The Birmingham age-herald., 1905-01-01
NEWSPAPER VS MAGAZINE z
 AS ADVERTISING MEDIUM

At the convention of the International Advertising Association at St. Louis sev- eral weeks ago, Thomas Balmer, of the Butterick Publishing Company, made the statement before the convention that magazine advertising was the only real profitable advertising to the advertiser. He stated further that all small adver- tisers, the ten and twelve line advertis- CTS, should be barred Gerald Pierce, business manager of the Chicago Rec ord-H Herald, replied to MT. Balmer the following day, saying in part:
 MT. Balmer made the statement yes- terday that he would kill in infancy every five to twelve-line advertiser; and he got it up to fourteen I believe said that the small advertiser should not exist. That rather than be a small advertiser, he had better not be an ad- vertiser at all.
 'He therefore declared for the princi- pie that all men must start at the top.
 Why, how ridiculous. The most ex- pert men I employ on the RecordEer- aid in Chicago. are the men who induce the small advertiser to spend his money, and try to help him spend it successfully.
 q would rather have twenty small To- cal advertisers than two of the biggest department stores in Chicago in my pa per- That kind of thing vibrates and keeps alive the business interest. It tells the story of the town-advertising does. 1 claim, even though I am disputed by the managing editor, that the advertising is the most important part of a paper; it 3e ba wi bo a6WprtiSp a6 are the ones I am trying to cultivate; trying to make them successful advertis- CTS, and some day they will be big adver- tisers Balmer made the statement-I am only here to respond to MT. Banner; I am not making a speech, because can't do it; but this man Tiled me very much yesterday. Why. he made the statement yesterday that 60 per cent of the advertisers failed, purely because they were small advertisers.
 Now think of it! Bradstreet and Dun tell us that 90 per cent of the business world falls; so at least the small adver- tiser is S5 per cent above the average.
 "He said that 80 per cent of the daily newspaper advertising solicitors fail and leave the field. My experience extends over twelve years. and during that time out of my office have graduated three advertising managers of metropolitan papers. four successful magazine repre- sentatives and a number of magazine employees in the advertising field.
 "The daily newspaper prints in one week more advertising than any five magazines print in ti- year. It prints five times as many advertisements as any one magazine prints in five years-it does that in one Sunday edition.
 "Then he asks why we have to have solicitors We have 500O advertisements in one Sunday paper; a good many of them have to be looked after; matter must be secured and letters written, and lots of times copy must be prepared for the advertising in the daily newspaper.
 Now, as to the daily newspaper: It chronicles the daily events of the world; 1t represents the heart throbs of the peo- ple. Where do any of you want your notices to appear? Take a successful business coup-a successful transaction of any kind? Where do you expect to find the great events chronicled of your lives? Birth, marriage, death? Where do you try to find all that is of human interest? Where do you look for that? Where is the advertising to be found