Rensselaer Semi-Weekly Republican, Volume 19, Number 36, Rensselaer, Jasper County, 7 January 1898 — Mr. Wanamaker Tells Why He Advertises in the Newspapers Only. [ARTICLE]

Mr. Wanamaker Tells Why He Advertises in the Newspapers Only.

Woold and Cotton Reporter, “I never in my live useji such a thing as a poster or a dodger or handbill,” said John Wauamaker. “My plan for twenty years has been to buy so much space in a newspaper and fill it up as I wanted. I would not give an advertisement in a newspaper of’soo circulation for 5,000 dodgers or posters. If I wanted to sell cheap jewlery or run a gambling scheme, I might use posters; but I would not insult a decent reading public with hand bills. The class of ■ —- f ~ • people who read them are too poor to look in mercantile affairs. I deal directly with the publisher. I say to him: “How long will you let me run a column of matter through your paper for §IOO or $500,” as the case may be. I let him do the figuring, and if I think he is not trying to take more than his share I give him the copy. I lay aside the profits on a particular line, of goods for advertising purposes. At first I laid aside $3,000. Last year I laid aside and spent $40,000. I have done better this year and shall increase the sum as the profits warrant it. I owe my success to newspapers and to them I freely give a certain profit of yearly business ”