National Geographic : 1939 Oct
Another Letter of Interest to All Who Read The National Geographic Magazine CHARLES KARR COMPANY HOLLAND, MICHIGAN August 8, 1938. Mr. Raymond W. Welch Director of Advertising National Geographic Magazine 16th & M Streets Washington, D. C. Dear Mr. Welch: When we used coupons as an important feature in our national magazine advertising, Geographic out-pulled all of the other magazines regardless of price per page. In addition to this. we received inquiries from any particular advertisement in Geo graphic longer from Geographic than from any other magazine. Best of all, however, we received letters inquiring about Spring-Air mattresses or accompanying checks for mattresses, in which people wrote us that they were sure that our products were all right in as much as our advertising was acceptable to the National Geographic Magazine. To my knowledge we did not get that kind of letter from any other magazine, and as you know I have been an advertising man and have spent millions of dollars in national advertising over a period of years." It is of interest to our company that the National Geographic Magazine is kept and treasured by those who take it and also that it is read by a great many friends of your members, who, themselves, are not members and who do not receive Geographic dir ectly. And best of all for advertisers such as ourselves, we find the Geographic Magazine on the tables in the finest professional offices throughout America and on the desks of the best hotel and hospital executives. Furthermore, the influence of the Geographic Magazine is not limited by factional disputes or feelings often caused by editorial matter found in other magazines. National Geographic has another strong appeal to us. It is that Geographic is a family publication. Its appeal is not made to men any more than to women, and it is appealing to the children as well. Every member of the family finding an advertise ment in National Geographic can and does recommend the advertisers of a product to all other members of the family and without the possibility of being misunderstood through what could at least seem to be prejudice. Respectfully yours, CHARLES KARR COMPANY CDK:EW Charles D. Karr. President. Spring-Air-the mattress that FEELS so %ood!