Aberdeen herald. [volume] (Aberdeen, Chehalis County, W.T.) 1886-1917, 1904-01-11
BEST ADVERTISER
THE POLITICAL WEEKLY NEWS
PAPER LEADS THE VAN.
That is What William J. Bryan Says. and he
Gives Some Cosent Reasons for the Belief
They Approach More Nearly the Heart.
to-Heart Communion With Their Patrons
Than any Other Visitor at the Family Shrine.

This is what that able man, William
J. Bryan says OF the weekly newspaper
az an advertising medium:
First-Such a paper is taken mainly
py those who believe in the political
doctrines which it advocates, and adver-
tisements appearing in the paper COM
mend themselves to the readers. A
mans political convictions are, as a
rule, deep and lasting, and in every great
crisis .here are innumerable instances
where the individuals views en- public
questions are stronger than family ties.
Those who hold tenaciously to their
political opinions naturally piize papers
upon which they can rely for the infor.
nation 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 papers, but
are laid aside for reference. The aGver-
Using matter is, therefore, Of lasting
value, and is not uncommon for an adver-
tiser to hear from such an advertisement
many weeks afser it has ceased to appear
in the paper.
Third-The political weekly is growing,
and bids fair to occupy an increasing
place in the field Of journalism. The
daily is becoming great business enter
prise whose editorial page is either prac-
tically without political color or defends
the interests OF the corporations with
which the owner is connected. The
stockholders Of the great dailes are gen.
orally unknown to the public; neither
are the writer's known whose pencils
supply copy for the editorial page. 1t is
impossible that an intelligent and
thoughtful student Of public affairs
should pay a great deal OF attention to
editorials written by nobody-knows-who
and often with an Interior 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 de-
sires or forfeit his place. 1t is likely,
therefore, that there will be an increas-
ing tendency to read the daily for it's
| news and the weekly for its thoughtful
discussion Of the problems OF govern
ment. A weekly paper can be published
without great expense and can be edited
by the owner. Its circulation will de-
pend partly upon the popularity of the
ideas presented and partly upon the
ability with which it is edited.
Fourth-The political weekly | as a
wider field than the daily can possibly
have because daily published in one
city cannot hope to invade The precincts
of another city, but a weekly published
anywhere In the Uuited States can find
its way into every village and hamlet in
the country. It's contents are not valu-
| able because OF their freshness as news,
but because OF their permanent useful
ness in the consideration OF questions OF
moment.
Flfth-The political weekly is mex
pensive as compared with the daily and
reaches those who would not feel able to
pay the price OF a daily. 1t may be con-
lidently expected, therefore, that politi
cal weeklies will increase in number,
in circulation and in influence, and the
value of an inch Of advertising in such
paper will approximate the value OF like
space in monthly magazine of like Cir
culation.