Grand Forks herald. [volume] (Grand Forks, N.D.) 1916-1955, 1922-09-26
Washington, D. c., Sept. 2s.-That

~ pdyS W dNtSA Sl6O ~ So" Wv "
the leading articles in the American
Credo. Yet, like most generally ac-
ceptsd facts, it Is not strictly true. 1t
does not pay to advertise unless you
do so efficiently-that Is to say, an
less you plan your copy skillfully and
place it wisely where it will produce
the best results.
It would be a mere waste of money,
for instance, to advertise such articles
as concrete mixers in a Women's fash
ion journal, or to attempt to create
a demand for electric fans in Nova
Scotia in winter. This important
for q product through the proper ad-
vertising medium. For the majority
of products the daily newspaper Is
unquestionably the best advertising
medium, as it reaches the largest
number of people, but even newspa-
per advertising yields maximum re-
turns only when it is judiciously dis
tributed.
Realizing the tremendous impor-
lance Of this factor, tho American
Newspaper Publishers association
with headquarters in New York, Chi
cago and San Francisco, for the pur-
pose Of helping advertisers to distri-
butte their advertising to the best ad-
vantage. To do this. a mar must be
in possession of certain facts con-
corning market conditions as they at
feet his product, and these facts the
bureau of advertising undertakes to
secure for him.
Through Its utilization with news
papers all over the United States and
in Canada, 1t Is able to trail and catch
the most elusive commercial fact In
a - y foir u{~oA k1-,- 49,. -~-tI---&.
II a prospective advertiser were to
walk into its offices tomorrow and
demand to know how many kinds Of
monographs or fireless cookers were
sold in Portland, Oregon, or Portland,
Maine, and why, the bureau could
doubtless have the information for
him by telegraph within 4 hours.
But while 1t is able to obtain facts
with amazing speed, its Investigations
usually are of nation wide scope re-
curing weeks of exhaustive research.
Not long ago for example the bu-
reau conducted an inquiry into the
the benefit of soft drink manufactur-
ers. with a view to determining
whether or not there had been mark.
ed increase in the sale Of soft drinks
since the coming OF national prohibit
tion.t Here are some Of the facts
that were discovered.
Money In Soft Drinks.
That the soft drink market il a re-
markably fertile field for the manu-
facturer, for the Koyernment.e tax
receipts so1 $4,000, 900 would indicate
that moro than $500. 0o0, 900 worth
CT SOFT drinks We're sold at retail dur
ing . period Of II months.
That the soft drink market. and
particularly the ginger ale market, IL
q sectional, II not a local one. Brands
that are best sellers in one section OF
the country are not at all popular in
others. Only one brand Of ginger ale
enjoys a nationwide popularity. and
only n soda drink may be said to
have a weil-nigh universal sale.
That the demand for soft drinks
on the whole had greatly increased
since prohibition. but that in some
localities the sale. of singer ale had
fallen on owing to the act that it was
Inc longer used SO extensively as a ba-
sic ingredient in alcoholic beverages.
The detailed results Of this inquiry.
|contained in one OF the special trade
reports or file in the bureaus Offices.
were OF great value to soft drink
manufacturers, who were at once able
70 sac where and how to place their
advertising. In other words, with
1.-The aid OF this information, they were
|able to direct their advertising. to
meet local market conditions. which
were shown to very widely through
In another instance the bureau was
asked by 4 tire MANUFACTURES to help
him gather quickly some data show
ltng the size and condition Of tire
stock OF hand in dealers shops in
this country and Canada. It prompt