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This Advertisement is by- the Canadian Dally Newspapers Association

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ISUMMERZtIiE séasou ‘ when‘ the world and his v/ife" are out of doors—on the highways-at the beach-in the gardegi won the golf links-rby stream and lake;

The season that develops a multitude of new wants and makes insistent demands on ‘everyone for the goods and services necessary‘ 25 the enjoyment of its varied delights,

Hot weather foods and cooling beverages

r Summer frocks and garden equipment

bathing suits and sunburn alleviatives—sports clothes and fumishings for the Summer cot-i tage — gasoline and spare tires.

And these in addition to people's normal ~

all-year-round buying activities. Q For family‘ larders and wardrobes need replenishing fully) ‘£5 much in July as in December. Youthful w» t _ . . 1 eouples buy and fumish homes m August as well as in February. '

Astute advertisers do not cut down their?

advertising when the mercury goes up. _ They

r ‘realize that Summer, which brings Canada its

$300,000,000 tourist industry, also brings them‘ sales opportunities afforded by no other seasori of the year,

And they know that the quickest, most economical means of capitalizing these‘ opportunities are the advertising columns of “the daily newspapers.

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