Newark evening star and Newark advertiser. [volume] (Newark, N.J.) 1909-1916, 1914-10-07
by d. w. ROBINSON.

Not long ago a manufacturer OF
hand fire extinguishers happened TO
notice a newspaper report OF a fafal
motor boat explosion at lake re-
sort. 1t was only very brief, pro-
sale report. the kind he usually oyer
looked. Yet this little ten-line OBJ
securely placed item suddenly inspired
an idea for direct application to his
own business.
There must be a hundred or more
other motorboats at that resort he
figured. as he. formed a quick mental
picture of the excitement and uf:-
easiness among owners over this cal
lamity brought so. closely home TO
them Nov is the time TO sell them
fire extinguishers. They're fright
enedi''
SO he acted He sent a salesman.
The salesman found a ripe and ready
field. He came back with his peck
cts full of orders And all because
his boss had happened TO read that
obscure little news item.
A newspaper report of certain legis-
lative action-a newly made building
law. sanitary, fire, highway or COM
mercial rulings--and Immediately the
manufacturer or dealer whose goods
are in any way related to these sub
jects has before him live basis of
fact from which to work to increased
business in that territory.
Notices of local or national import-
ance--tlbe awarding of contracts, So
cial and mercantile activities. new
underta kings, successes, failures,
scores of other happenings-all pre-
sent a field equally prolific in sales
suggestion
And so it goes to an almost indefi-
mite extent. just as readers and writ
ers can pick ovt stories-vigorous and
sometimes bizarre in suggested drama
and art-interest--from among the
most apparently every day happen
ings as reported in the newspapers,
so the busiest man has a. steady mine
of useful Information at his disposal
in the same source. These news items,
daily, are giving him tips" that will
help him sell his goods or services.
same timely information, first-hsnd,
from any other source. M
Most of the largest successful adj
vertising and merchandising interests
in the country have grown to realize
| the live, practical value to be derived
from a systematic digestion of the
days news. In the course of their
| regular business they receive newspa-
pers from all over the country. While
| the initial purpose of these copies is
| the provision of az means for check
| ing up their own advertising space
and also that of their competitors, the
balance of each sheet comes. in for its
i, share of careful perusal. Every item
| of pertinent interest Is clipped or
| noted. In this manner a more active
| touch Is maintained with the, terri
tory. in which their advertising is be.
ing done. Local conditions are under
stood more thoroughly. Mailing lists
| are added to. And. in many instances
| glowing possibilities are opened up In
| new territory or existing selling plans
altered to more completely and profit
ably conform with the developments OF
local conditions in old tes1'itory--as
learned from the various local news.
| papers.
This free buainess-aid service rem
dered by every newspaper in the
country is as useful to the small con.
Germ as to the large. IL is of particu-
lar benefit to the man who advertise'
or sells by mail
Every day there are new-fornet
building projects reported in the news
columns of your local papers. Some
body Is about to erect a store, ar
apartment or ONCE building. MIR
Rich Is going to buit1 a house. Sup
pose you are contractor, sanitary
engineer, decorator. furniture dealer
or interested in the sale of merchan
disc of services that could in any was
be used In this work What do these
notices suggest to you?
What does newspaper report of Z
bad confiagration suggest to tn
manufacturer of hreproof roofing and
materials, extinguishers. fire escapes
Ito the insurance salesman--oi. to th'
financial institution with safe-deposi
facilities to dispose OF?
A small town or village has JUS
installed an electric lighting plant
probably you never heard of the plac,
before You saw the newspaper notice
You are a manufacturer or dealer il
electrical fixtures and appliances
What does it suggest?
Another town is raising bond Is
sue to cover an appropriation for th'
construction OF good roads. Isn't tina
Il Just the kind OF lead the banker
broker, automobile dealer and manu-