j
p
OLKS
who
are
in
the
position'
to
know
where
sales
are
made,
where
results
are
immediate
and
who
demand
action
from
advertising
continue
to
use
space
in
the
daily
newspapers.
While
others
argue
about
the
efficacy
of
vanous
media,
the
retailer
who
sells
direct
to
the
consumer
consistently
invests
his
money
in
daily
newspapers.
he
retailer
demands
dividends,
and
he
gets
them
rich
dividends.
The
medicine
that
is
good
for
the
retail
outlet
is
equally
good
for
national
advertisers
whose
aim
is
to
reach
the
same
consumer
through
the
retailer.
The
biggest
advertisers
in
the
world
use
daily
newspapers
day
in
day
out,
year
in
and
year
out,
and
they
must
know
something
about
successful
advertising.
t
:
i.
'-
t
'"K'y
Tit-
HPHE
most
successful
national
advertisers
in
Canada
have
always
made
the
daily
newspapers
the
backbone,
if
not
the
entire
structure,
of
their
merchandising
set
up.
They
too
have
found
frills
costly
and
non-productive.
There
are
still
those
who
must
learn
by
a
series
of
experiments
do
you
want
to
be
one
of
these
in
1932?
Make
no
mistake,
the
retailer
knows
where
results
are
sure,
where
sales
are
made.
National
advertisers
will
do
well
to
keep
this
in
mind
when
making
plans
for
increased
sales
in
Canada
this
year.
We
suggest
the
elimination
of
frills
in
,7"
advertising
and
the
focussing
of
at-
tention
on
the
markets
afforded
by
daily
newspapers
where
the
audience
fcfw
is
always
assured.
v
ViJ
'
This
advertisement
is
sponsored
by
the
Canadian
Daily
Newspapers'
Association