Daily Kennebec journal. [microfilm reel] (Augusta, Me.) 1870-1975, 1921-01-08
DAILY KENNEBEC JOURNAL SATURDAY JANUARY s. 1921

advertiser receives 100 cents for every
| dollar he spends for space. copy, art,
advertising service and circulation.
AS a result, advertising is on firmsr
basis today than it has ever been.
| We are approaching normal times.
The buyers market is the normal
! market. 1t is the best market Tor
business in the long run. For 1t
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 d buyers mar
| ket.' - ~ - ~
It is well to advertise at all times
both on a sellers as well as buy
| ers' market. But it is most vital to
use it most, when it is needed most.
That time is now.
| Bankers and big business men rec
ognize the value of advertising not
only as means of greater sales dis
| tribution 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 a 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 2O,000,-
600 homes of America 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 u
tremendous scale.
Advertising made great Roadway
during the War because it stood the
test and made good in helping the
| sale of Liberty Bonds. the Red Cross.
the 1916 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
was standardized, stabilized and pro-
NOTED to rank with banking and
other high-grade business.
Today one Of our leading advertis-
ing agency men, Mr.. A. D. Lasker,
President of Lord e Thomas of Chi
cago, is spoken of favorably as our
| next Secretary of Commerce, and
naturally SO because our next Presi-
publisher, but also q first-class ad-
vertising man-Mr. Warren G. Hard
ing.
The Government is now a regular
user of paid advertising and space, to
help each department that should
reach and have the confidence of the
masses. A recent advertising cam
paign conducted for the army re-
duccd the cost of recruiting 70 per
cent. Another instance which goes
to prove that advertising reduces the
| percentage cost of selling, and there
By pays it's 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 adver-
Using agency men who know their
great sales making as we'll as pres
tige building power.
The newspapers, as usual, can do
the greatest good by preaching OPP
timism and a steady Diet of Hard
arC Faithful Work-eight hours and
more per day for statesmen as well as
all other workers. That's what all
the World needs years of steady.
hard work, and we will bring back
universal good times.