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FQLKS who are in the position to
know where sales are made,
where results are immediate and who
demand action from advertising-
continue to use space in the daily
newspapers. ‘
While others argue about the efficacy
of various media, the retailer who sells
direct to the consumer consistently
invests his money in daily newspapers.
The retailer demands dividends, and
he gels them-rich dividends.
The medicine that is good for the re-
tail outlet is equally good for national
advertisers whose aim is to reach the
same consumer through the retailer.
The biggest advertisers in the world
use daily newspapers day in day out,
year in and year out, and they must
know something about successful
advertising.
. »
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THE most successful national
advertisers in Canada have
always made the daily newspapers
the backbone, if not the entire struc-
ture, of their merchandising set up.
They too have found frills costly and
non-productive. » '
There are still those who must learn
by a series of experiments-.-do you
want to he one of these in 1932?
Make no mistake, the retailer knows
where results are sure, where sales are
made. National advertisers will do
well to keep this in mind when mak-
ing plans for increased sales in Canada
this year.
We suggest the elimination of frills in
advertising and the focussing of at-
tention on the markets afforded by
daily newspapers where the audience
is always assured.
bylhe
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This `adveriisement is sponsored _ H
Canadian Daily Newspapers' Associatiom
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