Advertising agency

“ That the plaintiff is engaged at Chicago in conducting an advertising agency. That when customers or principals desire to place advertisements in the magazines and periodicals of the trade they make plaintiff their agent, and plaintiff contracts with the defendant and other publishers and distributors of magazines; that plaintiff had many customers with whom it placed advertisements in the periodicals published and distributed by the defendant and in other periodicals of other publishers, all of which were distributed throughout the United States and the several states thereof ”

“ It may be conceded that the circulation and distribution of such publications throughout the country would amount to interstate commerce, but the circulation of these periodicals did not depend upon or have any direct relation to the advertising contracts which the plaintiff offered and the defendant refused to receive except upon the terms stated in the declaration. The advertising contracts did not involve any movement of goods or merchandise in interstate commerce, or any transmission of intelligence in such commerce. ”

“ Applying the principles of these cases, it is abundantly established that there is no ground for claiming that the transactions which are the basis of the present suit, concerning advertising in journals to be subsequently distributed in interstate commerce, are contracts which directly affect such commerce. ”

“ They will be only too glad to have your representative accompany their local man from time to time and are highly appreciative of such an interest, because it stimulates both the customer and their representative and at the same time gives you the opportunity of knowing just what they are doing and what they have to overcome in the way of prejudice and competition. It is always well to aid the local agency with a small advertising allowance, to be spent as your combined judgments may dictate. ”

“ Commerce, as defined in the often quoted definition of Chief Justice Marshall, in Gibbons v. Ogden, 9 Wheat. 1, 189 (6 L. Ed. 23) is not traffic alone; it is intercourse;
'it describes the commercial intercourse between nations and parts of nations in all its branches, and is regulated by prescribing rules for carrying on that intercourse.'
In the present case, treating the allegations of the complaint as true, the subject-matter dealt with was the making of contracts for the insertion of advertising matter in certain periodicals belonging to the defendant. ”

“ Should you have a product that you intend to give wide publicity to, whether it is your intention to sell to the consumer direct or to sell to him through the retail trade, it is a good plan to engage the services of an advertising firm to conduct the campaign for you. ”

“ Someone has said, "The time to advertise is all the time," and among modern business organizations none more thoroughly recognize and strictly adhere to this statement than Department Stores. Nowhere else is the science, the art, of advertising more intelligently understood, appreciated and applied. Advertising is recognized as the pulse of the business, the great vitalizing force. The importance of the relation of advertising to business cannot possibly be exaggerated, and for this reason it is considered most seriously. ”

“ As competition becomes stronger and net profits smaller, the problem of marketing the product becomes more and more important; greater and more complex selling organizations are necessary; and the expense of selling increases. The advertising organization, or what has come to be known as the Publicity Department, is a most important adjunct to the modern manufacturing business ”

“ Don’t think that your obligation is fulfilled when the paper is placed. Try to work with the advertiser and encourage him to greater use of your medium by giving him information as to local conditions regarding the sale of his product, post the local dealers who would naturally be interested just when a certain product is being advertised, and endeavor to secure their co-operation in the way of window displays, etc., to connect the advertising with their stores. ”

“ The Publicity Manager, sometimes called the Advertising Manager, has charge of all advertising of whatever kind, demonstrations at expositions and at agencies, and, in fact, all work that may be properly comprised under the term "publicity"—that is, keeping the public informed as to the product of the company and its adaptability to meet the needs of the public in the special lines it manufactures. ”

“ Back of Department Store success, are earnestness, persistence, concentration, energy; but between these and achievement stands advertising. "As the business grows and is prosperous, it is due to the controlling factors of system, merchandise and advertising, but advertising is the dynamic force which vitalizes all the rest." ”

“ What, then, can suffragists do for the advertising department? They can do three things.
(1) Increase the number of readers of the paper.
(2) Read the advertisements we print and patronize every advertiser possible, letting him know why they do so: and
(3) Unite to bring pressure to bear on advertisers so they will advertise with us.
Imagine what would happen if twenty suffragists in each city in the country were to call on the advertisers doing business there and urge them to advertise in the Journal! They would simply put the Journal on the advertiser's map! ”

“ Attractive advertising becomes a department of the paper, and people expect it—look for it with the same interest as other features. It is keeping the business prominently before the people and asking persistently for their trade that brings the business. Advertising is the greatest force, the most powerful lever, for facilitating business. There is a generally-accepted theory that advertising pays, but Department Stores prove by facts that the theory is true. ”

“ Therefore it is necessary absolutely to control the trade advertising of this country. A company to take over the five leading advertising agencies could be formed, for half as much as we spend every year, and we could control nine-tenths of the American trade advertising. ”

“ There will inevitably be grey areas and occasions when it is difficult to distinguish editorial content from a marketing message, and the ASA will need sufficient resources to police this area.This makes it even more necessary for businesses to step up and ensure their marketing complies with the spirit of the regulation as much as the letter, for example by using the Advertising Association's CHECK website. ”

“ Large advertising agencies contributed to the popularity of this style of advertising because it was more profitable for them to handle these large accounts in this manner than to go to the trouble of advertising in newspapers. ”

