The Pleasantville press. (Pleasantville, N.J.) 1912-1929, 1922-06-17
H EDIToR AND YOU.
By Geo. F. Wunder in The Alta
Almanaco for May

By Geo. F. Wunder in The Atlas
Almanac" for May.
The modern American business
structure is built on thoughtful pub
Notwithstanding, and the term "ad-
vertising'' is used here in its broadcast
sense. It's manifestly impossible for
a merchant to meet with n tell his
business story to every potential GUS
toner, either in person or through
employed statesmen. The process is
too costly and too slow for the bust
ness scenes are being shifted all the
time.
II a business is to live and prosper,
more is required than a good stock of
dependable merchandise and willing
ness to render useful service for the
profit earned. The people of the COM
munity which your business was es-
tablished to serve have interests of
their own and their thoughts are cen
tered on their own occupation, rather
than yours. Ii is necessary to remind
your prospective customers of the
goods you have for sale, the comfort,
pleasure OF gain to be derived from
the purchase and use of your goods
and the advantage of doing business
with you. In other words, your bust
ness must be sold" to the people of
your community and sold repeatedly.
While there are many good ways to
advertise a retail business, generous
use of newspaper space is probably
the most effective. This is especially
true of building materials. In every
community newspapers circulate to
the most substantial class of people in
that community. They are the GUS
toners of the building material dealer.
The newspaper editor and the build
ing material dealer have interests that
are SO much in common that 1t seems
most natural for them to work to-
gether. An editor is always a public
spirited citizen. Usually he is inter-
ested in local politics, but always is
he interested in the upbuilding and
growth of his town. He is always be-
hind public improvements and civic
growth, both as a matter of pride and
because civic growth means growth
of circulation, increased revenue and,
therefore, a more powerful and i'm
portant newspaper. Civic growth and
public improvements mean increased
business for the building material
dealer. He, too, will find il to his
own interest to identify himself with
local progress.
Newspaper advertising space is not
an expense nor a luxury, but it is a
sound business investment, and in
this sort of an investment, the wise
merchant usually buys a little more
space than he really feels that he can
afford, and it's good procedure, be-
cause increased business from such
an investment results SO surely that
what first appeared to be an extra
vagance, proves a real economy.
The rate charged is based on cir
culation and both from the newspa-
per's standpoint and the advertisers
standpoint, this is just.
When an advertiser buys space of
a newspaper, it's for the purpose of
conveying his message TO the readers
of that newspaper, and the larger the
circulation, the less it really costs an
advertiser per reader. There is no
fixed rule as to the size of space to
be occupied by any one building ma
terial dealers advertisement, but the
larger the space used the better the
display and the more surely will the
advertisement be read. This is not
theory; it has been proved conclu-
sively in department store advertising
especially.
This last is a point that nc building
material dealer should lose sight of.
As has beer said before, the mer-
chant in building supplies and the