Henderson daily dispatch., 1945-11-10
Babson Says Newspaper
Great Community Asset
Its Power For Good
Rated Ahead of Even
Preachers, Teachers
BY ROGER w. BABSON,
Copyright 1915, Publishers
Financial Bureau. Inc.

Financial Bureau, Inc.
Babson Park, Mass, Nov. To-
today are talking reConver-
sion. In a short time, we will all
be discussing distribution. Recon-
version Of a plant from var work
to consumers work is d compare
lively simple matter; but the sale
and distribution of these consumer
goods in the years ahead may be
very difficult after the present
backlog has been satisfied. Hence,
We all should now begin to think of
now we can help the sale and dis
ributlon of goods.
Armies Needed Today.
During the past few years we
rave been drafting mon for military
purposes and paying large wages 10
rthers to make munitions. guns and
lirplanes. Unless we have sufficient
volunteers as statesmen, it may not
DC long before the country will be
obliged to 'draft' young men and
1oung women for distribution pur-
)oses. After r~econversion. it. will be
F., simple matter for manufacturers
o make goods Of which there may
o be an excess. Selling goods,
loWever, is another matter.
The sale of goods is a tWo-Way
treet. 1t is dependent upon en-
loyment which, conversely, is de-
'endent upon the sale Of goods. One
the Ratchet and the other is the
9n;le; one is the lock and the other
the key. Hence, | am this week
)pealing TO every young mar who
ould like to be a salesman that
Immediately after his discharge from
e service he train for the selling
goods. This will be as patriotic
'Crk as his work in the army, navy.
: air force.
Importance Of Advertising.
A salesman needs tools, however,
s much as a carpenter, a surgeon
= surveyor. Some one must go
head of him and blaze the trail
nd prepare the ground on which
. should work. A salesman cannot
~ more be expected to succeed
ithout ground being prepared for
m than can a farmer be expected
= raise crops on lanj that has not
'en ploWed, narrowed and fer
lied. This means that all those
no employ statesmen should be
'epared, to spend money-yes,
ore than ever before-On CONSTRUCT
e advertising.
But advertising itself changed
>anged much during the war so
at businessmen now need expert
Twice in preparing advertising. This
IS brought out recently at a New
ork Publishers Association meet
J by Don Bernard the able as
Nrtising director Of the Washing
n Post. He appealed both to ad-
rtisers and newspapers, warning
a drop in Image ahead unless
'ev wake up and actively solicit
lsiness.
Different Forms of Advertising.
When | was a boy the newspapers
ere about the only medium for ad-
rtising, although there were a few
agaZineS such as the "Youth's
o~mpaniOn." The great magazines Of
lay did not then exist. In 1907. I
mt to work for the ~'Saturday
rening Post" and l remember
Gorge Horace Lorimer. the eIjtor.
II me that the circulation was less
III op,bbO whit iS lcJh w "
". however. unless a magazine has
circulation of two or three million
has great difficulty in surviving.
On the other hand, newspapers
we an unique advantage over 9TH
= forms Of advertising. An adVcr-
sement can be delivered to a news
1per today which will be read by
he community tomorrow; Will
%lagazines must go to press me or
NO months before the ADVERTISE
lent is published. Newspapers are
$50 confronted with radio adVer-
sing ana probably will soon face
cleVision advertising.
Radio Advertising.
Radio advertising is profitable for
My big concerns. Where a news
aper can constantly increase its
re, a broadcasting station is limit
d to one wave length and only
Wenty-four hours a day in which
} use it. Many stations are already
v~er-loaded with advertising. I'm
'ss they correct the situation. this
ountry will strive to cut out radio
dvertising altogether, as has taken
lace in Great Britain. Furthermore,
| the case Of radio, the advertiser
using the spoken, rather than the
"itten Woodland people forget
quickly.
Your Community's Welfare.
But more important than anything
have mentioned above is the serV-
e which your local newspaper rem
'ers TO the upbuildlng-morally, po-
tirallV and SOci9llV-Of VOUr COM
lunity. 1t can do many times the