Grand Forks herald. [volume] (Grand Forks, N.D.) 1916-1955, 1921-09-20
DAVIS SPEAKS n
T0,AD||VERIISERS
SaysD Daily Paper Has Come
Intoits Own in National
advertising.

sputhBend, IND. sept, so..rhe
daily newspaper has come into its own
on thergfield 81 national advertising,
just Is 1T did longSago in the strictly
local field, F. Guy Davis, western
manager OF the American Newspaper
association, told the Central West
National Advertisers here today
~"Throwing entirely out Of 5Iconsid-
GRAFTON OF normal business the inaa-
ton resulting from the war, it is q
fact nevertheless that the war did
moresstol dramatic with serious stu
deptHsthe@ power Of the as
a factor In the moulding ofpublic
np1rfson than Gould possibly have been.
|done by all the propaganda in the
worldssssMf.. Davis continued. With
out exception I'M almost every country
the attitude OF the press toward big
war questions was almost as import
|,sntf9with the governments s3the ac-
tua lAcondition Of the fighting forces.
In the. tremendously important ques-
tom ofGsmaintaining the fighting spirit
of theAfolks at home, the newspaper
was! the first consideration aDl
"For the first time in many cases
men who for years had thought of the
national advertising without reference
ito the newspapers came to see that
as a factor in the moulding Of ma
Et.onal opinion the newspaper isMabso-
lntely, supreme. Thus the habits Of
thought in relation to national adj
We rtising were modified in many cases
to- include the Importance Of the
newspapers. 41s
This thought found its expression
increasingly in the national advertis-
ing following the war and during the
past two years particularly the reali-
|-Yof ~ N Lo L.sfH ~ ~ a&N oh - no 80 ~ II
damental conditions relating to selling
problems made, necessary the applica-
ton Of new and more powerful forces
in advertising, has resulted in a move
ment toward newspapers which has
been steady and continuous
Many Things to Learn.
s'There are many situations in the
country today, not generally known,
in which the intensive concentration
of advertising through the newspa-
pers on certain logical territories, &C
companied, Of course, by intensive
cases in the best business in the his
tory Of the companies involved. In
many cases the business is running
better than in the normal years prior
to the war boom.
The thought on which many cam
pdISHS are OdScu, IId11ACIy w AItlCIloAVC
cultivation Of logical markets through
combined advertising and selling ap-
| peal, is the logical answer to present
conditions. - ~ b
"It can hardly be disputed that in
| the two great factors which are nec-
essary. in any advertising campaign
namely power n adaptability-the
daily newspaper stands supreme. Just
as the newspaper is always the first
with important news on other fields
because OF the physical character of
it's makeup and distribution, it a be
used, and is being used increasingly
to get to the people important news
in relation to merchandise. In spite
of the great power of the newspaper
that powersis just as pliable. and
adaptable asselectric current. It can
be, made to follow not only the geo.
graphic movement of h travelling
salesman, matching his calls on the
TRADE infathe territ orySs he covers with
Fits own message, sbut.At can match HE
4 thought.bysrecoghizihs sthaspery latest
In the 8nlaskets In fact.
newspaper advertising IS being made
1 the teammate Of the travelingE sales
4 man today in a n which, no other
advertising AN. ever be-" 2,
Back Of the idea of newspaper ad-
vertising is a philosophy of business
expansion, a merchandising gospel
which has been tested in the fires OF
adversely and found to be a winner
by the brainiest men in the business
world. a&'