Fort Worth gazette. [volume] (Fort Worth, Tex.) 1891-1898, 1891-05-31

QuaulF amounts 10 little without GUAM
tty, and quantity Is well nigh valueles:
| without quality.
The character and field OF the paper have
| as much TO do with the value of its adver
| Using space as has the quality of the goods
for sale to do with saieableness.
| 1t IS difficult TO cover too much local
! ground or TO cover It 100 well, vet intell;.
| gent concentration is important Ii is better
| 10 have column advertisement. or any
| other space, all of the time il few good
| papers OF character and circulation than Il
| spread out the advertising propOrtionately
| into all OF the local sheets. many Of which
| are miserable apologies for existence.
Circulation backed by reasonable quality
pays the advertiser.
Only the paper of genuine quality can
have circulation, with the exception OF the
cheap, vulgar sheet, which, by spreading
filth. may obtain among the rabble sort
or desutOTy circulation. frequently ard
unfortunately of extended quantity. This
paper cannot be a good advertising medium
except for the cheapest kind Of cheap
goods. There IS reason TO doubt that II
has any real business bringing value. The
man who enjoys ofT-color reading IS liable
TO have no respect for the paper he Is
reading and less respect for the business
man who lowers himself by advertising
in It.
The paper Of solid ideas and modernized
enterprise is Invaluable. II is the paper Of
quality and quantity, and advertising space
IN it has as much 10 do with success of bust
ness as has the salesman and the express
wagon.
DO not allow the circulation of the
greased-tOngued solicitor of any Of those Sc
called gilI-edged papers, which 90 only 10 4
conservative few. to IaiSlead YOU into tax
ing space. because Of kid-@loved quality
and apparent cheapneSs of rates.
in paper Of the circulation Of I thousand
copies IS generally pretty dear advertising,
even if the journal be printed upon satin
and sent out in morocco binding.
The great middle-clasS of people are the
buyers.
The man and woman of moderate circum-
stances are the buyers of the world. They
can be reached by advertising. They iu-
Guide the people who have made every city
what It IS. The men who have built the
houses and the stores the women and men
who fill the churches and make life worth
living, and upon whose children rest the
future of every nation underline sun. These
people have ready cash. because they are
continually making it. They are the circu-
lators OF money.
The blue-bloodcd live in feudal houses;
they cannot be reached with Il gun; there
is not enough of them. all told, in any city,
TO support silver-pla peanut stand.
The goods may be of velvet and solid ma
hOgauy, the silyerwdre may weigh Il ton,
the hats may be trimmed with feathers
from impossible birds: if these things can
be sold they are sold to the people, aud the
peOpl~e cad the peoples paper.
The more average people the advertiser
reaches the greater must be his trade
There are society papers filed with GER
tain class of alleged-to-be high grade mat
ter These papers have conservative Circu-
fTg l., l.
Their circulation may not exceed 5000, vet
their advertising space is worth about what
is charged for it, for the society paper ap-
pealS to the tone, and the Shoddv tone-90
per cent Shoddy toue-by far the heaviest
buyers OF Injuries, and reached easier by
advertising than any other class of people.
The shoddyites read the society paper,
and they read the popular daily. The peo-
pies paper reaches every one of them-the
society paper reaches part Of them.
The advertiser who deals exclusively in
high grade Injuries may think that he can
reach al of mis- possible customers by adj
vertising in the sO-called society papers.
He is mistaken, that is all
The euterpriSing paper of circulation is
the natural organ Of natural people, and IS
the only paper which can reach all of those
peculiar people who try to be natural by
being unnatural.
The best people of any locality read the
Smartest and brightest daily paper. The
ignorant rich may criticise its style; may
say that they do not read it. They do, be-
cause they have to.
Women and men of whatever station,
whether wives of car-drivers or ineal de-
scendaats from Romulus and Remus, will
read the paper which prints the news.
The bright and newsy paper is, and must
be, the advertising medium of its field.
1t is far better to spend all the money in
one good paper than TO spread the whole of
it into dozen papers when the eleven cover
less field than the one bright paper covers
alone.
The conservative so-called gilt-edged
sheet is good advertising medium and one
which every heavy advertiser can use to
advantage, but think that the bulk of the
money can be more advantageously ex-
pended in the paper which everlastingly is
getting into the peoples hearts, which the
people depend upon. Although they may
see other papers, they will never fail to
read the paper which has the right kind of
progressive stuff in ii.
Let the advertiser see with his own eyes
let him travel on our suburban trains; take
the workingInen's train one morning; the
business mems train the next: then the
ladies' train; watch the newsboy carefully
as he passes along the aisle; ask him how
the papers sell; he will tell you that nine
out of every ten are of the papers which
print the news. He sells other papers, it is
true, frequently he sells two papers to one
party, always the bright paper, the other
paper one Of the conservative sheets.
The statement can be verified that in
every large city there are one or two pa
perS whose circulationS combined are more
than the total circulation of all the other
papers in the territory
The cry may be raised that the paper of
circulation is not first-class example of
journalism. Very likely: it commits sins
Of commission; how about the conservative
sheet committing sins of o,nissionl
The pushing. energetic sheet. although it |
may frequently print that which it better
not print, is the paper which works for the !
people. which yentilates corruption, which |
mirrors the world as the world is and al !,
though some of its news may be sensational |
and over-colored it is the paper which does |
the most good TO the most people, and in |
such paper the advertiser finds a natural |
channel to carry the news OF his store into |
every byway and hedge Of the city and |
round about.
In such paper every advertisement is |
read, not necessarily by every reader, but |
f only one quarter Of its readers read the |
advertisements, more readers will see them
than If all the readers of the other papers
read every one of their advertisements.
| am aware that in writing these words | |
I'm treading on the ancient corns of ancient
owners who have very
little 10 sell save reputation and grand
.ather prominence. butt write what know /
TO be true, because ! have proved il to be
rue. and am backed by the settled opinion |
If the best advertisers everywhera.
The discussion of advertising rates can
,pportunely be given here. The subject, |