Evening Republican, Volume 23, Number 139, Rensselaer, Jasper County, 9 June 1920 — NEWSPAPER INK BEST SHIER [ARTICLE]

NEWSPAPER INK BEST SHIER

JESSE H. JOSEPH TELLS OF REAL VALUES TO ADVERTISERS. /The use of at least 75 per cent, of a retail store’s advetising expenditure for newspaper advertising was Advocated by Jesse H. Joseph, of the Joseph Advertising Agency, of Cincinnati, in an address on “Plan- > ning an Advertising Program for a Specialty Store,” at the retail advertisers’ conference at the Y. M. C. A. Monday afternoon. He said newspaper advertising is the cheapest and most elastic, and the kind that will produce the best results. The newspaper, he said, is the only advertising medium that is bought and paid for by the inhabitants. The other mediums were placed in the following order with reference to their importance: Motion pictures, direct mail advertising, billboards and miscellaneous. Mr. Joseph said properly conducted advertising campaigns are necessary to the success of the retail merchant. > ' He likened the arranging of an advertising campaign for' a retail store to the building of a house and said the merchant should exercise just as much care and give the subject just as much careful thought as he would* if he were preparing to build h home. He likened the store’s credit to the foundation, its good 'riahie’to the corner stone, its sales ss the framework for the support of the volume or roof and the sales

— ——— f ■ t ! t t. . t i . - people and fixtures to the occupants And fixtures of the home. i Frank Fehhnhn, president of the Churchill-Hall Agency, of New York, rwho had* as his subject, “New Meth,ods bf. Retailing,” said .that the asset to retail store is that .of personal service, which can be brought about by improving the selling ability of the sales people. It is not necessary that they be college graduates, he said, but- that they be instructed in the. fundamental laws which «|UFn physical . mental . . “.With the. of.a handful of stores, most of them department stores,” Mr. Fehlman said. “no ktbre or gibup of stores today attempts to teach sales people fundamental laws based on psychology or •the studybroil sdbuman nature—taws 'that will enable them .to sell 'customer. more quickly, to assist customers in selecting the merchandise they aEe.atfempHng td sell sufficient quantities at the time the customer is in the store.” He said , that to get people into a store the merchant has to pay a higher ! J nsntnote 'gab *if permanent store <>site or .he has to resort to other methods of cutting down rent and increasing advertising. are two methods now followed ©y B merchants, he said, and he ih the next ten years reds of stores are going to inmoney in improving the selling ability of all their sales people. This one thing, he zbe . Wd big, feature declare And* l»°™ eurtomw <he sales 'people must get him to v.sdgard <he merchant just as s they do their doctor or their dentm.” JF» "" : : 2„ • aj»d percent reduT .Ti '• ; i* 14*-