Newspaper Page Text
All The New* Os Toomb* and Surrounding Counties
MACY’S PUBLICITY CHIEF
EXPOUNDS ‘FOLLOW THROUGH’
OF EFFECTIVE ADVERTISING
E. R. DIBRELL CREDITS NEWS
PAPER SPACE WITH BRING
ING 83 PER CENT OF CUSTOM- j
ERS TO NEW YORK STORE
SALESMAN IS FINAL TOUCH, j
(In Atlanta Journal)
Newspaper advertising is responsi- |
ble for bringing 83 per cent of the
customers into the New Yor store
of R. H. Macy & Co., it was stated
Tuesday evening by E. R. Dibrell,
executive vice president and public
ity director of the firm, inspeaing
to the Atlanta Retail Merchants’ as
sociation in the Chamber of Com- ,
merce building.
Mr. Dibrell stated that scientific in
vestigation of the factors causing
customers to enter the doors of the
establishment were distributed as
follows; Newspaper advertising, 83
per cent; store signs and bulletins,
10 per cent, and 7 per cent “just
happen in.’’
Mr. Dibrell said he had been in
troduced to “Bobby” Jones on the
East Lake course Tusday afternoon,
and he took a factor in the golpher’s
success—the “follow through”—as
the main illustration of his talk.
“The main point in this ‘follow
through,’ he said “is in the education
of the sales force, for after all it is
the vital moment of contact between
the salesman and thee ustomr which
decides whether the money spent
for newspaper advertising shall oay
pr shall be wasted.”
Turkish Towel Sale
To illustrate this thought he took
a recent successful sale of 420,000
Turkish towels put on by Macy’s.
For this sale 100 extra salespeople
were added to the department, and
a corps of twenty-five extra tele
phone operators to take telephone
orders. Each salesman was given in
dividual instruction by a staff of
teachers and the entire conversation
and actions of each ndvdual were
planned and perfected beforehand.
“We specalze n several different
kinds of newspaper advertising. First
there is the general and specific ad
vertising of regular good in stock
which we carry n our daily “news
ads’. Then there is the assortment
advertising,, done with the idea of
centering interest on certain depart
ments, at the particular time of year
when interest is centering on the
goods ooffered in that department.
We find that customers, women es
pecially, unconsciously ‘rate’ the dif
ferent departments of the various
stores. A woman will have a fancy
for the furniture department of one
store, the hosiery departmtnet of an
other, and so on. Whenever we find
that one of our departments is not
rated so highly by customers, we at
tempt to correct what fault there
may be and then go after the pub
lic with a series of ‘good will’ adver
tisements.
“New Style Ad*”
“There is the new style advertise
ment, in which the attempt is made
to sell the public something new,
and this calls for the most attractive
arrangement of the ads. A low price
if left by itself, will not make a suc
cessful appeal; the goods must be
made tempting by stylishness.
“Another important type of ad
vertisement is the ‘institutional ad.
In this form we create interest and
comment by giving facts concerning
policy, personnel, location, and so on,
and facts which have a human inter
est appeal. It is by thie means that
you put your store in the public eye.
“Some of our sales and the adver
tisements which arc to go with them
are planned as much as a year in ad
vance, with all arrangements being
perfected in the minutest detail. This
however, is not enough. After the
sale is over, there must be the care
ful checking up and analysis of the
results, with an eye to future lm
provements.”
In order that as small a percent- i
age as possible of the money and ,
painstaking effort expended on news
paper advertising should not be wast
ed the upmost caution in selecting
and training the sales force must be
obeserved in following up the ads,
Mr. Dibrell said.
“Experience is the knowledge gain
ed ona given job,” he said. Os
the customers that come into a store
about 30 per cent do not buy, and
most of them are lost by improper
salesmanship or because of improper
arrangement of groods. Too much
expense and time cannot be expend-
in acquainting the sales force
with all details of the sale and in
teaching them the psychology of
“-nerfare three kinds of selling:
objective selling, or the selling done
by window displays: written selling,
or that done by the advertising we do
in the newspapers, and oral selling,
or salesmanship.
SPARGO WARNS OF j
U. S. OWNERSHIP i
DRIVE IN CONGRESS
|
MUSCLE SHOALS VALUE TO THE
SOUTHEAST IS THREATENED
BY GOVERMENT OWNERSHIP
DRIVE IN NEXT CONGRESS.
