Edgefield advertiser. [volume] (Edgefield, S.C.) 1836-current, 1913-07-16
LOCAL NEWSPAPER
ADS WITHOUT EQUAL
Nothing Compares With Them foT
Developing Local Business and
Getting Direct Results.

Carol spoke in part as follows:
MY Interpretation Of the true func-
ton Of newspaper advertising and the
service it renders the manufacturer
Is that this great medium Of public
ity offers certain exclusive features
When properly understood, and used
accordingly, local newspaper adver-
tising has no competition.
A trade mark has no value until
the public knows about 1t through
good advertising, and associates 1t
with good merchandise The public
cannot know all about trade mark
until they know 1t intimately by buy
ing and using goods on which this
mark is stamped. Therefore the ad-
vertising of a trade-marked specially
broadcast without first getting dis
tribution 80 that people who read
the advertising and are interested and
can see and buy the articles adVer-
tised in their own local stores, is
wasted.
Building Sales Of Units.
Now suppose you work the other
plan and build sales and advertising
by units. Here is where the news
paper effectually fits in with the
sales and advertising plans of the
manufacturer Of a trade-marked spe-
cialty. This idea of starting today
with a trade mark unknown to the
consumer with practically no distribu-
ton, and blossoming out tomorrow as
a national advertiser, Is not founded
on common sense.
"a manufacturer who is marketing
new article can get better value for
his money b. concentrating his sell
ing and advertising energy in such
territories as he IAN work adequate
ly an intensivelv, each season. This
requires local advertising. If you
market trade-marked speciality that
has peculiar demand in cities OF
over $4,000, concentrate your adver-
tisine in these centers. If the article
is preferable for small towns and
rural distribution, there is where the
advertising energy should be massed.
1T is a well-known fact that there
are certain specialties which sell bet
ter in larger cities than in the small
er communities. Take the case
OF the corset manufacturer. You will
find today practically all corset ad-
vertising is confined to newspapers IL
the larger cities and towns. This is
because the corset sale possibilities
are larger in the population centers
than they are il the smaller towns.
What daily newspaper advertising is
doing for the corset manufacturer can
likewise be done for many other lines.
1t is understood that Julius Kayset &
Co., the largest silk glove manufactur-
ers in America, spend sl50.0O0 in news
paper advertising every year.
Concentrating Advertising
The largest laundry soap business
in this country is kept at high sales
efficiency by the exclusive use of
newspaper advertising, plus good dem
onstration and sampling work.
The automobile manufacturers are
gradually concentrating their adVer-
tising in the cities where they have
salesrooms and distribution points.
Newspaper advertising is no magic
wand that can transform poorly
managed business or insure an in
ferior article enormous sales. But a
well-planned campaign in one city
can shake the misflt out Of your sell
ing and advertising plan in one
weeks trial, if you gG at it right.
1T is sometimes claimed that news
paper advertising is too costly. 1t is
not so If it is operated on the right
lines. You can spend just as much
or just as little as you sales possibil-
tiles in selected locality will war
rant If you have popular article
of general and quick consumption, it
is the repeated copy two or three
times week that clinches the sale
and keeps reminding the buyer after
the first purchase.
"A local application will serve to
illustrate. In the city of Worcester
tha-e are 10000 homes. At least
three.quarters Of these are potential
prospects for an advertised article.
You can divide these homes into
grades, and any manufacturer could
know just how many of his goods
should be sold there through the re-
tail channels of his distribution. Now,
if your consumer sales are not as
large az they should be, apply the
efficienc. test and find out why. Is
the merchandise right? Is the dealer
profit adequate? What are your
competitors doing? How are you as
sisting the local dealers in moving
your goods?
IF magazine advertiser, how
many Worcester homes are actually
reached, and how often? II street
car advertiser, can you tell your story
effectively in the standard space al
lotted? II you use billboards, how
many people read your billboard ad-
vertising?