PLAN No. 360. NEWSPAPER MAN OBTAINED BUSINESS WHEN SICK
He was the owner of a daily paper in a town, which had secured a stock convention. This convention was to take place in a week and here he was sick in bed and unable to secure business from his advertisers.
Thinking the situation over one day the idea came to him, why not prepare their advertisements from the copy they had previously used and then send a day letter and make a bid for their business.
This idea he acted on at once. He fortunately found a copy of a paper carrying advertisements for the desired companies—where the convention met the year before.
His day letter ran something like this: “Stock convention to open here on ---- (date). A large attendance certain. Your copy amounting to 1⁄2 page run in ------------ paper is before me and suggest this be run in my Sunday, Monday and Tuesday editions of ----. Cost for 3 times 1⁄2 page $------. Wire answer at my expense.”
Out of 15 day letters sent he received answers from 12 to run ads. as suggested.
He immediately put out the day letters to the remaining prospective advertisers with the result he obtained better than $1,200 worth of business. Some did not answer so he forwarded another wire for immediate reply at his expense.
This is an illustration that a proper plan is effective under adverse conditions.