MERCHANDISING

Taranaki Daily News, 7 July 1931, Page 2

MERCHANDISING

Introducing Buyer and Seller Lecturing recently at the Missouri School of Journalism, Mr. Joseph E. Chasnoff had some pertinent remarks to make on the subject of successful merchandising. “The character of a store may be above reproach,” he observed. “Its values may be exactly what the customer wants; yet the customer and the merchant may never meet unless the newspaper introduces them. I have said that reputation is basic to success in merchandising. It is only necessary to point out that advertising creates confidence and builds up reputation. The spreading of a store’s reputation would be slow without continuous publicity—and so far as the retail merchant is concerned publicity through the daily newspapers. If a store, in merchandising and service, is entitled to reputation to begin with, there is nothing which will, prepare the public to accept and appreciate its merits so quickly or so impressively as newspaper advertising of the right sort.”