The Topeka state journal. [volume] (Topeka, Kansas) 1892-1980, 1921-04-09
(From price Currently

Z
Multiplying his volume of business
thirty times in twelve years, by news,
naDer advertising, is the sensatlonai
ACCOMPLISHMENT of Fred Voiland. To-
neka. clothier, head of the Vollano-
Engle Clothing company, mere.
Twelve years ago the 1lrm seIu ,t
advertised and had no system in wnat
advertising it did. Today it propapIy
! is the heaviest advertiser, with one eA-
ception, among Topeka clothing stores
Advertising, newspaper adveruslns'
with one very definite aim, accom-
plished the business miracle MI. rTt-
land asserts. Every line of advertis-
ing copy is written by members OF the
firm and Mr.. Voiland gives most OF II
his personal attention
Money spent for newspaper adver-
Using is the cheapest way OF getcins
business if the copy IS prope roper, ~ P Ior
pared, is given the home town 1lavoI
which is so necessary to It's pullns
mower. and if it is used consistently
to push home a very deflnlte lnPrss
sion of the store for which its SPEAKS
Mr.. Voiland declares.
Business Up With Ads.
It has been his experience that ev-
cry time the store mas lncr esaa &c
advertising appropriation an increase
has followed Immediately. Careiui
checks on expenditures for publicity
have been made against sales, WITH
the result that Voi1and knows "has
his advertisements have produced anu
which have produced the
amount of business.
Anobitious 70 expand convinced that
an offensive in a period of calm Is
preferable to a watchful waiting pr
levy, knowing that the only sure way
to get business is to go and bring IL
in, Voiland today Is advertisi. r. MIS- Ms
heavily than ever before IN the ms
tory of the store. He has set mlliioil
dollar annual business as his goal.
pretentious target, but he is climbing
every year nearer that mark ana the
ladder he climbs on is advertising
An advertising campaign unique IN
the history of the clothing business IN
Kansas. has been conducted for three
years by this firm.
That three years of advertising.
new sort of advertising to Kansas, mas
built up a powerful good will for the
store not only in Topeka but thruout
the state. Many mail orders come to
the Voiland-Engle firm He adver-
tises in two papers of statewide cir
culation.
SO Per Cent Quick Results.
voiland has apparently worked out
the art of ad writing until he can get
Just the results he wants. He de-
But he only expects his advertisement
to be so per cent efficient INFRINGING
in immediate business. He. wants the
other so per cent to build up good
will.
So nearly always there is an editor
ial in the Voiland advertisements. He
has said things that startled the
readers. The news element has been
strong in all his copy. He has CAPT.
talized the state of the public mind
on every occasion. Thru his editorials
Voiland has taken his customers ana
others into his confidence. He has
told them the situation in the clothing
trade frankly and fully, concealing
nothing, not even the fact that the
period of depression started, clothing
was not selling.
He admitted business was dull and
he told the public that was why he
was forced to make big reductions in
prices. That course was popular be-
cause It was allowed at a time when
the public was very free in its criti-
eism of retailers in general. Custom
ers felt they had been shown the in
side of the business and that Voiland
had simply laid his cards face upward
on the table.
Demand Lower Prices.
The firm consistently and publicly
opposed the high prices for clothing
which followed the war and since
lowering of wholesale and retail
prices. It declared repeatedly that
such high prices were dangerous, that
the public could not afford to nay and
that the retailer. the goat in the con-
sumner. retailer. wholesaler triangle.
was the man who would eventually
get hurt.
This campaign IN opposition to peak
prices. Foiland carried on week after
week. he cut prices on his stock to
very low margin and increased vol
ume- He held month sale during