RESTAURANT SUCCESS.

Ellesmere Guardian, Volume LIII, Issue 12, 12 February 1932, Page 2

RESTAURANT SUCCESS.

"I used to think," explained Mr Forrest E. Barber, proprietor of the East Avenue Coffee Shop, Rochester, New York, "that nobody read the advertisements in newspapers, but I have changed my mind now*. "We have used the daily newspapers exclusively to merchandise a new policy here, and the campaign has been a success beyond our fondest hopes. "In fact, so thoroughly am I sold on newspaper advertising that as a result of the past year's experience I have contracted for space in a dozeil weekly papers in this territory in ad-^ dition to the three dailies in Rochester which we use regularly. "We have found that for our business at least the newspaper is the cheapest and most effective medium. Our problem is to reach the better class of people who are willing to dine out. A good many of these, perhaps most, are residents of apartments and the better class rooming houses, and out-of-town residents who are likely to drive into the city for a meal. "We have confined all our advertising efforts to the newspapers and we have come to the conclusion that we simply cannot get along without using them. We are devoting five percent, of sales to newspaper advertising, and consider it the best investment we can make."