The morning news. [volume] (Savannah, Ga.) 1887-1900, 1893-12-04
WHAT WOMEN READ.
News a Matter of Less Importance
Than the Advertisement Columns.

Than the Advertisement Columns.
With the average woman reader of the
daily newspaper, almost every part, ex-
cent the news columns, contains the mat
ter which attracts her attention first.
This does not mean that women do not
keep posted on news matters, both do
nestle and foreign.
Yesterdays MORNING News may truly
be said to have been a wOman's paper; it
was replete with advertisements and
news of bargain sales. Advertisers who
cater TO the ladies trade may always be
certain of a liberal patronage, if the ''ad"
is written TO attract the seeker after bar
gains All women read some of
the advertisements, and some read all
of them, and they are often ami
mated calendars of everything that is on
the market and what it sells for. In this
respect many women would make good
stock and bond brokers, for they are
quick TO note price, always remember it
and readily record in memory the changes
in the market price of every article for
which they have any use.
The word bargain is a gay and jaunty
eye-catcher, and few women can resist it.
They know what is on the bargain
counter before they reach it, and were it
not sometimes for q desire to conduct a
little preliminary examination they could
readily ask the clerk for what they want
at once.
But the bargain ad is not alone in its
patronage. 1t has an equally fortunate
fellow in the cheap column "ad," which
is often, to many women readers, of equal
interest with the society column.
The cheap column is a dictionary of in
formation and it indicates a great many
things that it does not tell plainly. Every
body can tell whether or not her neigh
Dor S servant is missing, and obtain some
pretty good hints as to who is going to
move. The want column is
often eagerly scanned and if
a woman once gets an important
hint from it or reads anything that turns
out to her advantage nothing can induce
her to omit its perusal in reading the
paper. The boarding housekeeper, who
has an eye to business, never OVerlOOks it,
aud If a bOdrder wants a half dozen
places to select from, an ad in the want
column brings prompt responses.
Amusement "ads"'are never overlooked
by the woman reader. She can tell you
Just what plays are at the theater for the
week, how many nights they play, what
the plays will be, and whether or not
there will be a matinee. The amusement
column is an important factor in the
woman readers daily education.
One woman tells it of another that she
asks for the paper at times just long
enough to read the marriage and death
notices, and another was overheard to
say:
There's a woman at our house who
reads everything in the paper; at least
she reads all of the advertisements. She
knows what ships are to sail and what
ones are due; just what plays are at the
theater and how long they will stay :
she knows which store has a cloak sale
and which one a linen sale, and where
shoes are advertised the cheapest
Perhaps we don't read advertisements
at our house as much as we would if she
wasn't there, for we can ask her what S
on sale and where to get it and she can
always tell us"
Whether a woman wants what is ad-
yertised or not is often a matter of sec
ondary Importance 1t is often from
general curiosity or desire to know what
there is to be had, what opportunities
are offered and what other
people are doing. But there
is some philosophy in reading the ad
columns after all. If anything is adver-
tised at one place cheaper than it can be
had at another, and it is just as good
common sense teaches. the purchaser to
go there and buy it. 1t is one of the du-
ties of the good housekeeper to keep
posted and the ads are a good field for
study. Perhaps the prospective house
keeper, too, is led by a sense of future
duties to be posted when the time arrives
for her TO assume them.
And the society cOlumn-but it is use
less to say anything about that feature
The woman who does not read that is
well, she is hard to find.