Daily Kennebec journal. [microfilm reel] (Augusta, Me.) 1870-1975, 1905-03-21
NEWSPAPER ADVERTISING.
Its Value Commands Recognition in All
Quarters.
Chicago ChrOnicle.)


The declaration by Charles S. Young.
advertising manager of the Chicago.
Milwaukee & st. Paul railway, in a
university extension lecture that rail-
ways have found newspaper advertis-
ing more profitable than any other
form Of advertising points to a truth
that has been growing steadily in rec
ognitiOn for several years. 1t is only
natural that 1t won early recognition
as truth among those in a vocation at
tracing, as railrOading confessedly
does, a large share of the best ability Of
the age.
Conveniently with railway managers,
the managers Of all kinds OF theatrical
and other amuSemcnts, another VOca-
ton demanding the most alert intelli-
gence. recognized this same truth. and
the huge crop of posters, lithogra phs
and other window and wall paper
they had long maintained disappeared
The superlative quality of any par
ticular thing could hardly be fortified
more conclusively than by these two
unqualified testimonies in precept and
practice from two Of the professions in
which it is most of all necessary that
methods shall be both intelligent and
modern in the best sense.
Modern advertising may be said to
have been born with the modern news
paper and to have grown up with it
practically as part of it. Its aim is
the dissemination among men and wO-
men OF prompt knowledge of where
they may secure on the most accepta-
bic terms whatsoever they may legiti-
mately desire. Its best medium, there
fore, is one which keeps abreast with
its time takes hold on the attention of
the largest number of people who want
things and maintains for itself a char
acter for honesty. responsibility and in
telligence that commands the respect
and confidence of the community.
This Is something which the newspa-
per. regarded as whole, has done and
does. The profession has unworthy
members, whose assertion even of a
known truth tends to faint it with sus-
picfon, but there circulation is mainly
under foot and they have not shaken
public faith in the newspaper that is
clean and decent.
bly, stands next in universally to the
eating habit The newspapers reach
and are read by practically the whole
people. not only those OH whose door,
steps or ir whose postof1ice boxes they
are laid every day. but also the shifting
transient elements of the community
who have no doorsteps nor pOstoffice
boxes and yet must buy something to
eat or wear or otherwise use in daily
life.
No other agency on earth speaks
daily to clientele SO colossal in num-
oers and cosmopolitan i'll character. No
)ther has such unfailing access to the
ear of the people or is SO promptly and
universally turned to when information
is desired. In this. as in all human af-
fairs, what the newspaper prints is of
value. as regards those for whom and
those to whom it speaks. precisely in
proportion to the high character it
maintains for itself
The enormous value of advertising. if
it were attested in no other way. would
be demonstrated by the hosts of imita-
tors and wOuldbe rivals it has tempt
ed. Even the monthly magazines have
not been above the temptation, though
cbservant men know their unfitness
even as for Geographic intelligence,
while the daily newspaper. speaking
thirty times as often. speaks to many
hundred times more hearers.