a salesman as well as a copywriter to get the best results.
The most effective way to prove to an advertiser the value of everyday usage of space is to induce him, if possible, to take out a contract for a period of not less than three months. It is not a matter of how often should he advertise, but how often can he advertise. Of course his appropriation must be taken into consideration. If it will stand every-day insertions, then by all means encourage him to hit the ball every day. By the time his contract expires, he should be sold completely. After a man is once sold, the rest is easy.
You must take an interest in the advertiser's business. In planning space it should be we, and not you or I. But if you are not sufficiently interested to be sincere in using this term better stay off it. Forget your newspaper and work for him, for without him there wouldn't be any job for you, or any need for the newspaper. He’s the fellow that makes the newspaper possible. He makes your job possible. He is the He is the creator of business, and in sending his messages to the home of the reader, he creates an added interest in your publication. Help him in every way possible to handle his advertising in the most effective way for he measures by results.
RANGE OF ADVERTISING WIDE
Eugene is one of the best advertising towns in the west. Practically every business man in the city is sold on newspaper advertising. The field is highly developed. The butchers and grocers, who a few years ago would not look at an advertising- man, now use space regularly.
It is not strange to say that they find it pays. Why shouldn’t it? Their wares are just as much in demand as any other commodity. Why shouldn’t they go after the business the same as any other dealer? It’s in the cards, and all they have to do is play them.
A business man once said to me that he would not engage in any business that he could not advertise. He went so far as to say if he were postmaster he would use space to increase his receipts and thereby get his salary boosted. I do not know how well this would work out, but this I do know, this same gentleman has spent many thousands of dollars for advertising space, and knows the value of newspaper display.
KEEP MERCHANT OUT OF RUT
The merchant very often in a small town will get into a rut—he’s only human. Merchandise will accumulate and the season will slip away leaving out-of-season goods on his shelves. It is up to the advertising man to see that this does not occur. Suggestions must come in time to save him from such a predicament. It is as much to his interest to keep the merchant’s stock clean and salable as to the merchant’s. He must be alert, watchful, careful, helpful, honest and sincere in his efforts, and never too busy to lend a hand. If it becomes necessary to put on a sale for any reason, he should be capable of conducting a successful sale. There are requirements that must be met.
While an advertising man is on the payroll of the newspaper, in reality he is working for the advertiser.
If he puts forth the right effort for the advertiser his paper will take care of itself. Many times I have been scooped on my own copy in page and half-page spreads, and I have yet the first time to see where I have lost anything by this method. One who is going to put selfishness and pride first, has no business in the game of advertising salesmanship. Remember that the advertiser’s interest must have first consideration.
Encourage your merchants to adopt the budget system. You cannot fully appreciate what this means unless you have
