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FQLKS who are in the position to

know where sales are made,

where results are immediate and who demand action from advertising- continue to use space in the daily newspapers. ‘

While others argue about the efficacy of various media, the retailer who sells direct to the consumer consistently invests his money in daily newspapers. The retailer demands dividends, and he gels them-rich dividends.

The medicine that is good for the re- tail outlet is equally good for national advertisers whose aim is to reach the same consumer through the retailer.

The biggest advertisers in the world use daily newspapers day in day out, year in and year out, and they must know something about successful advertising.

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THE most successful national

advertisers in Canada have

always made the daily newspapers the backbone, if not the entire struc- ture, of their merchandising set up. They too have found frills costly and non-productive. » '

There are still those who must learn by a series of experiments-.-do you want to he one of these in 1932?

Make no mistake, the retailer knows where results are sure, where sales are made. National advertisers will do

well to keep this in mind when mak-

ing plans for increased sales in Canada this year.

We suggest the elimination of frills in advertising and the focussing of at- tention on the markets afforded by daily newspapers where the audience is always assured.

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This `adveriisement is sponsored _ H

Canadian Daily Newspapers' Associatiom

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