The Bridgeport evening farmer., 1912-02-16
Advertising In
 The Au1O Industry
E. LeRoy Pelletier Sticks uE
 for the Newspaper
Advertising Director Tells of Big Car Selling Cam paigns - Magazines o. K.," He Says, "But Me for the Daily.''

| h1~t SS A(NAO
 for the Daily.''
 E. LeRoy Pelletier, advertising di-
 rector of the EMF Studebaker Cor poration of Detroit, recently gave the
 members of the Six Point League at a : luncheon in New York, an interesting
 address on '"The Relation of the Au O. mobile Industry to Advertising." MT. | Pelletier said that he had no quarrel ! with automobile manufacturers who made use of magazines in securing
 business. He believed that each one | should be guided by his own experi- l ences in his selection of the proper ! mediums. While he held no brief for
 the newSpa perS, he desired to say that
 in his opinion they were the most eff l fective means of reaching buyers and
 influencing them to purchase machines
 than any other medium.
 i My own style of advertising fits
 the newspapers best,'' he said. There
 are, however, clever ad men who find
 the magazines especially advantageous i for appealing to the public.
 ''In our own case, the discovery Of the efficiency of newspapers was pure ! ly accidental. When I was connected
 with the Ford Motor Company. I was | sent to Chicago to spend $5,O00 in a 1 single week in advertising it's automo
 piles. The manager of the Chicago | office was not at all pleased with the l prospect of having this amount of
 money charged up against his account l and protested against it. Business i had been rather poor in Chicaeo, and 1 he didn't like the idea of spending so much money on advertising.
 ' I told him that I didn't care a continental what he thought about 1t, | and that I was sent to spend $5,000 In | the newspapers. and I intended to do | it. paced a page advertisement In | all of the leading newspapers, written ! in my best style, and it appeared in the papers the next morning Un- | fortuna tely, the building in which the | sales office was located, was destroyed | by fire. went down to look at the | wreck and met the agent, who when he saw me exclaimed, My God what | did T tell you?'
 < Never mind replied, we put up | a red-hot campaign, anyway, but l ! didn't start the fire
 | ''I Immediately wired the factory to send a train load of cars. Unfor+un-
 ateIy the factory could only deliver
 four carloads. We secured a build ing and the machines were qu,NkIy
 disposed of as a result of our adver-
 Using The business expanded ra pid- " after that, and now the agent in Chicago is the biggest automobile i dealer in the city.
 MT. PeTetier said that he had used as high as 2,2OO papers at a time. He had no regular time for advertising,
 but was guided largely by circum-
 
 the oprortune moment to make an impression upon the pubic.
 During my entire experience in ad- vertising automobiles I have never ! ,lsed ma pazines or any other medium. than daily and Sunday papers I made
 a slight exception for one excurs on
 into the hiII-posting field. when we
 Spent some SS 00a with results so small
 as to be noticeable. Also a few lit
 tie excursions into theater programs
 and other similar mediums Always | we have come back to the daily. 'I have freuuently been accused of using loose English in my conv. AS
 do not like to admit that Idid't know how to use any other. Sr9te m ue-
 fence that coIoQufa1 English is more
 easily read bv the average person, and
 that I am able to force my arguments
 home hetter by simply conversf"g with i the. public through my copy than by 1 delivering a suited oration to them. "'I have nothing to say a~afnst the well planned campaigns which are put
 out ny others; no criticisms to make | on the very carefully p~epared copy ] and carefully timed announcements. l They must produce resu' 'ts-since we are not the only successful ones in the
 business-hut in our experience what
 we call an 'opportuntfst' campaien has
 produced the greatest results at the
 least expenditure of money
 'ewe time the announcement and the l corv to suit the needs Of the moment
 For example. some seasons the demand l for automobiles will d-op of at the ! end of July. A year ago we ran until
 the end of September before there was | noticeable dropping off then it
 seemed to break off. The season just | ca ssed the demand ran along splen- didly until well into October. Seemed 1 it was going to continue to the end of | the year and we were congratulating | ourselves that we had finally become l an all-the-year round business. | 'sThen one morning we woke up to | find that 26 states were practically un- ' der water-a terrific storm swept the entire country and stopped the sale of | cars Trainloads which we had ship ped to our various branches remained | on the floors. Dealers wired that Sthey would take cars as soon as the storm 1 subsided-but meantime the cars stay | ed in our hands-and the factory was still running.
 i sswhen I say that if you could stop ] the flow of automobiles from our fac tories Tor one week you would pile uD
 s1 O0o, 0NO worth of cars on our har ds YOU will appreciate what such a con
 dition means. It calls for a tremen-
 dous campaign-and time is the es-
 sence. We find we can meet such
 condition through the daily newspa-
 pers and wait only until the worst of l the storm has blown over to start | the demand anew.''
 Foley Kidney Pills will cure any 1 case of kidney or bladder trouble not beyond the reach of medicine. No medicine can do more. L. F. Curtis.