Capper Bulletin from Topeka, Kansas • 7

Jlew Plan Wins in Farm Papers Two Kansas City Firms Give Dealers a Highly Appreci ated Type of Co-operation Thru Farm Paper Advertising The plan of using farm papers for local couple up advertising promises to become popular. Two Kansas City advertisers recently used it with pronounced success. The idea embraces using state farm papers and inserting one or more 'times during the campaign the names of the dealers who carry the goods in each state. In a recent double page ad the Mutual Oil Company carried more than 00 names in the Farmers Mail and Freeze. The K.

C. Cook Faint Company also used the plan and stocked many new dealers on it hut not having so intensive a distribution as the Mutual Oil Com- Thc double page spread of the Mutual Oil Co. pleased 1300 Kansas dealers because it carried their names. pany naturally there were not as many names in the double page ad. Following the appearance of the Cook advertising, Hugh McVey, Advertising Counselor of the Capper Publications, called on a number of dealers in Eastern Kansas.

In each case I found the dealer more than ordinarily interested in having his name in the Mail and Breeze, reported Mr. McVey. The first dealer we called on asked, Is this a regular edition of the Mail and Breeze? die was so accustomed to fake stunts that he could not get it into his head for awhile that he was looking at a regular copy of the paper. This demonstrates that the dealers have been hoodwinked so long that they are slow to recognize the real.