THE “CUT" MANIA

Waipa Post, Volume 48, Issue 3480, 16 June 1934, Page 3

THE “CUT" MANIA

There was a report recently that the department stores of an American city had decided to cut their advertising space 30 per cent, in concert, but cooler heads later prevailed and the cut was not made. Apparently a lot of store owners are still only vaguely aware of the extent to which their business depends on advertising. The plan as reported seems based on the exploded idea that a store can get ‘business only by taking it away ■from somebody else, and that if all cut down their space at the same time none will suffer. Men backing or considering such an idea need to have it pointed out in words of one syllable that the last few years have just given a lesson on how much the . consumer can get along without, arid that if there was ever a time when buyers’ interest needed arousing it is now. If a store, unfortunately placed, finds it has to cut down its advertising, that is its misfortune; but if this store encourages its competitors to cut down also, that is deliberatajly seeking a merchandising calamity for the city. Most merchants are wise enough not to be pulled down by their weaker competitors. After all, as one of the keenest retail advertisers has said, it is easy for a merchant to budget his business for a 30 per cent, loss, if that is what he wants. —“Editor and Publisher.”