The Canon City record with which is consolidated the Canon City cannon., 1920-12-16
Merchants Prove
Value of Saturday
Night Ads.


attracted much attention among ad-
vertisers and advertising men, Tie
Advertising Age pointed out the n
creasing acceptance of the value of
advertising in the Saturday issues OF
strong evening papers, which for
long time had been overlooked by Ia
tional advertisers, as well as by the
department stores.
The department stores found that
space restrictions during the year
1919 limited the amount OF space they
could buy on other days of the week
when there was an advertising rush,
and so. like the man who was first
driven by hunger to eat an oyster,
proceeded cautiously to try the effect
Of Saturday advertising. The result
was, they promptly wanted more OF II.
Looking over the analysis of The
Bulletins Saturday issues year ago,
and comparing it with the most recent
Saturday numbers, a decided change
is at once noted.
1t is not that there is a great deal
more lineage in the paper; there could
not well be. The Bulletin has been
pages, and as The Bulletin wasted 40
space before, it has not been able 20
increase its volume of advertising
greatly.
The Big Advertisers Have Become
Convinced.
But the department store advertis-
ing stands out in the latest Saturday
issues with noticeable ristinctness,
Strawbridge & Clothier started the ex-
perimentation by the Quaker City de-
partment stores; they have their page
each Saturday. Snellenburgs expe-
rimented with page just year ago;
they have continued it, as token of
the success of the policy. Lit Broth
ers had a page year ago; now they
have two. GimbePs is represented
by page also; and in the latest issue
Blauner's and Frank & Seder. All of
these great stores are using Saturday
space TO concentrate on their Monday
selling.
Yet the small ads, which The BulIe-
tin features with wonderful effect.
have not been crowded out: there is
abundant evidence that the small
Z
advertising TO an extent paralleled in
no other large city. ON Saturdays
The Bulletin prints an average OF 225
local retail store advertisements. In
addition, The Bulletin on Saturdays
also carries an average OF about 5000
want ads. 1t might here be noted
that the Philadelphia Bulletin is very
strong want ad medium, and practi-
cally dominates this class of advertis-
ing six days in the week
National advertising is noticeable
with good-sized display. and further
than that. local merchants, large and
small. link right up to it with their
ads in such proximity to the manu-
facturer's announcements as to indi-
cate that the value Of cooperation be-
tween local and national advertising
is understood by the retailers of Phil
adelphia, who regularly advertise in
The Bulletin.
The Peculiar Value Of Saturday Ad-
vertisins.
The Bulletins advertising value, OF
course, is so great as to put value into
advertising at any time; not only is
and so concentrated. but its Saturday
issue. read my many who do not read
Sunday papers, dwarfs any Sunday
circulation in its territory. The Bull
letin's concentration OF effort upon
bringing up the Saturday issue to an
equality with others. in which il has
been conspicuously successful, should
be OF interest to every advertiser, To-
cal or national, every agent, and every
publisher. II has shown that adver-
tisers who have a message 10 convey,
will find it promptly read; that the
Saturday issue is FIRST seized upon and
studied by the careful buyer; that II
can not be disregarded, because it Of
mers non-duplicated circulation in ad-
dition to its own value as a result
producer.
The Philadelphia Bulletin has shown
that advertisers should be NO re-
specter of days. because the power OF
advertising is sufficient to equalize
business for merchants and for pub
fishers between the several days Of
the week; that when the volume of
bushes is too large on one day and
too slack on another. advertising will
adjust 1t 10 the most economical basis.
The Bulletin has proved it by bringing
up Saturday advertising to the level
OF other days Of the week. and demon
strating the absolute fidelity with
which Mondays business follows II.
II has also shown that the good effect
of national advertising is independent
of the day Of the wek on which il ap-
pears. just so long as it has the CO.
operation of the retailer.