The Goldfield news. [volume] (Goldfield, Nev.) 1904-1911, 1905-06-09
- g - OPPORTUNITY.
(Dcnvcr Daily Mining Record.)
pplIie;tv !. elreafion

NDtW'tt iFtiN "iuiHS htCOTu.t
Publicity is education.
Advertising is the dissemination of
information. The fact that the adver-
tiser has something to sell, that he is
actuatcd by purely mereenary motives,
does not lessen the Importance of his
work as an educator. The man brought
in touch with the advertiser by means
Of an advertisement may be benefited
more than the advertiser himself.
The advertisement is the herald of
opportunity.
Communities 80 well as private
business profit by advertising. Com
munities have opportunities. They need
men and money. The prosperity of
a community depends upon the amount
of %capital md labor available and the
wisdom with which they are applied to
existing opportunities.
To get men and money n community
must have publicity. This is particu-
larly true of mining camps. If they
are to grow. their chances for invest
ment must he brought to the knowledge
of investors. Part of this work is done
" lltlNltlCilS ioT tHtIT own gfIn.
Community advertising By the commu-
nifty is sometimes more effective, how
ever. because it carries the weight of
authority.
The m~outhpicco of the advertiser is
the press. He who searches for oppor-
t%unities must so 20 the columns of the
daily newspapers and other periodicals.
1t is common to sne'k of the news col
rmns aud The advertising columns; but,
while the distinction is clear, the names
are not well chosen. It is not to lie
taken for granted that all the news is
to he found in the 80 callcd news col
umns. Often the news most important
to the greater part of a iournal's read
ers is that contained in the Advertising
columns.
People often wonder why a r~ar:icu-
lar newspaper has scch a large circu-
lation. It's pages are filed with adver.
Using, they say. The space allotted to
other roading matter is reduced and it
is often of an inferior quality. Why is
such n paper taken in preference to
another which carries less advertising,
but more and better edited general in
formationi To many the situation is
a mystery; hut, as a matter Of fact,
it is not hard to explain. The special
information in the advertising columns
is often of more Importance to the
readers than the general information
in the Jews columns. For every man
who watches the developments of the
day in Washington there may he a
dozen women looking for the Tally an
nouncements of a big department store.
If this be true. the advertising OF a
department store has a greater news
value thar the Washington letter, and
the newspaper that carries the alvcr-
Using will have the circulation, no
matter how often it's Washington cor
respondent may be scoopel.
The underlying distinction between
the news columns and the advertising
columns is a matter of editing. The
character or rather the reputation and
standing of a newspaper, the care and
honesty manifested in the selection of
material for its news columns, as well
as the enterprise shown in gathering
material, determine the value of these
columns to the reader. The higher the
standards and the more unimpeachable
the integrity displayed in the editing
of a newspaper, the greater viii he its
influence. It will have a desirable class
of readers, and it's advertising space
will have a value to correspond.
Over the advertising columns, he
control e>ercised by the management
=: :; newspaper is not complete. In
.lrasure advertising spa:o is rrhlr.
property. The newspaper may pre-
scribe certain regulations and fix rates;
but these must tie reasonable, and it's
ooIurpnS r,rck NO Eop{ oman 80 oil who
comply with the established rules. The
position of a newspaper in this respect
is analogous to that of the railroads
and other common carriers.
The individuals or corporations who
buy advertising space become their
own editors. For what they say the
newspaper ssumes only a limited re-
sponsibility. 1t introduces them to it's
readers, and should be careful in ten
dering the privilege of an introduction,
but has no right to allow personal or
special considerations to have weight
in making the selection.
Having been properly introduced,
the further relations of the advertiser
to the newspapers readers lies with
himself. By his own conduct, he must
establish and maintain a reputation. SO
Iar as the space he buys IL concerned,
he occupies the editorial chair; and the
value of the space to him will depend
largely upon his ability in exercising
the functions of an editor. He can
puild mp a reputation with the readers
of the paper that will make a column
more valuable to him than a paga is to
an unknown man.
Communities have the advantage Of
being able to make announcements that
are official. Because it will be accepted
az truthful. IN official advertisement
of a town or city will attract more cap
itai than individual advertising occu-
plying ten times the space. Western
mining camps can with profit make a
more extended use of this form of pub
licity. They get a great deal of effect
i've publicity through the news columns
of The Record. They could make this
publicity even more effective by using
advertising space in the dissemination
Of Spe.ifr Information