The Barre daily times. (Barre, Vt.) 1897-1959, 1917-03-15

the citizens of Topeka, Kansas, who were
boasting to Vermonter about their city
and its many wonders.
The Vermonter listened quietly, but
finally said, There is only one thing
that you lack / don't see why you fell
lows don't make a seaport out of To-
peka."
His host looked at him with some
amazement and said, "How is it possible
to make a seaport out of city located
in the center OF the United States?"
why" said the Vermonter, "that is
the easiest thing in the world. All you
have to do is to lay two-inch pipe down
to the Gull of Mexico. Then you fellows
put your mouths to this end of the pipe,
and if you can suck half as hard as you
can blow, you could pull the Gulf of Mex
leo up to Topeka in half hour"
What we have undertaken to do in the
bureau of advertising is to make the ma
tional manufacturer see how he can build
these various local newspaper units into
a national campaign, and on the other
hand we have attempted to help the news
papers with their limited local vision to
understand the problems of the national
manufacturer.
One thing that we have hammered at
year in and year out Is the influence of
the newspapers on the local dealer. We
have tried to show the newspaper man
that it pays to cultivate his local dealer,
and we have tried to show the local deal
er that it pays him to back up the man
ufaeturer who is spending his money in
their circle of influence.
You can readily understand that If a
manufacturer of baking powder adver-
tises his baking powder in the newspa-
pers of Barre that that advertising is GO |
ing TO help every storekeeper in the city
who handles that particular brand. You
can see that it is TO the interest OF the |
storekeepers to push that brand, and |
you can see that every dollar of the man
ufacturer's advertising money that is
spent here is dollar spent for the bene-
fit of your own community,
In the last year the volume of national |
in the newspapers increased
from s55,Oo0,000 to S75,00000 0-an in
crease of something like 80 per cent. /
This increase was greater than the in
crease shown by any competing medium.
The volume is still growing by leaps and
bounds. 1t is growing because 1t has
paid those who have used it, and Others
ire always ready to rush in where sue
less blazes the trail.
Marketing Granite.
Your own quarters and manufactur-
RS have approached the advertising j
problem from the national ANGLE be-
ieve with some success. can realize ]
where they have a hard commodity to I
market 1t is not easily trade marked. 7
nd it is not easy to make the pubic
that there is difference be- {
ween kinds of granite. II
You are pioneers and you face the 9
erils and troubles OF pioneers--but out /
eyond lay the fair fields of success. {
Although represent a rival medium, / C
m glad to see You make a start, for l v
now that as you go on that sooner or v
liter you win develop into a newspaper ]
dyertiser. {
Personally, am frank TO say that ] t
ever knew what the town of Barre I
TODD for until read your advertisement G
the Saturday Evening Post. | am not n
good customer for granite, and as the b
My use | ever expect to put it to is =
am not anxious to be one,
But good many others, who like my
III have read the advertisement, will
robably become your customers. | have
0 doubt also that the campaign has had
beneficial effect in stimulating your
,alers. 1t shows them that you are
i've, on the job, and that you have a
-oduct that you mean to make stand for
mething
But after all is not your market for
ante sectional instead of national
re there not many places where Yer y
ont granite is not used at all, and not OF
lely to be used? Are there not other a
aces where YOU find the going compare u
vely easy? IT
When you get TO studying these phases IT
the question you are going to get clos III
to the newspapers. or
! think we saw the other day a strong
ample of national sentiment through on
e newspapers. Our Congress was dis is
,lined to take firm stand on something co
e president wanted. The situation was on
doubt and then over night someone
nded the Associated Press a bit of an
ws-a German scrap of paper. The col
xt morning il appeared in every news tn
per in the United States. and Congress
gan hearing from home. Over night be
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