The daily journal. (Salem, Or.) 1899-1903, 1901-03-26
ADVANTAGES OF
EVENING PAPERS
Toast BY the Editor of the
Telegram
Making Strong Points in Fa>
vor of Evening
DailieS.

At the recent Dehqhet VI WV
Press O ub Editor Clifford J. Owen, Of
Of the Portland Tel gram responded 70
the toast Of the Evening Dali " ana
in the eouree Of his practical remarks
said:
The constantly improving transpor'
tatlon facilities and establishment OF rural
deliveries has caused many weekly pa
pers 10 iseue daily edltions, and new
dailies 10 be established in fields that
hitherto we're too limited for any paper
other than a weekly.
The rural deliveries have been Of bene'
ft TO the morning rather than the
evening paper, but has helped both
when community becomes accus'
toned TO a daily they will not be satis-
ied with either a morning or evening
paper only-tLey will demand both. a
person who for time has had bis
paper with his morning coffee feels lost
without II. lie wants 20 know what
has happened in his community or in
the outside word while he slept, and the
same perpon when he goes home in the
evening wishes, together with other mem
bers Of the family, 10 know what has
occurred during the day. When an ap
petite for daily paper is developed
there is no gold cure that will take 1t
away.
An afternoon paper in the far western
states has much In its favor. The dit.
ference in time between this coast and
New York City, the greatest news CEN
ter Of the world, enables the afternoon
paper, that has Associated Press service
and that goes 10 press between three
and four o'clock, to publish news gath.
cred up TO six o'clock in New York, an
hour when the days doings are practical.
ly ended and nothing Of much Importance
is left for the morning papers. Another
advantage IL that smaller towns, all
reached by telephone or telegraphic ser.
vice, are at ell times in reach Of the Rf-
ternoon papers. Al night the Offices
are closed at an early hour.
While believing all newspaper adyer-
tising Is good and that judicious adver'
tising will always pay, l feel assured
that larger returns are In many cases
shown from advertisements in evening
papers.
Allow me 10 make two brief quota
tiona from competent authors aud ] will
close.
II. r.. Matthews, the well.known
advertising manager, said in recent
interviews
"With equal circulation would pre-.
fer the evening to the morning paper
The morning paper reaches the reader
ut time when the head Of the hous'
either reads II hurriedly before break
fast, at breakfast table, or ON his road
10 tho Office. In the latter case The
house wife does not See the paper at al
II the paper ia left at home, II is at an
hour when the housekeeper isoonirontet
with her reeGlar household duties
social calls, visits, etc. The evening
paper reaches the family at a time wher
the days rush In over and the heads o
the family can read at leisure the offer
OF the advertising columns and discus
their household needs and plans io
supplying them. 1 would, therefore
choose Of the two papers, one mornin
and the other an evening, the eyenin
edition. This conclusion 10 reache
from AN experience covering hitee
years Of active advertising experienc
and the placing Of advertising apprC
priatlons that r. II up into the hundred
OF thousands.
Geo. r. Rowoll, editor Of Printers lnl
a short time sgo made the following Al
serlion;
"rhe afternoon papers are read moi
closely by women. There isn doubt
the statement, and the fact IL, Of cour'
! important 20 advertisers who want
lay their announcements before womel
The evening papers are acquiring VOL
deriul prestige, aud their value as a,
; yertising media is increasing, as VII
advertising men are becoming avian
!. la New York the Evening Jonrnal ha
I a larger circulation than the Mornir
| ! Journal, and the Evening World has
4 larger circulation than the Mornir
/ World. This is a proud showing f
4 the afternoon papers. lu most cities q
situation ls th, same These praises
\ the evening papers express conviction
a which very reluctantly admitted 10 n
a mind. Aud say that the mightie
\ argumeat in advocacy Of tho aiternoS
: journals is that they publish the ne,
!. ON ,be day when eyents occur, not Il
a day after
trust that the gentlemen prese
Who are connected with the excelle
J, morning and weekly papers Of Orcg,
B, will not consider that have depteciail
"a tho value OF these papere 90 readers
advertisers, a. most at them are al
. edited aud are excellent adyertlsil
B. u,cdlums, credit and heucnt TO Il
a communi,ies la ~hlch ,hey are pnhlis
4 "a, aud dysonius al most liter
patronage
g IA behali Of the newspaper m,
! prcssnt I thank the salem Press ca
I. ls the cordial 2 'eption extended
/. this evening
u aialsieTs A,stake
- A city minister Was unoHttly handed