New Britain herald., 1926-06-03
OUTLINES NEED OF
 SOUND ADVERTISING
New York Man Tells How to
 Create Reader Interest

The dollar spent in advertising be-
 comes most effective by the use of pictures, according to Lawrence G. Meads of the Blackman Co. Of New York City, in an address to the Ro- taly club at noon today
 Mr. Meads stated that if is the job Of the advertiser to lay the in formation concerning his product before the ultimate consumer in such q manner that it will eliminate Ignorance and mistaken notions con- 'cerning the merchandise. He pointed out the vast increase in advertising by means of printed word as a di- rect way 10 reach the purchaser and said that where few years ago only
 Q few million dollars were spent in correct advertising today over $15o,- .000,00 is spent in magazine adver- .tising and more than $600,00o, ,00o in newspapers.
 He said there has been a change lin the consumer, who has become more sophisticated toward advcrtis-
 tA EI p'l uiiS. Ilf HdlltC lD A+ N4lON IT
 and keen competition in advertising products has made il difficult to convey the proper ideas. The auto mobile, moving picture and radio
 have cut down the amount of time
 people formerly consumed in read
 ing, and advertising has been read
 iusted to meet this condition. The
 advent Of art in advertising. he eX-
 plained, has reduced the time need
 ed for the reading of advertisements and thus has increased the efficiency
 of the advertising dollar.
 Pictures now. he said. are 45 per
 cent of the advertising space and it
 is not uncommon for people to say they buy certain magazines and spend more time reading the ads than they do reading the stories.
 He pictured three types of adyer- Using, the first in which the manu facturer advertises picture of his plant, the second picturing the pur- chaser, and the third in which the consumers interests are discussed, Testimonial advertising. he said. was successful but was not the best type.
 The growth Of the Rotary idea of service he said has been found 10 results in advertising. The idea is to make the ad of some serv- ice to the reader. A nationally ad- vertised food product was cited as All example With advertisements of this article are carried recipes for helping the woman in the kitchen, and headlines in keeping. such as Hot breads I can make in 10 min utcs" attract the readers attention, In the case of one product, where formerly about 10000 women wrote in for information. under the new form of advertising there are more than 100000 inquiries a year.
 He dwelt for some length on th" rroblems of tying up salesmanship and proper store displays of mer- chandisc as "follow-ups' 10 proper and said the most eX- ronsiye blunder Is the breach be- tween these two factors. "Mil- . lions of dollars are spent on nation- ally advertised products when qni'c often many people arc unable 10 buy the product" he said.
 He pointed out the theory that good salesmanship does not consist of simply unloading bill of goods onto a merchant and then forgetting it. He told of a star" salesman who sold some goods to a merchant and then the man who followed from the same firm a year later had adjusting circumstances when he found the merchant loaded up with a lot of goods he couldn't sell. "A lot Of people think they are selling when they are simply putting goods on the dealers shelves" he commented.
 He illustrated the technique of getting the dealer into a proper frame of mind for buying, when he greets the salesman with an anta- |