Detroit Free Press from Detroit, Michigan • Page 7

i 9 J3 THERE WON'T BE ANY BREADLINES A publisher's message to the men who run American business We have talked to a number of business executives who applaud Paul Mazur's recently published book "The Standards We Raise." This great book, if you have not read it, proposes in essence that if private competitive enterprise is to progress, America's standard of living must not only remain high but must continue to rise. Here is a clear and challenging thesis that the real answer to increasing prosperity in our American economy lies not in producing more but in consuming more. In brief, Mazur's book proves that we must encourage the wage earner to eat his cake in order to have it! We must make him want, and buy, more labor-saving appliances, better homes, better cars, even better nutrition. Only in this way can he keep himself and everybody else in a job at high wages. There can be no doubt that American business must and will meet this challenge.

It is the duty of, business to keep the standard of living rising as fast as it increases its ability to produce to improve its already fabulous ability to advertise and sell its products. Where the Greatest Opportunity Lies A great part of the job of creating desires for the new and better products falls on advertising. And the greatest opportunity for improvement will be found in reach- ing and selling that part of our population that has most recently acquired the larger share of our wealth the wage earner families of America. Indeed, this particular group is not only a huge segment of our people, but these families now have more discretionary spending power than the rest. Yet, incredible as it may seem, among these families of higher-than-avcrage purchasing power, there are over TEN MILLION who have not been stimulated by the full power of American advertising.

Unless Advertising is Seen, its Power to Sell is Lost The women who buy for these families see and read only a fraction of the magazine advertising aimed at creating desire for new and better foods, cars, appliances and furnishings. In fact some advertisers whose products can do most to immediately raise the standard of living almost completely ignore these particular women. Surveys show that most of them simply do not read the magazines in which these advertisements appear. NYet these women can be reached economically by magazines edited to appeal to their tastes and solve their problems. The advertiser who docs reach these women has an unparalleled opportunity to win this great market for his product.

0 Free Book Describes This Rich Underdeveloped Market To help advertisers understand this market and to show how and why these TEN MILLION women are so different that they cannot be effectively reached by the regular "women's magazines," our editor-in-chief has prepared a book called, "The Woman That Taxes Made." It is free to advertisers and agencies who simply request it on their letterhead. This book describes these TEN MILLION WOMEN quickly and graphically. It shows how they live, how much money they have, what they need and what they buy. It shows that they marry much younger and have more children. It explains how and why they differ from other women and how they can be reached at low cost.

Above all it shows that they are the prime target for advertisersvhoknow that future prosperity depends upon our ability to improve the nationjs standard of living. If you believe, with Paul Mazur, that our people must be encouraged to eat their cake in order to have it you will send for this book, "The Woman That Taxes Made!" Address: Mr. L. C. Andrews, True Story Women's Group, 205 East 42nd Street, N.

Y. C. 5. 5. "The Standards We fW" by Piul Mazur published by Harper tt Brothers and it available through your bookseller for 2.50.

PUBLISHER.