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The old way was to put advertising behind the
selling force of a business.
The new way is to put advertising ahead of the
selling force.
Just as the modern general hurls over the heads of
his charging regiments a curtain fire from the heavy
artillery, so the modern manufacturer prepares the
way for his attacks by a continuous fire of advertising.
The Saturday Evening Post is the heavy artillery of
commerce.
It is the Dominant Publication of America.
Those manufacturers who, through advertising,
dominate in their, respective industries, are the
dominant users of space in its pages.
They know that the market which the Post sweeps
is so vast that it cannot be exhausted.
Never yet has there been in the Post an advertising
campaign, no matter how great, that even approached
its full potential of the trade to be won there.
The house that could get all the business in its line,
of even half of these two million families, would be
unable to take care of the orders.
The largest advertiser in the Post is still increasing
his schedule.
This market can never be monopolized. There are
industries in which a dozen or more manufacturers
are constantly using the Post. Each is increasing his
own sales. And each is helping all the others. To
gether they are steadily widening the bounds of a
market in which there is always room for still more
contenders.
Thus-the competition made possible by the Post is
a great constructive force.
The struggle is swift and keen, and open to all. In
this arena every man, small or great, may win accord
ing to the strength of his stroke.
The Post cuts down the waste of competition and
distributes goods to the consumer at lower cost.
Its volume of advertising today is huge because
there is so much merchandise to be moved, and
because the Post has proved to be the economical
means of moving it.
In this week's issue are advertised the products of
120 different businesses. The majority of the adver
tisers are the leaders of their fields.
Most of these manufacturers appropriate a small
percentage of their gross sales for advertising. Every
dollar invested in the Post must produce in actual
sales not less than$50. Otherwise advertisers would
not continue to use the Post.
This vast volume of sales which Post advertising
stimulates is a stabilizing influence felt throughout the
entire commercial structure of America. Not only
the manufacturer and the merchant, but also the
banker, today recognize the power of the Post. It
forms a legitimate basis for credit. -
The Saturday Evening Post is a curtain of fire under
which the whole front salesmen, jobbers and deal
ers moves forward and sweeps the field.
More That!
TwoMillionBuyers
THE SJHUHpAY
EVENINCPOST
The Dominant Publication .
INDEPENDENCE SQUARE - PHILADELPHIA PA.
ThislRfeek's Issue
140 Pages & Cover
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