The Story of OD and AD and the 2 Stores
OD and AD aimed to open retail shops but clashed on customer draw. The tale follows their contrasting ideas and the outcome of their business venture.
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Newspaper
Lawrence Journal World
Location
Lawrence, Kansas, United States of America
Date
Jul 04, 1938
Page
3
How OD and AD Opened their Stores
OD believed in low prices through minimal spend and large quantities of a few lines. He avoided fancy lighting and fronts, so few noticed the new store. AD then painted, updated windows and front, added lighting, chose well known merchandise, offered many lines, and arranged stock for easy shopping, attracting customers and boosting sales.
OD Confounds Store Growth with Advertising Experiment
OD failed to draw customers by door to door circulars and hired delivery to neighbors. He then bought newspaper ads reaching thousands daily and found newspapers delivered citywide yielded higher reader reach. Advertising boosted store traffic and lowered per sale costs, enabling lower prices and better value for customers.
Advertising Wins and Losses in Store Budgets
OD failed after a store opening with no ads leading to slow sales and tied-up capital. AD prospered by newspaper advertising, drawing customers, moving stock quickly, expanding the store and staff, and achieving broad recognition for good value.
Advertising to draw customers through newspaper reach
An applicant asked how AD built a fine business with many customers. AD replied the store must be attractive and convenient, offer desired merchandise, and use advertising to inform the public quickly through newspaper advertising.
Also Mentioned on This Page
G. Lynn Sumner
Lawrence Journal-World
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