Indianapolis Times, Indianapolis, Marion County, 26 December 1936 — Page 16

PAGE 16 - THE INDIANAPOLIS TIMES _— SATURDAY, DEC. 2, 1036

Ivory Horsemen don’t win Battles!

This old, old story is told of a Persian Prince who was reared in fabulous luxury. When the time came for him todefend hiscountry from the Mongols, the Prince directed the battle from a silken couch in his tent. To the admiration of his satellites he shoved little ivory horsemen about a map until, with an air of triumph, he made “one final move and cried, "Victory! I have conquered

the Mongols!” —""A master stroke!” said an amused

voice from the entrance of the tent, “Now, my Prince,

| put away your toys and come with me. You are my prisoner! I am Hulagn, Chief of the Mongol hosts!”

Qo sales campaigns, also, are waged with the “ivory horsemen” of statistics, and directed... if not from a silken couch in a tent...at least from a swivel chair in an office. These

campaigns, too, are apt to have surprise endings!

The truth is that markets, like battles, are never won by charts and statistics alone. Most often they are won by enlisting the support of those open-minded people who dominate the thinking and influence the action of their neighbors.

The high percentage of such influential people —among more than 2,000,000 families who read Scripps-Howard Newspapers —is as vital to advertisers as their number. In addition, 91.3% of those families are concentrated in city-trading-zones where sales costs are lowest.

Scripps-Howard Newspapers are owned entirely by the men who edit and publish them. Their complete independence of any outside interest enables them to serve their communities with a singleness of purpose. There is no handicap to their complete unbiased coverage of the news or the thinking behind their editorial comment.

It is those editorial and business policies that make each of the twenty-four Scripps-Howard Newspapers the rallying point and standard bearer of the open-minded citizenry. They can do much to help your sales campaign achieve a real “Victory” in their communities.

| SCRIPPS - HOWARD

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