The Courier News from Blytheville, Arkansas on December 13, 1934 · Page 9
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The Courier News from Blytheville, Arkansas · Page 9

Blytheville, Arkansas
Issue Date:
Thursday, December 13, 1934
Page 9
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showed rlirie in Laym men Th "Making Millions Road and Buy" h Story of Advertising ' Fifty million women write letters to American newspapers ennh ye«r asking for every kind of aanf; while the jennies spent, by renders foi- copies of newspapers In n year, if piled up singly would tower 33,200 niil?s high. Such things, imsuspecled by inn average reader, nre dbclo.soa in a. interesting book, "Making Millions Read and Buy" |jy William A. Thomson, which is Just, off Ilir press Probably no book has ever before dramatized so strikingly the influence of newspapers upon dolly life Mr. Thomson started nut to" write a star/ about the wide ILEP nnd the great success of newspaper advertising. ;n order to cio^his, he decided first io show that- newspaper reading.:;? » iinlversai'ihti incurable American habit and -that whst vre see in the papers shapes our con- stint conversation wherever or whoever we are. A newspaper item <••>mate aii unknown name a household word almost, in the twinkling of on eye and every m°e i-l- by a daily Is a contribution to the world's history. People want tne news of the world, hut they want the neighborhood gossip, as wall and so the reporters have to "cover Main street" in every city, big or errifill, even more carefully than they write about the doings of our government or ihr> latest European revolution. A National Habit This newspaper reading habit is ol course the chief reason behind the success of newspaper advertising. People read every (Jay and buy every _day, using the nsivsp.iper.s as the "medium of information. And that 'is why successful retail merchants and national manufacturers ire such persistent ndverltwrs in the papers. Jir. Thomson says something that every progressive retailer will appreciate when he refers to the fact that customers rely upon the ve^ tation of a store when they buy. nationally advertised merchandise. He says: "The manufacturer from alar may have n plant that covers twenty acres and s. payroll amounting to some million dollars a week; but when he approaches the average city.,lie;,idealizes .his merchandise :- must•firsfr-.-pdss- through '• trie hands 'of-fllstribijjors nnd vetalle"rs"whosp names mean a-great deal 'more to the population than hii own name, however well it may be known nationally. -HU newspaper advertisement appears in s;i atmosphere familiar io the average reader. His product 13 often sold by a merchant iu w'hom that reader "lias failh—a trusted retailer who can bi:llii up or tear down the customer's opinion of a product." Who Pays the Bill? "Making Millions Read and Buy" devotes some pages to the much discussed question of who pays the bill for the nation's advertising. Figures are quoted to show that prices for advertised goods advanced in seventeen years aoout ten per cent, while in the same period prices for all commodities, "including both advertised and nnadvertlsea goods went up twenty per cent." He concludes: "What the persons mean who .assert that advertising increases jiving costs is that advertising has helped to lift the standard of American living by creating desires which in turn Increased the average citizen's expenditure for advertised goods. But like the circle in the water 'that never ceaseth Io expand itself, 1 advertising that has brought, success to many Industries and comforts and conveniences to Individuals, creates and vitalizes other industries .which in turn have added new wealth and new benefits to the consuming public. The up- building or the automobile Industry stimulated countless related lines, spurred (he but Id big of ronds, hotels, the development of schools, resorts, villages and scores of things that make life more interesting, more complete and more useful. "The farther you go, the more you will se e that nobody in particular pays the. nation's advertising bill because advertising is like financing & cooperative movement whereby a do?.en families combine and buy one dozen barrels of apples, nnd each lands one barrel In the, home