Richmond times-dispatch. [volume] (Richmond, Va.) 1914-current, 1918-01-27
NEW ADVERTISING ERA
IN THE BUSINESS WORLD

IN THE BUSINESS WORLD
Wanamukcr and Other Big Users OF
Adj Space Preparing Double Their
Former Great Efforts.
PAPERS IN PLACE OF TRAVELLER
Broad, Intelligent and Comprehen-
siyc Presentation of Facts Before
the Public the Thing-New Ira
Calls for New, Intensive Methods.
Some of the biggest advertisers IN
the country arc planning TO more thau
double up in their use OF newspaper
space under tho new business condi-
tons incident to war. etc. The Manu-
facturers' Record presents some inter
esting facts along this line that arc
we'll worth consideration. 1t says;
John Hanamakcr. as ono OF tho fore
most merchants of America. is gener'
ally credited with having great bus
mess shrewdness. and his success in
Philadelphia and New Yoril has made
his mercantile establishments known
| all over the world. His Judgment on
how to develop business is usually
highly priced by Other business met"
| For this reason his decision in regard
to his plans tor increasing his business
curing 1915 Is interesting. Through the
I advertising manager of MS Philadelphia
store. Wananakcr has announced that
| he plans to use this season double the
amount OF advertising space used last
season. This policy. il is announced, is
| n ~ the sell
| ing handicap imposed by war conditions
and TO properly educate people As to
f, tho now complexion OF buying prob
| icirs and TO cstab lsh the Wanamahcr
stores stiil more firmly in public esteem
as a service institution.
BROAD. INTELLIGENT AND
COMPREHENSIVE ADVERTISING
Mr.. Wananakcr's plan Is a good one.
we are facing many problems in tho
business world. and we believe there
vas never time when broad. intel
ligont ana comprehensive advertising
methods were 50 essential to all bus
lncSs Institutions
Las. week we told the story OF how
Il big lumber concern in Jacksonville
had most mcritorious page advertise
nlent giving tho names of all OF its men
in the nations service and concentrate
ing upon these men the thought OF all
the readers OF the advertisement. In
this way it greatly strengthened its
own position before the public.
some institutions are devot!ns their
advertisin. space to an Intelligent dis
cussion OF business conditions through
out the country, creating a spirit of
optimism thereby. All of this is adj
, vertisins, pure and simple, and very
high class OF advertising at that.
AID COLUMN MUST TAKE
PLACE OF TRAVELLER
The limitations put on travelling will
8 make il all the more important 70!
business concerns to reach the public
. through advertising to supplement and
in many cases. supplant tho work OF
;. the travelling salesman. \ vast amount
OF work can he done to the advantast
Of the country and OF the individual
concern by intelligent advertising
where this can he used in place of TIL
salesman whose activities must neccs
y Sarily DO somewhat limited by railroad
congestion and difficulties i'll travelling
There are more than le0.0oo,oho pco
q pie in this country, and their aSSrc
. gate income, based on wages and sal
aries and profits will greatly cSccc
= any income which the nation has cvc
known in the past. The farmers vii
a have "a gross income OF over $4,000.
Al 100000 out OF the crops OF 1917. .
> double the amount that they receive
in 1915. and about $1,000. GOO. 900 or IS
= ocU000,ooo more than in 1915. Ale
- charics arc moro fully employed tina
ever in tho history OF the country an
Of al much higher wages. Even il III
( net income Of the farmer and tho me
o. chanic and Of others does not increas
u in proportion TO the gross Income. III
+, aggregate volume OF business viii i
: enormously expanded. Eliminate, IL "
ne have TO. many OF the noncssentiAls
. business activities. this Will not 4
in feet the gross volume oc business K
g the nation. because every man Al
:. woman in the country will be able
~ find profitable employment.
nm NEW ERA CALLS FOR
in NEw PUSHING ME'THoI
d. This situation, therefore, presents
i6, business men. bankers, merchants al
ut manufacturers opportunity tor
trolde. handling OF advertising AS
science than they have ever had III 4
past. 1t opens u7 field for mo
intelligent. comprehensive discussion
:. all business questions and of individu
business activities through advertiser
than the nation ever knew.
Mr.. Wanainakcr's cxsmp!. is o
'ne wh!ca SHOULD be wisely iollowr
~ Ever" newspaper IL Tho land can
,r. tcll.s emily and periodically prose-
th.s phase or the situation from
i.y entirely impartial standpoint, cv
Up though some marrow minded peoi
may looi. upon II as prompted b. Sc
ea .shMess. advertising is just as essc
10 t.ai 10 the advertiser a. il is to I
-. newspapers. Neither can proiitat
az exist without ii. The neWspap
i:p t.c:etors. mas perfect right. on
broad basis CT the nations welfare.
~ o;acusE the subject from the v!swpo
ant of ,be Interest OF business {,
Q! though this affects its own in.iiv id