The Guthrie daily leader. [volume] (Guthrie, Okla.) 1893-1996, 1902-08-09
VALUE OF
EVENING PAPER S


iNNeVte Vi lhe American Association
Of Newspaper Publishers. NJ. Lee
Clarke, New York representative Of
the Indianapolis News, read before
nat body in New York recently. an
Interesting paper on Daily Newspa.
per Space as an Investment"
After dwelling briefly upon the ad.
vantages Of advertising in daily pa
pers rather than in magazines. and
pointing out the growing trend of
many from magazines. Mr. starke
dwelt upon the value OF the afternoon
newspaper as an advertising medium.
saying:
"Analyzing still farther. and going
to the logical and ultimate conclusion
from premises that can not be dis
puted, | confidently assert that the
best daily newspaper is the afternoon
paper. Authorities Of high standing
and greatest success among the lead
ing advertisers of the nited States
agree that approximately seven.eights
OF the supplies and furnishings pur
chased for consumption in the home
arc bought by the feminine head OF
the ramily-and obviously insepara-
bic from this fact is the axiom that
the daily newspaper that goes to and
finds a welcome in the home is man.
ifestly the most effective medium.
The most successful advertisers
eloquently express their conviction on
this point by sending the bulk Of their
appropriation in the afternoon news
which is e7t read alone by the
member Of the family who, as a rule.
does little shopping, excepting for his
own personal requirements, nor hast
lily read and then thrown aside, with
only in rare cases so much as a
glance over the advertisements. The
policy OF these large advertisers Is
explained by the fact that they find
the afternoon paper produces better
results than does the morning paper,
for It goes into the hands Of those
most responsive to their announce
mcnts and who, moreover, has keen
and constant interest in the publicity
that appeals & the home and the
family.
ITO sum up ] believe ] can claim,
without successful contradiction. that
in the average community the evening
paper has the largest home circula-
tion, prints the most local news,
commands the most responsive class
Of readers, most satisfactorily makes
business for the advertisers and, in
deed from every viewpoint, the home
evening daily is the king of all adver.
tising mediums.
Some Opinions from Authorities.
ITO substantiate the contention
that the daily newspaper is more
valuable and effective medium than
the magazine, and that Of daily news
papers the evening edition is the SUI
perior, these quotations from adver-
tisers of experience and judgment are
submitted.
"The busy housewife has no time
to con over the advertisements in the
morning paper. If she has, che can
not arrange her homework in a mo-
ment so that she can go down town
to take advantage Of the bargains Of
fered When she reads of bargains
in the evening paper. however she
makes preparations 10 start early next
morning. and large percentage Of
those early morning choppers who
struggle for The first places at the
bergain counter, are the readers Of
the evening paper. and moi. as might
be Supposed the readers of the morn
ing papers.
Evening Paper the Best.
"If you must discuss the matter,
why not also use the arguments of
the evening newspaper man-that
his paper gives the people the days
news from IL TO IA hours ahead OF the
morning papers, and that he delivers
his papers to the readers at the time
OF day when they have the greatest
leisure and time 10 read /. e.. at The
supper table and around the evening
lamp. He woula also tell you that
the business men read the evening
papers more thoroughly than they do
the morning papers buying a copy on
tho street before they start home at
the end Of theif days work peruse Il