“IT PAYS TO ADVERTISE.”

Stratford Evening Post, Volume XXXI, Issue 34, 7 September 1916, Page 3

“IT PAYS TO ADVERTISE.”

COMPANY SELL NEARLY 1000 RANGES SN A WEEK. A remarkable tribute to the value and immediate efficacy of newspaper advertising was paid by Mr Robert E. Livingston, director of publicity and advertising manager of the Consolidated Gas Company of New York, in connection with the Associated Advertising Clubs’ Convention hold at Philadelphia in the first week in July. “Mr John AVana maker very forcibly pointed out the superior advantages of newspaper advertising,” said Mr Livingston. “1 think advertisers generally now realise that the newspapers not only have the ‘pulling power,’ hut that they give the advertiser ‘quick action.’ An advertisement prepared to-dav appears in the newspapers to-morrow, and immediately the merchant begins to turn his merchandise into cash. The period of ‘watchful waiting’ for customers is reduced to a minimjim of minutes as against days or weeks. “I had a wonderful illustration of this a few weeks ago in New York,” ho continued. ‘‘The Consolidated Gas Company decided to oiler ranges for sale at a reduction in price. Wo advertised exclusively in the daily papers. What was the result? Nearly 1000 ranges were actually sold. Never before in the gas history of the two boroughs, Manhattan and the Bronx, had there been such a sale. We sold as many ranges that week as we sell during the year. The crowds that were drawn to our branch offices not only made other purchases of kitchen gas-using utensils, hut we ‘rented’ nearly ' -1,000 ranges, which made the second new ‘high-wawr mark’ for a week.

“It pays to advertise,” he added. “Yes, and it pays to advertise in the daily newspapers.”