Washington standard. [volume] (Olympia, Wash. Territory) 1860-1921, 1904-01-08
THEBEST ADVERTISER
THE POLITICAL WEEKLY NEWS
PAPER LEADS THE VAN.

PAPER LEADS The VAN.
That Is What William J. Bryan Says. and Hs
Gives Some Cosent Reasons for the BeIieI
They Approach More Nearly the Heart
to.tieart Communion With Their Patrons
Than Any Other Visitor at the Family Shrine
This is what that able man, William
]. Bryan says OF the weekly newspaper
as an advertising medium:
First-Such q paper is taken mainly
by those who believe in the political
doctrines which it advocates, and ad-
vertisements appearing in the paper
commend themselves to the readers.
A mans political convictions are, as q
rule, deep and lasting. and in every
great crisis there are innumerable in
stances where the individuals views
on public questions are stronger than
family ties. Those who hold tenac.
iously to their political opinions ma
turally prize papers upon which they
can rely for the information which
they need in the discussion of political
questions. and those who advertise in
such papers profit by the confidence
which the reader has in the publisher
Second-Political weeklies are not
read and thrown away like daily pa.
pers, but are laid aside for reference.
The advertising matter is, therefore, OF
lasting value, and it is not uncommon
for an advertiser to hear from such an
advertisement many weeks after it has
ceased to appear in the paper.
Third-The political weekly is grow
ing, and bids fair 10 occupy an in.
creasiug place in the field OF journal.
ism. The daily is becoming q great
business enterprise whose editorial
page is either practically without po.
litical color or defends the interests of
the corporations with which the owner
is connected. The stockholders OF the
great dailies are generally unknown to
the public; neither are the writers
known whose pencils supply copy for
the editorial page. 1t is impossible
that an intelligent and thoughtful STU
dent of public affairs ehould pay q
greal deal Of attention to editorials
written by nobody.knows.who and
often with an ulterior purpose.
With the growth of the daily it be-
comes less and less possible for the
same person to be both editor and
owner, and if he is employed to do the
writing, he must write as the owner
desires or forfeit his place. It is like
ly, therefore, that there will be an in-
creaeing tendency to read the daily
for its news and the weekly for the
thoughtful discussion of the problems
of government. A weekly paper can
be published without great expense
and can be edited by the owner. It's
circulation will depend partly upon
the popularity Of the ideas presented
and partly upon the ability with which
the paper is edited.
Fourth-The political weekly has .
wider field than the daily can possibly
have because . daily published in one
city cannot hope to invade the pre-
cincts Of another city, but . weekly
published anywhere in the United
states can find its way into every vii
lage and hamlet OF the country. It's
contents are not valuable because Of
their freshness a. news, but because of
their permanent usefulness in the con.
sideration OF questions of moment.
Fifth-The political weekly 10 inex-
pensive as compared with the daily
and reaches those who would not feel
able 70 pay the price of . daily. II
may be confidently expected, there.
fore, that political weeklies will in.
crease in number, in circulation and in
influence, and the value Of an inch Of
advertising in such . paper will ap.
proximate the value OF like space in .
monthly magazine Of like circulation.