The Bismarck tribune. [volume] (Bismarck, N.D.) 1916-current, 1926-10-02

Franklin price lists, proved ourselves
most valuable in service to our coun.
try and for the first time in our
lives wore for while the glass slip.
per of National Advertising. Our
appearance improved and ~ might be
expected, we then proved attractive to
the Fairy Prince, the Ultimate Con-
sumer, whose will is law and who 10
even now seeking his Cinderella. Gin.
dcrclla Of the Fairy story sat demure-
~ by the hearth, you will remember,
waiting for the Hcralds Of the Prince
to seek her out, but we are somewhat
more brazen and today the Country
Paper is standing on one foot, the
other extended through the doorway,
asking for the slipper that will en-
able her to take her rightful place
in society.
"Unfortunately for us. however. our
Big, Sisters have assumed the same
undignified position and the silvery
sheen of their silken trcsses has so
dazzled the eyes of the Heralds Of
the Prince. the Advertising Agencies,
that they are fitting the slipper on
every foot but that covered by the
rough homcspun sock.
Must Become Part Of System
Though the Heralds are rapidly
narrowing down the circle Of their
search and though the Acrobatic
cvolutions Of the Modern Cinderella
are increasing in fcrvor and enthu.
siasm, there is apparently need for
some more efficient manner through
which to call our qualifications to
the attention of the advertisers. 1t
will be fatal il We ever resume our
h~, thu hnnrAk ~s,h asa HMsp IN
many years the country press gather
ed ashes. We must make ourselves
so firmly part OF the merchandising
system Of this country that NO in
troductory campaign will ever be ct
tempted without taking into consider.
alton the medium that II without
doubt closest to the buying public
the home town paper.
Manufacturers Of nationally ad-
vertised goods are realising that
there is a missing link somewhere and
are making frantic endeavors to
locate it. So acute 10 the situation
that Babson, the economist whose
advice is regarded ~ most valuable.
in his August report calls attention
to the critical situation that manu-.
facturers and small merchants are
facing and urges . closer corporation,
q cooperation that will not only in
clude, advertising plans but sug4es..
items FOR better merchandising ana
contact with the public = work IN
which the progressive country paper
must play It's part.
Advice to Manufacturers
"If were the manufactuFer Of any
nationally advertised product, ! would
instruct every one OF my salesmen TO
get as we'll acquainted With the edi.
tor Of the newapapsB - his. tsrrlsosy
as he does with the dealers. There
isn't or ut least there shouldn't be
another business or professional man
in your community who visits the
stores as often and knows - much
about the sales end Of the business
J as the editor. that 10 unless It's the
banker -.
III / were manufacturer ! would
see that every advertising PROPOSE
ton worked out WINS presented g
the newspaper rs soon NJ It WIS o0ue
out to the dealer and even before.
You would net as . constant soltci.
tor Tor the manufactures. i. u.
make study Of your: home fieta'
/, Learn merchandising methods % thu
apply 70 your stores; 81. ae4uetnce.l
with your advertisers untt! they seex
your advice about aAverslaing ~ tne9
do their bankers aboet !tnanees; ~
the people they are doing lusl9e:l
helping solve the. Sales Problem md
let them know that $eur eo-opeeA.
ton means something. q - are
proud Of your pnper seDd- cepeee l.
the manufacturersSS With . !btt1r ten
inr~wty you are pr0udf ct ~. i -
know s0methin9 about your comoeoues