EVENING' Ii15D0BHPHIirADEnPHIA; TUESDAY. SEPTEMBER 26, 1916
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CONSISTENCY
something more than persistency
A notable tendency in advertising
during the past few years has been
increased consistency.
While using larger units of space
than ever before, advertisers are also
making their publicity more sus
tained, more regular.
Formerly, at certain seasons, many
campaigns broke off suddenly, as if
all at once the public had ceased to
form buying habits.
But a review of the issues of The
Saturday Evening Post during the
past summer will show how many
advertisers are using schedules of
every week, every other week, or
every month throughout the year
large space steadily maintained.
This is a policy of being consistent
rather than just persistent.
For it is far in advance of the
elementary idea of mere repetition.
It means that national advertising
has become an integral part of the
business policy of these firms inter
twined with their every activity.
It is as much a continuous, unceas
ing function as the development of
their horse power. They would
no more interrupt it than they would
discharge their sales force every
summer to hire a new one in the fall.
They recognize that, in season and
out, their national publicity is at
work, molding opinion, steadying
demand, enthusing the trade, throw
ing up on all sides a breastwork of
protection.
And as the chief means to this end,
they have adopted the Post, because
of its vast circulation and intensive
distribution, and also because of the
telling force with which it strikes on
the public consciousness, every
week, week after week.
No one unit in a Post . campaign
can be viewed as a single advertise
ment. It is part of a constant
national movement.
The Post is like a great stream of
power, flowing ceaselessly onward.
It is turning the wheels of hundreds
of selling mechanisms in a hundred
different industries. The accumu
lated force of its contact with these
gives it more power to deliver to you.
And it gains momentum week by
week. Each time you employ it, it
gives you more power than before.
This is why the advertiser who
would harness to his own business
the maximum of Post energy em
ploys it consistently, with dominat
ing space.
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THE
EVENING POST
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The final advertisement in this se
ries, will appear September 29.
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