The watchman and southron. [volume] (Sumter, S.C.) 1881-1930, 1902-05-14
The Advertising Trend is Still
NewspaperWard.

new WSpapeFWaFa.
The poster on dead wall may be
the conception of an artist and COM
mand attention by reason Of the
hsrmony cff It's coloring; the street car
card may oe the Joint production of
a agsnias Il word-painGing and mas
ter IN the art preservatiye: the fence
sign common along the railway with
apologies to the Omega Oil folks,
Mennea. Ingersoll, Heinz, ct ais. may
embody novel idea artistically
wrought cut: the cookIet, the folder
and the thousand and one other
schemes compounded solely for adyer-
Eising purposes may each and all have
something to recommend them. But
as means Of publicity the newspaper
undoubtedly stands at the top Of the
heap, IS in q class by itself. This
being so, then, there must be sum-
cient reason Tor 1t. 1t IS simpy be-
cause the newspaper goes TO the peo-
pie, whereas TO be introduced TO the
poster, the street car card, the fence
sign, ETC.. the people m1st needs go TO
them. The Inference is plain. The
booklet, the folder, the other advertis-
ing media reach you through the post
ohce-perhaps and perhaps not-along
with more Important mail matter, and
the chances of their bridging the
waste basket chasm are as one to hfty,
approximately.
The newspaper IS q necessity with
the public. It is read for the inforn1a-
ton It contains. The busiest find time
to psruse its pages. It is welcome
guest in every home, and it. IS In the
home circle that its influence as an
advertising medium bears greatest
weight. iIore and more IS this fact
appreciated. In theatrical circles the
poster is not the factor Of few years
ago Managers are using less wall dis
piay and fewer window cards, while
their newspaper appropriations have
erlatively increased. Book publishers
report an enormous increase IN sales
she past few years under the present
system Of display advertising IN news
papers. So great is its faith In this
form OF publicity that one well-known
New York publishing hoslse. that
formerly depended almost wholly upon
posters to distribute its outpat, is at
present using a haf-page IN some OF
the leading dailies to exploits its wares.
tising trend is toward newspapers.
a practical demonstration of the
value Of newspaper advertising was
given in this vicinity short time
since. Some Of the most eRterprising
of Asbury Parks merchants banded
together IN a grand advertising coup.
In the local papers they announced
special sale on a certain day. Trains
were chartered TO carry prospective
customers up aud down the railroad
free. Every merchant in the combine
increased his newspaper space by many
inches. The advantages Of the special
sale and the merits of the goods offer
ed were extolled under daring head
lines. Advertisements crowded the
columns ordinarily devoted TO reading
matter. The magnitude Of the enter
prise, the boldness of its promoters
and the novelty Of such an adEertlsing
scheme were made the subjects OF
extended comment IN nearly every
newspaperAin the country. The whole
thing was in the nature OF an expert
meat. and the merchants stood to
lose heavily if a failure was scored.
But their faith in advertising was
amply justified. Thousands of people
focked to the town, and once there
they spent their money. 1t mace mace
difference of not less than $40, 00o IN
the half-day's receipts or the mer-
chants in the pool. It is slgnaH-
cant fact that the horde of strangers
visiting town spent the money with
the merchants that advertised.
This brings me to another polat
wish to emphasize. Newspaper ad-
rertising is admittedly a sign OF bus1-
ness prosperity, the thermometer that
records the business temperature.
The most successful merchants have
been the largest newspaper advertisers.
The size OF merchants business,
however, need not necessarily deter
mine the amount Of his advertising ap-
preparation. The point is to advertise
and 20 keep on advertising. People !
who read newspapers read advertise |
menfs. because when in want Of any
thing the surest, handies5 and quick
est way TO find it is through the adver- !
tising columns of the paper
Banks, churches, Libraries and 9th i
or exclusive institutions have aWak-
eoed to the benefits Of newspaper ad-
yertising. The cards Of physicians of
ali schools are seen in the papers, q
practice formerly considered at yari
ance with professional ethics. All
lines of trade and al professions are
represented in the newspaper adver-
Using of today. The trend OF adver-
Using is misrepresentation E.
Quinn, in Printers Ink.