The Clinton chronicle. (Clinton, S.C.) 1901-current, September 18, 1924, Image 9
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THURSDAY, SEPTEMBER IS, 1924
THE CLINTON CHRONICLE, CLINTON, S C.
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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