Evening star. [volume] (Washington, D.C.) 1854-1972, 1905-11-26

earth for information that may add to our
store of learning or help us in our bust
ness
But while we are interested in what is
happening in our own country state and
city, publishers of newspapers long since
learned that after all 1t is the home or
local paper that gets closest to peoples
hearts.
I'VE are so constituted that we take a
livelier and more vital interest in our neigh
bors than we do in foreigners wherever they
may reside. We are interested In our neigh
bors because we know them, we talk with
or see them almost every day, we know
their history, their peculiarities, their char
acters. The doings of Montgomery Smith
who resides in Paris ana owns a stable of
fast horses are matter of Indifference to
us, but the health, prosperity adversely
OF James Brown who lives just across the
street from US and who drops IN of an
evening to smoke a cigar or play a rubber
of whist are of considerable Importance
to us.
News, therefore, interests us in inverse
ratio to the distance 1t travels before it
reaches US. This fact explains the power
and the influence of the local daily paper
1t Is more eagerly read than outside peri
Odicals because the news 1t contains relates
to the town in which we live and the peo-
pie with whom We associate with whose
careers we are somewhat familiar 1t comes
to us in the morning or the evening laden
with Items that appeal to us.
THE men scan the pages of the daily pa
per to find out the condition of the market;
the women to see what bargains are being
offered in the dry goods stores. The men
want to learn what Is going on in sports;
the women what the newest fashions from
Paris are.
Herein Is apparent the real value of the
newspaper as an advertising medium. The
more thoroughly paper is read the more
desirable 1t is for securing publicity for
anything sold in the city. No announcement,
however small 1t may be, will escape notice.
aside from the intimate relationship eX-
listing between the local newspaper and ats
readers, the daily has another advantage,
and by many considered Its greatest, over
the weekly or monthly magazine, namely,
frequency Of appearance. The advertiser
has a chance to talk to the public seven
times week in the daily instead of once
a week in the weekly or once IN thirty days
in the monthly. Reteration tells In adver-
Using, as repeated blows in the same spot
will finally break the hardest stone. Who
usually influences us most, the man who
talks to us once in thirty days or he who
speaks to us daily? Think under what a
disadvantage John Wanamaker's store
would be placed If instead of advertising
every day it could reach the public only
once q week. Neither Wanamaker nor any
other big merchant could do one-half the
business he now does If he was thus linn
tied in his opportunities for appealing to
the public for its patronage Now he can,
fire broadside page OF bargains In ohe
newspapers every day in the week and thus
interest seven times as many people or the
same people seven times
But Of all the issues of the week the Sun
day newspaper is the most popular for adj
vertising purposes. Its value chiefly lies
In the fact that 1t Is delivered to the home
on the morning of the day of rest, when
there Is an abundance of time for looking
over its pages. The paper itself is made
most attractive by the use of special illus
trated articles on live and interesting topics,
by humorous pictures, by contributions from
eminent writer's and by the presentation of
matter that appeals to all classes of peo-
pie While the circulation of no one of the
Sunday papers is as great as the week day
issues of the afternoon papers, neverthe-
less the character of the circulation Is of
the highest quality and hence its great
value as an advertising medium
People have time to study the ads and
answer those that call for letter writing.
| Those In search of employment or those
who have positions they desire to fill find
! the Sunday paper the best of the week for
obtaining what they want. Hence the want
columns are always crowded on that day.
1.-THE Sunday papers have been found to
| be specially valuable IN selling real estate
| and In disposing of stock in financial enter
prises Merchants like to use these issues
| to announce the bargains they have to Of
| fer t.le coming week. The general adver-
| tiser makes them the vehicle for his best
| appeals for patronage and those in search
| of capital for various enterprises find them
| the most productive OF results.