The Cheyenne daily leader. [volume] (Cheyenne, Wyo.) 1870-1884, 1880-01-03
TauE ,ALrE OF .D,ERrIsI>C.

TIKI g. NAEIE OF ID IRTISI\C
The conviction sometimes possr>scs
business mel 10 order out their advcl-
tisements from the newspapers because
they think themselves sufficiently well
known in the community to do n good
business without advertising. and thus
cut off n minor expense. Then comes
the question of the value or policy of
taking such action. The far seeing and
shrewd business man concludes, after
thinking oyer the matter we'll, to con-
time his advertisement, for reasons
which we shall set forth. 1t is the
other class, then,-those who under
stand not the vast, indirect value of
advertising, that we wish to address
more especially. Every man recog-
Mics the direct benefits and it were
idle to waste space on that point.
As the lirst proposition, we contend
that every city and town must have an
advocate, or organ. II it would be
heard of beyond its o yn confines it must
have a newspaper. II it would draw
travel or population or capital, its ad-
vantages must be advertised in the
home newspaper. The press is the
power that builds up continents, opens
vast regions to settlement, informs the
searching world Of the advantages de-
sirable from new districts. Without
the press these vast and rich regions OF
plain and mountain would yet be howl
ing wildernesses; the red man would
hunt in his own fashion over tracts
now peopled by millions of husband
men, ranchmen and miners. Only the
press has made 1t possible to build
cities in a day. The west teens with
instances of regions becoming thickly
settled at once, because Of the adver-
Using given by journals interested
The Cheyenne press made the Black
Hills; the Denver press made Lead
vile. And the Cheyenne press viii
yet make the Big Horn region and the
rich district of North Park.
There is not, we venture TO say, one
reader who will g~ainsay the above stat
ed points. But, some may ask, what
connection have these facts with the
value of advertising in newspapers?
Simply this: That newspapers, to ac-
complish these great results must live;
and in order TO live they must be SUP
ported; and how are they to be support
ed but by the business men and citi-
zens of each community No one doubts
the value of a newspaper sor building
up a city or a region. And 10 one who
lives IN that city or region fails TO rec
ognize that he is directly benefited
thereby, for the good of IL community
is simply the sum total Of individual
prosperity. Who, then, should con-
tribute to the support of the power that
works this good, but those who are
pro6ted? 1t can't be expected that
other communities are going to sup
port your papers; they are too earnest
ly engaged in supporting their own.
Suppose, fora moment. that Chey-
enne had no newspaper. How many
are there who imagine that the city
would continue to develop and prosper?
How many are there who doubt that
deterioration would follow? II Chey-
enne were bereft of the press, the citi-
zcns would all TO- strongly to have n
newspaper established at the earliest
possible moment. But they needn't do
that; they can easily imagine how
much they would contribute to restart
II paper and just give half-only half
Of that sum to the support of her press
now.
Business men are all interested in
having a big population. Everything
that tends to draw people and money
from abroad is a gain to them. People
and money can't be drawn by any other
agency than the press. The more lib
eral the support the better the press;
the better the press, the more power it
possesses for good. And so, like bread
cast upon the waters, the investment
will return.
Our older residents will remember the
prominent aid and invaluable service
rendered by the LEADER in advertising
the Black Hills. Thousands upon
thousands CT extra copies were sent
abroad and a result was a rush that
caused the city and county a gain Of
millions of dollars. There are other
rich mining regions opening up near
this city, and the LEADER proposes to
again use its influence to draw people
and money hither. But meanwhile the
paper must draw its subsistence from
those whom it will most serve--the bus
mess community. Advertising is an
investment by business; it yields direct
ly and indirectly. In a community like
this, its greatest returns, perhaps, come
indirectly. But come they do, and
without fail.