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Editorial
April 4, 1936
Peninsula Enterprise
Accomac, Accomack County, Virginia
What is this article about?
Editorial promotes newspapers as the most effective and economical medium for businesses to reach customers, exemplified by a Detroit electric company's campaign sending letters via local papers instead of circulars or radio.
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OCR Quality
95%
Excellent
Full Text
USING NEWSPAPERS
How to reach a large number of customers or prospective customers most economically and effectively is a problem which still worries a great many business men. But it was really solved long ago and the answer is this: Print your message in the newspapers.
Recently a Detroit electric company which serves 500,000 customers in nearly 200 cities and smaller communities wanted to send them a series of letters. After considering various methods of distributing these messages, it was decided to use local newspapers, exclusively.
The first letter sent out, signed by the president of the company, began as follows:
"We have a lot of things to tell you which are of interest because you are our customers. We might get your attention by circulars delivered at your door, or by radio broadcast. But we think the best way to reach you is by successive letters in the newspapers, of which this is the first."
In certain special causes the use of circulars or the radio may be fairly effective, but for definite results economically obtained no advertising medium ever devised even approaches the family newspaper.
How to reach a large number of customers or prospective customers most economically and effectively is a problem which still worries a great many business men. But it was really solved long ago and the answer is this: Print your message in the newspapers.
Recently a Detroit electric company which serves 500,000 customers in nearly 200 cities and smaller communities wanted to send them a series of letters. After considering various methods of distributing these messages, it was decided to use local newspapers, exclusively.
The first letter sent out, signed by the president of the company, began as follows:
"We have a lot of things to tell you which are of interest because you are our customers. We might get your attention by circulars delivered at your door, or by radio broadcast. But we think the best way to reach you is by successive letters in the newspapers, of which this is the first."
In certain special causes the use of circulars or the radio may be fairly effective, but for definite results economically obtained no advertising medium ever devised even approaches the family newspaper.
What sub-type of article is it?
Newspaper Advertising
Business Promotion
What keywords are associated?
Newspaper Advertising
Customer Outreach
Economic Effectiveness
Detroit Electric
Business Communication
What entities or persons were involved?
Detroit Electric Company
Editorial Details
Primary Topic
Promoting Newspapers For Customer Outreach
Stance / Tone
Advocacy For Newspaper Effectiveness
Key Figures
Detroit Electric Company
Key Arguments
Print Messages In Newspapers To Reach Customers Economically And Effectively
Detroit Electric Company Used Local Newspapers To Distribute Letters To 500,000 Customers
Newspapers Superior To Circulars Or Radio For Definite Results