.STBNING MBiSJR-PJHILADBLPJEiiA, IDAt, feMUMBER 29, 1816
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heard
Every man can be
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The ceaseless struggle of industry
is fought in many arenas. One of
these arenas is national publicity.
There, as in the raw material mar
ket, on the financial exchanges, in
the labor market, in the field of re
tail competition, may be witnessed
the battle for supremacy.
National advertising, however,r
differs from these other arenas in this :
The weak has just as much chance
as the strong.
The young stands level with the
old.
Every where else the match is un
equal. Raw materials can be cor
nered. Men can be hired away.
Markets can be shot to pieces by
vicious competition. Stocks can be
driven down, loans blocked, notes
called.
National publicity alone offers a
fair field and no favor. For no one
can get a corner on public attention.
In so huge a medium as The Sat-
urday Evening Post, the nuiriber of
contestants1 and the size of their ef
forts can never be so great as to
close the doors to others.
While the big factors are vying
with one another, they are constant
ly broadening the opportunities for
the whole industry. However large
the share they may win for them
selves, they are also opening up new
avenues of trade f or all the smaller
factors. The market can be domi
nated. But it is too vast ever to be
monopolized.
We know, among many typical
cases in pointy of one industry in
which several large firms were using
from 25 tto 50 pages a year each in
the Post. A smaller competitor en
tered with only a f ew pages, and at
the end of the year found that his
business had received a greater stim
ulus than it had ever known before.
Whether for firms which are am
bitious to dominate, or for those less
er firms which do not hope for
leadership, and yet depend upon the
national market, The Saturday Even
ing Post offers a distribution so in
tensive that the Vaste of competition
is reduced to a minimum and a mar
ket so vast that its full potentialities
can never be exhausted.
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THE SATUHPSIY
EVENING POST
The medium of dominance
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A book reprinting the series of advertisements
of which this is the last, will be seitf free upon
request addressed, to the Advertising De
partment, The Curtis Publishing Company,
Independence Square, Philadelphia.
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