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Editorial
July 12, 1923
The Fitzgerald Leader Enterprise And Press
Fitzgerald, Ben Hill County, Georgia
What is this article about?
This editorial promotes the benefits of advertising in local newspapers, arguing it serves the public by offering cheaper, quality-guaranteed goods, boosts local merchants' trade, increases real estate values, and fosters cooperation for mutual advantage through honest dealings.
Clipping
OCR Quality
98%
Excellent
Full Text
WHAT ADVERTISING MEANS TO YOU-
Every now and then we like to talk to our merchants about advertising and we like to do it in this way because the subject is of equal interest to the public. Frankly the interest of the public, the interest of the merchant and the interest of the local newspaper published here are inseparably linked.
The public is always best served by buying advertised goods. Goods that are advertised are goods that are more extensively manufactured and consequently cheaper because of increased production. Moreover advertising today is a guarantee of merit. No one need be afraid either of the honesty of the price or the quality of advertised goods. Competition compels honesty even if there should be a wish to avoid it.
There is another benefit, too, in local newspaper advertising. When advertising is thoughtfully employed it means the building of trade for our local merchants and this reacts in increase in real estate values generally. A prosperous business section means added population and increased conveniences. The whole scheme of advertising merchandising and buying is one of cooperation to mutual advantage.
The merchant always wins favorable reaction when he talks frankly in his advertising to the people and shows them he is dealing honestly with them and making a normal profit.
The man who week by week consistently in his advertising shows the public interest at heart is the man who wins. Many merchants lose the substance of public confidence in grasping for the shadow of immediate sales.
Every now and then we like to talk to our merchants about advertising and we like to do it in this way because the subject is of equal interest to the public. Frankly the interest of the public, the interest of the merchant and the interest of the local newspaper published here are inseparably linked.
The public is always best served by buying advertised goods. Goods that are advertised are goods that are more extensively manufactured and consequently cheaper because of increased production. Moreover advertising today is a guarantee of merit. No one need be afraid either of the honesty of the price or the quality of advertised goods. Competition compels honesty even if there should be a wish to avoid it.
There is another benefit, too, in local newspaper advertising. When advertising is thoughtfully employed it means the building of trade for our local merchants and this reacts in increase in real estate values generally. A prosperous business section means added population and increased conveniences. The whole scheme of advertising merchandising and buying is one of cooperation to mutual advantage.
The merchant always wins favorable reaction when he talks frankly in his advertising to the people and shows them he is dealing honestly with them and making a normal profit.
The man who week by week consistently in his advertising shows the public interest at heart is the man who wins. Many merchants lose the substance of public confidence in grasping for the shadow of immediate sales.
What sub-type of article is it?
Trade Or Commerce
What keywords are associated?
Advertising Benefits
Local Merchants
Public Interest
Honest Commerce
Newspaper Advertising
Economic Cooperation
What entities or persons were involved?
Merchants
Public
Local Newspaper
Editorial Details
Primary Topic
Benefits Of Local Newspaper Advertising
Stance / Tone
Supportive And Promotional
Key Figures
Merchants
Public
Local Newspaper
Key Arguments
Public Best Served By Buying Advertised Goods
Advertised Goods Cheaper Due To Mass Production
Advertising Guarantees Merit, Honesty In Price And Quality
Competition Ensures Honesty
Local Advertising Builds Trade And Increases Real Estate Values
Prosperous Business Adds Population And Conveniences
Scheme Of Advertising Is Cooperative Mutual Advantage
Frank, Honest Advertising Wins Public Confidence
Consistent Public Interest In Advertising Leads To Success