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1940 - . 4 44“.; a.
‘l‘ October, 1940 THE KENTUCKY PRESS Page Three 4444 444 -4 4 3 4
1‘ “i. ll“!“‘ ‘.‘
’ ,‘i a ‘5? , , ,
ards, With .1 ters pulled nearly thirty percent more Those youngsters on the three papers decided he would give a streamlined 444‘44‘4 ;‘
r :4 than the postcards and were far more secured nearly 3,000 paid-in-advance bicycle to every youngster who secured 4‘44 4 .:‘
‘ the P Ub‘ ‘- profitable. - subscriptions—at a big net profit to the a specific quota of subscriptions. As 44444 4 '~
‘y late“ i It won’t take long to write a series of publisher. No outsider was used; the each youngster earned his bike, Mr. 444
need be— i friendly renewal letters. Print or multi- campaign was easily staged; and there Creal ran a story about it; and he listed 44 444‘ 4;.
tier. blank ‘ graph them, and any girl in your ofiice were no “sore spots,” because every workers who were well on their way to- 4 M44 4 444 ji
ke 1t easy . can send them Otlt- They’llniake you a voungster who got the required number wards earning bicycles. Result was a 444‘ 44‘
he would lot of money. of subs got the trip. It was not a con- fine bunch of subscriptions secured at a 4‘ 4‘4 _
her sub- .‘ 1 have a series of renewal letters for test. And those who didn’t get enough high profit. 44‘ .
- . 1‘ neWSPaPCI‘S in my office. 1‘11 gladly send orders to earn the trip received other Another publisher gave a portable 4i4l 4
irculation 1‘ you all Of them if you’ll drop me a line. nice prizes, which didn’t cost much, typewriter to every boy or girl reader .‘44
1alf a day .‘ Speaking 0f renewal letters that work: but which pleased the youngsters, their who secured a specified number of new 44 44" _
‘ a series, ' here is a novel idea. relatives, neighbors, and friends. Here and renewal subscriptions. A certain 4 4444 -
)ut .thli‘y i Ihave 21 patented renewal form called is a simple idea that can be used by al- number of “points” won the typewriter 444! 44! .
antinumg 4 a Combine—Velope. It has room for most any community publisher, not only —new subscriptions counted more points «‘4‘4‘4‘
——or drop 3 the letter and for the order blank and to increase circulation, but to get quick than renewals This paper got over 4‘444414444
i the return envelope—all in one piece. cash as well. 2,000 new and renewal subscriptions. 4‘4 4‘444'4
Yet inoft 4 This is an excellent renewal notice; it 1 may add that railroads and bus Sales cost was only thirty percent. In 444444 .
hes dont ‘_ pulls its head off. One newspaper, the companies gladly work with you. In addition to the profit and circulation 444 444441
.65. Why 4 Elyria (0.) Chronicle-Telegram tells consequence, a tour campaign is easy there wasatremendous good w111 for the 444444
_ me these Combine-Velopes pull nearly to put on. If you want more Specific paper on the part of the happy young- 4, M44
e ltl. Be' 4 twice as well as the regular notices. They information, drop me a line and 1’11 sters and their equally happy relatives 444‘“
I(1)41; 514:6: 4' cost very little. If you want any in— gladly send it. 4 and friends, ‘ 4 444 444 444
4 torination about them, write me, and Another profitable plan: Down in Just here I would like to say a few “444444444,
rose Shb' -. I’ll gladly send lt- my old home state, Kansas, there’s an words about circulation premiums. We 4‘4 44‘4'4
ou‘ filmy - There isn’t space to go into details aggressive publisher, Harold Ham- all know that people are slow to sub- 4‘ '44,.
iciflPhO‘hS 5: about renewal notices. I want merely mond of the Caldwell Messenger and scribe or renew. the also know that the 44444414444:
4:14:46: 4:01;] ‘4 to. say: “Make your. renewal letters other nape“, who has solved his mail price of the subscription is a low unit 4‘14444444‘4
friendly, so no one Will conSider them Circulation problem through trips. Ev- of sale. To make the most money out of 44444444444444
my more l duns. Ask for a renewal within a cer- ery summer when the wheat harvest each subscription dollar, therefore, you ‘4444444
tain time. And be sure to make it easy is over and farmers have money, he Offers must get an order from the fewest pos- 444414‘44 ,
‘51 a year, i for the subscriber to renew, by enclosing a trip to any reader who secures a speci- sible number of solicitations. 444 ‘4
Of every 4 an order blank and an addressed return fied number of subscriptions. His tours It costs money to mail ut letters or 444444444
the rate 44’ envelope." are by bus and to such scenic places as to send out solicitors. And if you can 44 4“ 4444
'1’ income ‘l Now for new subscriptions. Should the Carlsbad Caverns, El Paso and Old get the order on the first solicitation, you 4444" 44444:.
