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« * wmiiwff wipipiwpipi THURSDAY, SEPTEMBER IS, 1924 THE CLINTON CHRONICLE, CLINTON, S C. m %.> DOES ADVERTISING PAY? (From Mr. T. K. Kelly's Talk Before The Cotton States Merchants Association, Memphis, Tenn^ Ang. 28th.) A few weeks before my fortieth r birthday, which was several years ago, my wife handed me a good-sized bunch of letters one morning, the let ters being addressed and stamped, suggested that I drop them in the mail box on my way to the office. I wore my raincoat that morning, as it happened to be raining, so I dipped the letters in the pocket of the coat, and, upon arriving at the office, I placed the coat in my locker, and for got all about the letters. I did not wear that same coat again for several weeks, and that's where my trouble started. These letters happened to be invi tations to my fortieth birthday party. The evening of the party came, the stage was all set. The dinner < was supposed to be at 6:00 P. M., but no body showed up. We waited until seven, but my friends failed to arrive, then lo and behold, my wife said to unfolding our business the same as our forefathers were who were com pelled to depend chiefly upon person al exploitation of the individual, for the circulation in those days was very small. First of all the newspaper has cir culation. A .single newspaper will often cover from 60 to 80 per cent of the homes in its territory. Advertis ing space in that paper will give a much greater return per dollar spent than will any other form of advertis ing on which postage is spent. Second, people are accustomed to reading the newspaper. It is not dif- 1 ficult to get their attention, as in the case of the circular letter, the booklet and other forms of direct by mail ad vertising. Third, and best of all, it is timely. The advertiser is able to appeal to his audience by frequent advertise ments. «r* „ , So we are led to believe that even me. Do you recall a morning some .... ...... . “ . • , T . “ criticisms about us in the columns of few weeks ago when I gave you those letters to mail? They were the in vitations to your party." Immediate ly the thought struck me, “By golly, those letters are in the pocket of my raincoat at the office." ... • . • i That incident reminds me of an old i friend of mine who was in to see me | the other day. He told me about a 1 motor trip he had taken, driving from 1 newspapers is good advertising, and so with the retail merchant, the min ute he starts figuring on selling mer chandise, he has got to start figuring on the advertising that is going to do it. Advertising ceHainly has many sides. It can scream, talk, or whisper, it can attract the eye or befuddle it. It can be an interesting story, or un Minneapolis up North for a few hun- interesting piffle. There adjust as dred miles. It happened to be on a many kinds of advertising as there Saturday. He visited several towns are things to advertise. There is the on his trip, calling in at many stores, kind that breathes honesty and he remarked to me, “Do you know and trut hfulness, and which carries there were about two chain stores in the reader right through to the end, each one of the towns I went through, _ nd then again—there is the kind of and they were the only stores that were busy—the other stores didn’t ap pear to be doing much of anything." That caused him to investigate, just as advertising that says, “Beware, I am just trying to attract attention; I don’t mean what I say, and I don't intend to make good on the extrava- ters. You must capitalise upon every thing pertaining to your business in order to get the public excited about your store. < Department stores in the large cit ies today never neglect to have their buyers, who go to foreign countries, send thousands of letters to their cus tomers and prospective customers, telling about the huge purchases they have made of foreign goods. I have received many letters from represen tatives of large Minneapolis stores n.ailed from Paris, London and other European points. They tell what tim« their goods will arrive in this country, they explain about the new Unique styles, fabrics and values. I am a great believer in taking my newspaper as a partner in my busi ness. Every newspaper has hundreds of ideas that are workable and profit able that they are only too glad to pass on to retail merchants—a news paper is a clearing house of ideas es pecially pertaining to retail business and I wonder some itme if we try to get as close to our newspaper as we t ought to, as they would like to be with us. If you are interested in your newspaper they will be interested in you, and if you follow up your adver tising with attractive window dis plays, combining that with training your clerks and keeping up your direct by mail advertising, such as sending out a letter or post card monthly, you will find that your newspaper ads pie besides the thousands they are employing in their other large plants all over the country. Henry Ford has experienced a sit uation which makes it highly desirable to advertise. Perhaps he foresaw the present slump, which has appeared to hit the motor concerns with special velocity. Perhaps he judged the time ripe solely because of the present restless attitude of the people and the fact that our Federal Government has deffcared an open season for swatting big business. At any rate, for some six months now the Ford Motor Company has been displaying itself in the publica tions of the country, in newspapers large and small, in class periodicals, in farm papers, in general magazines, in street cars, in outdoor positions; and in may other forms of advertis ing. With my brokerage business we ap propriated a million dollars for adver tising this year, and we are like the National Cash Register Company, who claims that they had the biggest business in all their business career during May of this year, and you know how difficult it is to sell cash registers. In an article I read the other day I noticed also that 400,000 Ford cars were sold during the months of May and June, of this year and only a short time ago he started on his second ten million cars. What is the Standard Oil Compa. .