The Sauk Centre herald., 1930-10-16
NEWSPAPER ADVERTISING BEST
BUSINESS TONIC

The other day we met the district manager for
of the largest chain store concern in the coun-
try This chap is unusually keen and alert, natur-
ally he would not be holding down his present po-
stion, which probably pays him something like ff-
teen thousand dollars per annum
It is his job to see that every store within his
district makes satisfactory profit for the company;
that the right placed in the right positions;
that stores are opened wherever there be an
opening for one; that all store personnel be of the
highest possible type who and will maintain cor
dial relations with the buying public.
In the course of conversation, which lasted
for hour more, the talk turned to the subject
of merchandising and the part newspaper advertis-
ing plays in moving goods rapidly Said he, 1--WE
must of necessity depend upon rapid turnover for
our profits and newspaper space almost
tirely to attain that end. About year ago plac-
ed new manager in one of our stores to fill va
cancy created by the promotion of the former man.
ager who was exceptionally live WIRE From the
time the man took charge the sales of the store
began to fall off, and finally determined to make
a personal inspection. What did find? Well, the
new chap had lot of high-falutin ideas about ad-
vertisng, all of them contrary to general pub
lcity policy. For thing he had practically dis
continued the use Of newspaper advertising, de-
pending on circulars and what-not to get business
otherwise there nothing wrong. Before left
I mapped out program of newspaper advertising
for him which felt would restore the business
that had been lost and believe me, it wasn't long
before that store was again classified "A >"
Said he further IT have been in the merchand-
Using game since was seventeen years old, having
started out IN q general store IN q small country
town. In those days the merchant advertised to
help the printer not because he believed in it. The
old time merchant would prepare ad for Christ
mas which he ran until the spring stock came in OF
course that kind Of advertising worse than use
less because it stamped his store not being upto
date It through that sort Of advertising that
the impression became so prevalent among country
merchants that advertising doesn't pay In fact it
took the catalog houses to show the average Ameri
can merchant that advertising not only does pay
but is absolutely necessary to success If our COM
any to discontinue newspaper advertising In
the cities where we have our stores would last
only so long as have surplus account to draw
on"
Isn't there food for thought in what this district
manager said, and more especially so when we con-
slider that his observations founded upon an ex-
perience which goes back quarter Of a century or
more? If financially strong chain companies must
depend upon newspapers for business, how much
more is it not necessary for the Independent mer
chant to use newspaper space?
Who are the big users of newspaper space today?
The big oil companies, automobile manufacturers
tire manufacturers chain stores catalog houses the
railroads and other concerns who make success
Of their business. They do not newspaper space
to "heIp the printer" Not by jug full They use
newspaper advertising because they have to- to get
the business
Mr.. Independent merchant, think it over.