FLEXIBILITY IN SELLING.

Waikato Times, Volume 113, Issue 18925, 20 April 1933, Page 3

FLEXIBILITY IN SELLING.

NEWSPAPER ADVERTISING. In a recent talk to the newspapers, their problems and opportunities, Mr 'Homer MoKee, president of a prominent Chicago business firm, drew; attention to the selling value of newspaper space:— Newspaper advertising, he said, due to the time element and the phy« slcal character of newspapers, th® close-in proximity to the local market,' can be more speciflo, argumentative, and less of an "advertising effort” and far more of an “aotual sales effort.” “Newspaper advertising admits of muoh 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 with capital so frozen and Inaccessible, advertisers are finding this business zone merchandising a la cart® very advantageous, economical and effective.”

Mr McKee also pointed nut 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:— “You know, if a dealer sees youf advertising in his own newspaper and over his own signature, perhaps he gets 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, theerfore, -cannot be overlooked. Furthermore, newspapers, being right on the ground,can and do give a factory’s own advertising department closer dealer contact and the most helpful sort of merchandising help.