Evening star. [volume] (Washington, D.C.) 1854-1972, 1929-01-27
R. c. GRAHAM TELLS
HOW ADS AID SALES
Daily Newspapers Conduct
"ShoWS" for Makers of
Automobiles.

When an American studies the status
| Of the automobile and the automotive
| industry in European countries. he finds
no end of sharp contrasts with condi-
| lions here at home, according to Robert
| c. Graham, vice president of the
Graham Paige Motors Corporation.
OF the many differences the most
striking, he reports, is that in Europe
there is vast number of people who
can afford to own cars, but DON'T while
| on this side, there are millions who do
own automobiles and could not afford
not to. OF this, he said:
I'm Europe, especially on the CONT
nent, the automobile has not gained a
place in the daily life of the average
individual, as it has done here. The
motor car there is still in the position
| that 1t occupied in America In the early
years Of this century, when car owner
ship was regarded as a mark of dis
tinction. European motorists are still
a class apart from the great majority
There exists therefore a great field for
promotion, in which American manu-
facturers are bound to gain a great
share Of the trade, because our cars
are held in high esteem throughout
Europe.
Lack of Advertisements.
'The outstanding difficulty, as I see
1t, IN selling the automobile to the peo-
pie in general, is the lack of efficient
means of mass selling through adver-
Using, and this lack is especially
marked when one compares the Euro
pean newspapers with those of the
United States and Canada.
ut was not until I studied the DOS
sibilities Of the European market that
I fully appreciated how important a
part the American newspaper has filled
In this country through its recognition
of the automobile as a vital factor in
American life.
1.-THE automobile section of the
newspaper in this country is as ex-
cluSively and distinctly American as are
the Niagara Falls-a true smile, be-
cause automobile sections and the Falls
are common to both Canada and the
United States.
I'VE speak of the annual automobile
shows as great events in the industry
because they are attended by hundreds
OF thousands. Yet every week, the au-
carry an exposition of the industry's
latest developments to millions.
Columns Are Studied.
Motor car manufacturers thus enjoy
the advantage Of presenting their an
nouncements in the advertising columns
OF newspaper sections that are really
motor magazines, read and studied by
the particular class that the manufac-
turers must reach.
1.-THE reader interest in the news
papers motor columns reflects the edi-
torial truism that whatever directly
concerns the reader is news, Publishers
long ago realized that, because the au-
tomobile enters so largely into the av-
erage Americans daily work and play,
there is tremendous interest in every
thing pertaining to motors and motor
ing.
1.-THE automobile sections serve as
trade paper for those who use the
motor car in their work; to those to
whom the motor car is the chief means
OF diversion and recreation, the auto
mobile sections are helpful advisers:
and to all owners and prospective own
ers they are buying guides and trade
directories.
"It is the well edited and readable
automobile section, In fact, that has
! made the daily newspaper in America
the most important advertising medium
for the motor industry, because it so
thoroughly covers the particular field
we seek to reach-the owners and
prospective owners Of cars"