HERALD AND NEWS, Klamath Falls, Ore. Thursday, May 23, 1963
What can anyone say about a newspaper strike?
w
A
Stores and newsvaversL ' lcan'tdo without each other. We
all knew it, but it took the costly New York strike to remind everybody
all over again. "The daily newspapers and retail stores are equally de
pendent upon each other for the success of their enterprises" "The stores
were not able to mount an effective fashion campaign without the daily news
papers' rr. . . it is essential to stimulate consumer interest through massive
newspaper advertising or a generally depressing effect on sales will set in. The
recent strike was aptly called ra creeping disaster'." "The downtown area
of any major city is a unified shopping- center whose prosperity depends
upon the traffic-pulling power of big store advertising. When this adver
tising is not present, as in the recent strike, the entire area feels the
effects." "Without advertising, newspaper adver
tising, retail merchandising c 4 ' ' would be in a chaotic state."
"There is no substitute I y . j for the daily newspaper
as the major medium for j retail advertising."
Excerpts from a talk by Mr. Edicard F. Englc, ,v Manager of the Sales Promotion Division, NRMA, at
the annual convention of the National Retail VV Merchants Association in Hollywood, Florida, April 24th