The Morning Tulsa daily world. [volume] (Tulsa, Okla.) 1919-1927, 1922-01-07
NEWSPAPER ADS
THE SAFEST BET
Retter Business Bureau
Advises Business Men
to Be Cautious
BEWARE OF PROMOTERS
Lefko Reports on Several
Questionable Advertising
Projects

osneud your money for newspaper
,avertisluR or for some other form
~ recognized publicity with unques.
,loned pulling power and at reason
sble cost" This is the advice to ad-
yertisers from Louis Lefko. secre.
,sry.counsel of tho Better Business
bureau. given Thursday after he had
snent several hours investigating
sspd examining special advertising
proiects which promoters desire "a
pnsh IN Tulsa but which have met
Win the bureaus dlsapproval.
Theso projects Are usually pre-
se5.ad IN attractive form by q
sr9 lhtongued salesman who uses
a seemingly plausible argument that
sounds reasonable at tho time which
when disseuted leaves a doubt con
cerning the pulling power and al
legged low cost of his proposition
Lefko explained.
"a project has Just been disap-
proyed by the bureau that seemed
q, first thought to be a Legitimate
method Of advertising, but which
the vigilance committee reported on
unfayorably," he continued.
ut was a book to be distributed
aHlNika tue VI VI uAssA 'puuNS y
al Tho time their intended hi sband.
obtained the marriage license. A
mart Of the book was TO have beer
devoted TO giving printed advice tC
the bride on the care of the home
and the raising of children. Perhaps
this advice was sound enough-tha.
] am not in a position to state.
Most OF the book was to have
4 N.1 10 lNF.. 81 Nts.. g.l
local merchants and business insti.
tutibns The promoters proposition
WAS simple and easily understood
For the small sum of eight cents O
copy the advertiser was to be priv
ileged 10 insert a page advertise.
mant, In other words, the promoter
was to receive eight cents for each
page OF advertisements n.each copy
Of the book distributed to- brides.
How Promoter Gets His.
That apparently is a small price
and one might be tempted to wonder
how the promoter makes money
But let's figure for a minute: Las
year there were approximately 1000
marriage licenses issued in Tulsa
county, At eight cents a copy fol-
the books given to these couples. the
promoter would receive $50 a page
for each page of advertising. Il
here were only so pages OF adver.
Using. his i1come would be $4,000 c
year. Not so bad. Is IL?
Another objection Is that the
pulling power of such advertising /;
extremely questionable. 1t Is doubt
FOL II the advertiser ever obtain.
more than small amount OF addi
.lonal business or benefit as a result
Of using this kind of medium Of
media of similar nature.
MY contention Is that the s16l
paid for page advertisement In
medium such as this could be muct
better spent with a newspaper. Foi
the same amount the advertiser car
purchase a page OF space in th'
paper, and instead of reaching onl'
1000 persons with such an expendi
.ure he can present his merchandise
10 $4,000 or 10000 who take tn,
4 newspaper regularly. and to prob
iby $4,000 persons in addition VIII
are readers of the newspaper bu
Who do not subscribe to Il.
AS an economic proposition, II 4
surely a better plan to- spend $3.50
" any other amount, for tina
mstter-to, say $4,000 people thai
TO spend 1t to reach only 1900
Newspapers are the safe and SCUM
medium in which to advertise, ant
business man can't go wrong whel
ie uses them"