xt77d7959w20 https://exploreuk.uky.edu/dips/xt77d7959w20/data/mets.xml Kentucky Kentucky Press Association Kentucky Press Service University of Kentucky. School of Journalism 1932 Call Number: PN4700.K37 Issues not published 1935 Aug - 1937 Oct, 1937 Jul - 1937 Aug, 1939 Oct - Dec, 1940 Jan - Mar, 1951 Aug - 1956 Sep. Includes Supplementary Material:  2005/2006, Kentucky High School Journalism Association contest 2004-2005, Advertising excellence in Kentucky newspapers 2003-2005, Excellence in Kentucky newspapers newsletters  English Lexington, KY.: School of Journalism, University of Kentucky Contact the Special Collections Research Center for information regarding rights and use of this collection. The Kentucky Press Press -- Kentucky -- Periodicals The Kentucky Press, March 1932 Vol.4 No.2 text The Kentucky Press, March 1932 Vol.4 No.2 1932 2019 true xt77d7959w20 section xt77d7959w20 . . 2 2.2. .
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2'rhe Kentucky Press 2.,
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- } Published Monthly Of, By, And For The Kentucky Newspapers 2.: 22} 2 f 2
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. Volume Four MARCH, 1932 Number Two 22 l' f
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d d I V V 2 22' 2 2
Drums of In ustrq an the Pageant of Advertlsmg . .22. 2
2 Address Delivered by Alvin R. Magee, Ore in the hills, oil beneath the dustry, the automobile lineage became 2'2 2
2 2 National Advertising Manager of the plains, beef upon the hoof, grain in quite a factor and in 1918 the Courier— 222 ‘2
Courier-Journal and Louisville Times the warehouse, money in the bank— Journal and Times created a national , 2 22 2
2 at the Mid-Winter Meeting of Ken- idle investments—idle machinery. There advertising department with. your 2222 I 2
‘ 2 tu0ky Press ASSOCiatiOn, January 23, can be nothing more effective than speaker in charge. 22 2
2 1932 the pageant of industry marching back In 1918, the total national advertising 1.225, ‘
2 —— to work—to the booming of advertising in the Daily Courier-Journal for the 2 ' 222. 22} 2 2
2 ' Many drums are calling—drums of drums! It is advertising—yes, good entire year was 376,061 lines. In 1929 3. 22}} ' 2
war, drums of peace, drums of fear, honest advertising—a regular pageant (the peak year for all advertising) the I} s ‘ 2
2 drums of hate—drums that beat While of it that is wanted. That will do more daily Courier-Journal carried 2,740le 2 2 22: 2 2 2
political dervishes whirl. Drums that than anything else to divert the public lines of national advertising and in 2 ‘2 :‘22 22 2
2 pound out the measured tread of the from doubts and gloom, from fear and 1931 national advertising in the Daily 5. 2 2"" 22 ‘
prOpagandists. Drums of jeopardy— foreboding, from the curse of idleness. Courier—Journal was in excess of two 222 2 2
2 drums of jazz. They are calling, bold- The automobile industry is in march- million (2,000,000) lines, so you can see ”'2. ‘ 2} 2
1y, all the drums of discord. ing order already. Last-week in New that manufacturers began to employ " 222, 2
Drums of industry, tuned to a minor York—this week in Louisville—the national advertising in newspapers as 3 222} 2
cadence, are tapping plaintively, al- automobile manufacturers and dealers an effective sales assistance. 2‘ 2 22 2
. most unnoticed in the ruffle of sound are holding 2.the annual Automobile In addition to the promotion work 23 21 2 ' ,- 22
- from over the hills of discontent. The Show. Last Sunday the Courier— done from the Louisville office, we are 2‘ 2 22 . 2 2
2 drums of industry are muffled—their Journal carried two complete sections ably assisted in the national field by .. 2.22 2A 2
2 cadence is broken—there is no music devoted to this great industry. Do you an affiliation with a sales organization 2 2 .2222 }
2 in them. Until they resound again to know what the potential buyers of this which maintains offices in New York, I 3 2..}“
} the common rhythm of confidence country need? It is the inspiring sight Chicago, Philadelphia, Detroit, St. 7 . 22 2 '2 222
their beat cannot be heard. of individuals and organizations be- Louis, Kansas City and San Francisco. 3 2 3’ 2}
But let them break through the babel having as though they believed they It we receive an inquiry today from a ..‘ ‘2 2222 ‘22
of confusion, echo in the resonance of knew how to keep busy and make a2 prospective advertiser, we arrange to 2 3" .2222? H
progress and the other drums will be fair living under present conditions. have the nearest office interview that . 22 2 , 2 I
gradually silenced—for the drums of Giving—yes giving—a dollar for the advertiser tomorrow. 2' 2 223 ‘2,
2 industry are the drums of progress and unemployed, but also giving an order We are able to supply sales managers . 2 2722. ‘ . 22‘}
2 prosperity. They cannot cease except to the employed. For that is only or advertising managers or agency ex- '2 2222} 2 I22
' we be destroyed! common sense and very much easier ecutives with general statistics rela- 3 22222 2 2
} Business—business of every descrip— on the conscience. . tive to the Louisville market—such as , 2. 2
tion—is waiting—waiting for “better All of this to show how important the number of families who own auto— H.222 }
‘2 times”. It is waiting and wondering this business of advertising is—partic— mobiles, or own radios and similar in- 222222 2
whence the uplift may come—who will ularly newspaper advertising. In 1909, formation. When the occasion de- ‘ 2:222 ' ‘.
