South Bend News-Times, Volume 35, Number 301, South Bend, St. Joseph County, 28 October 1918 — Page 3

THE SOUTH BEND NEWS-TIMES

I Am Paying $i1.00 Per Agate Line ! TT3 IHs Q,p Ti TTT)0 Tl n IT Iii! ii Jforp Paaiy iiewspaperr bpac-MiifM Now ü Be U pi : Ijj andl 111 take more space; if tlieyll give... I It to me--ad at tliat rate . . I i yj HARRY G. SELFR1DGE J England'g Groatoot Marchant I ) American Who Conducts Great I j ! p i Storo in London, England l! Si l Read On Mr. Merdhiamt l! It Will Pay You

...-.

Need Straightforwardness for Business, Merchant Says By HARRY G. SELFRIDGE American Who Conduct Great Store in London

rinnlng of this year rcrt tt8 äxteftntii lJirrcst

This U'r ha taught the public many things and, among other, the Välue' of publicity; The progressive business man has been conscious of its made possibilities for years; but notf there can be" no intelligent person who does not realize that, without It, nothing can ret 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 renting Into touch with people's minds and needs and purses. No single idea can bear anv fruit until by publicity It has permeated the intelligence of vas't 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 own ends; it makes no deep and lasting impression, which is what every business man wants.

, To spread the news of things to publjsh interesting facts abroad, to stimulate men's minds in short to advertise, make known-has become ätt ärt; Painters, draftsmen, writers nve" lent it. räeej business minds have given it lucidity and point By its means an advertising expert cart rnake ä priorto graphic record on that most impressionable dls6-3 the public mind creating markets, selling goods, or (as It has been seen) achieving servlc for the stated What other force exists that can accomplish all these things? Increases Advertising Ort August 5, 1914, the day after war1 toa tte clared, I increased oiii advertising npact. Front that day I have ben buying all the ädrcrtislntf space available. 1 would do more advertising today if I could ge! the space. We are limited only by the limitations of the newspapers. We are taklnr risrht now every Inch they will give us, and at rates that would make us In the States turn somersaults and fall over backwards. I am paying at the rate of $1 per agate tine for display space right now. I will take more space if they will give it to me and at that rate. t The first four months of this year have been the biggest four months in our history. This rrowth has come because wc have forced It At the be-

housä of the kind !ri the" World. At the end of thil

Veaf we Mil be the sixth. Within two years after the he-V store building Is Completed tfd will t& first Talk to MiWena A factcfu-. vtrv hl$ ractab lüa record h&9 bem end will ecn&ita to be rxrwrpspa fi4vcf Htn4 Wo never could have brolretj tooesh taesa traditicni over hero without & Wo had to tra all we could to break down pru&eea. W6 made people stop, look and listen. Then tha store Itself did the rest We now talk to millions cf people every dsy through our advertising columns, and they fclleve In us, crust üs respond to that advertising; quickly and continue to be our customers in all kinds of weather. Tha Urge btsd-ne enterprsso thut b ßet roing the limit in advcxtlsinr fiut now Is msHnj a cvjfl mLttakew Now, more than at any other time, tt Is necessary to push the display advertising The business man who falls to realize that right now In wartimehe should drive ahead with his advertising at greater speed than ever has overlooked a golden opportunity. At no time in tho history of oar hasbcci hero hts achrcrtiJixng paid euch large returns su right Ta)w My only regret ü th&t I c&n't bay moro tpxea.

Here?s An

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

Where

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tising Costs in Newspapers are Low

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