The Hood River glacier. (Hood River, Or.) 1889-1933, 1906-08-23
NEWSPAPER
ADVERTISING

Newspaper advertising has two
fold benefit. II helps the man who
thus gives publicity to the advantages
he offers the buyers, and it creates a
favorable impression of a city by
showing TO all readers Of the paper
the live, wideawake character of it,
business men. Ben Hampton, a very
observing New York business man,
has the following interesting CD erva-
tions about newspapers and the prac-
tical effects they y'iproduce in COM
munity:
''Can you imagine for minute
what life would be without the news
paper? Il goes into the home, the
office, the factory, the shop, on the
cars, on trains--whereve you lind
human beings there will you find
newspapers.
"More than that, you will find the
newspaper is read carefully, not only
forA the news of people and events
that 1t gives each day, but for the in
terestlng news Of stores.
~ have made many interesting ex-
periments to satisfy myself as to just
how newspaper Is read. | know
that other people have done this and
lam pretty sure that the experience
of.everysman who makes any investi-
gationss salongsthis line will prove that
the first thing that is read In paper
published In small city is the news
OF personal and purely local oharec-
ter. am speaking now of the women
readers. They are the ones who buy
the goods and they are the ones that
we are particularly interested In.
"After the personal information
and local news Is read, woman may
glance through to see what the big
news events OF the day are about
that is Just about az far as her inter
est goes. Then she reads the ads; If,
indeed, she hasn't read them before.
The ads. are to her just as interesting
az any other part of the newspaper,
and l suspect many times they are
more interesting than most of the
columns of the average daily news
paper.
"The store news as given In the ad-
vertising columns is not only of in.
terest to the thrifty, intelligent
housewife, but It Ia absolutely al i'm
portant part of her daily business.
She wants to keep posted on the new
est things; also, she must keep in
formed as to the best places to buy
the articles of merchandise that she
needs In conducting her household.
All this information she gets from the
advertising columns of the newspaper.
"No one need ever question the
ability of the advertisement to get it.
self read. That's the easiest thing in
the world. Every advertisement of
fair size is sure to attract some atten-
tion. II the ad. Is we'll put together
geographically, If the headlines are
properly written and properly dis
played, and II the text matter is pre-
pared with thought and attention; II
lin other words--it is made interest
Ing news, the ad. itself will be read
with all the care that is needed.
"After that everything depends on
the message that the ad. carries, II
that message is one of interest to the
woman, II 1t promises her good
piece OF merchandise at fair price,
the chances are that she will buy that
merchandise II she needs 1t.
"There has been such an atmosphere
Of mystery and romance thrown
around advertising that | think many
people are often confused by what is
after all, one of the simplest PROPOSE
tions In business.
IA good store with good merchan
disc can build up a good business
without advertising. II it adds to its
other things good advertising, 1t is
sure to build up bigger business,
to build 1t on more solid founda-
tion and to place it beyond the reach
of competition.