Richmond Palladium (Daily), Volume 44, Number 49, 7 January 1919 — Page 5

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There was a time when salesmen "ran wild.

They'd take to the road without an objective, hitting out right and left, scattering energy over wide territory, producing business at heavy expense. They don't "run wild" anymore. A neatly arranged schedule wipes out wasted efforts, keeps selling expense down to a minimum, and makes every move of the campaign 100 effective. Same way with advertising. Advertising is no longer given a mileage book, and told to "hit the road and bring in business." No! It is routed. It is scheduled. It goes directly to the spot where it is needed, and produces business at a minimum of expense. Its work is concentrated, and it is not expected to take in too much territory. When it is given too much territory, it breaks down, and what business it produces is at a heavy expense. The advertising campaign in Richmond that has as a basis the 98 home circulation of The Richmond Palladium is routed, scheduled, and goes directly to the spot where it is needed-the city of Richmond and the 25 mile Richmond sho'pping zone. No wasted energy. Concentration. It pays, whether the selling message is spoken or printed

The Richmoed Palladium

First in Richmond

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