Unless I misread the signs that
have already appeared upon the polit
ical horizon, the next Congress will
witness, and perhaps be characteriz
ed by, a vigorous, determined and
ably led attempt to place an impor
tant part of the industrial develop- •
ment of the country under Govern
men ownership and management. I
Such a menace to our national well
being is not to be lightly regarded.
Forewarned is forarmed, Plausible
and alluring in theory as it undoubt
edly is, in practice Government owner
ship and management of industry 1
everywhere results in arrested prog
res, stagnation, lowered efficiency
and an appalling growth of bureau- 1
cracy. It would be difficult to con
! ceive of anything more disastrous
occuring in our economic life than
such an extension of the principle of |
nationalization contemplated by cer- \
tain professional propagandists with
their headquarters in the national
; capital.
The plans of this group appear to
me to be pivoted upon an attack di
rected against the hydro-electric in
dustry of the country as a whole, but
particularly as represented by cer- ,
tain large companies which are im- -
mediately interested in some of the
great outstanding opoprtunities for
development and the growing need
therefor. Most notable of these
are, of course, Muscle Shoals and
Boulder Dam. Under a guise of a
j disinterested movement to save the
people from exploitation and oppres
sion by the so-called Power Trust —
purpose sincerely, if mistakenly, be
lieved by some engaged in the move- -
ment—the attempt will be made to
cimmit the National Government to
a far-reaching program of that sort
of collectivism which has everywhere
proved disastrous and is incompati- |
ble with the spirit and genius of our
institutions. The wise and adequate
control set up and maintained under
the Federal Water Power Act of
1920, which combines with oppor
tunity for private industrial initia
tive and enterprize comprehensive
regulation in the public inerest and j
protection against monopolistic ag- j
gressions and abuses, does not satis
fy these people; they want private
initiative and enterprize to be alto
gether excluded from this most im
portant branch of our industrial sys- j
tern and replaced by government ;
al agencies.
If private enterprize had notably |
failed in this department of our eco
nomic life, subjecting the nation to
the evil consequences of its failure,
it would be easy to view this propa
ganda with patience and sympathy,
even if not with approval. But what
are the facts as to that? It is com
mon knowledge that nowhere has
private enterprize been more abun
dantly justified than in this field.
No branch of economic activity in
any land or any age can show results
so uniformly beneficient, so free from
ill and untoward effects, promiting
the well-being of so large a part of
■ the population. Nowhere else, so
far as I know, can be found an equal
record of increasing returns at a
diminishing cost. Electric power in
'this country, under private owner
ship, presents the strking phenome
■ non of an indispensable commodity
for which the demand ncreases faster
the supply steadily declining in
; price, in spite of an upward trend of
; the price of practically every com
; modity. Electric energy is the
1 cheapest service the world knows or
has known.
I have no recent dependable sta
tistics showing what proportion of
the total industrial power used in the
United States oday is electrical. Pos
sibly such statistics do not exist. On
1923 is was 70 per cent. Today it
cannot be less than eighty per cent.
And it is probably higher than that.
For every worker employed in our
manufacturing establishments in
1923 there was mechanical energy
amounting to more than three and
thre-quarters horsepower, of which
more than two-thirds was electrical,
Today there is probably mechanical
energy amounting to not less than
four and a half horsepower behind
every industrial worker in America.
Behind these facts there is the most
inspiring chapter in the whole story
of man’s increasing mastery over his
enviroment. They explain that the
greatest of all phenomena, increasing
productivity with lighter toil and bet
ter living. Taken as a whole, no
workers anywhere in the world work
’ under conditions equal to those pre
jvailingf in this country or enjoy any-
I thing like a high standard of living.
:And there is no country in which in
centive genius has brought into the
I homes of the masses so many agen- 1
cies alleviating the toil of the house
keepers. It is no longer true to say, |
as John Stuart Mill did in his day,
that it “is doubtful whether all the i
mechanical inventions have lightened
the day’s toil of a single human being.
One has only to watch operations
on any construction job for half an
, hour to realize that electric energy j
is saving human energy to a most ex
traordinary degree. And every time j
electric horsepower takes the place j
of human muscle the cause of prog
ress is served.
j Such are the results that have been
\
attained under a system based upon j
private enterprise subject to social
regulation.. Where Government j
1 ownership has been tried it has
achieved no results comparable to |
those which have been attained under |
the system that has prevailed in this
country. The socialization of ad
vantage, by which I mean the in- 1
creasing diffusion of the benefits of j
our mass production and the constant
advance toward a perfect communism
of oportunity, is the outstanding
fact and the great triumph of our
system of individualism modified by
social pressure wisely applied.
