The Birmingham age-herald., 1923-08-01
Daily Business Editorial
Neighbors-Advertising In The
 Morning Newspaper By RICHARD F. JOHNSTON


 The neighbor was described by the Founder of Christianity as he who cared for sick and wounded man, had his wounds dressed and saw that he was given a roof, food and the attention needed in that state. There is no greater act of neighborliness than in caring for the sick who cannot care for them selves.
 The Baptist hospital at Selma has a fine record in this respect. Out of 3,897 patients admitted alto gether 336 were given free treat ment and 733 patients were treated at reduced rates. More than 30 per cent of the administrations were either free or at charges un- der the regular schedule.
 Again, there was no recognition of creed. On the contrary, it is evident that creed was ignored in the program of service. Naturally there were more Baptist patients than these of any other denomina- ton because Baptists are most nu- merous in Alabama. But the Meth odists were fully as we'll represent ed in proportion and it was so with other denominations while many were without church utilization.
 Christian churches are broad; :; broader than in their history. Christian men are broader than in their history. Thes'e is. more Chris tianity in business. The golden rule is not mentioned with a sancti- monious unction but as the obliga- ton of all men and all corporations. That is why business is on an alto gether higher plane and that is why business superiors regard welfare of employees as once was not done.
 Felix Drennen, whose forbears founded Drennen & Co.,, 54 years ago, before Birmingham had its charter, and who has inherited their experience in successful con duct of the department store busi- ness in Birmingham, lays stress on the woman of today as business man."
 MT. Drennen says: "Women to- day must be considered and served as the predominant business man, for they constitute what seems R majority of the buying public. De- partment stores have been com pelled to readjust their methods. :" MT. Drennen declares that women have more than held the business ground that they took over during the war when forced to do the work of the men and that they are seen at the saving and open &C., count bank windows and in bond houses as men are.
 This led Drennen & Co.,, to study where to place the advertising most likely to elicit attention and draw the patronage of women. This ex- perienced and eminently successful business firm studied the field and decided to place the predominant part of their advertising in the morning newspaper.
 What does MT. Drennen say as to results? This: "Since placing the predominant part of our ad- vertising in the morning paper we have been surprised and delighted at the increase in the better class of trade. We are holding trade that has heretofore taken Birming- ham money to New York;"
 No merchants in Birmingham are credited with more business shrewd- ness than the Drennens. They cre- ated the success which they en- joy. They have followed Birming- ham through all its stages of prog ress. They have been close and interested observers of all the trends of business.
 When a firm like that delibe- rately and after careful survey of the advertising mediums of the community, decides to give the pre- dominant portion of its advertis- ing to the morning newspaper and reports splendid results following that placement, there is no denying it's significance nor the far-reach- ing nature of this lead.
 ! METAL MARKET