Evening Star Newspaper, October 19, 1935, Page 6

THE EVENING STAR, WASHINGTON, D. ©., SATURDAY, OCTOBER 19, 1935 E FOR 'iifi MARKET - Big cities for volume sales.’ THE METHOD—Color advertising for ap- petite appeal and faithful package reproduction. ' THE MEDIA — Advertising with local sales punch and merchandising support. FOOD AND GROCERY PRODUCT ADVERTISERS WIHO HAVE TESTED THIS WEEK-FOR SALES BEECH-NUT e BISQUICK e BLUE MOON CHEESE BORDEN'S e DOLE HAWAIIAN PINEAPPLE HEINZ o IVORY SOAP. e KELLOGG'S LIPTON'S TEA . LOOSE-WILES NATIONAL BISCUIT CO. ¢ OYSTER INSTITUTE PILLSBURY . QUICK ELASTIC STARCH SANKA COFFEE . SCOT TOWELS SEMINOLE TISSUE . SHREDDED WHEAT SUNKIST e WOODBURY'S SOAP e WRIGLEY TESTED AND APPROVED.BY WT[EN Loose-Wiles decided Rippled Wheat was ready for the big market, THis WEEK was an essential ingredient in the recipe for sales. Loose-Wiles wanted heavy circula-, tion in the big cities for volume sales, and full color for appetite appeal . .. marketing strength and true-to-life reproduction. Says R. C. Hull of the Advertising Division, *“THIS WEEK, with twenty-one, excellent papers inmajor markets, fitted into our plans perfectly. It was among the first publications considered.” Loose-Wiles required merchandising sup- port, the kind of local merchandising influ- ence and dealer cooperation that gets goods featured and displayed. Mr. Hull continues, “We want to compliment you on the quick way imr which you developed the cooperation ‘ ANANRRNRRNRRNRRRRN ANNNNNNNNNRNRARNNNAY Y 4./ EWILES of your twenty-one papers and upon the mer- chandising support these papers gave us.” And speaking of color, he adds,*... appetite appeal in food product advertising depends so largely on good art work well reproduced. Your reproductions have been all you prom- ised. Now that our campaign is over I am glad to tell you that our early belief in your publi- cation has been jusfified.” THIS WEEK’S high-speed gravure process puts -magazine color on a mass market basis ++.and at the lowest rate per page per thou- sand. Its 4,250,000 families concentrated in America’s richest market (circulation in trad- ing areas 3 to 5 times as strong as national magazines), make THIS WEEK a principal ingre- dient in any manufacturer’s recipe for sales. AVIANAARAARRRNNAY ANLANAANARNR RN 8, Birmingham, Boston, Buffalo, Chicago, Cincinnati, Cleveland, Dallas, Detroit, Indianapolis, Memphis, Milwaukee, Minneapolis, New Orleans, New York, by ,37 4 S