The daily telegram. [volume] (Clarksburg, W. Va.) 1901-1926, 1916-02-25
SH0ENEN URGED
TO Do MORE
ADVERTISING
And Newspaper is Declared 10
Be the Best Agency in
Reaching Buyers.

PITTSBURG, Feb. 25.-"If you look
into the future--ten, fifteen or twenty
ycars-zyou will carry through all
these years a definite, fixed advertis-
ing policy which will foster and nour-
ish the twins, reputation and vol
ume. without which no business can
last through these years"
The above business admohltion was
given the delegates to the Pennsyl-
wnia Shoe Dealers Association by F.
J. Bullock, who spoke on "Adver-
Using" Mr.. Bullock's was one of two
dIscourses given on the value Of news
paper advertising. The other was by
Horace A. Goddard, OF New York,
whose subject was Advertising AS 1t
Relates to Sales"
Requisite Of Good Business.
Mr.. Bullock said that advertising
should be q part OF the shoeman's SELL
Ing efforts just as much as window
displays, salespeople and courtesy, and
he dwelt on the value OF advertising,
intelligently. lie said:
Advertising is to your business what
gasoline is to your automobile. IL
you foolishly step hard on the pedal,
, your automobile shoots and tears and
perhaps wrecks and ruins. Your ad-
vertising done unintelligently, spas
medically and thoughtlessly wastes
and tears and, perhaps, helps to ruin.
Advertising does not respond as quick
ly as gasoline because people forget
and gasoline docs not
There are only two things 10 remem-
Der in conducting an advertising cam
paign. One is the reputation of your
business and the other is your volume
OF sales. If you will put these two
things up before you where you can
never miss seeing them whenever an
advertisement Is to be considered and
prepared, you will have the principal
guiding lines.
Should BE Planned Carefully.
Advertising Is not the patchwork
quilt OF our grandmothers, but is
rather the wonderful mosaic woven
with intent, carefulness of purpose
and adherence 10 design which is rep
resented by the wonderful color and
pattern OF weavers. who devote life
time, sometimes, to the weaving OF an
Oriental rug. Your advertising cam
paign cannot be put together with the
patchwork quilt. 1t must be built
to a scale and design like your Orient
al rugs are woven. An Advertising
campaign for your individual business
is some mans life time work.
Newspaper Is Foundation.
Mr.. Goddard said the newspaper was
the foundation Il all successful adver-
Using companies and presented Argyll
ments to support his contention. His
address follows:
The medium that commend for
your first consideration is the daily
newspaper. There are other and
mighty good mediums. but the news
paper is the foundation OF all sue
cessful advertising campaigns-local
and national-that have been run in
this country. Let's reason 1t out. The
press today provides the reading mat
ter Of ninety-seven per cent of the
people. Only three per cent of the
population are readers of books.
All Read Daily Paper.
The daily paper is read by every
family in the community that is sub
ject to any argument or influence that
advertising could bring to bear. You,
as well as every other man in your
community, depend upon the daily
newspaper for your politics, your war
news, your sporting news and your
market and business news. And
every woman depends upon the daily
newspaper, first for information on
subjects of vital interest to the home
Information about kinds and prices
OF merchandise, that is-then, for
news of society, fashioned dress. who
have been married, how to make them
selves beautiful.
Women Direct Buying.
Women direct the greater part OF
tho buying, and nine women out OF
every ten will turn first to the depart
ment store advertisements, then TO
speciality shops. They get general In
formation from the former and par
tlcular buying information from the
latter. Most men read the first page,
then the sporting or market page. AS
they go through the paper they pick
out the strong, one-line or speciality
shop advertisements, but as rule they
will duck the department store mat
ter.
aJorn;no and NIGHT tho nnwsnaner