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THE IQOAl\l

DT.HE NEWSPNPERS

if A Story of Intelligent” Advertising

N MAY 11th Premier Bennett announced the Dominion Conversion Loan with an

objective of $250,000,000. On June 1st '

the Prime Minister announced that the Loan had been subscribed to the ' ‘sum of $639,816,500 - an

supplemented by the individual advertisements of banks, bond dealers, and financial houses. The use of other media was inconsequential. Nearly all of the expenditure went into the form of advertising in Cana- dian daily newspapers. _

ever-subscription of twQ and one-half times. Canadian business men are familiar with the loan. They knew that the Gov,- ernment had sufficient as-

work of the Conversion easy!

Advertising Brought thousands and tens of thousands of small indi-

auu

‘surance of large blocks fof bonds to guarantee the ‘objective. They knew that, the real success of the loan fdepended on an over-sub- scription -from the free flow of bonds in'_ private ihands all over Canada, which would come forth at the call of the Nation.

r But even the most opti- mistic were hardly pre- pared for such a success- lful flotation as the figure which the Prime Minister revealed to the country 1" The Conversion Iloan‘. .was not merely a success,

. it wasa success in the '*-"'-*'*.'-:':.:':.':.:.11*-""“"'- [largest and widest Jneasure. l The degree of response 77-?»-

GUIBNIINTOII '

DOMINION 0F CANADA m1 oouvrnsxou 1.0m

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vidual investors into the

a f offices of hanlis, financial

brokers and trust com- . panies with their bonds.

‘Fifi’!

,_ What newspaper adver- tising accomplished in‘ this particular instance it is accomplishing day by, day for the whole fabric}

in Ca-nada.

is no substitute for‘ news- paper advertising.

_ The geographic extent of Canada, its span ofi provinces extending over, the vast breadth of a con- tinent, its scattered popu-i lation, its trading areas with widely differing busi-

fwith which the loan was ‘met may be attributed to rscores of factors, but one fof the very definite reasons for the smooth- ness and rapidity of the transaction, the readi- ness of thepublic, the lack of question, and the ease with which ‘tens of thousands of small transfers were put through, lies in the applica- tion of the force of advertising in the daily newspapers of Canada. .

The Government carried a" series of ‘clear-cut

‘announcements in ‘every daily n e w s p a p e r, throughout the Dominion. These in turn were

ness conditions, all tend to make the Canadian‘ _ daily newspaper the one universal medium of information and advertis- ing in this country.

This is why the newspapers of Canada occupy '

an outstanding position as the messengers oil the Dominion’s welfare and progress. This is why the ‘successfula national advertiser in Canada. withoutfiexception, . looks» upon the Dominion’s ‘sliein of daily newspapers as his primary and indispensable medium. “Ask any recognized advertising agency.

The Dominion Government advertisement reproduced in miniature above, and "those

which followed it, were published eve-y daily newspaper in Canada, coincident with

the innouncementioflthe‘ Dominion Conversion Loan, which had an objective of \ $250,000,000, and secured $689,818,590 two weeks.

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DAILYsNEWSPAPERS e , CANADA

Advertising made the"

of commerce and industry!

In this Dominion ma.

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