The Topeka state journal. [volume] (Topeka, Kansas) 1892-1980, 1920-05-29
Jones aud Birch Give Their
Theory of Advertising.
Credit The State Journal With
Building Up Their Business.
WORTH MORE THAN statesmen
Jones Tells How Intimate Style
of Ads Started.
Resulted in 500 Per Cent Bust
ness Jump in Five Years.

Advertising almost daily in The To-
peka State Journal has meant an in
crease of more than 500 per cent to
the firm of Jones & Birch. printers.
in the last five years, according to
Seward A. Jones.
On the strength OF such tremendous
development in the volume of work,
this firm recently has invested thou
sands of dollars in expensive special
printing machinery in order to main
tain the standard of high grade print
ing that has been their aim since they
started in business.
Gives The State journal Credit.
'I give The State Journal credit for
assisting us in building such a sue
fcessful plant" Jones declared. IT
would rather have our~medium sized
day for a year, than put five statesmen
on the streets SOLICITING business. We
don't solicit a dollars worth of bust
ness. 1t has not been necessary. As an
advertising medium The State Journal
| tells our clientele the story of Jones
& Birch. 1t reaches the same classes
of intelligent. prosperous, successful
people that we want to get our print
| ing message.
Our theory of advertising is to
keep before the well-to-do buying
public, the fact that Jones & Birch
|
class. high-grade jobs of printing. and
we don't want to bore them with the
details of the printing business. We
don't use any of that Prices Lower
Than the Lowest sort of stuff. be-
cause they are not Perhaps they are
fact is that buyers are not so much
interested in a few dollars difference
in cost as they are in a job that they
can be proud of. We don't use the
old. set, trite phrases. that are more
of detriment to effective advertising
themselves read.
How Ad idea Started.
"Our method of advertising really
developed more by accident than by
a studied attempt to get a certain eff.
feet" Jones said. MY partner. Birch
had been handling the advertising
One day he was away. I was very
busy and 1t was up to me to get tn,
copy ready. So 1 wrote paragraph
telling why Birch was away and VIII.
there would be no regular styled ad
Birch came back and in his turn tool
crack at me. For the next year WI
fought back and forth in our adver
tisement From the amount of com
ment we heard on our departure from
Best Printing Done Here sort o
copy, we began to believe we hav
, found the best sort of style for carry
THE fact that The State Journa
appeals to the progressive, wide
, awake Topekans, and the large out
, side territory 1t covers, brought us tn
patronage of that class of people AM
. has enabled us to build up a. bushes
|, so large that we have just had to dou
BILE our capacity.
Believer in Advertising.
81 am a firm believer in advertising
The fact that we have no solicitors ii
sufficient indication of that" saiC
Jones. THE trouble with most mer
chants is that they have never fig
ured out the most successful methoC
of advertising, or have not taken ad
vantage of the trained experience o
the advertising men the newspape
sends to serve them"
i Jones & Birch have recently In
stalled new book binders, perforators
a complete new supply of type anC
several machines used in the printing
business.
.