The Wolf Point herald. (Wolf Point, Mont.) 1913-1940, 1928-06-29
IDEAS OF AN ADVERTISING
EXPERT

UT NV
EXPERT
Excerpts from R. r. Morgan
talk, advertising from the Stand
point of the Merchant and the
Newspaper"
Mr.. Morgan, of the Seattle
Times, made this talk at a group
meeting of the publishers and
merchants.
"The difference between the
operation of a large city store and
a small city store is a difference
in scale, not fundamentals.
"There is today no typical
small town nor rural population as
opposed to a metropolitan popula'
tion. The men and women OF
America, due to the service OF the
daily press, the periodicals, the
moving pictures, the radio n the
automobile. are moved by the
same impulses to acquire the
identical creature comforts.
"The fashion articles and photo
eranhs. the discussions on home
furnishings and decorations, the
presentation of luxurious inter
iors and apparel fashions on the
motion picture screen, stir alike
the blood of Mrs. Brown, the wlfe
of the New York Banker and
the blood of Mrs. Smith, the wife
of the prosperous wheat farmer
"This of course, that the
live merchant in the small CITY,
which is today UNNECESSARILY clos
| err. actually, to the country's cen
F., tiers of thought and activity, Is
compelled to mould his appeal tC
his public on precisely the same
lines. insofar as practical limita'
lions permit, as followed by the
metropolitan merchant.
"What first flashes into our
minds today. as we think of adj
yertising? Is it the newspaper
the magazine-the bill-bOard-the
hand bill? Every merchant knows
that good advertising or bad adj
vertising for his store is involv-
ed in every cog-wheel of the ma
chinery which operates his bust
ness.
1--WE have learned by experience
and nv studying the experiences
of successful merchants in all
parts of the country, that newspa'
per advertising is the staff Of life
insofar as the retail merchant is
concerned. John Wanamaker OF
ten said. "All else is yeXation.'
Newspaper advertising is a giant
power. With intelligent, thought
full plans preceding it, and equal
ly intelligent effort following it
newspaper advertising will do tire
mendous things for us.
"In too many cases the news
paper publisher and the merchant
alike are not doing enough to helE
the newspaper advertising dc
what it is capable of doing if pro
perly used.
''Too many newspapers are sell
ing their advertising space, mere
ly as space, to be filled with type
and to be paid for. Too many
merchants are buying their adver
Using on the same basis. You
need only to pick up n copy gu
of a hundred copies Of average
newspapers to be assured of tina
condition existing.
st is well for you merchants t.
get your feet under the sam
lunch table once a week or twic'
a month, for the good of the craft
That sort of thing doesn't stiff
competition but makes it cleaner
you men get together, in &C
vance of Easter, Mothers Day
July 4th, and special local events
labor day, and with the cooper
alton of your newspaper, put on
merchandising event that wi
bring you more business and NOR
profits.
"You merchants, as individual:
can make your stores relatively a
: eventful as the largest stores, an
you'll always find the newspape
: ready to cooperate with the mel
l chant who is constantly springin
something new-for that's news.
THE time to advertise is wher
! you want business. The time t
quit is when you are ready t
l step down and give the other fel
low the limelight."