Printers' Ink, January 6, 1916 (Vol. 94, No. 1)
A 148-page weekly issue of Printers' Ink from the first week of 1916, opening with N. W. Ayer & Son naming W. M. Gerdine a partner.
What it is
A 148-page weekly issue of Printers' Ink from the first week of 1916, opening with N. W. Ayer & Son naming W. M. Gerdine a partner. The lead article shows how the Fox River Butter Company sells Meadow Gold butter: a sealed carton, standardized pasteurized butter, its own distributors, and advertising run by zone and season, 85 per cent on posters, turned up or down to match cream supply. Other pieces cover Post Office rules on prize contests, grocers refusing coupon "free deals," W. W. Garrison on finding a new angle for a look-alike product, a salesman's prize letter on selling through architects, a plan to sell flowers by mail through one florist per town, economists debating resale price maintenance, Cameron McPherson's "don'ts" for sales letters, a $300,000 cement industry campaign, a church that advertised its membership from 215 to 606, and the Little Schoolmaster on secrecy breeding rumour.
Why read it now
The issue shows American marketing turning into a management discipline, and several pieces still hold. The Meadow Gold case is a clean model of matching demand creation to supply: heavy bursts in a few districts in rotation rather than thin national cover, and a budget that grows or shrinks with output. Any business with perishable capacity, such as hotel rooms, event seats or seasonal produce, can copy it. McPherson's rule to list the buyer's objections before writing, instead of the product's features, is standard sales-letter practice today. Garrison's new angle, a true product fact rivals could not claim, is an early unique selling proposition, and it worked because it was checkable. The church measured its channels by asking newcomers how they heard, which is still the basic attribution question. The price-maintenance debate is dated in US law, though the argument over discounting branded goods is not. The editorial's takedown of Macy's survey is a useful lesson in reading loaded polls. To use it, map your capacity month by month and set ad weight to follow it, not the calendar.
Passages worth keeping
it is deemed more effective to make fairly heavy showings in selected districts each year than to make light showings in all
الأفضل أن تعلن بقوة في مناطق مختارة كل سنة من أن تعلن بضعف في كل المناطق، ثم تدور على المناطق بالتناوب.
If production is short he must be able to cut down advertising quickly, and save waste.
إذا قل الإنتاج فعلى صاحب المنتج أن يخفض الإعلان بسرعة، لأن الطلب الذي لا يجد بضاعة مال ضائع.
Instead of talking about every advantage the article offers the buyer, think of the disadvantages that might keep the buyer from buying.
قبل أن تكتب رسالة البيع فكر في الأسباب التي تمنع المشتري من الشراء وأجب عنها، بدل أن تعدد مزايا المنتج.
He is constantly checking up the value of the different methods used, principally by inquiry of strangers who attend services.
كان القس يسأل كل زائر جديد كيف عرف بالكنيسة، فيوقف الوسائل التي لا تأتي بأحد ويزيد ما ينجح منها.
Nobody has much chance to speculate when you have disarmed him in advance with a full and frank statement of the facts.
إذا أعلنت الحقائق كاملة وبصراحة من البداية لم يبق للناس مجال لنسج الشائعات، فالتكتم هو ما يصنعها.
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