Indianapolis Times, Volume 36, Number 136, Indianapolis, Marion County, 15 October 1924 — Page 7

WEDNESDAY, OCT. 15,1924

A “scissor,” you know, is half of a pair. By itself it isn't much use. Might cut butter or cheese, but a “scissor” never does what scissors will an d into substances which only yield to sharp edges, surely and with precision. * The 177,459 buying families in “The Indianapolis Market (Marion and 17 adjoining counties) may be likened to the substance to be cut into by the business-getting scissors of the Indianapolis merchant. In this case his “scissors,” his buying contact with his biggest market, are Indianapolis' two good evening newspapers. Any good merchandiser will tell you that “The Indianapolis Market” is a hard one to capture. For people hereabouts buy wisely and thriftily, and shop FIRST in the evening paper of their choice. One division shops in THE TIMES, the other doesn't. The Indianapolis merchant who would get his share of the trade of these 177,459 thrifty families who do all or part of their buying in Indianapolis must use both blades of the scissors, both home contacts, both evening newspapers. No butter-cutting “scissor” can deliver this market's trade. This is especially true of the easier-to-sell trade of the CLOSE-UP home folks who live in Indianapolis itself, the hub of this rich market—no single scissor can fully function here! * For THE TIMES has 52,185 circulation in “The Indianapolis Market.” Ninety-three per cent of THE TIMES' circulation is in the forty-five-mile Indianapolis trading radius established by the Audit Bureau of Circulations, a greater proportion of home-to-total circulation than that of any other Indianapolis paper. The thousands of Indianapolis women who read THE TIMES have minds to decide, money to buy and scissors to use. They use their sharpest scissors when they “cut their cloth accordingly,” when they divide their shopping allowance among the progressive merchants who advertise in THE TIMES. These home-providers are “regulars” in reading TIMES advertisements, experts in scissoring the Style, Quality and Price advantages there presented and no other Indianapolis newspaper can deliver their buying power or trade. You can't cut your share of the business from “The Indianapolis Market” with a “scissor”-USE BOTH BLADES. ✓ -a Scripps-Howard Newspaper V. 8. Copyrirht. 1024. The Indianapolis Times. •

THE INDIANAPOLIS TIMES

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