Amarillo daily news. [volume] (Amarillo, Tex.) 19??-current, 1921-01-23
ADVERTISING FINE ART"


ycrisng is the life blood OF business and that the health OF
business depcnd ON the volume well the quality OF this
blood
Keen allie efficient advertising experts have long since
reached an unacceptable conclusion as to the best advertising
media Local daily weekly newspapers backeu ny tue per
sonaics of their producers in each and every department
e., AFT commodities goods wares, stocks or holdings; and
,pozncs OF reputation character and circulation Tor lot
,n" ADVERTISING For the local newspaper and the depend
allie magazine there are no substitutes. andbls. dodgers
lcrs circulars calendars posters pastors cards ana similar
cda lack in appca and stability. amply evidenced in the
local paper and the magazine
The following comprehensive readily understandable ar
tcc ON advertising without special regard to vehicle through
which shall be conducted from William H. Rankin pres
idcnt of the Wm H. Rankin Company OF New York and
Chicago:
Nineteen twcn,, has tested the iexbiy OF advertising
and the resourcciuncss ot advertisers II has been year
OF OF abrupt transitions Almost overnight the in
dustria situation has changed From underproducon i'll
dustry has swung full producon,hc sellers market be-
came the buyers market
"Eut advertising ready for the new situation. Old
Digniicd General Publicity Advertising Immediately
lcvcd OF lis command OF the advertising aces of America
lie was succeeded by Masa Sales producing adver,ising)
"1hc public umpy and uncertain Just in the condi.
ton be noca,cd with panic germ But sane reason wise
and sincere craftsmanship in advertising steaded the public,
and filled with confidence in the basic integrity behind bus
mess This advertising made the public realize that economy
did not consist buying. hut in buyng with dscrimina-
ton
ADVERTISING during the last few months oi radical
adjustment has had wonderful effect in abzng the bus
mess equilibrium which has been off center.
"Ihcse effects would have been still greater Ind bus
mess houses taken advantage of its able The wise
advertisers increased advertising in tho newspapers in cities
and where business best during the crucial period
through which have passed
"Thc banks have made splendid record in the way they
lave handled credits They entitled to much credit for the
fine line they have drawn between and needs between
speculative requirements and the necessity for bracng bust
ness while also they including the Federal Reserve insu
tions should receive praise for not yielding to camor
"They have done much TO steady the ship OF business
and the service they render their customers equals that OF
the most highly developed business houses.
Advertisers Heaviest Among Business Failure.
Eighty -four per oi the business failures OF the past
year occurred among firms which did not advertise.
"Ths is the assertion made by Bradstrees Commercial
Agency which unbiased authority be found in
the business world today.
"Brad,trce, compiled its information from statistics
gucsswork
"Thc importance Of advertising business element
mus, have been regarded vital by this great commercial
agency else would have wasted the time OF hundreds
OF trained throughout the nation collecting and abula,
ing this iuiormaio Bradstrect thus points the way
OF the elements OF business success.
1he lesson be learned from the statistics regarding
Advertising Outlook for 1921.
Advertising agencies The Advertising Association Tho
Audit Bureau OF Circulation. Agricultural Press Association
and the American Newspaper Publishers Association have
made grca, headway in sandardsng advertising practice
and eliminating chances OF failure AMI to that the adver
tisc receives for every dollar he spends for space.
COPY art advertising and circulation As result.
advertising is on mrr basis today than has ever been
I'VE are approaching normal times. The buyers mar
Ike, is the normal market II the hest market for business
in the LONG rum For makes necessary the integrity in man
ufacurig and merchandising without which no business can
long endure.
Nowhere show Its real powcr,s real necessity us
on u market.
ADVERTISING necessity whose function
IL cooperate actually sell goods buyers
IT lmcsboth sellers NJ well as
buyers & vital most when 1t Is needed
most =
the value OF advertising
o Distribution hut economic
securities 81 business
than they could business
this registered In the minds 81
that be converted into
millions through advertising
his he tremendous scale
the War because stood
Liberty Bonds HE'D
Smieagc and all activities business men
immediate hence they gained
commenced advertising their business thus