BUSINESS MAN’S FRIEND

Dominion, Volume 24, Issue 240, 7 July 1931, Page 15

BUSINESS MAN’S FRIEND

Boosting His Wares On the subject, of publicity and cessful mei’chaudisiug. Mr. Joseph E. Chasnoff delivered an instructive lecture at the Missouri School" of Journalism,: “Many people fail to study the relation of publicity to successful merchandising, either through prejudice or from a lack of recognition*of how vital the subject is to the prosperity of their concerns.’ To these people I would commend careful perusal of the following extract on what newspaper advertising can do; — ■■ “The merchant cannot reach the public personally,” he said. “Yet that Public. to borrow the phrase of E. St. Elmo Lewis, ‘is sensitive. It goes where it is invited and it stays only where it is well treated,’ This makes it ! imperative upon the merchant that he.send a representativo to extend his invitation. Of all the forces which bo has yet discovered. to do this work, newspaper advertising is the most effective. It reaches more people in the shortest time, at the lowest cost, It sells .more goods than any other salesman. because it is ushered into. the - home by the friend.of the family, the daily, newspaper. The:-newspaper , is- a voice which speaks at. the same • moment -in thousands of' family circles, - carrying faithfully its messages. And it-influepces —not as tho public speaker, who sways an audience by his oratory—hut as a friend who comes- to each individually, speaking quietly and effectively.’’