The Minneapolis journal. [volume] (Minneapolis, Minn.) 1888-1939, 1904-06-16


short to wait on the periodical. A
good advertising campaign may be
we'll established by the newspaper be-
fore the magazine is issued.
The newspaper reaches you every
morning or every evening of the year.
1t is full of things of current inter
est, no one Of them sufficient In itself
to absorb more than passing interest,
hence your advertisement stands an
excellent chance of being seen. The
magazines contain short and serial
stories and articles of such romantic
and sentimental interest, that the !,
mind is not in fit shape to receive and
analyze anything so practical as an
advertisement.
The newspaper Is daily bulletin of |
events and nearly every ad is an event. |
1t is creator of opinions and i'm
presslons and its reading and adver- |
Using columns are all news. When |
reading a newspaper you are in a |
neWs-recelving mood. You are after |
current information. You want |
definite knowledge of what is going on |
downtown. The bulletin is the place |
to look for it and the bulletin is your
newspaper.
If there is any merit in accumu-
lative effect-and we all know there Is |
how can the magazine compare with |
the daily paper? How can there be
such a thing as consecutive thought In |
publications whose numbers are thirty |
days apart?
Suppose, for instance, want to |
make Quaker Oats known generally in |
a certain community in a short
days in which to accomplish it
would I take the magazine and expect
it to do all the work in one issue Of
say $4,000 circulation?
Hardly. --
would select the newspapers, get
more circulation than that every day
of the thirty and have my product al
most a household word by the time
the magazine appears. If in Chicago,
for instance. I would select two
papers, get their combined daily circu-
lation Of 100000, so that at the end Of
the month l would have had q circu-
lation Of 100000, and appeared be-
fore the people every consecutive day.
It seems to me there isn't much Of
an argument here
VIII you tell me in all sincerity that
any magazine you name is dearer to
your heart than your, favorite daily
newspaper? I don't think you'll pre-
tend such a thing even for the sake
of argument
You wouldn't miss your magazine
much If it failed to come on time, but
you would miss your daily paper, and
rage like the cold north wind If it
was not delivered.
Magazine men will tell you that a
newspaper Is cast aside in an hour or
So So it Is, but is there again on
the following day repeating In its ad-
vertising columns precisely what it
had the day before. You can't get
away from the newspaper and you
never forget it, but If magazines fail
Of publication or appearance it doesn't
matter.
Magazine men will tell you that
newspapers are thrown out after being
read and magazines are retained,
thus doubling their circulation, be-
cause Of being repeatedly picked up
and perused. In this day Of rapid
modern thought, periodicals are re-
tanned little longer than newspapers.
They are not so vOluminous but that
they can be read thoroughly in an
evening or. SO, and then they go. to the
literary dump, under the book heap,
on the floor of the library. How many
well-regu1ated households allow mag
azines to accumulate from day to day |?
Not many. They don't keep them for
visitors because visitors don't come to
read. 1t stands to reason, then, that
their usefulness Is gone after first or
second perusal. Many a man and
woman will allow evening after even
ing to slip by without even thinking
of a magazine, but they come home
with newspaper under their arm and
they will read it first and foremost OF
all. go IT,.
Thousands of men have no time tc
read the airy nothings, the impossible
fiction, silly conceptions and absurd
Dolly Dialogues" characteristic OF
the average magazine, but the news.
paper Is bulletin of the stern, ser1'
Gus, amusing and entertaining actu
a1ities in the world with which we are
all daily In touch. It Is bulletin o.
the world Of finance, investment, spec
ulation and trade. A bulletin of crime
oil nnnt6nnt a
bulletin Of amusement, society AND
recreation. A bulletin Of politics
craftsmanship, war and national cal
antilles and .intrigues; statehood and
isn't a. man or a woman on the face
of the earth who will not read of some
of these If they have cent In thei
pocket to pay for a paper.
They positively will not give vi
their daily paper, but If they mis-
1t make? ., .... ..-'. ....~ asE.
Magazine men will say to you tina
their periodical Is of general circula
ton and goes where the newspape
does not.
Rotl ...r -'~.
The newspaper goes everywhere
There Is a newspaper for every civil
lied community on the face of tn
globe If the Chicago Tribune will no
reach Emporia, Kan, there is a news
and 1t Is nearer and dearer to tn
hearts Of the people Of Emporia tina
any magazine that was ever published
In my opinion I can start genera
product on the road to hearty con
sumption during the time occupied b
the magazine in collecting it's materie
and getting ready for publication.
Heavy bodies move slowly. TIL
magazine is the ponderous medium
Is laborious and slow. 1t says what
has to say the first Of the month-the
Thirty days Of silence, absolute an
profound.
Thirty days!
= It is long sentence in the work
house.
Fortunes are made and dissipate
in that time.
The newspaper on the contrary
light, breezy, sparkling-ever preser
mans constant companion-fn tn
home every evening as regularly 6
the supper hour arrives-on the stree
and in your hands when day break
the bulletin Of the very hour, the tow
crier for news and merchandise.
Magazine men will tell you that tt
waste circulation of the newspaper
enormous. So it is, but no create
than the waste circulation Of the mas
azine. This is an exploded argumen
Countless thousands lie unsold