Milford chronicle., 1926-08-06

$I9,OUO, ,UUU. Inc TeIndlul4l5 9OOsVOV'-
600 went for plant, machinery, fix
lures, etc.
This proves. of course that good
will may be something tangible
something that it is possible to build
up by the use of good advertising
plus a quality product at value
price.
De@
ALL MEANS of advertising aside
from newspaper space are supple
mentary. Direct mail has received
a severe blow by the increased pos
tage on such matter. Matter that
used to be sent out under one cent
postage now must go under one and
one-half cent postage which adds
quite a burden of expense on the
whole proposition. The mails today
are filled with much material class
ed as advertising that go to the
waste baskets causing them to over
flow. If you will watch the average
merchant when he opens his daily
mail you will note that the largoD
percentage of it goes at once to the
waste basket.
Many advertisers who use large
apportionments of money annually
have cut out all mediums save the
newspapers, as after a complete
analysis they have concluded that
newspapers are all sufficient.
Too many merchants are not at
all familiar with just what is in
cluded in the purchase of advertis-
ing space in a newspaper. When
they buy a large amount of printed
matter for direct mail campaign
there is a certain amount of tan
gibIe matter seen before it is mail
ed out. While if a merchant buys a
page advertisement it is possible for
him to place all the copy on sheet
of paper six by nine. He does not see
the great mass of detail work that
goes on in the mechanical depart
ment of the newspaper; he does not
comprehend the amount of work re-
uuired to make the set up; he does
not see the great piles of paper
which makes distribution of his ad-
vertisement possible; he does not
have an idea of the amount of work
required to mail out all of the thous-
ands of papers, and stick the little
labels on each number; he does not
fully comprehend the work of keep
ing a force that guarantees safe de-
livery of the circulation. Many other
details enter into the work of print
ing and delivering a newspaper all
of which are a part of the service
the merchant receives, and which
are considered when the advertis-
ing rate is established.
While you see many wastebaskets
filled with direct mail advertising it
is not often you see newspaper in
the wastebasket. Everyone reads the
newspaper. 1t is necessity in
every we'll regulated home. Newspa-
pers today are printed better and
edited more intelligently, hence
their value as an advertising nedi-
um has likewise improved. The
newspaper offers the advertiser a
medium in which he may place a
message about his store, his goods,
his service, etc.
Newspapers today are in position
to offer greater service to the ad-
vertisers. This service is rendered
without cost to the client. Regular
monthly shipments of mats are re-
ceived, and these cuts cover most
every line of business represented
in cities and towns, and besides
each newspaper has a library of
over five thousand cuts which can
be ordered on short notice and re-
ceived in few hours, and there is
also a close connection with the art
department and great advertising
men who are specialists in their
line. Anything of a special nature
wanted by the local merchants can
be drawn up on short notice. This
connection puts the country news
paper on an equality with the large
metropolitan paper with its staff Of
artists, plate makers, etc.
The average merchant is not IA,
miliar with the service it is possible
for a newspaper to render him, and
at no extra cost. The live wire mer-
chant keeps in close touch with the
advertising department Of the home
newspaper, for by so doing he can
have the lates in advertising cuts,
ideas, etc., and also be informed on
the latest sales methods. All these
things are important, even vital to
the success of every merchant.
Methods Of doing business have
changed in the last twenty years,
and he who does not keep pace with
the march of progress will be found
a laggard and a serious loser in the
great game Of business.
Old customers are passing
ont and a new generation is coming