The Fargo forum and daily republican. [volume] (Fargo, N.D.) 1894-1957, 1917-03-06
PAPER IS
LOGICAL
Advertising Experts Believe
Newspapers Afford Best
Circulating Avenue
STUDY VARIOUS NEEDS.
Gone, Hubbell and Wilson
Deal With Various Sides
of Question
Advertising appropriations for whole

Advertising appropriations for whole
sale houses should be in proportion
to the amount OF profit, usually from
to 10 per cent of the sales, according
to r. J. Cone, manager Of the Man
| chester Biscuit Co., speaking before
| the Town Criers club at the regular
monthly meeting last night.
H. l.. Wilson Of the First National
bank, speaking from the standpoint of
bank advertising, said that neWspa-
per advertising was best. and that
some authorities think that $1,000 of
every $1,00O,000 deposits should be eX-
pended for this purpose. G. L. Hub
bell, manager of the Midland Produce
Co., said that creameries should SER
iouSly consided the matter Of adVer-
Using for raw material.
The subject of discussion at the
meeting last night, presided over by
n. d. Brophy, was: How Much
Should Business Man Spend for
Advertising ?" Mr.. Hubbell was the
first speaker, dealing with the subject
from a retail standpoint; Mr.. Cone
talked on advertising for wholesale
establishments and Mr.. Wilson dealt
with advertising for financial institu-
tions
The meeting was held at the Annex
hotel and was preceded by the usual
dinner, she attendance being large.
In addition to the leaders Of discus
sion, the meeting was open to all
members to present any figures they
desired.
In his address Mr.. Hubbell said that
there was one phase Of advertising
which is worthy of serious constdera-
ton by the creameries Of this city,
that of advertising for raw materials.
He said that advertising was as i'm
portant for the man who buys as for
the man who sells.
Better Returns Here.
There are thousands of farmers or
the state selling their cream to in
situations outside the state, when they
could secure better returns from the
creameries in this state" said Mr..
Hubbell. "To get these farmers to
sell to us is a problem of really ser
ious consideration. While it is diff
cult to say just what a creamery
should appropriate for advertising, it
seems certain that considerable could
be accomplished"
Mr.. Hubbell then took I'D the other
divisions of the three retail trades as
signed to him for discussion-bakery
and grocery. Certainly the grocer
trade, and possibly the use of person
al circulars would aid. The grocer in
the residence district should spend at
least $40 a month on advertising,
while the grocer in the downtown dis
trict should appropriate considerably
more for the purpose. He should use
advertising continuously. His name
is a valuable thing to advertising, and
then his store should. in it's location
and arrangement, back up his line of
goods
Mr.. Cone, speaking from the whole
salers' standpoint, said the the pur-
pose of advertising a wholesale
business is that of developing
the plant to its full capacity,
and to retain established trade. Each
problem must be met and solved, and
the solution must aid in the extension
of trade.
1.-THE volume Of expenditure should
be proportionate to the amount of prof
it. From to 10 per cent Of the sales
ought to be used for advertising"
Difference in Objects.
The third discussion was from the
standpoint of financial institutions.
Mr.. Wilson stated that no definite
rule could be established for the
setting aside of a definite amount for
purposes for such lines of
business. He said that the most
reasonable plan was to let the appro-
prlaIlon Tx lLSelI.t some dHlnOTltl6S
on banking publicity state that $1,000
should be appropriated for the pur-
pose for every million dollars in de-
posts that institution has" said the
speaker while this amount may be
proper for a growing institution it
seems little high for an established
bank. Each bank should decide what
1T desires to accomplish, and then ar
rive at a decision Of whether the OBJ
iect justifies the expenditure.
"By proper advertising a bank can
increase it's percentage. This is a fact
that has often been demonstrated
No program has been outlined for
the meeting to be held in April. The
subject Of trading stamps had been
fixed for discussion. but that subject
was taken UP a month ago.