The Lakeland evening telegram. (Lakeland, Fla.) 1911-1922, 1916-11-21
AN INVESTMENT
(St. Petersburg independence


ness world speak, they speak of ev-
perience-an experience which has
won for them the successful position
they hold.
1t is for this reason that the words
of ]. C. McQuiston, advertising man
ager of the Westinghouse Electrict &
Manufacturing company, who spoke
on the subject of advertising" during
the recent meeting of electrical men
in Tampa, are to be taken as carrying
the full weight of his years of init
mate knowledge of the subject.
He declared in no uncertain terms
that the advertising appropriation is
an investment and not an expense.
Here is a definition that business
men generally should set down in
their business lexicon as the true
meaning of the word.
But Mr.. McQuiston went further.
He declared that at least twothirds
of the amount set aside as an adver-
tisinb investment should be spent in
newspaper advertising. What he says
about electrical advertising applies
Just as forcibly and even more so to
other businesses. The electrical ad-
vertising appeal is made merely to in
hnc n
electrical commodity is a monopoly
and faces little if any competition.
The advertising appeal of other bus
inesses which do face keen competi-
ton is even more necessary.
Some of the words of advertising
wisdom which Mr.. McQuiston gave
his hearers were as follows:
"In the first place. the central sta
ton should be known in its commun-
ity. 1t should be known for its serv-
ice, for the courtesy of it's represen-
tatiyes meeting the public, and for all
/ the good qualities of the organlza'
ton which should not be hidden un'
der a bushel, but should be brought in
a dignified way to the attention of the
people.
"For this purpose the newspaper is
naturally the best medium, and pub
lie service COM aA!ea generally recog
lnize the great service of the dali.
press and give it their support.
at is so easy to assume that every
body knows about this; that the
know our location; that they know
what we have to sell. If this wer
true it would still be necessary to d
some advertising to acquaint thos
who move into our communities late
as to our location and business.
"The newspaper copy should b
such as to create good will and col
II fidence. 1t should be education
that it should give the customer a
insight into what it means to rend'
. such service as you do. Now ar
then the copy might briefly give
hint at what lies behind the electr
button-the men who are on du
when snow and sleet weighs down tt
lines, or when storms temporari
make inroads on the servic
Thoughts of this kind tend to NAL
people more tolerant of public servi'
enterprises, and more appreciative
the service they secure.
!. Next, following this broad relatio
lship advertising, if the desire is to |
crease the number of consumers {
the line, house wiring campaign
Ishould be instituted, the backbone
v which is natural newspaper adve
e Itising. Whatever plans may
y Ievolved for having this done, the pa
s Iticulars of such plans should be clea
r lly stated in the advertisements, wi
II the time limit, phone number and e
i dress of party to call or address.
: This intimate sort of advertising
just as applicable to other busine
and can be applied by business me
to their own individual needs.