Albuquerque daily citizen. [volume] (Albuquerque, N.M.) 1895-1903, 1902-05-17

that vi udls hCNopdptlS lht tNNh-
ing edition is the superior, these quo
tations from advertisers of eXper-
fence and judgment are submitted:
Reach Homes of Masses.
You ask me which | consider the
more valuable as an advertising me-
dium-the evening paper or the NORM
ing paper. | will say that a great
deal depends on whether the advertis-
er is catering to the popular trade or
what is generally designated as the
classes If the advertisers trade is
with the wealthiest class, then | should
say that the morning paper is quite as
good as the evening paper. On lie
other hand if the advertiser desires
to secure the trade of the laborer.
the mechanic or clerk, etc.-who has
hardly time to read ven the most
important news on his way to work in
the morning, to say nothing of read
ing advertisements, and who seldom
finds time to do n more reading of
that nature until he returns home IN
the evening" should most emphatic
ally declare the evening paper to be
the better advertising medium. In
the evening the mechanic or clerk has
ample time, as a rule, to read his ev-
ening paper, and to discuss with his
wife any interesting news, attractive
offers, or advertisements he may find
in its columns, and to come to a defin-
lite conclusion as to just where to buy.
The experience of a great many years
confirms this belief, and in our own
business we are now confining our
selves to the use of the evening pa.
pers, with most gratifying results. |
am prepared to make an unqualified
statement that any business house
doing business on a strictly cash ba-
sis, and catering to the popular trade,
should confine its advertising to the
evening papers, whenever it can do
So"
Evening Paper Shoppers Guide.
THE busy housewife has no time
to o over the advertisement in the
morning paper. If she mas she can
not arrang her Homework in a mo-
ment, so that she can go down town to
take advantage of the bargains of
fered. When she reads the 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 morning
paper"
Edition for Advertisers.
There is no doubt that the evening
daily is the daily for the advertiser.
Ii comes into the home after the mer-
chants work is done, and he can sit
down and study it-and his competi-
tors ads-to his utmost satisfaction.
The good wife has time to look over
its columns. and the same order Of
things holds good in the home of the
mechanic and laborer. The morning
daily is laid one 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 working hours.
You can always depend upon ii that
the evening daily has the larger cir
culation for these very reasons, and is
therefore. the better medium.
Through Reading Evening Paper.
IF you must discuss the matter,
why not also use the arguments of
the evening paper man-that his pa
~ 5ANNo nv HtoBlN llt udN > hSNo
from twelve to fourteen hours ahead
OF the morning papers, and hat he
delivers his papers to the readers at
the time of day when they have the
greatest leisure and time to read, l..
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 morning papers, buying a
copy on the street before they start
for home at the end of their days
work; peruse ii thoroughly during
the tiresome street car trip TO their
homes, and then hand it over to the
family. He would also tell you that
the average h~ousekeeper has only
time in the early part of the day 10
glance over the headlines of the morn
ing papers, to get the principal news