Bisbee daily review., 1912-09-19
WILL DRIVE AUTO
CAR TO PHOENIX
FOR STATE FAIR
New Henderson Machine
Expected TO Cause Won
derment ar the
Capital
OWNER BOOSTS PAPER

J. r. Henderson, of this city,
brother OF r. p Henderson, vice
president and general manager OF
the Henderson Motor Car company,
expects 70 receive one of the new
to the state fair.
The Henderson was born only a
few weeks ago and in addition to
the possession of all of the modern
essentials of motor cars it has many
new features. the most novel of
which are. the concealed levers,
lamps and oil tanks.
Should Bisbee autoists organize a
run to the capital city during the
fair. az Mr.. Henderson has sug-
gested, he win enter a Henderson in
the race, the first car of that make
to arrive in Arizona
Output for Year Sold.
All OF the years output for this
year has been sold in advance and
this remarkable state OF things is at
tributed by Vice President Hender-
son TO newspaper advertising. I'VE
staked ont reputation on the worth
of newspaper advertising as a medi-
UNI over and above all other avenues
of advertising a motor car and We
won, Automobiles are net mail or
der propositions" says Mr. Hender-
son The only place that the man
ufacturer 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 Gaily paper and for this reason
we consider the newspaper an in
comparable medium.
Advertising Euloeized
when buying space in the news
paper we buy circulation in the par
ticular zone desired. If we use the
magazine VIC buy vast quantities o.
circulation ir 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.
I'VE are firm believers in the
newspaper. and the early returns sub
stanuate our beliefs. il is our opin-
ion that every successful motor car
OF 1913 must be extensively adver-
tised in the newspaper. We have
found that there is no other medium
that will extend the COOPERATION
which wa get with the daily visitor
to the home and Office. Automobile
advertising intended to make real and
immediate sales should be confined
TO the saies-oom zones
Believes in Newspapers.
1T is an economic mistake to
spend money on man on whom your
own sales system cannot call per
sonally. Getting the tangible orders
Is intrusred to the statesmen, backed
by the personal intimate appeal OF
their own daily newspapers. While
| have no desire to endorse to the
uttermOst one medium over another,
am frank in my belief that the
most universal appeal can be made
through the newspapers. The Hen
derson company and its distributors
and dealer Representatives will con
time to advertise in the newspapers
exclusively, thus concentrating our
entire efforts on the particular mar
kets where the Henderson is being
introduced and establishing itself on
firm basis.
Will Extend Cooperation.
The newspapers have proven that
they will extend cooperation. The
concrete example of this is the daily
increase in the correspondence that
is pouring into our sales department
and the fact that it has already been
since the date OF our announcement
of the 1913 Henderson to double the
production Of the car for this year
that we had decided upon previous
TO making orr 1918 declaration to
the public and the trade.
The Henderson advertising win
be confined to the newspaBers-for
We know that they will deliver their
rated horsepower"