fly to the rescue—and how—and why— there were approximately 3,000 daily mands, we will interview 10% of the 2‘}:}:} } 3
meantime the breadlines fill the head— newspapers—in 1931 there were 1,949 retail grocers or 10% of the druggists . ‘ 2,}222 2
2 lines. newspapers. In 1909 newspapers 1305- or a house—to—house investigation with j '22“ '
2 As civilization rests so heavily on sessed 22,000,000 circulation—in 1931 reference to some particular product. 2 }:} 2
‘ the initiative of business, so business newspapers possessed 40,500,000 circula— If the manufacturer wishes, we will 2 I22‘
2 relies on advertising to break the trail tion—evidently a survival of the fittest work out a sales plan which is appli- 22 2
2 toward progress. All the way up the —With numbers of papers going down cable to our particular territory. We 2 222 2
I rugged and thorny path it is the drums while circulations go up. will help organize his crew of sales- 3 , 2 222 } ‘
* of advertising which steady the march Forty one per cent less daily news- men. A representative of the Courier— l2} '
2 and herald the coming of the hordes papers with 84% more circulation. Journal and Times will address the ‘ 22 j
2 of consumers. The advertising drums It is no longer merely desirable that salesmen explaining the advertising; 2 ‘ 2 f
2. are the big bass drums of industry— a newspaper should make money—it campaign and telling them how to 2 2 22
2 booming—booming all the time! must make money! capitalize this advertising investment. 2 '2} . .22
The advertising drums are the drums I have been asked by Mr. Platt to Accurate and complete route lists are 2‘22" _ } }
that call to attention. They arouse tell you briefly about some of the provided for grocery and drug trade 2 2} . |
. They fire the ambitionflstir the imag— methods employed by the Courier— which enables salesmen to cover all ’ '23} 2, '2 3
2 ination—kindle the desire to possess. Journal and Times to obtain our na— the retail and wholesale outlets “in 3 2} ; ,
They educate and instruct, but most tional advertising. When your speaker minimum time. Portfolios with the 2 22 2‘2
. 3’ of all—and underlying all—they in- entered the newspaper advertising busi- signature of the Courier_Jou-rn.a1 and 222‘ 23} .
flame the emotions by their rhythm. ness in 1907, the advertising revenue Times embossed on the outside are " 2 E
2 The depression is passing—advertis— was obtained primarily from the ad— provided to manufacturers giving us . 2.2 2‘ 2
2 ing will lead the way out. This is no vertising of the local merchants, with non—cancellable contracts. These port- ' 2 f 2
} dream. Not one, but many industries, a sprinkling of national schedules al- foiios carry a letter of introduction '22} ,
2 in this country are marshalling their most entirely of a medical nature— to the trade, and, whenever advisable, 2; } .
2 forces to go forth again upon their such as Lydia Pinkham, Cuticura, Win— the Courier-Journal and Times reme- 32 ‘ .3 ‘2
. normal quests. And Why? The an— tersmith’s Chill Tonic, Laxative Bromo sentative will accompany a salesman 2.2. «i2 .
