Medford mail tribune., December 05, 1956, Image 28

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a $575,000,000 business 1
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"Newspaper advertising has built .our business." So spoke
H. V. McNamara, president of the National Tea Company,
America's fifth largest food -chain. In .a recent address to the
members .of .the Illinois Daily Newspaper Markets, Mr.'
McNamara made it clear that,- "newspaper- advertising has
been the. greatest contributing. factor in our sales increase . . .
'from $99,000,000 in 1944 to $575,000,000 in -1955." '
Newspapers Get Results
"Newspaper advertising, both national and local, brings re-o
suits, the kind of results you can measure on the' cash register,
or in stock movement, actual sales results, not next week, not
next year; but as soon as the newspaper hits the streets. That's
real ACTION ADVERTISING. That's the kind of impact
that gets results and that's the kind of advertising in which
we like to invest our money." ;.
Two-Thirds Or More For "Action" Advertising
Since 1944 the National. Tea" Company has spent over
30,000,000 for advertising and sales promotion.. and at least
6673 per cent of these advertising dollars has been invested
in newspaper space. In Mr. McNamara's own words: c
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rsMished in the interest of more effective -advertising by Medford Mail Tribune
"Until someone invents another, medium that will do a better
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job of delivery of our advertising wrapped up in a fast reading
package of news, pictures, and interesting, educational features,
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that will get deeper and more .dominant hofae 'penef&ation than
the daily newspaper, I. will continue tooreeommend . P. that we
'earmark at least two-thirds of all '6ur advertising dollars for
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newspapers. Newspaper advertising Is ACTIDNo ADVER
TISING that drives home the impact to get immediate0 results."
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Nothing Sells. Like Newspapers 0
Advertisers in every- field share Mr. McNamara's views.
They know that building- sales, in today's competitive market
is a job for -a giant , . -.a job for newspapers. Only Newspapers
are big enough toreachinto the "smallest hafalet or tojlanket
the biggest city, That's why advertiser big and- small,
national and local are' investing-in newspaper at a record
pace $3,087,800,000 last year, "more than was spent in radio,
TV, magazines' and outdoor combined Put the giant to work
building sales for you.
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All business is local.. .and so art all newspap&'s.
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