Printers' Ink, bound volume (November 4, 1915 to January 20, 1916)
Twelve weekly issues of the New York advertising trade journal, 4 November 1915 to 20 January 1916, bound in about 1,600 scanned pages.
What it is
Twelve weekly issues of the New York advertising trade journal, 4 November 1915 to 20 January 1916, bound in about 1,600 scanned pages. America is not yet at war, and the talk is of distribution, dealers and price maintenance. Edwin A. Walton explains why Burroughs stopped chasing inquiries: the more its ads educated, the fewer coupons came back. Thomas Russell tells how Wrigley's free boxes failed in Britain until retailers were given a reason to display the gum. Paul E. Faust sets out Armour's idea of consumer acceptance, drawn from grocers' telephone orders. James D. Adams argues that a market yields only to an idea, using an imaginary egg beater called Joco. R. O. Eastman counts the waste of speculative art work, Roy W. Johnson reports Trenton Potteries printing retail prices, and a former sales manager shows a shoe house losing its salesmen by selling on price alone.
Why read it now
The volume is strongest on questions marketers still argue about. Walton's finding that educational ads draw fewer inquiries but better buyers is the lead quality against lead volume problem that paid campaigns in the Gulf face today, and his answer, judge ads by sales, not responses, still holds. Faust's split between demand (asking for a brand by name) and acceptance (not refusing it when the dealer offers it) is close to what brand research now calls mental availability: most buying runs on easy recognition, not insistence. Adams's case for one big idea carried through every piece of copy matches effectiveness studies showing that consistent campaigns outperform frequent changes. The price-only shoe house is an early account of the discount trap. What has dated: the campaign for resale price maintenance, now restricted by competition law in many markets, and long fights over trade-mark cases. Use: before raising a budget, score the last campaign on sales per lead, not cost per lead.
Passages worth keeping
The more the advertisement does to bring all its readers to a state of mind more favorable to the purchase of a Burroughs Adding Machine, the fewer the replies.
كلما نجح الإعلان في تهيئة كل القراء للشراء قلّت الردود عليه، فعدد الاستفسارات ليس مقياسًا لجودة الإعلان.
They argued that what they could get for nothing must be just about worth nothing
التاجر الذي يأخذ البضاعة مجانًا يظن أنها بلا قيمة، فلا يبذل جهدًا في بيعها.
We can see the fact to be plainly apparent that the attitude of Acceptance is quite as desirable as Demand.
أن يقبل المستهلك العلامة حين تُعرض عليه لا يقل قيمة عن أن يطلبها باسمها.
The New York market, or any other market, is not to be won with $100,000 or with a million; it will yield only to an idea.
المال وحده لا يفتح سوقًا، فالذي يدخل عقل المشتري فكرة واضحة، والميزانية تنشرها فقط.
And it is probably true that advertising is responsible for the scrapping of more worn-out trade customs than any other one thing.
الإعلان للمستهلك مباشرة يكسر عادات تجارية بالية أكثر من أي عامل آخر، مثل الأسعار الوهمية في القوائم.
The scanned text has OCR errors. The passages are quoted from it, with only obvious slips fixed.
What it teaches best
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