The times-news. [volume] (Hendersonville, N.C.) 1927-current, 1935-04-26
RACK TO THE NEWSPAPERS

The Co10ate-Pa lmOllve-Peet Company
ono &c tho leaders in its lines in the United
States and one of the countryS leaoihs
advertisers is proposing to concentrate on
advertising in newspapers, after eApelE
menting with practically every known al
vertising medium in the past few years.
This company has tried just about all OF
the methods that have ever been devised
for getting publicity for its products ana
information about them to the people, ana
decides that newspapers are the best ao-
vertising medium and that hereafter us
advertising appropriations will be spent III
large part with the newspapers.
Smaller business men should not hesitate
to follow the example of this big corpora
ton. They can profit by the experience OF
this company, which has tested many forms
of advertising, and comes back to the news
papers as the chief medium for promoting
business.
More advertising will improve business
especially retail business-and larger
volume of advertising is one of the great
needs in the mercantile world today. Bust
ness men throughout the country are awak-
ening at last to the fact that advertising
has been "deflated" to the danger point n
the past five years. Business probably
never would have dropped so low or be-
come so sick if greater volume of adver-
Using had been maintained and greater
selling effort had been the rule during the
depression" AS unfavorable as general
conditions remain throughout the country,
retail business could be substantially i'm
proved this year with a sustained and ade-
quate volume of advertising.
Individual business men and concerns
have demonstrated in these panic years
that advertising is a stabilizer of business,
as we'll as stimulant. They have made
advertising earn profits under the most I'M
favorable conditions. Unfortunately, the
country has had few business men of that
character. "A majority threw up their
hands, quit advertising and began slipping
several years ago. That course was very
bad for business and added to the Difficult
ties and disasters of the depression.
Now, however, there is some evidence Of
a change of views and return to former
policies by the manufacturers and retailers
of the country. If this materializes in an
increased volume of advertising through
the Summer and Autumn, the results will
be that more and better advertising will
increase sales of merchandise, increased
sales will speed up the factories for greater
production, more people will be employed
IN manufacturing and in selling, and exact
ly what everyone knows must be accom-
plished to defeat the depression will be On
the way in the United States.
Under existing conditions and facing the
difficulties which confront the country to-
day, it is easy to realize that any policy or
plan for the restoration of improved bust
ness conditions is handicapped at the start
but the great body of business men who
really believe in the power and efficacy of
advertising, believe that general revival
of selling effort through advertising, espe-
cially in retail business, is essential to i'm.
proved conditions and that the country will
be headed out of the depression when nor.
NAL conditions have been restored in the
advertising field.