! No thoughful student of our so
cial problems objects to that regula- j
tion of our industries which is wisely
I conceived in the interest of the
; worker, the consumer and the State, 1
and vfrhich permits the development of
the industries to proceed with the
maximum advantage to all three. The
present-day leaders of American in
-1 dustry, with rare exceptions, recog
nize the need of such regulation and
welcome it. What is objected to is
that so-called ‘regulation’ which is
in reality Government interference, j
conceived and set up in a spirit of
hostility to private enterprise, with
the deliberate intention of placing
i basic or “key” industries in the hands
of the Government. This way lies
stagnation, certain loss of efficiency,
inevitable lowering of the standards
of living and, soon or late, the servi
tude of labor to a bureaucratic ma
chine.” |
FAST
NON-STOP
Train
f MACON
*° ATLANTA
2 Hours j
% H leaves MACOM !
\w\ use P. M. i
v ,=.U Commencing Tuesday, May 1
%ml 24th, the SOUTHERN will J
H'\\ inaugurate a non-stop train
> between Macon and Atlanta, ,
%, leaving daily at 1:50 P. M., j
Y making the trip in two hours. j
Round Trip j
Tickets j
Good 2 days $4.25 J
Good 6 davs ....... $4.80
Automatic train \
control and Vm\ \
Electric Block yhjßk
signals yM \ C. B. RHODES
all the way \ division passenger acent
MACON • GEORCIA
— 5?-
SOUTHERN RAILWAY SYSTEM
THE VIDALIA ADVANCE
ABOUT ADVERTISING
Coiambus Ledger: Advertising is
the stimulus that makes poor business
good. Its the tonic that can always
i be depended upon to turn dull days
into busy, prosperous periods. Let’s
think it over!
i Referring to the very great impor
tance of advertising—constant pub
licity—E. R. Waite, commercial ex
pert and economist, writes, asking:
j “Did you ever stop to think—
“ That satisfied customers build
! better business?
“That dissatisfied customers will
tear down any business? i
! “That no business concern can af
ford to have many dissatisfied cus
tomers? If it can’t change dissatis
fied customers into satisfied custom
ers, its days are numbered.
“That satisfied customers come
again and never lose an oppor
tunity to tell their friends, which
means more business?
j “That quality, reasonably priced
and well advertised, satisfies custom- j
| ers?
“That unknown, unadvertised pro
ducts seldom satisfy customers?
“That people generally are skepti
cal and have little confidence in
in goods or service that does not i
stand the light of advertising?
“It takes continuous advertising to
keep stock from becoming shelf
warmers. Those concerns who only
advertise once in a while find that
many customers forget them be
tween advertisments.
“Business concerns who advertise
only once and a while find that peo-
I pie accept the invitation of those who
advertise continually.
“The peoples’ are not spasmodic;
their neds are constant, and to the
public non-advertisers are concerns
who no not want their business bad
enough to invite it.
“Business comes where it is invited
and where it is well treated.”
There is food for serious thought
in the above lines. When a man is
sick he needs a doctor; just so, when
a business i 3 “ailing” it neds a tonic
—advertising.
! LADIES, who can do plain home
sewing and want profitable spare
: time work. Send stamped addressed
envelope for particulars. GLENDALE
| CO., PUTNAM STATION, N. Y.
There is no satisfactory reason
for believing that a woman who is
always harping will make a good an
gel.
■ MACON, DUBLIN & SAVANNAH I
I . RAILROAD COMPANY I
Schedule
S ARRIVAL AND DEPARTURE OF I
i PASSENGER TRAINS I
Vidalia, Georgia
H Arrives from Leaves for I
7:00 PM Macon 7:00 AM
10:50 A M Macon 1:00 PM
7,1 For information as to through fares, schedules etc., L
apply to Agent or
I G. H. WHITAKER, Traf. Mgr. I
MACON, GEORGIA
important Notice "
0
*
GEORGIA & FLORIDA RAILROAD
0 v ,
Greatly Reduced Week End Rates
One And One Third Fare For the Round Trip
0
Commencing Saturday, April 2nd, up to and including October 2nd,
1927, the Georgia & Florida Railroad will sell from all ticket agency stations
round trip week-end tickets on each Saturday and for Sunday morning
trains, scheduled to leave station before noon Sunday.
Final Limit of Week-end Ticket* Midnight of Monday After Date of Salo
Commencing April 29, 1927, the Georgia & Florida Railroad will als<J
•ell up to and including September 25th, week-end tickets to Florida Beacli
Resorts. These tickets will be on sale every Friday, Saturday, and flan*
day mornings, limited good to return by midnight Tuesday following data
of sale.