Z, swer is easy. Man may subsist on the Quinine, Wine of Cardui, etc. With on a sufficient number of calls to in- 2 2} .2
. dole, but industry may not. the development of the automobile in- (Please Turn To Page Three) ’ 22 2 5
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.2 1: 1 1 1‘: SumerGfORGE A. JOPLIN, JR. a33Tthre ale as many tastes as there easily build a 131:1 the 1011101351?” COW
33 3333.33 3; 333 3.3 se Commonwealth, Chairman of er: GEl‘ees of mentality among l‘ead- pictures Which {gue Containing many
33 3313.3 3333 3. 33 33.3 13 Executive Committee their lifl’ifgpapers assuming to to couer and brighten thigzys come in handy
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33 3333 33 333 3331 Da _ J. CURTIS ALCOCK Elements. 1333;523:1331 to interest al1 farm article and there is a tit: twas a 3
13 33 333.3333 333 .3.3nv111e Messenger, Secretargz-Tre plished in a r Can be accom- bet the farmer 33330333333 h 3 - O—one
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.1 111131 E .13 1 Wh' h' 118. Good editing is that cuts of ’ eWSDaper shouldhave
.1111 1.11". 11‘. :1 MEMBER A” raglicn 1riterests all classes without out the comgfejrlzl'eloccupying positions in
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131133 1133331 if 13. CKY PRES walker betWeen the (iepths lghctl‘J—rgpe church officia151and $01011 Wgfld 103335.
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33 .313 .3133 3.33 33 3 3 ORGANIZED JANUARY. [865' fare in much theogzgihgranewspaper not thought good 2011131137 0111; 1; thls IS 1
.’ ".3‘ .» 3.23 ‘33‘33: ___—____ Ch'l _ llner as a, 00813 - ‘ 095 not
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11111 1 1:1 1111 1 11 KPA Will Vacation other :fikct Its food. Sweetmeats and ilvhir: (3311mm out Of some person in
11 11‘. i1 11111 ~ 1 v tugs “1051- pleasant to th _ .1 e 13901313 are interest d— '.
11 “111 11‘ 1 1711 At Mlddleboro In June it: geceWe the firSt 0311. After 13th:; 11:03: 11111111 the news Of them :0 wfli’; 1
13-3 33133 ‘- 3313 '3 __ 3lsposed of there is little a et' 0 e cut?_waShingt0n NewS
11' 1 11 1 33 a; 11 11 Middlesboro was Selected f freétzlnlng fOI‘ substantial 53.111311: __—___p8~per. 3
33.3 3. ”33131.33 . 3 mid-summer meeting place :r3333he 1932 are 3333 readers, adult though they be1 T3 AngRTISE YOUR PAPER 3
1. 113111 1111111 Press association on O eKen_ . . e lrreSpoflsilole and child 1 16 act that the ham 1
1.: . ~2 .1 a 2 . June 16 17 tahties of th . men' peOple— 1 es of 21153
1 3 3. 3‘3_ 3.; 1 18. at a meeting of th 3 , and e community; but th 3 a most one—fourth of th ‘1
2.11. 31 E11 : at the B. e executlve beard mufi be reckoned with - ey 111'oltlon of the c e 13010-
131 . . 11. -. ~own hotel Louisvill . of ne m a prOgram 11h . ountY—-appeared in
3~~33131 . 1313 . CIOrbin was ’ 91Apr1118. _ Wspaper Coverage. It i , ' 13 preceding Week’s 's
I11f11'1 .- 2 11' 11 tendin ~11“? 0W Other tOWn ex— Whey to ignore them 5 wrong PrlncetOD (Mo) Post 1 sue Of the
1 .13“. 2 3,3 .333 . g an 1nv1tatlon. Wrong to grant them and equally subect of a displ was made the '
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1 111111 1111-11 1 offifimge Joplin. Somerset3 Chairman agement. In ue encoui- the edition of that giggitlgmem m
11111111 :11 111 1 memsergagdeDESSSided and appointed as is 'Igfietidem policy 0f news treatment The tEXt pointed out that sgfgggin:
3‘ ‘33’3 ‘1 3;'1 . ‘ program committ 3‘ WhiCh says th - . Was said about
11‘ 1*. 1. 1. 1 the meeting R 2 . 98 for i at 1f 3 thlng is Bad“ one Of the 2158
.313 3 3313.3 ; b 3 1 Obert chald, Middles_ mpOrtant to the public it h DEODIe—they had bee . . . ~
333 3 333 3.3 3. oro, chairman. Herndon Ev - printed. It ma b . S ould be tained guest n “smug enter-
.111 . 1.1 3..~1.13 1711163 H C Ch 3 ans, P1ne- or 3 y .e elther frivolous 5 01' had figured in. some
1 3.3131 ~ 3.1 .3 33 Cu ’0‘ . . apelle, Middlesboro J an exceedingly dry subject Other way in the week’ h
1 “11 2 1 3:: ‘. 1 r ‘5 “COCK Danville W'th ’ ‘ passed 0Ver by m and be salient point 5 news. The
: :a.‘ . 1:; 1.: Norris and hi ’ 1 James i . any readers. but if it Was drawn that readers
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3 3333.3 . 33.3 .3 .33 333 Members and 3335333 ment of th 3 erable ele— in a . ls Information
3 ._ .1 3 3. .2 3 . ors attending the e comrmlnlcty, it deser convement and easily ass' ‘1 ‘
1 1:11 .1 31 1.1! ~ 1 meetmg Were James N - news Space. Reade ' ves fOI‘m for less th lmlable 1
‘ v .11.. : . land ~ Owls. Ash— ne r5 pay for the an three cents. An- '
3333 3. 33 3 33 3 , presment of the KP A J W5, features and advert' ' Other g00d feature of th .
