The Chickasha daily express. (Chickasha, Indian Territory [Okla.]) 1899-current, 1921-01-08

BY WILLIAM H. RANKIN

copy. art, advertising service and cir
culatIon. As result. advertising Is
on iirmer basis today than II has
ever been.
We are approaching normal times
The buyers market Is the normal
market. II Is the best market for
business in the long run. For II
makes necessary the integrity IN
manufacturing and merchandising
without which no business can long
endure.
Nowhere does advertising show its
real power--its real necessity as on
buyers market.
Advertising has proved Itself. an
economic necessity. whose function
is to cooperate with real statesmen
and actually sell goods on buyers
market.
IL IN well to advertise at all times
both on sellers as well as buy
ers' market. But it is most vital to
use IL most, when IL is needed most.
That time is now.
Bankers and big business men rec
ognize the value Of advertising not
only as a means OF greater sales dis
trlbution but as an economic asset.
They know that they can market the
securities of business that has this
advertising economic asset easier
than they could business equally
large which did not possess this as
set registered in the minds of the
public. Names of companies where
products are respected in the 2O000,-
900 homes of American have an asset
that can be converted into millions
of credit, when necessity arises And,
only through advertising can this
credit asset be acquired on such a
tremendous scale.
Advertising made great headway
during the war because it stood the
test and made good in helping the
sale of Liberty Bonds, the Red Cross
the 1S-45 Draft and Smileage and all
war activities. Business men knew
such advertising brought immediate
returns, hence they gained confidence
and commenced more advertising in
their own business, thus advertising
wa standardized, stabilized and pro-
motd to rank with banking and other
high-grade business.
Today one of our leading adverts-
ing agency men, Mr.. A. ID. Lasker
President of Lord & Thomas of Chi
cago, is spoken of favorably as our
next Secretary Of Commerce, and nat
urally so because our next president
is not only a good newspaper pub
Usher, but also first-class advertis-
ing man-Mr. Warren G. Harding.
The government is now a regular
user Of paid advertising and space, to
help every department. that should
reach and have the confidence Of the
masses. A recent advertising cam
paign conducted for the army reduc-
ed the cost of recruiting 70 per cent.
Another instance which goes to prove
that advertising reduces the percen-
tage cost of selling, and thereby
pays its own way.
In 1921 business men will make
greater use of this great advertising
power than ever before and news
papers, the great National as well as
local advertising medium, will be
used more by advertisers and advr-
tising agency men who know their
great sales making as well as pres
tige building power.
The newspapers, as usual, can do
the greatest good by preaching op-
timism and steady diet OF hard
and faithful work-eight hours and
more per day for statesmen as well
as all other workers. That's what
all the world needs--3 years of
steady, hard work.. and we will bring
back universal good times.