The Brinkley argus., 1913-07-04
LOCAL NEWSPAPER
 ADS WITHOUT EQUAL

la an address on Newspaper Ad- vertising" delivered by Dan A. Car roll before the Worcester (MassJ Publicity association recently, MT. Carrol 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 puDilc- 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 It through good advertising, and associates II with good merchandise. The puDilc cannot know all about a trade marK until they know it intimately by buy ing and using goods on which thls mark is stamped. Therefore the ad- vertising of a trade-marked speciality broadcast without first getting dls- tribution so that people who reao the advertising and are interested ana 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 trade-marked spe- cialty. This idea of starting today with a trade mark unknown to the consumer with practically no distribu- tion, and blossoming out tomorrow as a national advertiser. is not founded on common sense.
 "A manufacturer who is marketing q new article can get better value for his money by concentrating his sell ing and advertising energy in such territories as he can work adequate ly an intensively, each season. This requires local advertising. If you market trade-marked specially that has a peculiar demand in cities of over 25,00O, concentrate your adver- tising In these centers. If the article is preferable for small towns and rural distribution, there is where the advertising energy should be massed
 Tt is a well-known fact that there are certain specialties which sell bet ter in larger cities than in, the small CT communities Take the case of the corset manufacturer You will find today practically all corset ad vertising Is confined to newspapers 1n the larger cities and towns This IS because the corset sale possibilities are larger in the population centers than they are in the smaller towns What daily newspaper advertising if doing for the corset manufacturer car likewise be done for many other lines It is understood that Julius Kayser Co.,, the largest silk glove manufactur CTS in America, spend $50. 0.0OOin news paper advertising every year.
 Concentrating Advertising.
 The largest laundry soap business in this country is kept at high salei efficiency by the exclusive use O. newspaper advertising, plusigood dem onstration and sampling work
 The automobile manufacturers arr gradually concentrating their adyer Using in the cities where they have salesrooms and distribution points.
 Newspaper advertising is,no magi, wand that can transform poorl, managed business or insure an in ferior article enormous sales. But { wellplanned campaign in one cit, can shake the misfit out of your sell ing and advertising plan in on' weeks trial. if you go at it right.
 Tt is sometimes claimed that news paper advertising Is too costly. It il hot so if 1t Is operated on the righ lines. You can spend just as mucl or just as little as you sales possibil ities in a selected locality will war rant. If you have a popular article of general and quick consumption. i is the repeated copy two or three times week that cHnches the sal' and keeps reminding the buyer aftel the first purchase.
 A local application will serve tt illustrate. In the city of Worcestel there are 30.000 homes. At leas three-quarters of these are potentia prospects for an advertised article You can divide these homes into grades, and any manufacturer coult know just how many of his good, should be sold there through the re tail channels of his distribution. Now if your consumer sales are not al large a3 they should be. apply thu efiicienc. test and find out why. II the merchandise right? Is the dealel profit adequate? What are you competitors doing? How are you as sisting the local dealers in moving your goods?
 If a magazine advertiser, how many Worcester homes are actual, reached. and how often? If stree car advertiser. can you tell your stor, effectively in the standard space al lotted? If you use billboards. how many people read your billboard ad vertising?
 Back up your newspaper adyertis ing with window displays and othe sales work during your active cam paign. and you win have an adverris ing investment that will be a Ifva