1 1 1. w . 11 t“ AICOCk Danville se ’ ' Cur- tents . The ed't ' lsmg con- 11191113 w ' - e advertise-3
1 2 . . ~ , 1 Cretar J . . 1 Oman Columns as a brlef, but lnst‘ -
. 3 . 33 ..3 .3 . 11 GOZder Cam . 3 Y1 . P. opmlo are for luctive. talk
, 1. . ..33 .11 1 DbellSVflle Keith us. In the latt on the amount of
3 33. 3 31‘ 3.3.3 ,3 333 Wm B811 B ! Hood and Edito - . . 91‘ COIUmnS the . Work necessary to .1
_ ~ .;. - 1 edford Braina-d r 15 Derlleged to pr ~ Obtam the names and
‘- '. :7 .; 1 Louisville J ’ 1 P13“: haste to h- 1 we 01" 1am- news and in-
3 .. 1 1... 31 1 0e Costello Cynthi IS hearts content . corporate the matt . 3 3
[.11. .. . . 1 an - ant . 81‘ Into on
. 33% 11. 31 3‘ 331 1. 3 fiibeitHElknés, Lancaster, D, M Hui-1 151331215311 Elfietnews develops. EXpez-iggég 0f the pllblication. e edltlon
' 1 1 111 1111:1211 1 ’ arro Sburg Joe R1 1 S a the Edit - _____—__ .3
1 3 .31 . : . ’ lchard50n3 1 . orlal columns 1. _
1. ‘11 1'3 Y 1.1‘ 1 301:5?“ Thomas Underw00d3 LBXing- 3:11: quite as ““1011 attention frofn The “PM” Of the large papers to
1 1 111 1 111' ‘31 . 11 B 1011 aurence3 Hagen OWensboro, J. L :1 ers as the neWS columns. standardize news writing, thereby con—
3 3 .33 33 3 3;; 33 b;3333:y,aP3§m;detnce3 Ben Cozine Shel—1 in :gsgaatrkilers are similar to textbookg :21b331313ting to dl-eaviness, is an invitation
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3 1 33.332 3.3 3 3 3 . 1 VeISIty of Kentucky3 nn, Uni instructlon. The newspaprerrr'1 at?“ and originality into their stage: 33p and
:1; .1: 1:11: I; 2 1 Howard J. Dou lass . ther in that it m ' g 17’s far‘ of no better W ' 9 know
..1 3. 3 .11 3.2 .. ager M‘ g 1 Secretary_man_ and ‘t 3 D Vldes entertainment t't' ay 130 meet the compe-
3333 33 3 3, 313333 , lddlesboro Chamber of Com- f0" 1.1111511121110115 Contents Open aVenues 31 lon $111 the metropolitan papers which 3
1:; 1112 ~ - 1 ml ed inquiry and - - ls 5‘“ to be affe 1' ' 1
3. 1.1 3. 1 .3 2.1 discuss c mg the small—
1.111 1i 1 121 11 . mm. and country press. City ‘
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3 WMaYCh’W1932 -JPE KENTUCKY PRESS Page Three 3 3 .‘3
. 3 . i 33 .‘ 33
3 (Continued From Fifth Page) dianapolis—both larger cities. athletic directors of the gymnasium in 3 33 33 3 ‘ 3
sure the salesman’s getting the com- Recently we assisted a well-known Louisville to find out how many men 33. ‘33 .333
3 plete advertising story. manufacturer of coffee to obtain some who patronize the gymnasiums have 3 :'3. 3‘ 33-33
3 Local retailers and wholesalers are first-hand information about the mar— athlete’s foot. We hope to get a 3 . .33 I E
kept constantly informed of the mer- ket, which their own men might not campaign on the basis of our report. 33 333 333‘ :‘3 ‘3
chandise advertised in the Courier- be able to secure, with the result that All these reports must be accurate 3 ; 33 33 ‘ 31'"? .
