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A Permanent Business Built
By Permanent Advertising
Advertising in THE LADIES' HOME JOURNAL
for twenty consecutive years has been
the backbone of "Mum" selling policy
In the summer of 1902, with an initial in
vestment of $900, Geerge B. Evans began
advertising "Mum" in The Ladies' Heme
Journal. "Mum" was then sold only in
Evan's' drug stores, two department
stores in Philadelphia and a few stores
in large cities like New Yerk and Chicago.
The preliminary advertising results were
se satisfactory that the next year he be
came a consistent advertiser in The
Ladies' Heme Journal. Every year of
its advertising history the "Mum" busi
ness has shown a steady increase.
Frem this small beginning the volume of
"Mum" advertising investment has grown
steadily year by year. In 1919, when
The Ladies' Heme Journal and The
Saturday Evening Pest carried a major
portion of the advertising, the business
took a further jump.
Consumer advertising has built the
"Mum" business te a point at which it is
new hard te find a store anywhere in the
United States where "Mum" is net sold.
During 20 years that "Mum" has been
advertising in The Ladies' Heme Jour
nal, a permanent and consistently grow
ing demand has been developed through
this permanent advertising policy.
An ever-increasing number of Philadel
phia manufacturers are adopting the
policy of permanent advertising in the
Curtis publications, and there are many
ethers whose products could fill the per
manent market which their quality war
rants, if they advertised.
We should like te discuss with you
what advertising can de for your business
THE CURTIS PUBLISHING COMPANY
INDEPENDENCE SQUARE, PHILADELPHIA, PENNSYLVANIA
The Ladies' Heme Journal
The Saturday Evening Pest
The Country Gentleman
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