The Twin Falls times. [volume] (Twin Falls, Idaho) 1905-1916, 1915-07-23

subject for us-what did he read?
What carried the strongest influence?
Would he be influenced more by see
ing our advertisement in the idle
hours in the evening at home or ON
vacations or at some other time? AS
matter of fact, we tried to learn
when he really could remember hav-
ing read something and where and
when he formed his early impressions.
The most Of this investigation was
done after we had commenced using
more than one hundred big newspa-
pers and while we believe there are
many forms of good advertising and
that advertising is seldom entirely
thrown away, and while we might adj
vertise some other lines in some diff
ferent way, the newspaper has been
the satisfactory publication for our
purpose for the principal part of our
campaign. We find that business men
or the substantial, thoughtful person,
almost without exception, is a very
constant reader OF newspapers. We
find that even the small items of in
terest are read in newspapers; that
the advertising is generally closely as
sociated with reading matter, and il
put in the proper way, will be read,
when they are interested in the sub
ject being advertised. The advertise
ments are not buried in a big lot Of
advertising These ideas have kept us
from using the Sunday newspapers,
which are SO loaded down with de-
partment store and automobile adver-
Using that an ordinary sized adver
tisement on other products becomes
lost in the shuttle, l do not under
rate the values of Sunday papers
they are good for many lines, but
not the best for ours
In mentioning these facts | would
not be at all complete in my statement
II | did not point out clearly that
we see big distinction between var
ious classes OF newspapers for our
use. We have found those with the
best standing in the COMMUNICATIONS
that are known for truthfulness
and reliability in every way, are the
ones for us to use. We find that our
business grows when we use clean
influential paper-one that points out
the good in the community; one that
seeks to build and tell the truth. We
cannot trace gains where we use the
disturbing mediums-those that cater
to the red flag crowd, and who seek to
make everybody believe that the world
is going to the bad. In short we be-
lieve that this country has more bright
sunshiny happy days than any other
country on earth, and we have no use
for the paper seeking to build circula-
ton by trying to destroy, just as we
have no use for the politician who
seeks to gain the votes of the hood]um
element by seeking to destroy busi-
ness.
BY using the daily paper instead o.
the medium of national circulation, we
can tell special story in any COM
munity. II we desire to talk of agri-
culture in an agricultural community,
we can do so. II we desire to talk to
the manufacturers of New England we
carl do SO, If we desire to work any
field very strongly and not exert as
much presslife III others because of
any varying conditions it IL Iii our
power to adopt such tfafi. Advertise
ing in medium of national circnla-
ton does not permit this feasibility.
The newspaper does permit a perfect
adjustment as may be required ~
varying circumstances However, the
medium of national circulation has
other advantages even for us, and we
are using a lot of them. Were we to
use the local papers exclusively the
people Of that community might as
sumo that CERTAIN-TEED Roofing
was sold only In that community and
that the manufacturer was on1y
small concern doing business in a
limited field. When those people see
CERTAtN.TEED Roofing advertised
in national weeklies and monthlies,
as we'll As in their local paper, they
begin to sit up and take notice, realiz-
ing that the manufacturer of this
roofing is large enough to cover the
entire country.
Because of our Expressed frfeNsEi
ness to large use of daily and weeF=
" newspapers we claim the right to
cfiticlse where criticism should lead to
progress, Some OF the newspapers
follow methods that we have found il,
our own lines of business to be an
uquated, For instance, if we required
2 contract from buyer that he would
puy certain quantity Of goods, or
stay with us for his purchases over
certain period, or tried to tie him UP
IN any way to. get our very best PROV
osltionf We could not build business
In tact, the business we have already, /
putt would soon disappear III our !
oWn llne we give any man who bdys
carload OF goods the same price as the
nan who buys a thousand cars III
some less than carload shipments ne \,
sharge our Jobbers just enough adj Ii
Tance to cover the actual extra cost 6f \;
handling of such shipments, which is
ess than per cent advance. Now. II
ONE OF the newspapers submit con-
racts and rates and combinations
hat ought to bluff any business from {
oming to them. They will tell Won +
ow they only want d chance to show
gu, but they are very careful to :
harge about fourteen times as much !
8 they ought to if you come with
nem' and then drop out because they i
ave been reported upon as not sat 5
'factory. We say to man III DIR :
ne OF business, put our, goods in +
took, try them outfit they don't sell :
a profit we will take them off y0lir !.