KEEPING ABREAST OF THE TIMES

Hawke's Bay Tribune, Volume XXI, Issue 212, 21 August 1931, Page 10

KEEPING ABREAST OF THE TIMES

customers and merchandise

“Newspaper advertising is the most trenchant of all helps in correctly and profitably disposing of merchandise,” John McKinlay, president of Marshall Field and Co., told members of the Inter-State Merchants Council gathered in Chicago for their 19th semi-annual convention, which was held a few mouths ago. Mr McKinlay painted a glowing picture of the returns to be obtained through regular newspaper advertising and urged its wide use if the retailer is successfully to keep abreast of the times.

“Advertising,” he said, “brings the customer and the merchandise together For this purpose, the newspaper has proved the most effective for us—at least, that is what we of Marshall Field and Co. have found to be true. As a result we are consistently the largest purchaser of newspaper white space in the west, and only because we find it profitable is the reason this is true.”

“The newspapers present the merchant with a large and representative audience, collecting and disseminating the world’s news, presenting the amusement features, educational and editorial departments, sports, science, social gossip, pictures and domestic science. The newspapers teach the public upon such a scale of magnitude that they can afford to distribute the merchant’s message at a lower cost per reader than any other form of successfully demonstrated propaganda.”