South Bend News-Times, Volume 35, Number 278, South Bend, St. Joseph County, 5 October 1918 — Page 7

THE SOUTH BEND NEWS-TIMES

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HARRY G. SELFRIDGE England's Groatoot Morchant American Who Conducts Great Storo in London, England

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fy HARRY G. SELFRIDGE American IVfto Conduct Gredi Start in London

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This utr has taught the public many things and, among others, the value of publicity; The progressive business man has been conscious of its made possibilities fof years but noV there can be" no Intelligent person who docs not realize that, without It, nothing can get done Fof publicity, or advertising, Is the art of making known something of importance or general interest. The government once more has had to take a leaf out of the business man's book and learn io advertise. No business enterprise of any size can exist without publicity as a means of getting into touch with people's minds and needs ana purses. No single idea can bear any fruit until by publicity it has permeated the intelligence of vast numbers of thinking folk. Straightforwardness Best It is publicity that has created a highly sensitized, receptive national intelligence, and to thwart this by unwise censorship, whether of war news, books, or plays, is a weak and stupid policy. Business advertising proves repeatedly that straightforwardness is the only policy. It costs huge sums for a business man to turn the searchlight of publicity on to his own enterprise Dishonest publicity defeats its ovn ends; it makes no deep and lasting impression, which is what every business man wants.

To spread the news of things- to publish interesting facts abroad, to stimulate men's minds hi short - o advertise, make known has become" art art; Painters, draftsmen, writers have" lent It. feracej business minds have given it lucidity and point; üy its means an advertising expert can make ä phono graphic record on that most impressionable disc-i the public Wind creating markets, selling goods or (as it has been seen) achieving rervice for the" state. What other force exists that can accomplish all these things? Increases Advertising On August 5, 1914, the day after war was declared, I increased our advertising space Frpni that day 1 have been buying all the advertisinij space available. 1 would do more advertising today if I could gefc the space. We arc limited only by the limitations of the" newspapers. We are taking right now every inch they will give us, and at rates that would make us in the States turn somersaults and fall over back wards. I paying at the rate of $1 per agate line for display space right now. I will take more space if they will give it to me and at that rate The first four months of this year have been the biggest four months in our historv. This growth has come because we have forced it. At the be-

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year" we will be the sixth Within two Jears after the new store building Is torilpleted we Will be first Talks to Million A hl tMbt-a vwy fäfta-!ä lliU record ji&i been and vail continue tb be trewspepef fidvef Using Wo tiever could hava broken tliroush Üiesa traditions over here without it Wö bad 10 too all We could to bn&k down prcju&etä. We made people stop, look and listen. Then the store Itself did1 the rest We now talk to millions of people every day through ouf advertising columns, and they believe in us, trust tis, respond to that advertising quickly and continue to be our customers In all kinds of weather. Tha Urge buiine enterprise that b act roing the limit in advertising just now is making a nugQ mistake. Now, more than at any other time, It Is necessary to push the display advertising1. The business man who fails to realize that right now in wartimehe should drive ahead with his advertising nt greater speed than ever has overlooked a golden opportunity. At no time in the history of our business here hai advertising paid auch Urge returns as right now. My only regret U that I can't buy more space

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He has broken down custom, precedent, prejudices everything in order to make his the first house in-England. He'll do it and the House of Selfndge will be an everlasting monument to the power of daily newspaper advertising

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