The Detroit times., 1912-06-10
NEWSPAPER ADVERTISING
BETTER THAN MAGAZINES
Buffalo Expert Delivers Strong
Address Before Affil-
lated Clubs

The semi-annual convention OF the
Affiliated Advertising clubs, of De.
troit, Cleveland, Buffalo and Roches-
ter, began in the Hotel Pontchartrain,
at $3.50 Saturday morning and Will
at $3.50 Saturday morning. There
were upwards of 40 0advertising men
present. Mayor Thompson delivered
an address of welcome. Several ad-
dresses were given at both the morn
ing and afternoon sessions.
John p. Fallon, advertising manager
for Adam, Medium 4 Anderson, of
Buffalo, n. Y, was the principal
speaker in the morning session. His
subject was "Dealerized advertising
creates the greatest demand His
whole paper was clear-cut, forcetul
argument in favor OF advertising in
newspapers rather than in magazines
He said in part:
Take Buffalo for example. The popu-
lation OF Buffalo is half million.
The circulation OF ten leading maya
zines OF American. in Buffalo, is about
$4,000. This means tnat about one
out of every twenty people I'm Buffalo
get a magazine each month. IL Is
obviously impossible for any one or all
OF these ten greatest magazines to
Buffalo alone, and obviously prepos-
ferrous for any manufacturer TO pro-
claim that his so-called national cana
paign In these publications Will move
any Sreat quantity OF goods IN this
ON the other hand. the five leading
daily newspapers or Buffalo have a CTR.
.culaticn In round numbers OF 10000
per day IL is safe to say that every
person who reads gets at least one OF
these five newspapers every day.
Therefore, II Is quite possible for these
publications TO WELD tremendous ad-
ertising influence In Buffalo. and II Is
quite reasonable to suppose that this
local media could be utilized TO move
out great quantities OF merchandise
from the dealers shelves.
For three years, i have been con-
Quoting experiments and tests in Buff
falo that prove conclusively i've vital
facts;
First that the percentage of returns
to tho individual dealer. resulting
from ma gazine advertising, Is so small
as TO- be insignificant.
Second, that we pay for magazine
advertising when we buy magazine ad-
vertised commodities and must pay for
advertising in order TO sell
them.
Third. that IL newspaper advertising
is absolutely necessary TO clinch the
sale of magazine advertised goods, to
tell the public where magazine adver-
tised goods may be purchased and UNI
load trade marked goods from the
dealers shelves, it Is obviously the
medium in which the manufacturer
should spend the bulk Of his advertis-
ing appropriation.
Fourth. that the only kind of adver-
Using that materially benefits the
dealer Is that which not only creates
desire for given article, but also fixes
his store in the mind OF the customer.
as the one place or one OF the places
where that article may be obtained.
Fifth that manufacturers who pro-
duce such commodities as beds, mat
tresses. hosiery, underwear. shoes.
other articles OF general consumption
can we'll AFFORD to market their prod
ucts thoroughly by concentrating in
units by cultivating one section at a
time. until they have covered the en-
tire eeuRtry---
Yet, despite these facts. manufac-
turers conducting extensive magazine
proclaim that they are cre-
atIng a big demand and insist that the
dealer ought TO give them whole
earted cooperation and back up their
magazine advertising in show window
displays and in the local newspapers.
Tney are burning up hundreds OF thou
sands OF dollars In the magazines, from
which we have conclusive proof there
is little or no returns TO the inelvidual
store, instead OF using the dealers
local newspaper. that
goes right into the homes OF the deal
er's customers every day.
Magazine advertising has its place
and its virtues. as general publicity
ion OF nifty big advertising men In NIFTY
localities In this coun-
try Is that great part or IL falls
short OF hitting the mark.