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About Will Maupin's weekly. (Lincoln, Neb.) 1911-1912 | View Entire Issue (Oct. 11, 1912)
Will Maupin's Weekly
EDITED AND PUBLISHER BY HIMSELF ,
Clothing for Men
ONE DOLLAR PER YEAR
Editorial Rooms, 436 Bankers Life Bldg.
Auto Phone B2994
Publication Rooms, 126-132 North 14th Street
Entered at the postoffiea at Lincoln, Nebraska,
as second-class mall matter, under the Act of
.neress of Xarofc S, int.
Wa J I
(Paper read before the Lincoln Ad Club on Oetober 8, by K. L
Murray, advertising manager of the Beatrice Creamery Company.)
Your program committee have given me as a subject, "Distribution."
This may be considered to be a pre-advertising problem, for
without proper distributing facilities any advertising campaign
aimed at the consumer is doomed to failure.
First let us see what distribution means in an advertising
For the Mail-Order House, it is the simplest problem for Uncle
Sam the Railroads and the Express Companies have already provided
the means of distribution.
For the Manufacturer, it means proper connections through Job
bers, Wholesalers and Retailers, the complete chain to the ultimate
consumer in the territory he attempts to cover.
Of course there are a good many manufacturers who do the bulk
of their business direct with the Retailer but this does not sim
plify the problem to any great extent.
To the Jobber and "Wholesaler, distribution means practically
the same as to the Manufacturer.
To the Retailer, it means the number of people in a given area
that lie can reasonably expect to bring to his store or reach by his
system of delivery.
We all have our problems of distribution and it is well to
consider them carefully and analytically before entering upon any
Let us ever remember that a printed or painted advertisement
is nothing more or less than a substitute for personal solicitation and
we are paying for .the privilege of talking to our audience.
Would any retail grocer in Lincoln pay a man's expenses to
Omaha to solicit the trade of the Omaha housewives! Not on your
life. Why! Because he knows he would be unable to deliver the
goods. Still there are thousands of advertisers today paying for
space in publications the bulk of which reach people whom they
could not serve even by the greatest stretch of the imagination.
Now don't 'misunderstand me. You know, I know, we all
know that there is a certain amount of waste in any publication or
advertising medium we can use. Our problem is to select the one
that has the least waste for us, and the first step is 'Analyze your
distribution." - ,
The almost criminal waste against which I am preaching today,
is made by the man who spends his money in some medium that
has proved sucessful Jor others without stopping to analyze his
own proposition to see if it is similar to the one that won out.
Some advertisers seem to take the Bible too literally where it
says "Cast your bread upon the waters and it will return to yon
after many days." I believe in the Bible, but I think it is safer to
hold the bread and pour the water on it.
I believe it's safer to use the advertising mediums that you
know reach the people who you can reach with your goods and
to leave alone those you know not of.
As I said before, the first step is, analyze your distribution and
the next step is analyze the distribution of the publications you
Any application worthy of your patronage will give you a
detailed statement of its circulation by states, by counties, or
by any other reasonable classification that will enable you to
pass intelligent judgment whether or not it circulates largely in your
I know a good many members of this club resent having a man
mention his own business in talking to you; but at times it is
unavoidable in order to make a point clear, and I trsut you will
pardon me for giving this illustration.
We are selling Farm Cream Separators in thirteen western
states, and I am now selecting a list of papers to be used in adver
Now wouldn't I be foolish to advertise them in the Sunday
School Tiniest Still take it from me, that would be just as sensible
as some people who are using the Saturday Evening Post with
for them 90 per cent waste circulation.
Now in making up my list, I first decide to use Farm Papers,
and preferable, Dairy Papers, for we want to reach Dairy Farm
ers, not Preachers. Our separators separate cow's milk, not "the
milk of human kindness."
After deciding this, the next step is to eliminate all farm
papers that don't have at least 80 per cent of their circulation in
the 13 states in which we have distribution.
It would be as big a waste for us to advertise separators to the
farmers of North Carolina as to talk Pears Soap to the Dusky
damsels of Timbuctoo.
Then we proceed on a further elimination for "cause, until the
' final list is reached. '
Now I will give you one idea of an elimination for cause, be
cause it has a bearing on distribution.
We get our distribution through local retail dealers. These
dealers as a class are opposed to the Parcels Post. Last year we
found that one farm paper in particular had had so much to say in
favor of parcels post, that they had antagonized a large percentage
of the dealers. So we had to leave that paper off our list.
There is much to be said about selecting the right medium for
your particular proposition. If I was advertising a cure for epileptic
cats, I think I would want to use the "Old Maids Fireside Coinpan
ion." On the other hand this should be a poor medium for
,This question of selecting the proper medium involves many
considerations, but I must not get off on that subject, for I was
asked to speak to you about distribution.
