
own satisfaction that newspapers are
the best selling medium for automo-
biles," says Lucius S. French, secre-
tary and advertising manager of the
| Henderson Motorcar Company, of In
d%ianapolis, Ind.
Some days ago we shipped our
first G913 demonstration to u Phila-
delphia distributing house. OF course,
we knew that, with u comprehen-
sive newspaper advertising in all the
big centres when we announced the
car. it would have it's effect, but we
were surprised at the result.
I'm a few hours after the car had
been unloaaed in the Quaker City r.
P. Henderson, vice-president and
| general manager, received the follow
ing telegram:
Henderson arrived. First demon
| stration hour after. Sold two cars
and both %traceable to newspaper adj
vertising. Congratulations
This is, indeed, gratifying to us,
for we have staked our reputation on
the worth of the newspaper as a
medium over and above all other ave-
nues of advertising a motorcar.
automobiles are not mail order
propositions. The only place that the
manufacturer can hope to dispose of
his product is within the radius of
his distributing houses or branches.
The newspaper appears seven days a
week. The magazine comes out once
a month. Mr.. Business Man is more
intimately acquainted with his daily
paper. and for this reason we con-
slider the newspaper an Incompatible
medium.
when buying space in the news
paper we buy circulation in the par
ticular zone desired. If we use the
magazine we buy vast quantities of
circulation in the territory in which
we are not represented and which we
cannot hope to realize on at the time
of the appearance of the advertise
ment.
1--WE are firm believers in the news
paper and the early returns substan-
tate our beliefs. 1t is our opinion
that every successful motorcar of
1913 must be extensively advertised
in the newspapers. We have found
that there is no other medium hat
will extend the cooperation which we
| get with the daily visitor to the home
and office. Automobile advertising
intended to make real and immediate
sales should be confined to the sales
room zones.
at is an economic mistake to spend
money on a man on whom your WI
sales system cannot call personally.
Getting the tangible orders is in
| trusted to the salesman, backed by
the personal, intimate appeal of their
own daily newspapers. While l have
no desire to indorse to the uttermost
one medium yer another. I am frank
in my belief thattthe most universal
appeal can be made through the
newspapers. The Henderson company
and its distributors and dealer repre-
s~entatives will continue to advertise
in the newspapers exclusively, thus
concentrating our entire efforts on
the particular markets where the
Henderson is being introduced and
establishing itself on a firm basis.
THE newspapers have proven that
they will extend cooperation. The
concrete example of this is the daily
increase in the correspondence hat
is pouring into our sales department
and the fact that it has already been
necessary since the date of our an
nouncement of the 1918 Henderson to
double the production of the car for
this year that we had decided upon
previous to making our 1918 declara-
ton to the public and the trade.
THE Henderson advertising will be
confined to the newspapers. for we
know that they WIFI deliver their |
rated horsannWar