The Story of OD and AD and the 2 Stores
OD and AD planned to start their own retail business with two stores. They disagreed on customer acquisition methods, leading to a sequence of events that tested their partnership and strategy.
New Castle News in New Castle, Pennsylvania
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Newspaper
New Castle News
Location
New Castle, Pennsylvania, United States of America
Date
Jun 23, 1938
Page
18
How OD and AD Opened their Stores
OD believed low prices came from cutting expenses and avoided costly lighting or fronting. He stocked in bulk to reduce costs, displayed a sparse window, and attracted few customers. AD painted and brightened the store, updated windows, added lighting, and offered well known goods in smaller lots to entice more shoppers.
OD and AD Learn Advertising to Boost Store Traffic
OD failed to reach enough customers through door to door circulars and shifted to newspaper ads read by thousands daily. He found newspapers deliver quickly citywide and drew more shoppers, letting AD lower prices by passing savings to customers.
How OD and AD Used Newspaper Ads to Succeed
OD failed after a slow store issue with no newspaper ads. AD thrived by frequent ads, keeping fresh stock, expanded his store, and hired staff, making his business widely known and successful through newspaper advertising.
Advertising to reach customers through newspaper sales
One applicant asked how the store built a fine business and gained many customers. AD answered that attracting shoppers and having desired merchandise are essential, but advertising is needed to tell people about them. He emphasized publishing informative news about service and products to reach the largest audience quickly.
Also Mentioned on This Page
G. Lynn Sumnes
NEW Castle News
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