THE NEXT FIVE YEARS

Dominion, Volume 25, Issue 230, 24 June 1932, Page 9

THE NEXT FIVE YEARS

Will Show! Greater Progress THAN PREVIOUS TWENTY. At a Cleveland Study Circle of businessmen interested in selling methods, Mr. Guy Hubbart, of the “Dry Goods Economist,” declared that newspaper advertising space will return merchants much greater benefits in the next five years than in the past 20 years. He said that whether or not newspapers carry more advertising next year than last year they will sell space to the advertiser with less outlay of selling energy. Mr. Hubbart said the increasing effectiveness of newspaper advertising for the retail merchant will come not because space and circulation have magically taken on new powers, but because conditions have made advertisers aware that newspaper circulation, in addition to being a sales facto.. is an ideal instrument by which to gauge the fluctuations of public demand for types of goods. “Circulation is not only selling goods but acts as a buying barometer in terms of population response,” Mr. Hubbart declared “Merchants used to stock up with goods then beg the public to come in and buy. Now merchants find out what the customer wants to buy, then tells the public it can find these wanted things in the store.”