48
January, 1939
T H E K I N G ' S B U S I N E S S
"DOUBLE REPRESENTATION," ITS ADVANTAGES TO ADVERTISERS AND READERS — A PLUS FEATURE OF "THE K ING 'S BU S INE SS " MERCHANDISING FOR ADVERTISERS
Each letter must clearly state the firm patronized, the issue of THE KING’S BUSINESS in which die ad appeared, and the article purchased, with the names and addresses of all inter ested. Every letter is verified, and every contestant receives a prize. It is a contest in which everybody wins something. ATTENTION VALUE It cannot be doubted that the combined plan has done much to popularize KING’S BUSINESS advertising, which has nearly doubled in volume since the inauguration of the BUY ERS’ GUIDE. “SOMETHING MORE THAN ADVERTISING” We believe that in the combination of BUYERS’ GUIDE classified listings (cross-indexed to refer to the page on which the advertiser’s display ad appears) plus the prize contest, to constantly stimulate ad reading and buying, we have developed a “merchandising plan” of real value to each of our advertisers. As one of our advertisers said: “This is something more than advertising—this is merchandising for space users.” TWO FOR ONE Under THE KING’S BUSINESS offer you get full value for your advertising money. Let us suppose you want a two- inch single column ad. Our regular price per insertion is $3.50 per inch, $7.00 for two inches. This is your full cost, but you receive free a BUYERS’ GUIDE listing, keyed to the ad, and fairly worth $1.50 per month. Let’s see how it works: You buy 2 inches of space @ $3.50 per inch . . . $7.00 You receive free a BUYERS’ GUIDE listing worth $ 1 . 5 0 ......................... ............................. $1.50 Two ads worth to y o u .............................. $8.50 You paid o n l y ............................................. $7.00 Your discount ( 1 7 .6 % ) .............................. $1.50 Worth while, isn’t it?
Display advertising must be available to the interested buyer at the moment of decision. It is not enough for him to “want something.” To compensate the advertiser he must be able to find the advertiser’s carefully arranged display ad at the exact moment that he needs the service or wares advertised. This was our first reason for deciding to publish a monthly classification of every ad in THE KING’S BUSINESS under appropriate headings without cost to the display advertiser— provided he bought at least one column inch—and to publish this index as a “BUYERS’ GUIDE” in the back of each issue of THE KING’S BUSINESS. READER INTEREST Our next task was to stimulate ‘‘Reader Interest”—to make every reader of the magazine (and it is probably read by more than 100,000 persons each month) familiar with the messages of our advertisers. To accomplish this end we offered a BUYERS’ GUIDE PRIZE CONTEST beginning in our March issue, and ending in June, 1936. This offer has been repeated twice each year to date. A new contest begins in January to run to June 30th, 1939. The terms of the contest are very simple and easily under stood, and as the information is published at the top of the BUYERS’ GUIDE each month, all of the readers will be familiar with the contest. Briefly, we offer a series of prizes to each reader who will write us— (1) That he has used the BUYERS’ GUIDE to make a personal purchase, or (2) That he has recommended that his church, Sunday school, or a friend make a purchase.
Seventh Buyers' Guide Contest— Ends June 30, 1939
FIRST PRIZE—Cash $5.00.
NEXT TEN PRIZES— I annual subscription to THE
SECOND PRIZE— I annual subscription to THE KING’S
KING’S BUSINESS.
BUSINESS and a beautiful Teachers’
ADDITIONAL AWARDS—Every participant in the con-
Bible. test will receive recognition for his work. F o r fu rth e r p a rtic u la rs ad d ress: C ircu latio n M anager, T H E KING’S BUSINESS, 558 S. H o p e S treet, Los A ngeles, C alif.
• B U Y E R S ’ G U ID E •
SCHEDULE OF PAYMENTS
BENEVOLENT SOCIETIES AMERICAN CHRISTIAN BENEVOLENT SO- ciety, Rushford, Minn. Write for particulars. See display ad page 40. BENEVOLENT SOCIETIES, 4031 FRANCIS Ave., Seattle, Wash. Write for literature. See display ad page 46. BIBLE BINDING GRACE BIBLE HOUSE AND BINDERY. Bibles repaired and rebound. Flexible leather covers a specialty. New Analytical Bible, best and biggest biblical library within two covers. Grace Whidden, 2026 E. Fourth St., Long Beach, Calif. BIBLES REPAIRED AND REBOUND AT REA- sonable prices. Book binding of all kinds; sa t isfaction guaranteed. E. Holmgren Book Bind ery, Coloma, Mich. BIBLES LEE HEFFERLIN (BIOLA STUDENT), 558 S. Hope St., Los Angeles, Calif., representing the New Analytical Bible. See^display ad page 45.
____________BOOK CLUB____________ FAITH BOOK CLUB, 3510 BERKELEY ST., Alton, 111., will send information on Book of the Month Plan. See display ad page 37. BOOK STORES BIOLA BOOK ROOM, 560 SOUTH HOPE ST., Los Angeles, Calif. Headquarters Fundamen tal Literature. See display ad page 26. JEROME’S BOOK STORE, 632 W. 6th ST., Los Angeles, Calif., announces new location. See display ad page 45. JUDSON PRESS, 313 W. THIRD STREET, LOS Angeles, Calif. Everything for the church. See display ad page 32. WESTERN BOOK AND TRACT COMPANY (Oakland’s Leading Bible House), 1730 Tele graph Ave., Oakland, Calif., Dr. H. A. Iron side, President. Christian literature. Send for our catalogues and receive free booklet, also. CHOIR AND PULPIT GOWNS COLLEGIATE CAP AND GOWN COMPANY, Champaign, 111., makers of choir robes. See display ad page 37.
Price If Paid In Advance
Listings 30 words '/2 Inch
Times
Times
Price $ 4.50
Price
12 $18.00
$17.10 22.80 45.60
3 3 3
6.00
12 12
24.00 48.00
1 Inch 12.00 Copy due 10th of month preceding date of publication ANNUITIES AMERICAN BIBLE SOCIETY, BIBLE HOUSE, New York, N. Y. Free booklet describing annuity agreements. See display ad page 39. MOODY BIBLE INSTITUTE, 153 INSTITUTE Place, Chicago, 111. Write for booklet, ‘‘Facts," for information regarding annuity plan. See display ad page 35. BANKING (Savin gs) EQUITABLE PLAN COMPANY, 704 S. Spring St., Los Angeles, Calif. Allows 5 % on savings pass book accounts. See display ad page 32.
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