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     bis budget speech. 
     
    
   
   
    
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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 
     
    
   
   
    
       
     
    
   
   
    
     A-dqbllulflr-v-s 
     
    
   
   
    
     i-nqqu-mym- 4p 
     
     ia-u-n-p-n-A-n-g-ryn-ny-m- 
     
    
   
   
    
     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. 
     
    
   
   
    
     n!" In. ‘ l‘ adhn fidllrfiewvnfiner Ksswiafiofl 
     
     »      
     
    
   
   
    
     DAILYsNEWSPAPERS 
     
     e , CANADA 
     
    
   
   
    
     Advertising made the" 
     
    
   
   
    
     of commerce and industry! 
     
    
   
   
    
     In this Dominion ma. 
     
    
   
   
    
     gin/i‘ u. t 1.415114‘ -.'  w.  '-._ -_ ‘Maw. a 
     
    
   
   
    
     n 
     
    
   
   
    
     ,4 1-t..!.-.~.e~n.|--.A- x a. 
     
    
   
   
    
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