The New York herald., 1922-08-11
NEWSPAPERS EXCEL
AS TRADE MAGNET
Press Advertisements and
Window Displays Draw Most
Sales, Test Shows.

To the feminine shopper In the city
attractive window displays have a
greater appeal than any OF the other
efforts put forward by merchants to
heguile her to open her purse strings
wide. while TO the country bred woman
shopping from store to store provides
the greatest interest and satisfaction.
Newspaper advertisements come second
with city women in the successful urge
to buy.
These facts were CLEANED through a
questionaaire, according 10 Prof o. e.
Klingaman, director Of the extension
division Of Iowa University. who yes
terday addressed the convention of the
National Retail Dry Goods Association
at Grand Central Palace. Jesse Isidor
Straus, president OF the association,
Introduced the Iowa professor, who ex-
planned that In the extension work OF
the university they carry on line of
work for the bsneflt OF the retailer IN
an effort TO help him solve some OF his
problems.
This is a new thing in the educational
world,"' Prof. KlinEaman said. There
Is no other university that il doing this
line OF work. There are some universi-
ties that have extension divisions that
are doing work with business men In
salesmanship with clerks. but in an at
tempt to take up the entire field of re-
failing where export service is furnished
as far as it Is possible to do it. based
upon actual experience that is / think
confined at present wholly to our own
university.
In connection with the advertising
forces we asked the question. Which
Of the following influences you most in
the buying of goods?' in order to FIND
out how TO interest women buyers, and
the ranking Of each is given as shown
by the replies received first from the
farm women:
Shopping from store TO store, /:
recommendations of friends. 2; window
displays, B.; newspaper advertisements.
4; recommendations of merchants, 5:
mail order catalogues. 6: samples T. cir
culars through the mail, s demonstra-
tions, 9; national magazine advertise
ments, 10; billboards. IL, and street car
signs. IL
THE same QUESTIONABLE as applied
TO city women brought the following
groupings and their relative drawing
power:
Window displays. i; newspaper adj
vertisements, 2; shopping from store to
store. 3; recommendations of friends,
q recommendations OF merchants S:
samples. s; national magazine advertise
ments, Z; demonstrations. 8; circlars
through the mail. 2; mail order cata-
logues. 10; bill boards. II. and street car
signs. Il.
1T is to be noted that the farmers
family coming into town has little time
TO notice window displays but must
rpend its time in shopping from store
to store. National advertising is a very
powerful force. in selling goods. but 1t
must be connected up IN some way with
the advertising which the merchant
does himself"
The habits and preferences of tho
male shopper have not escaped the
QUESTIONABLE Of the university, which
recently asked number OF country
men and number Of city bred men
the following: "In buying a dress. suit
Tor yourself. which characteristic do
you consider most inrortant2" The
replies showed that both groups con-
slider perfect fit OF prime importance
while the city purchaser places com.
fort TO the xesrer in third place and
the country purchaser places II Sec
ond. An up TO date style Is also more
desired by the country man than the
city man.
Prof. klingaman said that their eur
veys showed a need for better training
OF clerks IN stores. "Thc chief COM
plant against the clerk Is that she does
not have the right attitude Of mind
toward tho customer. nor the store"
said the professor
J. r. Duncan or Evansville. Ind.
spoke on the merchants responsibilities
and Ira ~. Younkcr. chairman of the
fairs ways and means committee, was
another speaker.
The number Of registrations OF buyers
yesterday reached 800 which Is the
largest single DAYS total since the con
ventlon and merchandise fair opened.
There are TO date 1920 buyers registered
from all parts or this country. Japan,
China, Hlwaf. Mexico. Argentina, West
indies and European countries.
The Leipsic association sent a cable
gram 20 Lew Hahn. director Of the fair,
conveying congra tulatious and suggest
ing future mutual cooperation
TRUSTEES FIGHT SUIT