at 50 cents less than it would have paid for the purchase singly. The only question Involved i s whether or not apples contribute to bodily nourlsnment nnd normal appetite and by this time, everybody knows that an apple a day keeps the doctor away." Depression Resisted If advertising was the great factor m building sales during flush times, It was also of wonderful ser- v 'ce to business during the depression. Mr. Thomson refers to the 'net that every city will show ex omples of merchants who kept up 'heir advertising and rode safely through the : storm because they lacked up their printed promises by good values and good service. Hs speaks of imaging the affairs of a» manufacturers In similar lines, •*?' .™m cut their advertising, i I 'j! e .'. oth «r 25 kept it up. The latter found their earnings for a n e )?!i ..° P1 ? d on 'y seven per cent, while the former who lost courage n<lvei clean, put success Jiienl. lelntlo wature. good ni the ... gives e' able sign nn all 1111 One proba men the. n? called d .ustiT.ll cal ch Inter n 13 p-r cent average de- psr'mngs. 'n ns well ns ndverllslng 1 get qnlle n kick out'of Mr. lomson's dUciission of how good irlixtsj; is written. He says aU >rllwrs start out with thc same white space, but wlml they 'o that spare determines the or failure of each aclvei'tlse- Jlo thinks there is n close inship between all good lit•p. masterpieces of nrl and Ivprtfrlng and he asserts that -ison the Tomb of Napoleon 'very spectator an unaccomil- ulu-ill fa because its deft de„.. eonstltnles "one or the re- inrkable pieces or advertising rf. 10 world." Ailvlrc. for Advertisers chapter In Hie book will ibly be. ijsetl by fidve.rti.slijg Mr many a yenr us a guide In making of Illustrations for r»ix>r iidvcr'llscmcnts. it is 'The Art or Newspaper II- 'lon." 1'he only purely rcehni- mpter, it Is written clearly and Mtlngly enough io fascinate 3LYTrIS7Im.,a (ASK.)' COylUEtt NiT nnyone with the, Interest |American rending habit nnd to of- in i ho c,,i,u.t « ,„!,, .„ „,— In fcr , he ol |te| nn(ifllE veh(( ., e nf ^^ salesmanship." Mr. Thomson Is Ihe riireclor ol Hie. Burraii of Advertising, Aiheri- , Into tin wspa|x> In simple language of the adventures of a photograph or n drawing from (lie II is made to the moment it is maae co tie momen t „„,. i,; ' ... , <" on n newspaper pll ge. Pro- ™» N ^sp n prr Publishers- pie who complain that pictures In Ihelr ads "don't print well" should rend this chapter carefully; they may „.,'"!'" '*! then conchuie llwt poor lllustra- |J y' ' lions are more, often llm fault of Diose who in/ike them rather thnn the [inprrs that print them. How to Identify advertising with the news of the hour, how often to "Making Millions Read and ?uy" Is published hy (he Editor & Pub"-'—• Times nulldlng, Now York. advertise, the process of making up a national campaign, nro 501110 of.. Hip other topics discussed in the | v book. It. concludes iflth n chnp-1 ter on the influence of rndlo nnd television advertising upon the business world, ]>ul reminds yon that Klnjr Sent IHomw's (;hwk CALLENDRR, Onl, (UP)—KliiR George V hns officially rpcoenlml (I •• neither these nor any other form of advertising can take the place .of newspaper advertising, ending fin- nlly with this'.significant .sentence: "So long as people want news the way they want it today anil have so long wanted it, newspapers will continue to represent the greal, .--_ Dloiiiic niilninp- I'oi^varding to Kirs.- - Ollva . a check for, five pounds, ilhuj Iho royn] bounty 1 for '. lilrllis. Flrrmrn ( 0 1'lny Santa KANSAS CITV, Mo, (UI'J—Sftlltil Clnus will deliver 11.000 toys Io needy elilklrcn here Christmas Day ns the result of .several •months' work by fire companies here. Firemen collected and repaired Inys over n pf-rlcd of six Months. Uncle Sam Seeks Two Basketball Sharpshooters HUNTINCITON, W. Vn. (UP)— Uncle Sam Is looking for two sharpshoolers to fill out. that portion of his army stnlloni'd nl. Fort 1'homas, Ky. The two fnvnrrd nephews neixl know nothing noout guns, however. Their prowess miisl bii ilpni- on.slrnlcd wilh n basketball. Sergeant ,1. J. Francis, U.S.A., on recruiting duly here, explained ".hnt the florl, Tliomns connnan- niuit linn schodulfd an intrn-rcgl- incnlnl basketlinll loiirney nnd is fov good innlcrlnl. If the world's