Journal and Times. The wholesalers this manufacturer showed an increase or the re-action will be very unfavor- 3 . ‘3
are particularly urged to inform their in sales in 1931 over 1930. able and the report must not be 33 3 73333
salesmen about these campaigns so We also told a packer of tea that “shaded” in order to secure an adver- 3 3 “ 3 3‘13
that they may, in turn, see that the the Louisville public preferred a cer— tising campaign. This is some of the 3 ‘ 3 1‘ 3 3
retail dealer replenishes his stock. tain kind of tea and that their pre- work necessary to get new advertisers 3 f 3. 313
The front window is our own office feLence was for a certain size and and to hold the old ones so that your 3 3 3 3 3
building is available to our advertisers color package. Such assistance as this advertising volume will constantly e>:3— .3 '_ 3 . 3 3.53
3 for display purposes. The manufactur— undoubtedly means that we will be fa- pand. 3 3 . .3 E3
3 er may set up an attractive display of vored with the business when it is It may interest you to know that 1.33.3 3 .3334
3. his merchandise in this window and placed in 1932. in 1931 the Courier—Journal and Times 3 33 ‘3 3 ?
3 the retail dealers are very much im— Last spring, when a bottler of a fa- carried national advertising schedules 3 _. :3 3 3
3 pressed and they, in turn, install sim— mous brand of Ginger Ale was lower- from aproximately 900 advertisers. We 33 3 3 15' ‘3 3
ilar displays to tie-up their store with ing the price on a certain date simul— are now well through With the first '3 3 ‘3 3
the campaign. taneously over the entire country, our month of 1932 and we are scanning . . 3 3
Now for some specific examples: Sev- men contacted 200 outlets of Ginger the horizon fur signs 'of better times 3’ ,3 '233
eral years ago, a large insecticide Ale in Louisville showing them an ad— and it. is gratifying to know that the .4 233 ~
manufacturer, who was Without bUSi- vance proof of the advertisement and national advertising volume of the 3 3 '.'_ 33
3 ness in this market, was persuaded to telling them why the change in price Courier—Journal and Times for Jan- .3 3i 3 , 313
give us a liberal contract and, in re- was being made, with the result that 113137 1932 will be better than January : 333 3 33.3
turn, we merchandised his product to this manufacturer did not lose a cus— 1931 and there is every reason to be- 3 3‘ y :33 3i.
the grocery and hardware trade, with tomer, but, on the other hand, the sales lieve that the drums of industry will ‘. 3 3 , I3 . 1‘3
33 the result that the local broker not increased materially because of the re— “boom” louder and louder during 1932! '. 33 3 I 33 3. 33
i only exceeded his sales quota, but lead sponse from our readers. __ ‘ . ,3 3 33 3 33
all other distributors in the United In 1931, we failed to receive an ad- 3 33 ' 3
States. The local broker was awarded vertising schedule from a cake and The department of journalism is in— , . 3 3' 3. 3 3 g
3 , a $1,000 trophy by the manufacturer. cracker manufacturer whose business t‘3“35t6‘03 in placing this spring and 3 33 3 3; 3
The factory representative came to the we had carried the previous year. Na— summer a number of students who 3 x 13.3 3 3 3 ’3‘ 3 .