In order to consider this problem of distribution for the retailer,
1ft us take thfr case of a retail grocer with his store located in the
f As I' see it. his distribution is certainly within a very limited
area. His territory is not bounded by state or county lines, but by
, practically so many city blocks. He cannot hope to cover a large
part of the city even to a limited extent, and if he did secure
The VERY BEST for the Money !
The boy or man who ties to this store
for his clothing is most sure to be well dress
edand at the least possible cost. Only
standard and best known makes of clothing
are renresented in this stnpV Trinket tViq
M. w VAXW KAfX. W
sure to render service, hold their shape and look "their
very best" all the time.
Suits for Men and Young Men at any price
you wish to pay from $10 to $40.
Your Fall Hat
Should come from Armstrong's, because we have
exactly the style you like, the proportions and dimens
ions you ought to wear. You'll find more John B. Stet
son's here than anywhere. A splendid showing of
imported hats from England, Belgium and Italy.
$2.00, $3.00, $3.30, $4.00 and $5.00
GOOD CLOTHES MERCHANTS
scattering customers here and there, the cost of delivery would eat
up his profits. His hope for success is based on getting concentrated
distribution, or in other words, ' securing and holding the best
trade in his immediate vicinity.
. if he is a south side groeer, he don't expeet to sell to the
people on the north side, or the east side or the west side. If he
uses a medium that reaches them all, it means mostly waste circu
lation for him.
What is such a man to do for a proper advertising medium 1
Can he afford to use a daily paper reaching 200,000 homes for
the sake of reaching 1,000 possible customers? Can he afford to
pay for 99 4-10 per cent pure waste? That depends upon his per
centage of profits, but I don't believe. he can afford it.
Of course, in the smaller cities the percentage aatio is not so
bad, but it is bad enough, and the south side grocer has to face
the problem of distribution and proper advertising mediums just
as much as the National Advertiser. .
It is. easy enough to point out the difficulty, but not so easy
to suggest a remedy. Some of you will probably say change his
location, but this don't solve the problem for the south side
This solution reminds me of Artemus Ward who denied the
old adage that "a leopard cannot change his spots." Ward said
the leopard could when he got tired of one spot he could go to
another. So he could, but he was the same old leopard still. The
retail grocer may move from the south side to the north side but
he moves his problems of distribution and advertising with him.
We have a lot of retailers who are members of "this club.
Why would it not be a good idea to set aside an evening for the
discussion of the problem: "How can the local retail grocer adver
tise most effectively and economically?"
I note from the invitation sent out for this meeting, that we
are to have an educational program for this fall and winter, and
I joyfully welcome the news. ,
That is just what we need and I sincerely hope it will take
up the problems that daily confront the members of this club, in
preference to the consideration of national advertising questions in
which compartively few of us are interested.
Let's - get right down to good hard practical work in the
advertising field and accomplish something, not only for the Club
as a whole, but for the individual members who want our help.
Let's encourage the members to bring their problems to the
evening meetings of this club and have them thrashed out for the
benefit of all. -
Let's have some evenings of criticism and discussion of actual
advertising done by members of this club. It does a man good to
have an honest opinion of how his advertisements appeal to the man
on the outside.
I for one will be glad to bring a whole series of advertisements,
and enough copies of each to go around, and will be pleased to hear
your criticisms and suggestions. I know they would be honest,' can
did and fair, and it would do me good to see my own work with your
Let's all pull together for good, hard, practical, beneficial work
this fall and winter. We have advertised big business benefits from
belonging to this club, now let 's deliver the goods.
The manufacturers of Nebraska ought to attend the Omaha
meeting next month and set to going the plans for a wide awake
The situation as we view it is simply this: Mr. Roosevelt was
quite willing to profit by any and all contributions to the 1904 re
publican campaign fund, provided he was not informed as to the
identity of the donors. .' '
The German-American citizens of this section have a riarht to bet
proud of the showing they made, just as the state has a right to be
proud oi sucn. citizens. " ,
Let 'er snow !
It is high time to act. Don't
delay your furnace work. We
want you to call on us to
install or put your" furnace in order for the winter. We
have the best furnace on the market and our work is
v of a high order
LOGAN & RAINISECKE
137 No. 12th St. Auto Phone B3471
ON YOUR PRINTING
a ii m m am. sr
m i 1
ft Is proof that it was printed in an 8-hour
Xf shop, manned by Union workers, drawing
II good wages and working under mutually
satisfactory conditions. This newspaper
is printed in a shop Union in all Departments.
Demand this label on your printing
We have Money to Loan on
Chattels. Plenty of it. Utmost
Kelly & Norrla
Room 1. 1034 0
National Bank of Lincoln
Surplus and Undivided Profit $50,000.00
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