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Every business man knows
that the stability of his business is
measured by re-orders.
If customers do not come back,
something is wrong.
But if the most careful buyers
in the field, having tried the goods,
find them satisfactory and come
back for more, the business is
sound.
Advertising may be judged by
the same sure test. ,
That is, the re-orders of Post
advertising amounted to 85.
This evidence of the stability of
modern advertising is not new. A
year ago, similar figures showed
thatin 1914 the Post obtained 85.8
of its business from firms who had
used its columns in 1913.
In 1915 The Saturday Evening
Post carried the equivalent of
1682 full pages of advertising
1,143,502 lines.
Of this, 1429 pages, or 971,991
lines, came from firms which had
also advertised in the Post the
year before.
These figures mean that:
The Saturday Evening Post
drew 8$ of its volume in igiS
from the same customers that
had bought its space in igi.
4
such a condition any busi
ness, whatever the product or sales
method, might well be proud.
It expresses the consensus of
experience of astute buyers, ex
tending over a period of years.
It testifies to the establishment
of advertising as an integral factor (
in economic development as a
profitable investment not an ex
pense, not a speculation.
It means that manufacturers
may invest in advertising iii full
confidence of substantial return.
It reflects the stability, the
soundness, the permanence, of ad
vertising today.
THE CURTIS PUBLISHING COMPANY. . """'
Independence Square, Philadelphia
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xwwrc nowie4ourna,L, ne Saturday Evening Post ,,v .... Jhe Country Gentleman: vR-
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