The Ward County independent. [volume] (Minot, Ward County, N.D.) 1902-1965, 1913-07-10
A NEWSPAPER IS GREATEST SALES
FORCE IN W0RDD SAYS CLIFFORD

PeSiS W WoJOiIty VI Vic people anu
gets the business. The daily newspa-
per is used practically to the exclus-
ion Of any other medium. The sue
cess of the modern department store
is well known. In the past few years
it has developed more rapidly than
any other direct method of merchan-
dising- And the law is practically
established that business to be ideal
ly successful in reaching a majority
of the people in any one locality must
use the newspaper largely.
'"Take the different localities, lump
them, and behold, you have national
locality for the national distribution
can be nothing else than local distri-
button multiplied. In other words,
you can have local distribution with
out national, but you cannot have nat
ional distribution without local dis
tribution.
II have dwelt on national advertis-
ing for two reasons: First, because
this has been seemingly hard nut for
newspaper to crack. Second, because
the local distributor - retailer and
wholesaler is going to have more and
more to say about national advertis-
ing. There has never been any ques-
ton about local advertising = local
merchants-and it is through the 10
cal merchant that final distribution
comes. More and more the so-called
national advertiser is going to ask the
advice of the local merchant-local
representative, if you please about
the advertising appropriation and
eventually, it is coming in big Jumps
into the local newspapers, where it be-
longs. There are dozens and dozens
of big appropriations in now or head
ed this way. Welcome!
"The big national advertisers are
beginning to find that they can get
quick action here. There's no wait
ing. They can concentrate in sec
ton, send their sales people in, get
quick cooperation and quick results.
There's no lost motion-no waste cir
culation. Every newspaper subscrib-
er counts.
Accumulative Value.
"The local merchant advertises to-
day-and he gets the crowd and the
money and distribution of his goods
tomorrow-and the day after, and the
day after that. But that's not all.
He adds to his assets in a different
way, for that advertising, in addition
to his profits of tomorrow, has posi-
tive accumulative value-if his state
ments and his goods have been hon
est-he has added to his stock of con-
iidence, good will something to start
in business with day after tomorrow
if his store and every particle of his
merchandise goes up in smoke tomor-
row night. The man who gauges his
advertising by the mere profits of to-
morrow hasn't the slightest concep-
ton of the dynamic power in his
clean, forceful, honest advertising of
today.
Quick action-that's what you get
in the newspapers. Newspaper adver-
Using is a hot off the griddle' mes
cage. 1t is quick, sure and accurate.
It teaches the advertiser to make his
appeal when he wants an appeal, and
there is no waiting. He forms an int
innate, friendly relationship with the
people of his community if he tells
them the truth and gives them a
square deal on the right kind Of mer-
chandise at the right price. And he
adds and adds and adds to his good
will stock that makes his life easier
IS time goes along.
Daily newspaper advertising makes
it possible to take advantage Of trade
conditions the merchandise can
adapt his copy to suit the occasion.
The Equitable building burns in New
York. Millions in securities may lie
destroyed. Thousands Of policy
holders are in suspense. The Equit-
able company wires forceful advev-
tisement to the leading papers of the
country. It is printed the same day.
Fears are allayed and the Equitable
gets some profitable publicity and a
reputation for progressive aggres-
siveness.
I talked recently with New York
man who is special representative for
a number of big newspapers. He was
formerly advertising manager FOR
Butler Brothers in New York--the
greatest grocers in the world, and
their stores are everywhere in great
er New York. He told me it was no
unusual thing to sell four or five CAR
loads of eggs on single announce
ment -or a trainload of hams. His
personal contact with this wonderful
selling power of newspaper space was
responsible for his getting into big.
ger newspaper field.
! have several reasons FOR telling
you all this. a. Realize your own
Importance in the community--when
you do that you won't have to sweat
blood about your rates. Let the other
fellow do that. Get what you've got
coming. Make the people Of your
community realize your power, make
them respect you with q big K.
Ads Are Real News.
"It's sorry paper these days that
does not carry the ads. For, these
ads are real news to thousands Of
people vitality imoctpnt, because
they carry messages Of style mes
sages of what, when and where to
buy messages Of what IS Of more
Importance, savings for the thrifty
Ihousekeeper. News interest, that's
the slogan for the modern advertiser.
The more news-interest he can create,
the more will his advertisement he
read.
The advertiser wants to yet into
lcompetition with the managing editor
for he is the man the advertiser has
got to keep pace with. Mr. Managing