Indianapolis Times, Volume 45, Number 69, Indianapolis, Marion County, 31 July 1933 — Page 11

PAGE 11

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When the Red Light changes to Green, there arc alzvays some alert motorists zvho make a quick start and get the jump on the traffic. Others, more sluggish, are left far behind. In business, there is a zvealth o f evidence that there is a green light ahead. Nozjc is the time to release brakes and to step on the gas.

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;,THi: INDIAKAPOUS *,

Reports are numerous that these are busy days in agency conference rooms. Broad-gauged advertising programs, are under way. Sales managers are hiring and training men. Business is going places. New fortunes are in the making. And there’s not a minute to lose. Prosperity first starts to glow in large metropolitan centers. You see it in the crowded stores. You note it in the sales increases . . . today. And the smart advertisers who eliminated waste in the past three years are going to continue that profit policy in the brisker, brighter days now beginning.

They have learned that these factors conserve profits: (1) intensive cultivation of easily accessible dealers, (2) elimination of mediums with' heavy waste circulation, (3) avoidance of forced' combinations which greatly increase costs without increasing the potential, (4) rejection of newspapers addicted to use of premiums and contests to force circulation. Rc-appraise your mediums. It pays to discriminate. Concentrate your advertising where greatest profit can be made. Scripps-Howard newspapers offer the highest concentration of circulation in one unit for national advertising.

'JULY 1933

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