The following text may have been generated by Optical Character Recognition, with varying degrees of accuracy. Reader beware!

| THE DAILY TIMES-GAZETTE, No. 12 in a series of Rare Creatures: he likes to keep up with the times -- last year's The LOOKLESS OOF is a retailer married to last year's business -- to last year's stock, last year's ideas, last year's problems. He can't see an opportunity two inches away, and wouldn't know a trend from a banana. And what he has learned from experience is what to do in case the past should ever return. Fortunately the OOF is a rare creature. Most retailers know that selling means keeping in tune with the times They're sensitive to changes in customer preferences, and re-stock thei shelves accordingly. This message prepared by BUREAU OF ADVERTISING, American Newspaper Pubfishers Assoctafion. end published in the interests of fuller und erstanding of newspapers by OSHAWA TIMES GAZETTE THE LOOKLESS GOOF They're quick to take advantage of manufacturers" NEWSPAPER advertising -- by featuring the product in their own store displays . . . and by including the brand in their own newspaper ads. Since they themselves advertise in newspapers, they know that any manufac- turer who does the same is really in earnest -- and really is out to win the market. A modern retailer knows that the best advertising is the kind that reaches all his customers. y And he likes the manufacturer who thinks the same. All business is local . . . and so are all newspapers!