Wanamaker On Newspaper Advertising

Here is what John Wanainaker, the most sacoessful merohant in this country, says abont advertising: "I never in my life nsed snch a thing as a poster or dodgei or nandbill. My plan for 20 years has been to bny so mnch space in the newspappr and fill it Dp as I wanted. I won ld nol give an advertisement in a newspaper of 500 cironlation for 5,000 dodgers and posters. If I vranted ' to sell obeap jewelry or rnn a garnbling ! sctaeme I migbt nse posters, bnt I deal i direotly with thfi pnhlifber. I owe my sucoess to the newpapers, aad to them I freely give a certin proflt of my yearly bnsiness. " Mr. Wanatuaker spent 1400,000 last year in newspaper advertising and says be will spend more than that tbis year.