The times-news. [volume] (Hendersonville, N.C.) 1927-current, 1935-04-06
BABsoN TALKS OF THE WAY To
RITTER BUSINESS

Rooer w Babson recently made StrlN-
inp statement as to the place of the news
paper in present day affairs and the vast
mower and Importance of advertising. Here
is what Mr.. Babson said on this SUBJECT:
"Few people realize to what extent the news
papers by their popular appeal, help to release INC
energies that make news Through the efforts Oh
the. press old industries will expand and new IN
d,s-ries will be nutured into growth. American
and Canadian newspapers will play tremendous
mart in this march toward economic and pohticaI
greatness.
"NTanv concerns curtailed their advertising dur
inc. the depression to an extent that was penny
wise and pound-foolish.' In continuing this pohcy'
+bo;, ora even more short sighted, Authorities
agree that the greatest problem facing business TO-
dav Is distribution Not the shorter work week ana
limited production but, rather, increased produc-
ZION. and greater consumption, will bring prosper
itv 70 the greatest number. Certainly, the nrSt
tan toward increased sales lies in getting products
before the public.
..The newspaper is better equipped in many ways
than anv other agent to aid in this campaign lor
II is the eyes and ears of the community. Inc
tboughts, motives. actions and living habits OF peo-
ple are the constant study of newspaper men. Who'
then is better prepared than the Fourth Estate TO
advise as to . . consumer wants! what
better window in which to display goods than
n newspaper which rules both the breakfast table
and the evening fireplace? Hence, l want to make
a personal appeal for every one to get behind his
home paper and boost it, In this way you con-
tribute strongly to further recovery of business IN
your community.
advertising has been powerful factor in the
material development of our present civilization
1t has created mass consuming markets which have
made possible mass production. We have achieved
our present standard of living only by enabling
greater number of people to enjoy the latest I'M
provements This applies to all hnes-transporta-
ton. housing, agricultural and merchandise.
"WiIl Rogers saying: "All know is what read
in the papers, is more than witticlsm. 1t Is the
true picture of the state of mind of most of All
reputable advertising has an economic function,
and new types of publicity may multiply endlessly;
but no novelty of medium can usurp the place of
the newspaper in its hold on the consumers inter-
est and loyalty. Therefore, what we know
about merchandise is largely what we read in the
local press"
All that Mr.. Babson says of the value of
newspapers and the power of advertising
is founded on reason and experience. All
Informed business men know his statements
are true and realize how forcibly his con-
illusions are presented in the foregoing
statement; but many of these same business
men have not been putting into practice all
they know about the best and most certain
way to promote their own and general
business. AS Babson says, disconnected
and discouraged by the depression, they
have for the past several years been pur-,
suing "penny-wise and pound foolish
policy in the matter of applying advertis-'
ing to the speeding upsof trade.
Advertising has been a powerful factor
in the material development of our present
civilization says Babson. 1t has been a
practical and powerful aid during the de-
preston years to those business men who
have had the vision and courage to use it
in stimulating their own enterprises. The
records of business show what it has done
in depressed trade areas, in markets where
business was thought to be fatally stricken !;
in towns and cities where pail OF gloom
and pessimism had enveloped local enter
prise. 1t is not necessary to do more than
examine the records to secure convincing
evidence that advertising does its work
and pays under the most unfavorable con-
ditions. -
If the country is pulling QUITO the de-