* doing ? Their advertising appears re ligiously in about every newspaper in the United States. They being home right to our very door the fact that it does not necessarily take money to do business—using your brains and thinking is what counts. . SCUPPERNONGS Leave your order for Scuppemongs, $1 peck. J. A. BAILEY The stone fish of the a very deadly sting. Give Me 24 Ho urs mi. To Prove I Can £nd Tour y My • HAY FEVEKlortures T. S; AH X ask la 24 houra. completely relieved May Fever and Summer Cold era who had been victima for and had tried nearly everxtUac without laatfng success. My Rinex Prescription la different from the ordinary] Rinox capsules go direct to the len poisoning in the bleed and . tralize It completely. So aU the sneezing, runny eyea and noea. ache, fever, etc., vanish In 24 or your money back. If you to be satisfied that Rinex will your case of Hay Fever, get a J4-hour treatment, from your druggist: or you eaa a full wsek’a treatment for ft my positive money-back All druggists. Young’s Pharmacy. Copyright 1924 by The Clinical atones Co., Cleveland, O. matter of curiosity, so I asked him | g an t claims I am talking about.” the names of the towns he visited. I then wrote to the newspapers in each of the towns and requested that they send me their papers of Thursday and Friday, two days before the Satur- advertising, day when my friend called at these stores. Upon receipt of these news papers, I found that in four out of five papers, all the store advertising that had been done was by the chain stores. That solved the problem. The retail merchants in the towns where my friend visited had failed to advertise in the newspapers, inviting the public to their store that Satur day, and the public not receiving an invitation, did not come, but the chain atores had invited them with a neat, effective ad, attractive in syle and chuck full of common sense, and, na- urally, that is where they went. So the stores tlfl^ failed to re ceive their friends were like my birth day party—the crowd didn’t come. Newspapers, however, are not in the habit of publishing misleading adver tising, and for that reason the public has unlimited confidence in newspaper The retail merchant who will figure on spending two per cent of his gro s receipts for newspaper advertising and one-half of one per cent for di rect mail advertising, such as letters, post cards, etc., and prepare this ad vertising the same as if he were tak ing to his customers when they come in his store, there would be no need to complain about quiet trade. You may say, “How can I educate myself to write advertising?" I know many successful merchants who have gained their advertising education through reading and studying good trade publications which publish splendid articles in every issue. No one can prepare advertising for the goods you own and offer for sale as I venture to wy in all the f.ilurea, good as yourse | f The merchant who of retail merchant, the last three ^ open-minded and visualizes his op* years not twenty per cent of these p or tunity, getting his subconscious same merchants advertised religious- mind work! ord i3 not ; ly in newspapers, whereas, if they du ii trade had their investment in newspaper i , . .... * , , advertising would have brough suffi-' L ‘ k ‘ ‘ he bathing suit manufacturer dent trade to prevent a great amount * short , t,I " e *K 0 ” ho “^■nated a pic of their losses. i ture of a b f aut,ful young lady wear- The total newspaper advertising of a baling suit. He had an 'ac- 122 daily newspapers in 28 principal photograph done in colors and it cities of the United States in the year was so unique and attractive that I 1923 was 1,333,964,791 agate lines— have notietd thousands of these ads a gain of 92,651,690 lines over the pasted on automobile windshields have greater pulling power than if you depended on it alone to sell your merchandise. Take, for instance, the manufac turer, wholesaler or jobber who backs up his salesmen with newspaper ad vertising and direct mail advertising. Practically 76 per cent of the sales man’s work is already done, when he goes to call upon a prospective cus tomer, through the advertising that has already preceded him, the pros pective customer already having a very good idea of the merchandise through the advertising. The crying need today is more ad vertising. No better illustration can I cite of the effectiveness of adver tising than the case of Barker Bros; retail furniture dealers in Los An geles. A few years ago they sold $700,000 worth of furniture in their j store and, through expanding their advertisment, Barker Bros , last year sold 16 million dollars worth of furni ture. I should think we would all take inventory of ourselves when confront ed with actual instances like the above and note what Henry Ford has done j the past year through advertising. | Up to this year Henry Ford has done very little advertising, but, being far sighted, he sold himself the idea that in 1924, and perhaps he had in mind not only 1924, but every year after wards, he was going to invest a sub stantial amount of his gross receipts for advertising, and his appropria tion for 1924 was seven million dol lars. Within the past six months I have visited