ESSENTIAL FORCE IN BUSINESS

Hawke's Bay Tribune, Volume XX, Issue 295, 2 December 1930, Page 8

ESSENTIAL FORCE IN BUSINESS

Quotations from the opinions of successful overseas corporations were recently given in “Editor and Publisher,” and among tho most interesting were:—Auburn Automobile Company: “We can truthfully state that newspaper advertising has played a major part in Auburn’s growth. There is no question of their value to advertisers, rhe only question is whether the advertiser has ‘news’ to give the readers of the newspajiers. It is our experience that if you give newspaper readers something that warrants their reading your advertisement, then newspapers can prove a very profitable advertising medium.” —E. L. Cord. President. Canada Dry Ginger Ale, Inc.: “We started out in 1923 with an investment of £lO,OOO in newspaper advertising, and it paid so well that the next year our expenditure in the same medium was £50,000; now it is more than a million.”—P. D. Saylor, President. Frigidaire Corporation : “When newspaper advertising was begun there were less than 80,000 Frigidaire units in actual use. Three years later there were more than a million, more in, fact, than all other makes of electric refrigerators combined. Newspaper advertising permits Us to localise our ‘copy,’ to make a quick change in ‘copy’ when deemed advisable. and to reach prospects with our sales message as frequently as we may desire.”—C. T. Muchner. General Electric Company, “We consider the use of newspapers for our purpose an indispensable aid in our sales work. The use of newspapers in our advertising localises our message, and enables us to bring it into the atmosphere of each community and refer specifically to the distributors and sales people who are prepared to deal directly with the public. The results secured have taken the subject of newspaper advertising out of the list of debatable questions as far as we ate concerned. We know it pays vs, and we intend to use. this class of advertising even more extensively.”—T. K. Quinn.