MERCHANT AND PUBLIC

Otago Daily Times, Issue 21386, 14 July 1931, Page 11

MERCHANT AND PUBLIC

« the MOST EFFECTIVE PUBLICITY.” In an address delivered before the InterState Merchants’ Council at Chicago on February 3, 1931, reports the Chicago Tribune, John MTvinlay, president of Marshall Field and Co., made the following remarks:— "Advertising brings the customer and the merchandise together. For this purpose newspaper advertising has proved the most effective publicity for the retail stores of Marshall Field and Co. As a result, we are consistently the largest purchaser of newspaper white space in the west. “ Conceding that a merchant must sell good merchandise correctly styled, fairly priced, and courteously presented, he Will, in ou r opinion, find newspaper advertising the most trenchant of all helps in correctly and profitably disposing of the merchandise. “ The newspapers present the merchant with a large representative audience, because they constantly are collecting and disseminating the world’s news, presenting editorial and educational features, amusements, sports, science, fashions, social gossip, pictures, and domestic science. The newspapers have succeeded in building and retaining the keen interest of practically every one of the 30,000,000 families in the United States. In brief, they reach the public upon a scale of such magnitude that they can afford to distribute the merchant’s publicity at a lower cost per one hundred, one hundred thousand, or million than can any other form of successfully demonstrated propaganda.”