For further information consult your agent or write the undersigned.
J. E. KENWORTHY,
General Passenger Agent,
Augusta, Ga.
SUNDAY AND WEEK END “
Excursion Fares To
SAVANNAH AND TYBEE
SUNDAY EXCURSIONS Week End
Effective Sunday, Apr. 3rd, 1927 Excursion
Effective Apr. 1, 1927
Eastern Savannah Tybee Tybee
Time and Return and Return and Return
Lv. Americus 2.25A.M. | $3.00 | $3.50 | $9.25
Lv. Huntington 2.45A.M. | 3.00 | 3.50 | 9.05
Lv. Leslie 2.53A.M. j 3.00 1 3.50 8.85
Lv. DeSota 2.57A.M. j 3.00 | 3.50 8.80
Lv. Cobb 3.05A.M. | 3.00 | 3.50 8.60
Lv. Flintside 3.10A.M. | 3.00 I 3.50
Lv. Coney 3.19A.M. j 3.00 j 3.50 . 8.30
Lv. Cordele 3.35A.M. j 3.00 j 3.50 8.05
Lv. Penia 3.45A.M. | 3.00 ! 3.50
Lv. Seville 3.57A.M. | 3.00 3.50
Lv. Pitts 4.05A.M. | 3.00 j 3.50 | 7.40
Lv. Rochelle 4.15A.M. | 3.00 j 3.50 | 7.15
Lv. Abbeville 4.33A.M. | 2.75 3.25 6.80
Lv. Rhine 4.49A.M. | 2.50 j 3.00 6.60
Lv. Calvin 4.55A.M. | 2.50 I 3.00
Lv . Milan 5.04A.M. | 2.50 | 3.00 6.15
Lv. Helena 5.22A.M. | 2.00 | 2.50 5.70
Lv Erick 5.37A.M. I 2.00 j 2.50 5.40
Lv.’ Alamo 5.45A.M. | 2.00 | 2.50 6.25
Lv. Glenwood 5.59A.M. | 2.00 2.50 4.95
Lv Mt. Vernon 6.13A.M. | 2.00 ! 2.50 4.75
Lv Ailey 6.18A.M. ! 2.00 j 2.50 '4.65
Lv Vidalia 6.50A.M. | 2.00 | 2.50 4.20
Lv. Lyons 7.06A.M. j 2.00 | 2.50 4.00
Lv Ohoopee 7.20A.M. j 2.00 j 2.50 3.70
Lv! Collins 7.40A.M. 1 1.75 | 2.25 3.40
Lv. Manassas 7.50A.M. | 1.75 ] 2.25 3.20
Lv. Belleville 7.55A.M. | 1.75 2.25 3.05
Lv Hagan 8.00A.M. j 1.75 1 2.25 2.95
Lv. Claxton 8.09A.M. 1.75 I 2.25 2.90
Lv. Daisy 8.18A.M. 1.75 2.25 2.70
Lv Groveland 8.28A.M. 1.50 • 2.00 2.45
Lv. Reka 8.36A.M. 1.40 1.90 2.30
Lv. Pembroke 8.44A.M. 1.25 1.75 2.16
Lv. Lanier 8.54A.M. 1.00 1.50 1.95
Lv. Ellabelle 9.01A.M. .90 1.40 1.80
Lv. Meldrim 9.23A.M. .75 1.25 1.76
Lv. Statesboro 7.30A.M. 2.00 2.50 3.06
Lv Brooklet 7.50A.M. 1.75 2.25 2.76
Lv Areola 8.00A.M. 1.50 2.00 2.60
Lv. Stilson 8.08A.M. 1.50 • 2.00 2.35
Ar. Savannah 10.05A.M. j
Week End Tickets on Sale Fridays and Saturdays, good returning
Tuesdays, following date of Sale.
Tickets will be honored only on trains scheduled to stop at Stations
as shown in Division Time Cards. _ ,
Returning—Effective Sunday, June sth—Train No. 13 will be held **
Savannah until 6.15 P. M., Sundays.
Baggage checked only on Week-End tickets only to Savannah.
No Baggage checked on Sunday Excursion tickets.
Subject to withdrawal without notice.
For Additional Information, Apply to Ticket Agent
SEABOARD
AIR LINE RAILWAY ,
'• • “ .• V /
Eight PagM Every Week
—FOR RENT—Apartment, mod
ern conveniences. Private entrance.
Separate light meters. Apply 495
Church street; phone 78. ts.