The Montgomery advertiser., 1902-10-05


 years, has been without par
 allel in the history of Southern newspapers, it will not be considered in- opportune at this time, nor vanity on the part of the writer. to submit a few gen. eral ideas in reference to advertising and . few significant facts in reference to history of the best known and most sue cessful local and general advertisers.
 The advertising department of a mod ern newspaper is to the paper what the heart Is to the human body-the motive power Of the whole system, as the great CT part of the income of all papers comes from this source. On this department de- pends. to great extent, the success or failure of the paper.
 ayertising-newspaper publicity-is to trade and industry what the blood that the heart drives through the veins Is to the body-the sources from which they must draw their strength-the pabulum on which they must largely depend for \ growth and permanent prosperity.
 The Advertiser is one of a half dozen newspapers in the entire South that reg nlaFly sends a representative of it's ad- Nerfising department to see the large gen. nral advertisers throughout the United States. To this practice is. to large ex- kent, due the signal success of the for nisn aaEertising department of The Ad- W4xtfSeEs
 1t fs a notable fact, and one of which khe writer is justly proud, that nearly Au the great general advertisers, who are by their position, training and ex- perience, the best judges of the value of an advertising medium, are liberal and persistent patrons of The Advertiser. It 40 confidently asserted that this papers line of foreign advertising is unsurpassed by that of any of its Southern compeers. Vslue of Newspaper Advertising.
 A distinguished expert in advertising, nzr. Aahn P. Quinn, recently gave the fol- xow@ng epinion as to the comparative B2lua 09 various kinds of advertising:
 s-Ih9 poster on dead wall may be the concGnelon of an artist and command at- xentSon by reasoR of the harmony of its eoloring; the street car card may be the 9oint production of a genius in word painting and master in the art preserY- Mtiye; the fence sign common along the railway may embody novel idea artis- ideally wrought out; the booklet, the golder and the thousand and one other schemes compounded solely for advertis- purposes may each and all have some thing to recommend them. But as means of publicity the newspaper un- doubtedly stands at the top of the heap, @ in @ class by itself This being so, Ehen, there must be sufficient reason for at. It Is simply because the newspaper goes to the people. whereas to be intro Huced to the poster, the street car card, the fence sign, etc., the people must needs Go to them. The inference is plain. The booklet, the folder the other advertising media reach you through the postoffce-- perhaps and perhaps not-along with more important mail matter and the chances of their bridging the waste-bas- ket chasm are as one to fifty, approxi- mately.
 'sThe newspaper is a necessity with the public It is read for the information it contains. The busiest find time to peruse ats pages. It is a welcome guest in every home, and it is in the home circle that 4ts Influence as an advertising medium hears greatest weight. More and more is xlals fact appreciated In theatrical cir eles the poster is not the factor of a few wears ago. Managers are using less wall Aisplay and fewer window cards, while ehelr newspaper appropriations have rel mtively increased Book publishers re port an enormous increase in sales the rask few years under the present system of display advertising in newspapers. So nreat is It's faith in this form of public 4tv that one well known New York pub aiehing house, that formerly depended all most wholly upon posters to distribute fts output, is at present using half page fn some of the leading dailies to exploit nfa wares. This surely indicates that the m6vnrtising trend is toward newspapers"
 II has been aptly said that there is ~nvne good in all advertising and all ad- wertisIng does some good, but the best mavertising and the advertising that does