3 city and the mayor of the city pre- turally, we sought the reason and pick- have either fihiShed their course at the ‘. 3 3 .‘ 3;“ 3
sented the trophy at a meeting of the ed out 100 retail grocery stores to check university, or are so far along that they ,3 ' 3. . . ‘3 3 .33 3'
Advertising club. the brands of crackers and cakes car— may SGTVE in 501116 capacity 0131.3 news— 355 333, 3 ‘ 33
A large canner of pineapple adver— ried and to ascertain just what the paper du‘iing the summer months. JObS ,‘i3 '33; ‘s :i‘
' tised with us three years before the re— retail trade thought of this manufae_ are less plentiful than usual, but there 33 . 3 _ . E3
r sistance of the chain stores could be tu:er’s line. With the facts in hand, may be some. Publishers or editors .333 .31 : 3-3
3 broken down and before they would we were able to renew the contract needing help of any kind for a period ‘3‘ 3 33 . ‘333
stock this particular brand Of pine— this year and the advertising starts long or short, are invited to correspond 3 3‘ .3 33‘33
’ apple. They had one brand on hand next month. with The Press. Pains will be taken ‘3 3'3 ‘3 3
3 which is advertised in magazines. We The malt syrup field is a highiy com- to find the right person, man or woman, ' 33 3 ‘3'3'
“ asisted the Louisville broker by 0b— petitive one and we are carrying sched— to take up the work under the employ- : 3 ‘3 3 i3
taining window displays from the in- ules for eight different manufacturers er’s guidance. Each of them has had ‘ . 3. 3 3 3‘
dependent ‘grocers and picking 01133 and during the Fall we made a survey some practical experience on the stu- ‘3fl3 ‘, 3
. these stores in the same neigthThOOGS to find out the popularity of the va— dent daily or elsewhere and will be 3 3 ‘3 3 3
or across the street from a chain store rious brands and we were accurate in more easily adjusted to some particular 3 . 3 3 i3
and we will continue to receive the our report because we found out later task on a regular newspaper. ' ‘3‘ 33 j
schedule in 1932 because of our mer- that these were re-checked through Two recent letters from former stu— '.. 3 3
chandise work during the past three their own salesmen. dents now at work on newspapers, tell 3 3 3 3 J 3‘3
years. In an effort to obtain the advertis- of their success, and express apprecia- 3, 3| 3 '3‘ 3.3
Last year, Louisvile was one Of the ing of a certain automobile oil, we tion of the training given. This as— 3 3 3‘3 3
12 Major Markets to receive the ad- stationed men at filling stations and surance is the teacher’s finest reward. ‘3 ~3 3 3 33
vertising of a well—known grape juice asked certain questions of the autoists ___________ 3 3 3 3334’
3303338135 The campaign in 6233.331 city as they filled'their gas tanks and Many merchants need to be educated ‘ 3 3
3 was different from the other in that checked their 011. to the news value of advertising. Peo- . 33.3 3 2 3 3 :3
each (my 3,15“? 1'35 own testimonials and In the cereal field, the 331335395 0f the ple subscribe to newspapers to get the ‘3 ‘3 . V3
0111‘ organization obtained these Signed average family as to their breakfast information they contain. Informa- “ 3 3] 333
testimonials from prominent men and cereal is changing and we were able tion largely is news and news largely 3 3 :3 33 3.3 3.3
‘ women of the city. to secure some very nice campaigns is information. Business informatiOn 31‘ -3' 3;
3 One of the largest soap manufactur— by giving an accurate report to certain is business news. An advertisement .‘ 3 “ 3 3
61's in the country, an advertiser Who manufacturers. It may interest you to which contains no news has no reader 3333 3333 ‘3 3‘
3 uses 60,000 lines of advertising annual- know that rice flakes are quite popu- interest. There are few such adver- 33.3. 333353. 3-
13’ With US, or about 25 full pages, was 131' right now. tisements. If the announcement con- 53? 3333..- g
skeptical at first about the Louisville The manufacturer of a ready-mixed tains nothing more than the name of 33.33? .333 ' .
market because most every family em— biscuit is changing the style of their the advertiser and the location of his 11-53 3 3-|‘3 '3
- ployed a negro wash woman who liked package and before the advertising place of business it will be news to 3 33
3 the old style yellow soap. We told this agency prepared the 1932 campaign some one. If it Speaks specifically of 3 ‘3 3 3
manufacturer that this market could we asked 100 grocers certain questions certain goods and tells the reader 3% 3. -'
3 be converted and our statement was which would have a bearing on the where they may be obtained, that is lflg 3‘3“ 33'
i substantiated by the fact that the sales style of package and the advertising news of increased interest. If it names 3.3. “3- 13 .
of this manufacturer in Louisville eX- copy. an attractive price the news interest 33.3 3 3313' , : 3
ceed the sales of Cincinnati and In— Only last week, we checked with the becomes greater. 33‘; :3333 3 3
3‘33 H33 3 33
3 ' 33% 333.: 3 3
33 333‘ 33 3 5
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1 3 .111 '1 3 1 Who worked out "1 ‘t 1115 sense 9‘3 fine saving, improved appearance and increased legibility are so
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11‘ 11' - 1:1 :1 1 marked that already most of the dailies and leading weekhes
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I 115‘ 1151‘ ‘11 ‘: 11 1 1 Pmm No' 1 wuh Bald Face NO' 2 If yours is one of the papers that are still usmg the older faces
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