Thank you for visiting SNEWPapers!
Sign up free
Editorial
June 18, 1921
The Concordia Sentinel
Ferriday, Vidalia, Concordia County, Louisiana
What is this article about?
Editorial urging local merchants to use local newspapers for consistent, systematic advertising to reach the buying public effectively, emphasizing straightforward communication about stock and service over clever phrasing.
Clipping
OCR Quality
98%
Excellent
Full Text
THE LOCAL NEWSPAPER
The local newspaper must always be the mainstay of any advertising campaign designed to catch the eye of the masses of the people-the buying public. By no other means can so large a proportion of the best trade of the community be reached.
The local merchant should not get this idea:
"Oh, my dear fellow, I cannot lay off my clerk without losing him; I cannot change my location without losing it; I cannot suspend my insurance-but Advertising, that is different! Advertising is a faithful dog. I can kick him into the street whenever I feel like it and he wags his tail, comes back when I want to wipe my feet upon him."
This is not true.
Advertising is not different. It is a great force in business and many great and many foolish claims are made for it, but it is not greater, not more powerful than any other factor of the business. If any good is to come from it it must be kept on the job.
The local merchant should set aside a definite sum to be spent in a year. His expenditure should be based upon a percentage of last year's business and he should spend it systematically. Don't let the question of "copy" frighten him to death; don't let him get the idea that "copy" is the whole thing to advertising.
To be sure there's a great difference in the effectiveness of advertisements; but if he will forget all about the writing or being smart and clever; if he will forget the big sounding pat phrases which have been used so often that they mean nothing, and sit down and talk to the people of his community, about his store and his stock and his service, he will write a good ad without knowing it.
Is there any good reason in the world why the local people should buy the merchandise he sells? Let him tell them the reason; and tell them again and keep on telling them. That's advertising-good advertising. Has he anything in stock that Mrs. Jones or Miss Smith or Hank Brown would be interested in? Let him tell them about it, and tell them about something else next week, and keep on telling them, until they know beyond all doubt that he has just about the "niftiest" stock of merchandise in his neck of the woods.
That's advertising-good advertising.
And it will pay.
The local newspaper must always be the mainstay of any advertising campaign designed to catch the eye of the masses of the people-the buying public. By no other means can so large a proportion of the best trade of the community be reached.
The local merchant should not get this idea:
"Oh, my dear fellow, I cannot lay off my clerk without losing him; I cannot change my location without losing it; I cannot suspend my insurance-but Advertising, that is different! Advertising is a faithful dog. I can kick him into the street whenever I feel like it and he wags his tail, comes back when I want to wipe my feet upon him."
This is not true.
Advertising is not different. It is a great force in business and many great and many foolish claims are made for it, but it is not greater, not more powerful than any other factor of the business. If any good is to come from it it must be kept on the job.
The local merchant should set aside a definite sum to be spent in a year. His expenditure should be based upon a percentage of last year's business and he should spend it systematically. Don't let the question of "copy" frighten him to death; don't let him get the idea that "copy" is the whole thing to advertising.
To be sure there's a great difference in the effectiveness of advertisements; but if he will forget all about the writing or being smart and clever; if he will forget the big sounding pat phrases which have been used so often that they mean nothing, and sit down and talk to the people of his community, about his store and his stock and his service, he will write a good ad without knowing it.
Is there any good reason in the world why the local people should buy the merchandise he sells? Let him tell them the reason; and tell them again and keep on telling them. That's advertising-good advertising. Has he anything in stock that Mrs. Jones or Miss Smith or Hank Brown would be interested in? Let him tell them about it, and tell them about something else next week, and keep on telling them, until they know beyond all doubt that he has just about the "niftiest" stock of merchandise in his neck of the woods.
That's advertising-good advertising.
And it will pay.
What sub-type of article is it?
Trade Or Commerce
What keywords are associated?
Local Advertising
Newspaper Commerce
Merchant Advice
Consistent Promotion
Business Force
What entities or persons were involved?
Local Merchant
Local Newspaper
Editorial Details
Primary Topic
Importance Of Local Newspaper Advertising For Merchants
Stance / Tone
Advisory And Promotional
Key Figures
Local Merchant
Local Newspaper
Key Arguments
Local Newspapers Are Essential For Reaching The Buying Public
Advertising Requires Consistent And Systematic Investment
Straightforward Communication About Store, Stock, And Service Is More Effective Than Clever Copy
Merchants Should Repeatedly Inform The Community About Reasons To Buy Their Merchandise