. Canadian forest industries January-June 1919. Lumbering; Forests and forestry; Forest products; Wood-pulp industry; Wood-using industries. 40 CANADA LUMBERMAN AND WOODWORKER April 1, I'jlj because their neighbors advertise and they are afraid not to—a de- fensive attitude. To the two latter class of advertisers no advice is necessary—if they are going to spend the money anyway, they could not find an institution more deserving of their charity than the aver- age local newspaper. Unquestionably, newspaper advertising that is well planned and well directed makes a very satisfactory investment.
. Canadian forest industries January-June 1919. Lumbering; Forests and forestry; Forest products; Wood-pulp industry; Wood-using industries. 40 CANADA LUMBERMAN AND WOODWORKER April 1, I'jlj because their neighbors advertise and they are afraid not to—a de- fensive attitude. To the two latter class of advertisers no advice is necessary—if they are going to spend the money anyway, they could not find an institution more deserving of their charity than the aver- age local newspaper. Unquestionably, newspaper advertising that is well planned and well directed makes a very satisfactory investment. The results that it brings forth are in direct i)roportion to the attention that we give to it. It will, however, always have its outstanding faults of indirect- ness. The other forms of indirect advertising are too numerous to per- mit much individual attention. Here are a few: Farm Bureau Publications reaching preferred list of readers. Directories. Road Signs—unsightly—can be artistic. Calendars—out of date. Carpenters' aprons, farmers' account books, memo books—good if distributed correctly. While these forms of indirect advertising are all right as far as they go, I am becoming convinced that to obtain satisfactory results they should be supplemented with more direct forms. The increas- ing amount of personal letters—circular letters—folders—posters— house organs,etc., that are put through the mail every year by the big advertisers, I think confirm that opinion. Carrying Out Direct Advertising Campaign By direct advertising I mean some form of advertising that goes direct to the prospective customer and obtains personal perusal and attention. Of course, the direct and personal forms of advertising require some office equipment and organization, which the small yard dealer may not feel that he can afiford. But there are some forms whicii even the small office can have. In order to carry out a direct advertising campaign intelligently and effectively, th
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