“ Whether we call it an advertising or a sales department, the results sought—the reasons for the existence of the department—are the same. To sell goods is the aim of the organization, be its head an advertising manager or a sales manager.
Advertising has been defined to be printed salesmanship; yet there is a well-defined dividing line between the work of the advertising man and the salesman. The advertising man seeks to impress the name of the house and the name and quality of its product, on the public mind; to create interest; to arouse curiosity; to stimulate desire ”

“ It is singular that the South Sea Bubble led to little—almost nothing—in the way of advertisements. When we think of the columns which now herald the advent of any new company, or for the matter of that, any new idea of an old company, or any fresh specific or article of clothing, it seems strange that at a time when the art of advertising was fast becoming fashionable, no invitations to subscribe were published in any of the daily or weekly papers that then existed. ”

“ Supposing the business to have been just started, or one that has done no advertising—and this is the most satisfactory premise from which to work, in laying out a general system for the department—among the first duties of the advertising manager will be to secure information about mediums, and the chief source of information will be the publications themselves, as they will respond promptly to requests for rate cards. ”

“ You must, however, be prepared for increasing your advertising revenue, but why begrudge it when you can go one better than other advertisers? The point is this: Probably your exhibitor has a dozen advertisers under contract. Not one business is in competition. It goes without saying that a snappy series or serial will sink in, whereas a plain announcement slide of another dealer will be skimmed. ”

“ Thousands of persons may be reading your advertisement while you are eating, or sleeping, or attending to your business; hence public attention is attracted, new customers come to you, and, if you render them a satisfactory equivalent for their money, they continue to patronize you and recommend you to their friends.
At the commencement of his career, Dr. Brandreth [67] was indebted to Mr. Moses Y. Beach, proprietor of the New York Sun, for encouragement and means of advertising. But this very advertising soon caused his receipts to be enormous. ”

“ Getting and Charging"
(By Bert R. Greer, Editor and Owner of the Ashland Tidings.)
The Advertising Association of America, composed of all creditable advertising agencies, is one of the best organizations in the country. It is organized for self protection. They have a system whereby they know more about your rates than you do. They found it absolutely necessary to know the LOWEST rate at which business could be placed in your newspaper. ”

“ Advertisement
“The man who would in business rise must either bust or advertise” is the American’s article of faith. In civilised countries advertising is confined to its proper limits, that is to say, it is part of the business of a tradesman. In America everybody advertises, and advertises through a megaphone.
The United States appears to have been created for the pure purpose of advertising itself and everything that occurs in it. ”

“ In a whole page newspaper advertisement printed on the 12th instant, signed by 34 of the principal magazine and periodical publications of the country, it is stated that the increased rate “will drive a majority of the popular magazines out [62] of existence, and with them the enormous volume of profitable first-class mail their advertising creates.” This charge is made in the face of the fact that some, if not all, of the signers of the statement are realizing tremendous profits from the vast amount of high-priced advertisements. ”

“ I do not count the people who read and answer the advertisements; I count only those who write them and sell them, those who set the type and manufacture the paper, those who distribute the publications and keep the accounts of the complicated operations. There cannot be less than a million people thus occupied with the advertising business in America ”

“ In the present time, after a large manufacturing concern has perfected all arrangements for making perhaps, a new breakfast food, a new perfume, toilet soap, candy, tooth paste, or some other desirable article, the next step that is taken to market the product is in organizing a good sales force. Then, the manufacturers consult with one of the big advertising agencies for the purpose of launching a national advertising campaign. ”

“ Always keep your paper before the live agent. Send sample copies to the advertiser direct, telling him what he is missing by not using your paper and asking him to call his advertising department ’s attention to the value of your publication. The Tidings has secured many valuable contracts through the insistance of the advertiser with the agent that this field be covered. ”

“ It would seem, however, that the largest class of advertisers, the general public, who employ no agents, and who consider a large sale everything that is necessary, ignore the argument of the true expert, and lose sight of the fact that, no matter how extensive a circulation may be, it is intrinsically useless unless flowing through the channel which is fairly likely to effect the purpose for which the advertisement is inserted. ”

“ For when advertisers spend millions to change people's habits, raise their standards and create in them a sentiment for new and better things, the only part of that advertising which pays the advertiser is the part which makes the people adopt the brand or make of the article specifically advertised, not a copy or an imitation of it. ”

“ With 100,000 or 200,000 bona-fide subscribers, we make $100,000 to $200,000 a year clear profit from advertising, above cost of publishing. Without a large circulation, we would lose money. Therefore, to secure a very large circulation, and thus receive high rates and large profits from advertising space, this only equitable plan of conducting business is adopted. ”

“ With the thousands of publications to select from, the advertising manager needs to know which ones will best reach the people he wants to reach; what papers have the largest circulations; which are most popular among a given class or in a certain territory. He must be posted on rates and discounts, that he may cover his territory economically. And added to this, he must have a perfect checking system, that he may know to a certainty what returns each and every publication is bringing him. ”