Evening Star Newspaper, February 9, 1930, Page 25

THE SUNDAY STAR, WASHINGTON, D. C., FEBRUARY 9, 1930—PART ONE. | 1930 WILL BE A PROSPEROUS YEAR l [ ‘ADVERTISE FOR for PROSPERITY’ SAYS DR. KLEIN Best Cosfidence Buibder, and Confidence- Means Good Business, He Hold = = e > = -~ = << 5 Z 2 T | HAILS RELEASE OF FUNDS =~ “FOR TRADE ENTERPRISE What is Y our Objective for 1930? DR e, e S of. Commfrcg expressed the ‘hope The most successful generals in history were those who established objectives and planned each Z;::st;i’;iltr;a;r:::x]‘::cded’fet;sa‘t”ll):}s‘ien:::{z;tg‘l)j step ‘of their advances to eliminate all possibilities a')f failure. Pt g vigorou; besdnensmpteree i Once an objective has been established by a great general and all p]ané pertaining to his method ‘ and fl?at‘ there wou;ld be no reduction in ap- of attack are completed, his army goes forward regardless of obstacles. Such an army never propriations for this work. turns back! It knows its objective and moves forward to it in spite of conditions. “For countless firms,” he declared, “adver- ; e tising has created that intangible but price- History shows that every successful endeavor has been backed by a plan—great buildings . . . less business attribute which we know as great cities . . . great industries . . . and great stores have all been results of well formed plans good will, and good will is. worth millions. and a strict adherence to those plans. Possessing ' it, business flourishes; without it, business may wilt, for it is a fragile qual~ ity. It maysway and droop under the veer- ing winds of. public opinion. Advertising can keep it sturdy and upstanding. - This country’s most successful business men in 1930 will be the “generals” who decide upon an objective . . . choose the proper weapons and vehicles for their advance . . . put their plans inte operation and carry them forward to -a-successful conclusion regardless of weather, calamity Sebvus;rioe any e N . “To accomplish this, advertising must be The most successful merchants here in Washington in 1930 will be the “generals” who carry out a ma;;litcained- :l‘ln message must a:rikt the ign, properly merchandised. pu consciousness unremittingly, time T . after time. The effect is cumulative. Any abrupt hiatus—any extended absence—may > be disastrous, because the memory of the . o public is, unfortunately, short. So many : A\ " producers are bespeaking. the attention of Newspapers the Logical Medium e e et that if any of them stops advertising entirely, Successful advertisers, both national and local, have agreed that no advertising medium or com- oF ‘".tdly do;cre;:eshh; ffi?"m:;m he bination of mediums, can possibly equal the daily newspaper for carrying the modern-day mer- ; :':;g tg:di::t “e‘a‘r fr;n:lvi:;v 1s product may chandising message to the consuming public. The Daily Newspaper is the only advertising PP 3 medium which is read every day by nearly every member of every family. Will Rogers says— “All T know is what I read in the newspapers,” and this is typical of the average American. His education, as it pertains to food, clothing and other merchandise he wears or uses, comes mainly from the newspaper. “So advertising, we believe, should go for- ward like our other business efforts, with- out interruption or curtailment. It is inher- ently constructive, acting as a powerful stim- ulus to every branch of activity. And right now there is one special fact to kéep in mind. With the coming of a saner and more re- strained attitude toward Stock Exchange endeavor, surplus funds may be expected to turn in larger quantities in other directions. Other forms of investment will receive their meed of attention. Here in the Washington Market e B T et tice of the public. Newspaper advertising can be properly and economically applied to any product in any market or any group of markets. Its timeliness and effectiveness appeal especially to these who have tried it. Advertising copy or schedules can be started, stopped, or changed over night to meet fashion trends or seasonable demand. 4 Out of 5 Homes can be reached every day through the dominant advertising medium, THE “President Hoover is attempting to make EVENING STAR—THE SUNDAY STAR. Phone the Advertising Manager NOW and arrange the wheels of industry turn faster. These for our Advertisers’ Department to co-operate with you in planning a real successful advertising Washington confcrenc.es, as1 'see them, tfl“ campaign for your business. ; not been concerned with any ‘let-down,’ be- cause there has been no let-down of any con- sequence.” T wiLL. B ACTION= THAT WILL COUNT IN