The Billings gazette. [volume] (Billings, Mont.) 1896-1919, 1902-05-13

readers, most makes OuS-
mess for the advertiser-and, indeed,
that from every viewpoint, the home
evening daily is the king of all adj
vertising mediums.
ITO substantiate the contention that
the daily newspaper is 9 more valu-
able and effective medium than the
magazine, and that of daily newspa-
pers the evening edition is the su-
perior, these quotations from adver-
Users of experience and Judgment are
submitted.
'"The busy housewife has no time to
con over the advertisements in the
morning paper. If she has, she can
not arrange her homework in a mo-
ment, so that she can go down town to
take advantage of the bargains Offer
ed. When she reads of bargains in
the evening paper, however, she
makes preparations to start early
next morning; and a large percentage
of those early morning shoppers who
struggle for the first places at the
bargain counter ARE the readers of
the evening paper, and not, as might
be supposed, the readers of the morn
ing paper.
IF you must discuss the matter,
why not use the arguments of the ev-
ening newspaper man-that his paper
gives the people the days news from
twelve to fourteen hours ahead Of the
morning papers, and that he delivers
his papers at the time of day when
they have the greatest leisure and
time to read, i. e., at the supper table
and around the evening lamp? He
would also tell you that the business
men read the evening papers more
thoroughly than they do the morn
ing papers, buying a copy on the
street before they start for home at
the end of their days work; peruse it
thoroughly during the tiresome street
a trip to their homes. and then hand
it over to the family. He would also
tell you that the average house keeper
has only time in. the early part Of the
day to glance over the headlines in
the morning papers, to get the princi-
pal news items, and then the paper
is cast aside; while the evening pa
per, with the full days news, reaches
the home at the most convenient. time
of day, and is read from beginning to
end, advertisements included.
"There is no doubt that the
ing daily is the daily for the adver-
tiser. 1t comes into the home after
the merchants work is done and he
can sit down and study it-and his
competitors ads-to his utmost sat
isfaction. The good wife has time to
look over it's columns and the same
order Of things holds good in the
home of the mechanic and laborer.
The morning daily is laid n side by
the busy merchant, at his store, and
the buster housewife at her home.
The laborer>or mechanic has no time
to read it before he goes to work, and
is not allowed to read during work
ing hours. You can always depend
upon it that the evening daily has the
larger circulation for these very rea-
sons, and is, therefore, the better me-
dunn.
"a paper issued in the morning does
MT uot into tho homos or iS not read
by the working classes-and these
places and people must be reached by
a paper, to make it powerful as a
factor and valuable as an advertising
medium. It is the evening paper, pur-
chased by the man or delivered by
the boy, that reaches the home. And
in the quiet of the home at evening
it is carefully read by the family"