the Ford factories half i a dozen times through some business ' dealings I had with this big firm, and | I can assure you, Ladies and Gentle-1 men, that there has been no unem-1 ployment in the two Ford factories in Detroit—they have been running full! capacity, ‘ three eight-hour shifts, i steadily employing over 160,000 peo- 1 -Tf previous year. Hundreds of families in his terri- We are not handicapped today in tory look forward to reading his let- Hay Fever Sufferers Can . Stay at Home This Year ^^Complete Relief Reported in 95 Per Cent Of All Cases J) Under New Treatment. No longer need thousands Of Hay j only partially successful. But after 8 Fever victims go to the big expense years’ intensive study and experiment of trips North, to the mountains and in the clinical treatment of thousands lakes, or ocean voyages, the moment of cases, a new prescription has re- the pollens begin to fly. For no mat- cently been developed which is en ter where you live or how long you tirely different from any other hith- have had Hay Fever—no matter how • erto known or used. It is known as many other treatments you have Dr. Platt’s Rinex Prescription and, tried in vain—complete relief is posi- taken internally in simple capsule tively guaranteed with the remark- form, acts directly to completely able new internal prescription of a neutralize the protein poisoning Cleveland specialist. , throughout the system. The amaz- . Thousands of the severest cases, ingly prompt relief seems little short were treated with this new prescript-1 of miraculous, but this is easily un-; ion before it was released for general' derstood when it is realized that Ri-, use. In 95 per cent of all cases every j nex Prescription goes direct to the single symptom—all that terrible, cause and removes it. sneezing, itching eyes, runny nose, I Results Positively Gusrsnteed headache, fever, asthma and general So Hay Feverites can rest easy misery—disappeared within 24 hours, right at home this year, and need Entirely New Method 1 not suffer the slightest inconvenience. It has been ’known for years that The minute the attack begins, all they Hay Fever is caused by plant pollens need do is to take Dr. Platt s Rinex floating in the air. Formerly it was capsules, and they can forget they WRKLIYS •Jijitr every meal A plmmumut agreeable set and a t-l-B-g "XTOU am learn all you need to know about our lubrica- * X don in one lesson/' says the Fleet Boss. “There are just four rules. Standardize on ‘Standard’ Polarine. Get the right consistency. Use enough. Change it often/' The coned consistency of oil or grease for crank-case, trang* mission and rear axle has been chatted for every make of car and truck. If you are not sure whether you are using the right one ask your dealer to show you his “Standard” Polar ine Chart. Then, wherever you go, ask for thJd consistency by name, \ j If you expect your engine to be on the job whenever you need it, it is up to you to make sure of it. Buy your oil on d quality basis. Change it at least every 500 miles. Years of experience have shown that to be about the limit of safety. Under average conditions fhe very best of crank-case oil col lects enough road grit and unburnt fuel in 500 miles to im pair seriously the lubricadon of pistons and main bearings. So when you change, change! To leave any dirty’ and diluted oil where it must be used over and over again is to ruin the fresh oil you put in, even a high quality oil like “Standard” Polarine. Play safe—new oil on a regular schedule is cheaper than repairs. STANDARD OIL COMPANY (New Jersey) l i 4b STAN DAR D 49 Three consistencies— on* correct for your motor. Consult your dealer's Polarine chart —always name jthe oil it recommends. ^Polarine Oils you can c Hustl thought that these pollens merely irritated the sensitive eyes and nose of certain persons. So various local treatments—salves, sprays, inhala tions, etc.,—were tried but with little benefit Of course they did not at all help the headache, fever, etc. But now it has been found that the pollens contain what is known as protein matter, and that this E rotein matter is absorbel into the lood through the thin membranes of the eyes and nose, thus causing Dr p latt - s Rj nex . ever had Hay Fever. Rinex Prescript- ; ion is not to be taken beforehand, but only at the time of attack, when the poisoning is beginning. It at once neutralizes this poisoning. Results are positively guaranteed. If you are not completely free of all distress within 24 hours your drug gist is authorized to instantly return your money.-" So have not the slight est fear of Hay Fever this summer and fall. Simply be prepared with an actual poisoning of the entire sys tem. And at last Science has found Free Trial Offer Just now, through a special intro- a way to completely neutralize this Just now, through a special m.i poisoning, and so entirely banish ductory arrangement, you dan get a every trace of the trouble. 3-dose sample package entirely Why New Prescription Dispels Every Sign of Hay Fever Naturally, no mere surface treat- xnent like saflves, sprays, inhalations, to as - - ^— :vl - ~* -♦ the next three days—this offer is FREE. Simply go to any of the drug stores named below and ask for a trial package of Rinex. But be sure sk for your free package within cauterising, etc., can possibly get at , ..... this internal poisoning. Serum treat- limited. Rinex may be obtained xnents hive been tried, too, but are Sadler-Owens Pharmacy. Copyright 1924 by The Clinical Laboratories Co., Cleveland, O. Opening Saturday, 9:00 A. M. Clinton’s Big 10 Cent Store •fc ■ i A store of real values—big specials for opening day. Be there when the doors op an and you will be glad Sparks lOc Store