BUSINESS MAN’S FRIEND

Taranaki Daily News, 16 June 1931, Page 9

BUSINESS MAN’S FRIEND

BOOSTING HIS WARES. Oh the subject, of publicity and successful merchandising, Mr. Joseph E. Chaehoff delivered an instructive lecture at the Missouri School of Journalism. “Many people fail to study the relation of publicity to successful merchandising, either through prejudice or from a lack of recognition of how vital the subject is to the prosperity of their concerns. To these people I would commend careful perusal of the following extract on what newspaper advertising, can do:— “The merchant cannot reach the public personally,” he said. “Yet that public, to borrow the phrase of E. St. ■ Elmo Lewis, ‘is sensitive. It goes where it is invited and it stays only where it is well treated.’ This makes it imperative upon the merchant that he send a representative to extend his invitation. Of all the forces which he has yet discovered. to do this work, newspaper advertising is the. most effective. It reaches more people in the shortest time at the lowest cost. It sells more goods than any other salesman, because it is ushered into the home by the friend of the family, the daily newspaper. The newspaper is a voice which speaks at the same moment in thousands of family circles, carrying faithfully its messages. And it influences —not as the public speaker, who sways an audience by his oratory--but as a friend who comes to each individually, speaking quietly and effectively.”