FLEXIBILITY IN SELLING

Northern Advocate, 19 April 1933, Page 6

FLEXIBILITY IN SELLING

In a recent talk to the newspapers, their problems and opportunities, Mr Homer McKee, president of a prominent Chicago business firm, drew attention to the selling value of newspaper space: — Newspaper advertising, he said, clue to the time element and the physical character of newspapers, the close-in proximity to the local market, can be more specific, argumentative, and less of an “advertising effort” and far more of an “actual sales effort.”

“Newspaper advertising admits of much more flexibility than any other kind of advertising. You have obviously the shortest possible closing date. Almost up to the very minute of going to press you can change your copy, if need be, and in these days of rapidly changing dealer and market conditions, it behoves an advertiser to keep his programme flexible. “Another advantage of newspapers is the fact that you can cut the map up into slices and advertise wherever and whenever you see fit. And now, with marketing conditions so unquestionably spotted and variable and witu capital so frozen and inaccessible, advertisers are finding this business of zone merchandising a la carte very advantageous, economical and effective.”

Mr Mclvee also pointed out that newspaper advertising gets to the buyer with greater frequency, in more dominant form, with far greater intimacy and on a closer personal basis. He also mentioned the dealer angle, saying in part: —■

“Yon know, if a dealer sees your advertising in his own newspaper and over his own signature, perhaps he gels a very exaggerated notion of the co operation you are giving him and it sometimes stimulates him beyond belief. The dealer angle In newspaper advertising, therefore, cannot be overlooked. Furthermore, newspapers, being rigid on the ground, can and do give a factory's own advertising department closer dealer contact and the most helpful sort of merchandising help. “