The Waterbury Democrat. [volume] (Waterbury, Conn.) 1917-1946, 1944-04-03
Advertising - With Merit

Other than on the part of those directly
involved in the organizational phases of
any campaign little thought is given by
most of US to the various factors which
are so much requisite for victory in any
such endeavor We have in mind, at this
writing, the matter of advertising - par
ticularly newspaper advertising and its
relation to the general war picture.
Statistics just compiled by the Adver-
Using Checking Bureau through the fed
eral authorities reveal that during the
second, third and fourth War Loan Cam
paigns an aggregate of $4,000 sponsored
or donated newspaper advertisements
occupying 1892 pages of newspaper
space we're utilized to back these efforts.
This is in addition to the free space and
editorial endeavors Of newspapers during
the period of these drives as well as the
intervals between.
This is but additional proof that adj
vertising of this kind will sell other
things besides merchandise. The vitality
important home-front phase of this war
has been placed in the hands of author
tiles who have turned to the newspaper
advertising medium to bring home the
Importance of each and every endeavor
of this activity. The whole Support
the-War" campaign has been carried on
largely through advertising and chiefly
through newspapers. The response is to
be found in the tremendous success OF
such endeavors as the war bond drives,
herein mentioned, and in other import
ant fields such as industry and the like.
We are witnessing these days an I'M
usual recourse to this field of advertising
such as that shown by the group adver-
Using of manufacturers of this state I'M
der ads sponsored by the Connecticut
Manufacturers Association. These ads
focus attention on the great part being
played by the industry of this state while
at the same time bringing home to the
reader that it is the people of Connectl-
cut who are the support of these indus
tries and therefore the working arm" in
the prosecution of this war; The indus
tries are not selling themselves in this in
stance, but rather selling the fact that
this is a peoples war, and, therefore, is
entirely dependent upon the people.
The commodities being "sold" through
the medium of these ads are those OF
freedom, liberty and security. They are
the most priceless commodities ever on a
market They have been endangered by
the possibility of their being forced from
this market by those inferior products of
greed, hate, enslavement and misery.
They are being advertised lest we forget
their values.
It is gratifying to witness the field OF
advertising being utilized to display such
commodities" Gratifying to witness its
employment as workable weapon in
such splendid endeavor; and not just
a specialized tool used for narrow range
of work, such as the sale of retail goods.
It is an old axiom that there must be
merit in what is advertised, whether an
idea or goods. That is fortunate. If 1t
were not so, advertising could be power
full weapon for ill., as we'll as a powerful
weapon for good. If there is sound and
convincing merit there is almost no limit
to what can be accomplished. This has
been proven true by the advertisements
being employed by the manufacturers of
Connecticut.
We commend the Connecticut manu-
aacturers advertising to the people OF
Hsiis state. We commend the manufac-
turers for thus attempting the, to them,
novel experiment of joining forces for
such an undertaking We are certain
they will continue to find it productive
of results.