Selling Newspaper Space: How to Develop Local Advertising

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Ronald Press Company, 1913 - Advertising - 133 pages
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Page 68 - Then follows this injunction: "Advertisements shall be written only on personal inspection of the merchandise." "Tell the whole truth about the merchandise though it hurts," is another rendering of the fundamental Wanamaker rule "to speak truly of the store and its merchandise." "Conceal nothing the customer has a right to know," is still another variation. If cotton is mixed with wool a Wanamaker advertisement must say so. If the article is a "second
Page 6 - Walter Williams, Dean of the School of Journalism of the University of Missouri, Columbia, Mo., as boursiers for the year 1913-14.
Page 25 - No business is worth very much unless it leads to more business. No year is successful unless it points to a still more successful year.
Page 32 - ... Along the same line my rule has been scrupulously to take care of the advertiser who did not take care of himself. This puts a premium on trust as against the policy which I fear is all too general of taking care of the kicker and thereby putting a premium on distrust. A newspaper is built of trust. The impalpable, intangible, invisible thing — Confidence — the confidence of the reader, the confidence of the advertiser, is the solid rock upon which the newspaper properly is founded. Newspapers...
Page 68 - Keep in mind that next to merchandise and service it is the advertisement that adds to or detracts from the store's reputation and character.
Page 69 - Each piece of goods is advertised with the idea of building up business for the whole store instead of merely procuring the sale of one article.
Page 68 - ... Wanamaker advertising pen touches the merchandise ! "When orders are passed for merchandise," says the Wanamaker guide-book, "the buyer of the merchandise shall be interviewed, and all the facts, news, stories and reasons for the purchase be written down and scheduled." Then follows this injunction: "Advertisements shall be written only on personal inspection of the merchandise." "Tell the whole truth about the merchandise though it hurts," is another rendering of the fundamental Wanamaker rule...
Page 5 - This book is based upon a series of lectures which I delivered to the students of advertising in the School of Journalism at the University of Missouri.
Page 79 - Cut out every word and every line that can be erased without omitting the essentials.

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