Indianapolis Times, Volume 36, Number 159, Indianapolis, Marion County, 12 November 1924 — Page 9

WEDNESDAY, NOV. 12, 1924

• —Where buyers read — —and readers buy—l tL%agß&. -a Scripps - Howard Newspaper

Open Both Doors! Moving merchandise is largely a matter of “getting in”, of opening doors. There are two doors to every home. There’s the door we fake ourselves through and the .“door” we take our message through; Both doors must be opened before the merchant’s merchandise can be moved. The message “door” is of first importance, for its the only way the merchant’s advertisement can possibly “get in’’ to the buyer’s mind and it can only be opened by one of Indianapolis’ good daily newspapers. As home-buying is an EVENING habit in all homes; as Indianapolis is one of the most pronounced “EVENING paper towns” in the country, Indianapolis merchants have two evening-paper “doors” between their merchandise and buying-homes. One “door” is the TIMES, the other isn’t: Evening paper reader-preference in Indianapolis is sharply divided; the TIMES can only deliver the buying-power of its own 50,000 home-going circulation. It does not duplicate and cannot influence the buying-power of Indianapolis’ other good evening newspaper “door” and vice versa. More-and-more Indianapolis merchants are recognizing this sane and sensible conclusion, are reversing their old o£-“door” advertising policy, are using more-and-more space in the TIMES and are naturally getting ALL that’s coming to them! This accounts for the 'TIMES' 34,689 line increase in Local Display advertising during October, while the other evening newspaper gained but 781 lines of such advertising. These TIMES readers cannot and do not buy merchandise advertised in Indianapolis’ other evening newspaper —unless the merchants’ message is in the TIMES they don’t see it and DON’T OPEN the merchant’s door to buy it. In effect, the merchant whose buying-message is not in the TIMES SHUTS ONE “DOOR” through which 50,000 newspaper readers could use to buy. Mass-merchandising is only possible to the Indianapolis merchant who OPENS BOTH DOORS!

THE INDIANAPOLIS TIMES

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