Gunnison news-champion., 1924-09-12

OU1u0o0ao. o0O00ADU
LilEs ~ boehing sui3 0annfheeusus Q
short time ags who eEiginseed . pie-
t0Re II beaneinal ysung lndy v1ar-
ing hafhing suik. He - = aetnal
photogfuph 6ooo b eD5ors - & Was
70 untqse anA o1kSaesivo thnt hnve
noticed thsaaan&D II those - paseod
On aueomohile wind1hie31s.
0ns II H. nsst s1cesoseal snall
town merchants whe - beeA IN busi-
ness for four yoaSs - - heppy
facnlty q psttinQ . ~ e fIss aAvsF-
ttstng b ht. beeal nsuspepsA Up0
his visit y - New Yegk nasast twics
yearly he writes bsttsn te tAs two
nevspePs!s & his tswn, telling abeut
Nsw Yerk. He exp1ains aheat tie
various improvsnsnts thsse that have
taken place since his last visit-hs
tells aheut H. aereAnndiss maFbst:
he even got - far - TO give brief
history a ths extsay1gAnt - vel
rs the economic skdo Of New York
life.
Hundrsds AZ families in bis tssyii-
tory look forward - reading his 1T
terA Yoa must cApitaline upon every
thing pertaining 70 youf busineas In
order % ~ tie publie excited sbeut
your store.
Department stores in The lares cities
today never neglect 70 have their
buyers, who 60 @ foreign countries,
send Thousands Of lstters 10 their Gus
toners and prospective eustomers tell
ing them abeut tie huge purchases
they have made foreign goods. j
have received many lettefs from rep
resentatives Of large Minneapolis
stores mailed from Paris, London and
other European points. They tell
what time their goods will arrive in
this country; they explain about the
new unique styles. fabrics and values.
l am = great believer in taking my
newspaper Is n partner in my busi-
ness. Every Newspaper has hundreds
Of ideas that are workable and profit
able that they are only too glad to pass
on TO retail merchants;,-a newspaper
is clearing house Of ideas, especial
ly pertaining to retail business, and
wonder some times II we try to get as
close to our newspapers rs we ought
TO, rs they would like TO be with us.
II you are interested in your news
papers, they will be interested in you,
and II you follow up your advertising
with attractive window displays, COM
bining that with training your clerks
and keeping up your direct-by-mail
advertising, such n sending out q let
ter or post card monthly, you will find
that your newspaper ads have greater
pulling power than II you depended
on II alone 70 sell your merchandise.
Take for instance, the mAnufactur-
er, wholesaler or jobber who backs up
his statesmen with newspaper advertis-
ing and direct mail advertising. Prac-
tically IS per cent Of the saleamen's
work is already done, when he goes to
call upon . prospective customer thru
the advertising that has already pre-
ceded him, the prospective customer
the merchandise thru the advertising.
vertising. No better illustration car
! cite Of the effectiveness Of advertis-
ing than the case Of Barker Bros, re-
tail dealers in Los Angeles. A few
years ago they sold $700. 900 worth Of
furniture In their store and thru ex-
panding their advertising investment,
Barker Bros. last year sold sixteen
million dollars worth Of furniture.
l should think we would all take an
inventory Of ourselves when confront
ed with actual instances like the above
and note what Henry Ford has done
the past year thru advertising. Up
to this year Henry Ford has done very
little advertising, but, being far-sight-
ed, he sold himself the idea that in
1924, and perhaps he had in mind not
only 1924, but every year afterwards,
he was going to invest q substantial
amount of his gross receipts for ad-
vertising, and his appropriation for
1924 was seven million dollars. With
in the past six months have visited
the Ford factories half a dozen times
thru some business dealings had
with this big Arm, and l assure you,
that there has been no unemployment
in the two Ford factories in Detroit
they. have been running full capacity
three eight-hour shifts, steadily em-
ploying over 10000 people besides
the thousands they are employing in
their other large plants all over the
country.
Henry Ford has experienced stu
alton which makes it highly desirable
to advertise. Perhaps he forsaw the
present slump, which has appeared TO
hit the motor concerns with special
velocity. Perhaps he judged the time
ripe solely because Of the present rest
less attitude Of the people and the
fact that our federal government has
declared an open season for swatting
big business.
At any rate. for some six months
now the Ford Motor Company has
been displaying itself in the publica-
tions Of the country, in newspapers.
large and small, in class periodicals..
in farm papers, in general magazines,
| in street cars, in outdoor positions, and
in many other forms Of advertising.
With my brokerage business, we
appropriated . million dollars for ad-
vestising this year. and we are like
the National Cash Register Company,
who claim that they had the biggest
business career during May Of this
wear. and you know how difficult II il