The Detroit tribune. (Detroit, Mich.) 1935-1966, 1941-12-20
EDITORIAL PAGE
PUBLIC
INTERVIEWS
nv NiaI RcnOrter


THE PURPOSE of this column Is
i to publish the views OF citizens
on problems and questions OF public
interest.
In this issue we are going 10 dis
cuss a problem that is the life blood
OF the newspaper business. That is
advertising. We were inspired to
write this statement after reading
an editorial by John II. Van Devon
ter. in the Iron Age
With all OF the munitions work
going on the question is sometimes
asked: why and what should We
advertise II we cannot nil orders
because az defense demands and
shortages
Now. what does the word "adver-
tise mean You would probably
get hundred different answers
from hundred different people.
Perhaps the hest way to define il is
TO SAY what IL is intended 10 do. So
far as have observed, tho func-
ton OF advertising is to get people
To want what YOU make and sell or
( your services" and TO keep them
wanting il. And the latter is es-
pecially important when you can
not satisfy your normal customers
in these abnormal times.
II reminds me Of the story OF the
Young soldier who was caught in
the draft and was obliged 10 leave
his sweetheart for an indefinite
time You remember, The Girl
Left Behind Me
The boy who went to the army
was very much in love with the girl
he left behind him. And she with
him, But She was beautiful girl
VINO had many admirers And our
young friend was TOO wise 70 be-
lie,e in the old proverb. Absence
makes the heart grow fonder He
knew that the modern version was
that his absence would make the
Other guys grow fonder, and the
eifl perhaps less fond.
cur hero resolved that after all
OF the effort and time that he had
spent in winning his sweethearts
affection and his place as No.
man he would not let his rivals win
by default through absence. No. in
decd he would see TO It that she
was reminded Of him often and OF
the good times that they had to-
selher and The better times that
they could have after the war is
over.
So the boy who left the girl he
hind nauguyated and carried out
campaign Of promotion 10 keep
from becoming the forgotten man
Sometimes When there wasn't much
activity aside from drills. he was
hard PUT 10 X 10 find interesting
things 10 talk about. but he could
always tell her how much he miss
cd her how much he loved her and
how much he wanted 10 be with her
again
And boys believe me that letter
that she got from him every week
kept her thinking about him and
kept her from thinking too much
about the temporary beaux who
took her out in the meantime.
Perhaps, you will find moral In
this with respect 10 advertising
under present day conditions. For
ccItainly. your biggest promotion
job today In these times Is to make
people keep on wanting what you
have 10 sell whether or not they
can get II And to keep them want
inc IL until you are ready TO give
it TO hem.
lis hard 10 forget some one that
You're MADE to remember, Peo-
pie forget SO easily. and there's
always new star to help them
forget "
In Detroit, reputation and sales
are made by advertising in the De-
tsolt Tribune and tho Negro market
Is a rich market where 80 per cent
~ the Negro citizens work in fac
tories and are spending millions
daily TO get the things they need.
This Negro weekly is published and
printed here in Detroit. giving en-
ployment to many worthy Negro
youths and doing n public service
that is need in such a period as
We are going through.