:mt mofl- ; you let nature take its course? Should Mexico, the Grand Canyon, and similar earn the most money. 4.4 44444444
‘ 4 you hire an outSider to come In and put places. . A proper and profitable use of a prem~ 44.44 44 44 .444
I mean t on a contest? Or what? Each year the results of this Oifer get ium 18 as an “action-getter." Olfer a 44441444444
hd a r4:- 4 Well, here’s my opinion, based on better. A large part of the readers are person something for sending the order 4444““ 4444 4
the 1suk' 4-4, long experience. You can get new sub— school teachers. They go out and get right now, and you get the order. 144,; 4444
he b an ~ 4 scriptions yourself much better than any subscriptions in such large quantities Not long ago we surveyed over a hun- x4 44 444
n the en' 4 outsider can. And you not only will that this one campaign each summer dred daily and weekly newspaper pub- 4444‘444,
Pe ought 4 have happy and satisfied subscribers; keeps his list paid up: The cost of the lishers in small towns. Their experience 44,44,444
SP‘”““" 4‘ you'll have a lot more money left to tours is only about twenty-five percent showed that their Pl'Oht increased OVCI‘ "44:4444
11% up a 4 go into your bank account. of the money collected for subscrip- twenty percent when theyIused some 444444444
. ‘ How do other weekly and daily pub- tions—which is we all know is a low kind of prem1um4f0r sending prompt 414444
ublishers 4 lishers get new subscriptions at a profit? sales expense. orders. The premium may be one of 444 44444?
Subscrlf; 4 HCre are a few specific cases you will If yOu want several hundred, or sev- several kinds. For example, you can 4‘4‘4‘4‘ 444
or sen find interesting. All of them involve eral thousand subscriptions (depending offer two extra months free if the reader 4444 4 444
notltcf‘: 4 simple ideas that are easy to use and get on your own situation), with several will snbscribe within one week. The 44‘ 4: ‘44 i 4
1141611; 1:0 ,4 excellent resu‘m- hundred or several thousand dollars in :fstrjtsglgfriilgfflgg rigaegubhgi: 44444 4
ordering 44-“ Here is one plan that rolled in profit- cash next summer, I suggest you put and encils or silvierware . Y) P 44 444‘ 44 :444
envelope 4 able subscriptions. Up in Wisconsm on a tour campaign, You W111 find it.a I 5m corivinced from over seventeen ‘ 4444 4
bscribers 4 near the Minnesota line are three weekly tremendous good-Will builder, and I Will 4 4 4 h _ 4 44 , 4 444 4444 :
z heWspapers published by the Leader be glad to furnish details of how other years experience t at It pays to “SIG :11 444 14444.44 ‘3
d ,4 PIlblications in Centuria. In August publishers use tours. . {h ucement as an action-getter. 0 ‘44! ‘4 .44
areCOr 4 they advertised they would give a trip Here also are two good campaigns: ~1t myself on my own magazme—and 44444, 444 444 .
secured ‘: [0 the Minnesota State Fair with all Down in Hodgenville, Kentucky, E. every ‘month we get enough4cash from 4445f: ‘43 i
:r 5,003 4 expenses paid to every boy or girl who W, Creal, publisher of The Herald-News subscriptions to pay the entire cost of ,4 44444
iers—anl 4 secured twenty new and twenty renewal has just put on a profitable campaign. Prlhhhg the magazme. _ _ 4 44 44' '24
renewa . subscriptions. The trip was made by He knew it was hard to find better cir- A second proper 1.159 Of a premium 15 4,4 ‘1“; f; ‘2
enveltigt“: ‘ bUS- Believe it or not, Sixty-five boys culation getters than boys and girls who as a “price increaser." In other WOhdS’ 4,44 4 4‘4 ':
The and girls: earned the trip. secure subscriptions to earn prizes. He Please Turn To Page Five 4“ 444444 4
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 ' ‘44 ‘
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October, 1940 I
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1940 f October, 1940 THE KENTUCKY PRESS Page Five 3/ .
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1 shopping Guide.—'l‘roubled by the Propaganda is that thing, spoken or ample, recently gave a fountain pen to g . V.’
’en t . .l, invasion of Shopping Guides in mimeo- written, which has for its purpose—justi- each old subscriber who got one new f f > I
‘e kl gymg ‘ graphed form, a Michigan paper is pub- fiable or not—the attainment of a definite one. i, . f1
‘sifiidlag‘ ‘ lishing a weekly guide, consisting en- object in creating public opinion. Its Some years ago, I combined a suc- J j 3 '
j ' n . . u . . . . . a "
n the a 5 _l . tirely of advertising, which is sent. to truth or fals1ty is no concern of the prop- cessful subscription-getting plan With J ; ~
kind Pos- l 10,000 homes. A Special rate is offered agandist. silverware. To each old subscriber who 3
1t rec 1M1” ' advertisers for combination advertising There is a mild form of propaganda renewed for a year within a week after i . . ..
t the Grit), in the newspaper and the Shoppers’ that is found in a flood of Government getting our first. renewal notice we gave 1; ;
er rel 31:?“ J' Guide. press releases, purporting to be reports a set of teaspoons. Then if she got 1; J
lng ‘J . . on ordinary affairs, but nevertheless two new subscribers, we gave her 21 iii 2 -
fable. Un- Slogan Contest.—The Miami lribune . , . . . . . ‘ i jE
‘ L . . With a most: definite ObJCCLlVC—LO give set of knives and forks, etc. It was the 1, er .1
Ewant ad ‘ recently ran a contest in which the . . . L. . a}. J
_ . . . the public an idea of the overwhelming pyramid plan that put our own readers J " ' .
a mom, I slogans of advertisers were carried in a . . . . . . J 3 J
. . , interest of bureaus and departments in to work getting subscriptions. J z
lthough n double-page spread. Contestants had to . ‘ ‘ a 4:: ' .
‘ J . _ . the welfare of the American people. 3 in; I
. the plan name the merchant in the space With . . . . —--———.-—-— f 5 . v
. . . 7 . . Propaganda is differentiated from 5‘ .
lding the ‘ the slogan they believed his, and submit . , 5.: . 1
news acceptable to the new