Honolulu star-bulletin. [volume] (Honolulu [Oahu, Hawaii]) 1912-2010, 1915-12-24
CHAPTER XXXy.
MANUFACTURER AID IN RETAIL ADVERTISING.

Most methods of retail advertising money But there
good many things which the retail advertiser get
expense to the helps which manufacturers
offer These may be window displays circular letters
which the manufacturer will out and mail to the retailers
customers in behalf of the retailer.
Many manufacturers will supply the retailer with free
booklets with the dealers imprinted the back These
would advertise the manufacturers product which the retailer
had SALE In fact nowadays manufacturers apt to fur
nsh moving picture slides which cost from $1,000 to $4,000
apiece These loaned absolutely without charge to the
deaend they certainly bring business to the dealers store
The wise dealer good many of these helps,
and with these he will newspaper advertising he
build up pretty good broadside in favor of his store
And yet is it right for manufacturers who advertise in
tona magazines to ask the retailer to back up their national
advertising with retail newspaper of his own? Spring
field Mass paper recently said mo- when they got letter
from cleaner manufacturer who said effect that
1--WE advertise ourselves black the face in the national
magazines but if you local merchants don't newspaper
space the goods won't SELL
That may be true but if newspaper advertising is going
to create sales for those dealers Springfield and that
manufacturer can afford spend that amount of money for
Sprngeds population wouldn't it be better that he spend
that amount of money in the Springfield papers order to
help the dealer twice much space to sell the goods
This would make the manufacturers advertising less expens
i've and more effective and would also business for
the dealer Often when manufactures is told by dealer
that the best way sell goods in that town to such
paper the producer apt to accde to the request
and use space in that paper for the dealer.
OF course when it to window displays part OF the
expense might logically be shared by the dealer especially
personal demonstration linen sometimes
the dealer divide the expense $780, OF this too
depends upon the particular conditions If the dealer has the
goods exclusively then logical for him to divide the
expensive than everybody town also has them on sale
Most retailers pay proportionaey $500 for their front
windows and about So for the floor space behind their front
windows In other words thousand feet of floor space
obscure will say $4,000 year, while that floor
space prominent street will cost $4,000 year. This
$1,000 that the dealer would have because of the
much that the street is convenient but
that the windows invite the and thus pull trade
into the store.
Anyet here again the average dealer gopes He doesnt
realize how expensive his windows are and many window
undessed The big department stores different They
know that their windows worth all the attention they
give them But many dealer especially in the small town.
forgets that his window is like little newspaper of his own
To make it advertise him costs him nothing except little
labor From manufacturers he gets all sorts OF help with
which keep his window continually fresh and attractive
There the world why dealer should not give
the necessary time this OF advertising which costs
him so little and is apt to bring him much
Retail advertising has given birth to lot OF freak methods
Ceverness good while the line of cleverness but
when it gets old it is sorry spectacle As result the clever
kinds of advertising fetched contests such guessing
the number of beans in jar in window, and many other
stunts of that k-suc freaks lose out and every
day. Meanwhile the forward publicity by which you
tell the people what have and the why they ought
buy from yosuch the only style that astsand which
grows continually stronger the longer you its This
is the kind which You the widest and most effective
result in the newspaper well your store window
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