Indianapolis Times, Volume 36, Number 179, Indianapolis, Marion County, 5 December 1924 — Page 15

FRIDAY, DEC. 5,1924

■SsT Reprint and Revise From issue of October 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 su :1 ire? wtr.ch 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” : s 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. Sdianapolis merchants have been look- yßmk ome f ° lbs who to their business getting “Scissors” — 'Mr ,unctlonhere! and cutting into the whole Indianapolis Bk Ninety-three arket. ImHr ading radius During October and November they MgL -ne-to-totai Increased their advertising space in The iffik 'Times 146.38 columns. It was probably lBL 0 decide, merely incidental that during the same iMacut their ciom p er i oc i they decreased 542.96 columns in lS2 ressive ing TIMES algl tne other good Indianapolis Evening ntage3 there presci Newspaper. You can’t cut your share of the business from “The Indianapolis Market” with a "cissor”-USE BOTH BLADES. -a Scripps-Howard Newspaper

THU INDIANAPOLIS TIMES