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The Advertising yearbook

The Advertising yearbook

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This historic book may have numerous typos and missing text. Purchasers can download a free scanned copy of the original book (without typos) from the publisher. Not indexed. Not illustrated. 1922 Excerpt: ...than real national advertising through newspapers, because you can buy it spread infinitely thinner. The cooperation possible through the various newspaper organizations all over the country is steadily mounting to a higher and higher plane; a cooperation at times perhaps capable of embarrassing reaction as our own experience is proving with some of the great national concerns with whom we are attempting to cooperate and whose distribution we find, after years of so-called national advertising, is just about as dense as the media which they have been employing. To newspaper men who have made an intensive study of this situation, the future seems bright with promise. Because the deeper we go into the things that the national advertiser has left undone, the greater we realize are the things which he will yet do, much of it automatically as a matter of course. HOW EVEREADY GAINED THROUGH NEWSPAPER COOPERATION BY MARQUIS REGAN Merchandising Counsel, The American Eveready Works Newspapers have made great progress during the past five years in getting the national advertiser to let them help him improve his distribution, accomplishing this in two specific ways: First, by selling the national advertiser the quick-acting power of newspapers in moving goods off the dealers' shelves, and Second, by cooperation with his sales organization in solving his local distribution problems. During the past five years, a new vision of the power of local newspapers has reached many sales directors in this particular respect; that sales effort by the retail trade cannot be maintained continuously month in and month out; that constant competition by twenty or thirty national advertisers for the exclusive attention of the dealer cannot possibly be successful. The new idea, the succ...