South Bend News-Times, Volume 35, Number 285, South Bend, St. Joseph County, 12 October 1918 — Page 7

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THE SOUTH BEND NEWS-TIMES

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HARRY G. SSLFRIDi

England'o Greatoot Merchant American Who Conducts Great Storo in London, England

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Need' Straightforwardness for Business,

By HARRY G. SELFRIDGE American Who Conducts Gtcät Slots inlondon

(erchant Say

This war has taught the julfclic manv things and, among; others, the value of publicity; The progressive business man has been conscious of its macic possibilities for years; but now there can be1 no Intelligent person who docs not realize that) without It, nothing can get done For 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 to advertise. No business enterprise of any size can exist without publicity as a means of retting into touch with people's minds and needs and purses. iNo single idea can bear anv 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 pre. :s repeatedly that straightforwardness is the onl policy. It costs huge sums for a business man to turn the searchlight of publicity on to his own enterprise Dishonest "publicity defeats its own ends; it makes no Jee; 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 Itl shorl - to advertise, make known has becoiii.ö &rt ärt; Painters, draftsmen, writers hävö tent jt. gräcej business minds have given it lucidity and point! ÖV its means art advertising expert can make ä phono's graphic record on that most impressionable dlsci the public mind creating markets, selling goods, or (as it has been seen) achieving service for the1 state. What other force exists that can accomplish all these things? Increases Advertising On August 5, 19l4, the day after war was declared, I increased our advertising spacg. Frorri that day 1 have been buying all tbe advertising space available. I would do more advertising today if I could get tbe space. We are 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 cm 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 history. This growth has come because we have forced it. At tne be-

riiißiiig of this year m wen the sixteenth largest hoüsö of the" kind Itl tliö world, At the end of tbJü Veaf w6 Will be the ibrtfc Witliln two jrcAfe Äftöf tfaö new stow building is completed wö will fca first Tall to Million A fell factory vwy b! f&efcor 4a record haj beti And wül continue tb bo fcmvspfcper adver tfs&g'i Vo ttevrf could havo broken Inrck Üiesa tradition övt licro without It Wd had to so all we tould to bfoili down prejtri&ts Ws made pdcple stop, look and listen, Then the store itself did the rest We now talk to millions of people every day thröügh our advertising columns, and they believe in us, trust us respond to that advertising" qulcklv and continue to be our customers In all kinds of weather TKa iargd buftinea cntcrpHso that feinet cong the limit in advertising just now is making a iiuo mistaken Now, mors than at any other lime, It is necessary to push the display advertising. The business man who falls to realize that right now in wartimehe should drive ahead with his advertlsinc at greater speed than ever has overlooked a golden opportunity. At no lime in the hiitoxy of our business hero hen advertising paid such largo returns as right now. My only regret Li that I can't buy more ep&ce

Here's An American in the True Sense

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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 Selfridge will be an everlasting monument to the power of daily newspaper advertising

Think What Yon Can Do, Mr. Merchant in South Bend

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here Advertising Costs" in Newspapers are Low

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