Jasper County Democrat, Volume 15, Number 14, Rensselaer, Jasper County, 25 May 1912 — AN ADVERTISING EPISODE [ARTICLE]

AN ADVERTISING EPISODE

Merchants and Manufacturers Learning That It Pays to Concentrate Their Publicity. The manufacturer of an improved lamp for ccal miners entered upon an advertising campaign after placing his wares with dealers. In the first district covered the sales were excellent. The campaign was taken up in a second mining district. The advertising fell flat. When a trial was made in a third district the sales were all that the manufacturer could ask for. As there was a mystery about the failure of the second step, a careful investigation was made. It was found that while the retail dealers in the first and third districts had bought the lamps liberally, those in the second district had looked upon them unfavorably. Thus, the advertising In one district failed because the miner, however much he might have been interested In the improved lamp, could not buy one save in a few stores, and of course he did not always know which stores handled the lamps. This is an illustration of the way in which advertisers are searching for fundamental facts as to their investments in publicity. They are finding that it is waste of money and energy to advertise in places where their goods are not to be bought. They are ceasing to advertise broadcast and are, instead, concentrating their advertising where their goods are to be had by the Interested advertising reader.