JgVgETOG EDGERPmL8ADELTHJAy!FRIDYSEPTEMBl IS, "1910
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What are Dominant Meth
- of Advertising ?
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.Dominance implies bigness and
broadness.
The firm which would reach and
maintain a position of leadership in
its industry must employ methods
which are in keeping.
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Its ideals must be high, its policies
sound, its dealings broad-gauged.
Its sales force must be able and
alert In every activity it must be
represented in a manner that speaks
of dominance.
Most important of all, the side
which it presents to the public its
publicity must convey the impres
sion unmistakably.
In each field of promotive effort
which it enters, it must employ the
medium which is itself dominant in
that field.
It must employ that medium with
a force anda, consistency commen
surate with its opportunity and its
ability.
Its ambition for dominance, ov its
assertion of dominance, puts upon
it this obligation:
To dominate in the medium
which itself is dominant.
In the field of national promotion
the dominant medium is The
Saturday Evening Post
Its position is due to these facts:
The Post reaches a major portion
of the entire potential market It
reaches most of the trade factors.
It reaches particularly those dom
inant consumers and merchants in
each city and town who influence
the demand and the supply for all
the rest of the community.
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It influences; therefore, practically ,
the entire market for most com
modities. The peculiar strength of the Post,
due to its character, its broad distri
bution, and its intensive methods of
searching out the dominant public
in each community, has made it, for
manufacturers in many branches of
industry, the means of attaining
dominance.
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THE SATURDAY
EVENING POST
The medium of dominance
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The methods which have made
The Saturday Evening Post the
dominant medium wjll be dis
cussed in our next advertisement,
to appear September 19. v v
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