South Bend news-times. (South Bend, Ind.) 1913-1938, 1914-05-15
TELLS AD MEN To
CD To SMALL CITY
FOR BIG RESULTS
Mason Warner of Chicago
Holds That Town Below
$4,000 is Best Field For
National Advertiser.


eft paws the advertiser to use the
smaller city newspaper as well as
those OF the metropolis. Those who
are combining their advertising TO
cities with large populations are only
reaching 30 percent of the people OF
the United States
These were the statements OF
Mason Warner OF the Snitzler Adver-
Using Co. of Chicago when ne talked
on the subject The Advertiser and
Newspapers" in an address at the
Ad-SeIl league banquet at the Oliver
hotel last night. Briefly n pointed
20 the value Of newspaper advertising
as "A profitable investment. He said
that every national advertiser knows
the possibilities OF newspaper adver-
Using in large cities but few realize
the value in the smaller papers. He
declared that the field covered by the
small papers is just as profitable as
that OF the metropolitan papers.
enrich New Treasurer.
Mr. Warner was the principal
speaker Of the evening The banquet
was well attended. A plan TO oppose
dishonest advertising has been set on
foot and a committee Will be appoint
ed in an effort TO carry il out. +. III.
Smith, treasurer. has resigned, and
l.. S. Gingrich was appointed 10 fill
the vacancy.
w. T. Gross OF Chicago talked on
the subject. Business Building" lay
ing stress on an honest and sound
start followed by wide and thorough
advertising. Charles g. Ward. man
ager OF the South Bend Wholesale
Grocery Co, talked on the subject.
The Jobber and His Relation TO the
Manufacturer and the Dealer" He
showed the economy of the jobber as
distributor. Others who talked
were Herbert l. Trube Of Mishawaka
on Human Efficiency and II. \.
Winchell Of the Northern Indiana
Gas & Electric Co, on Public Ser
vice Advertising
Mr.. Warner in his speech said:
The man who is combining his ad-
vertising to cities OF $4,000 popula-
ton and upward is neglecting 60 per-
cent of the total population of the
United States, for only 81 percent of
our people live in cities Of more than
$4,000. The 60 percent dwells in
towns and country Not only is the
small town nhabitant more numer-
Gus. but he ha- more actual cash to
spend for things to eat and wear and
furnish his home than the resident of
the large city.
No Competition.
Advertisers who have gone after
the small town trade have found it a
tition in the country that there is in
the metropolis. simply because so
many manufacturers concentrate
their selling efforts in the big cities
and neglect the smaller trading CEN
teTs
Another point is that the small
town trade is "a loyal trade and not
so tickle as the city trade, where
there is a constant desire for novelty.
A man who makes a good product
and sells il In the small towns knows
that his customers are not going to
be switched TO any and every new
brand that comes along.
Big Milk Campaign.
Il want to tell you about the Every
Day Milk campaign in this territory
three years ago. for this advertising
shows the possibilities of the small
town business. Previous to Nav.
1911, there wasn't enough Every Day
milk sold in this territory to be worth
mentioning-just about enough TO ir-
ritate a retail grocer or a jobber
whenever a salesman called.
I'VE planned "A coupon redeeming
campaign and used the Tribune.
The News-Times in South Bend: the
Truth and Review in Elkhart; Herald
and Argus-Bulletin in Laporte. and
the Sun in Niles. Mich. Now YOU
know many national advertisers
would nave been SatlSued 10 use one,
or at the outside, two newspapers in
South Bend
However we used the list / have
given YOU. and the other day when I
wrote 10 John Montgomery. president
of the John Wild EvapOrated Milk
Co. at Columbus, O.. and asked him
for a statement OF the results of this
campaign to use here tonight, he re-
piled as follows
Yours Of the 29th ult 10 hand.
Certainly / viii be glad 10 have you
say anything YOU care 20 with refer
enCe TO our campaign in South Bend
and surrounding cities but I would
not want to give YOU the definite
amount Of milk we ship 10 these
various cities. That is. don't want
YOU To give it out. but YOU can state