diamond output for tSW were combined Into one large diamond, It would nuikc a 6'.i ™t, cube with a weight of 1 "4 Ions, The tiger orchid wiis so unmet! bemuse n member ofihe PVjstcr- "iiann collecllng pnrty was attacked : nnd killed by n tiger in Ihc. Slam- Read co^er wW'^nti.jAfcl.W^hlftt^f.W 111 ' tn / Q '- i; \ Don't Be Sorry \WAIT S 1935 V-8 PHILLIPS MOTOR CO. FORD ORALRR Pure Irish Linen Kerchiefs 35C Box of 3 $1 3 Fashion-right Groups Snowy white Imported Irish linen with wide or narrow hemstitched borders. White. Initial handkerchiefs with colored or self borders. Fancy colored 'fuuidkerchlefs In 3 profusion ofVpattefns. "Okay", GLOVES Luxurious In quality but not in price...Pigskins, Mochas, Cape antl Piglex. pull-on or Enop styles,'1 s0 to *3 SO Rabbit lined Pigskins and Mochas for the man at the wheel. *3 V A Unique Present Hat Gift Certificate In Miniature Box You can give him n Stetson or Mnllory Hat and let him make his own selection... Merely buy one of Ihesc Hat Olft Certificates packed in miniature Hat. Box wilh Christmas decoration ' ready Io hang ;on the tree. Stetsons $6,50 Mallory's $5 Miinhitltan SHIRTS •-Always Acceptable Collar Atlacliril Onllai- To Match Make this n ohrtstmns to remember. ..Send Manhattan Shirts.. .Send one or a box of 3.... Plain white and distinctive. patiemings. SO $195 Dress Shirts The Riviera—A new toun- . down,.collar-attached Tuxedo shirt with soft bosom—Com- fortable—Smartl . ' Heat! Brummel TIES —for Luxury [.nrins Men Gems of craftsmanship! Dozens and dozens of exclusive designs selected especially (o gladden th? hparls of well-dressed men. Wool Scarfs The hits of the season...Decidedly different with their daring checks . . . English Reefer style. 1.95 to 3.00 Silk Scarfs —in contrasting colors Hvsl will add a dash of color to &n/ man's ensemble. White Ellk ones for formal wear. 1.50to3.5o The Christmas Clothes Conspiracy PLOT: To get fathers and sons dressed up for the holidays HP HERE are a number of ways to go * about it. One-way is to/tell "them that youv Christmas will be happier if they turn out in new clothes. Another way is to give them one of ,0111- Christmas gift certificates for a suit) topcoat or dress clothes. But insist on. tliei; • ' ' --: ,-- -••••-- 4 •*•• ..,:.-:•*;, . Hart, Schaffner Marx Label •II. means 100%': all-wool,'; fine tailoring, hcttei- style and m, ami above all, f{oo:l value for .the. money you pay. Suits and Overcoats $ 25 *30 Silk Robes $5 to $10 Many a night after Christmas when men don't feel like stimng out of the house, that's when these will he appreciated . . . Rich lustrous, black Marvella crepe with contrasting lapels and sash. ........ Flannel Robes $5 to $10 Rich, warm Flannel Robes with lapels, pockets and sr^h m matching colors . . . Also monotone Flannels with crest on back . . . Just the thing for comfortable lounging on winter nights. Hickory Belt Buckle Sets Handsome full grain Leather Bells with most attractive buckles in utility packages consisting of Cigarette Boxes, Ash Trays .and Cocktail Shaksrs. 1.50 to 3.00 Smaller Hlckok sets containing Belt Buckle and- Tie clasp neatly packed In Bakelite Cis- arelte. Case. [.SO Ultra Smart Pajamas ««?t.rn« ° r ° n dCp Ut1Il * Ue p "° rns> Pnjamas in the new See the great parade of Euro's models, smart tuck-m goo d looking. cotton and sateen with a wide swh thsl pajamas...slip-over and plain or notched lapel coat styles In dozens of exclusive designs. $1.95 to $3.50 A pure, washable silk Pajama tailored by Enro, blnck, maroon, blue nnd canary. Plnln coat styles $5; lounging type, coat with snsh. $6.50 and $8.50 Of Leather and Suede For Men and Women In Matched Sets Jackets Underwear 3.50 CO $5 Sparkling now! Double-Sot MiM- your-own Pajamas, consisting of 2 coats and 2 trousers in contrasting colors that can be worn &f r\r\ lour different ways. wO.VU —so good lookinj they're sure to bring n "thanks B lot" from any man ...Blended sets consisting of cither fine ribbed cotton or rayon shlris nnd broadcloth shorts styled by Ento. $1.50 —a fine gift for the outdoor psrson of either KX...Modeled by Glover which means they're as swanky ns an officer's uniform...The styles are very new with zipper front, of course! $5.50 to $12.50 NEW MEAD

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