The evening herald. [volume] (Albuquerque, New Mexico) 1914-1922, 1917-03-28
ADVERTISING SUGGESTIONS no
RETAILERS

Nouoi ClothtcFa tuitctiu on Tue a~-
Vantage and performance OF news
paper advertising. says:
M counting room reports Of news
papers are excellent barometers OF
general trade conditions. About sew
ensy-flve Of the leading dailles u the
rnsfea states showed a gain during
one rnonth OF 1915 Of nearly s.ooo.eco
agate lines Of display ADVERTISING. and
1 venture 70 estimate that their gain
for the year 1915 viii reach wen over
5e.eeo. 600 tines AZ compared 70 1915.
This IN itself shows the Increasing
popularity 81 the medium and like
wise evidences the fact hat people
have money 70 spend ana are spend
ins Il.
II il my opinion. based upon a
thoroueh experience IN many lines ~
retail business. that newspaper pub
iielty Is most essential 10 successfully
advertisiHg any retail store. whether
you are iust starting in business OF
have been established for nlnety-nine
years.
Let us assume that IL you pay from
$1,000 20 si.zoe per year rent. ,hat you
are going to spend the same amount
for advertIsinr. This il not q scien-
tlsie method OF ascertalning IN adver-
Using appropriation. but II will at
least form a basis for figu'ing.
without any hesitation d, all. re-
gardless 81 conditions In you home
town. and no matter In What retail.
business YOU are engaged. I would
say that co 10 IS per sent OF yeur en-
tire advertising appropriation should
b. spent In the local newspapers.
The readers OF h average paper
comprise all kinds OF people. men and
women OF all ages. SO that you name
and your product reflects itself in the
minds OF practically everybody in the
town. whether they have money 10
spend or not, at the time the adver-
tisement appears. You can rest as
sured. however. that II your advertIs-
ing Is high class. and your store Is
high class. and your policy IS high
class. that when these people. sich or
poor. want high class merchandise,
your store will be sought
in addition 10 your investment In
advertising for tbs purpose of gener-
ating good will" towards your store,
newspaper advertising mas the advan-
tage of causing quick action. a maj
buys a pal per OF an evening on his way
home. IL he rides home. he reads 4
on the car; II he walks home or goci
In his machine. he reads It after sup
per. lie sees your nd every othel
night. On the day. after he has seer
your ad. IL he has been thinking o
clothing. or he needs neckwear or
hat, and YOU al OF the night befor'
has offered a special value in one o
these things. what is more natura
than that the man should patroniz
your store II you have soniethini
particular TO offer on saturday. 10
example, as a flyer in Friday night
or saturday mornings paper. Il IL no
reasonable h assume that on satur
day or saturday niaht, when that ma.
receives his pay. that he viii take ac
vantage Of yoor offer n buy at
psychological moment7 Action
aohievea quickest in the newspaps
and cheapest.
p a man bnys q newspaper be pas
1or IL 80 DE values Il. Consequent
he viii make use 81 il By reading /
in fact. ~ v1li read Il as soon aftc
its purchaso as ne can. for he know
that " ne does not soon read II ther
will De later news % the world IN.
also tends Toward Quick action. An
the vital infgi nation to sou az an ac
vertisor : the fact that your adVe
tisement. appearing each day next
the live news 81 the DAY, Is also cor
sidesed by man readers az live new
This intimacy of contact with new
81 interest enables YOU 10 take advar
tage thereof ~ 10 certainly not 4,
be overlooked.
Newspaper publicity places SO
SHOULDER 10 shoulder with your con
petIiof. IL enables o 20 know VIII
he is doing and act accordingly. ~
that 1 am suggesting any method
publicity thai VIII In any way eneo"
age any readsr Of this article 70 Z
anything petty. small or mean b
business IL business. and no busine
man Is 40 well posted that he can 2
soiu,cly ignore what is soins on
his competit0rs' stores. do not -
tina, he should pay TOO much attic
zion 20 nj his competitor u a"i'
or he will soon b in the madh"u
but ] do aay that In order :" mn
sour own business 20 that you WIZ '
wa,s have a business q" iH'""' |,
shotdd keep posted on what " s"'