Daily capital journal. (Salem, Oregon) 1903-1919, 1906-05-11
ELECTION DATES TO REMEMBER
Last day for fling nominating peti'
sfons for county Offices May 10.
Generai election June l.
ADVERTISING IN DAILY PRESS


Ben Hamton, a very observing New
York business man, has the following
Interesting obversations about news
pepers and the practical effects they
prodnce in a community.
Can you imagine for a minute what
life would be without the daily news.
paperi 1t goes into the home, the Of
nee, fhe factory, the shop, on the cars
on frains--whereve you find human be.
jngs there will you find the newspapers.
More than that. you will find the
newspaper is read carefully, not only
FOR the news Of people and events that
1T gives each day, but for the interest
dng pews Of the stores.
have made many interesting expert.
ments to satisfy myself as to just how
n daily newspaper is read. know that
other people have done this and I am
pretty sure that the experience of every
Enan who makes any investigations
along this line will prove that the first
thing that is read in a daily paper pub
1i.hed in a small city is the news Of a
personal and purely local nature. am
speaking now of the women readers.
They are the ones who buy the goods
and they are the ones that we are par
'tiepIarly interested in.
After the personal information and
lVcal news is read, woman may glance
through TO see what the big news events
of the day are sbout-7that is, she will
read the headlines That is just about
as far as her interest goes.
Then she reads the ads; if, indeed.
che hasn't read them before.
Tie ads. are to her just as interesting |
as any other part Of the newspaper, and
I suspect many times they are more in
tercsting than most of the columns Of
the average daily newspaper.
The store news as given in the adver-
tising columns is not only Of interest to
the thrifty, intelligent housewife, but |
at Is absolutely an important part of
her daily business. She wants TO keep
posted on the newest things; alse, she !
must keep informed as to the best J
places TO buy the articles of merchan.
disc 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 itself read
That's the easiest thing in the world
Every advertisement of fair size is
sure 10 attract some attention.
II the ad. is well put together typo
graphically il the headlines are prop
erly written and properly displayed, and
n the text matter is prepared with
thought and attention.; fin other
words--it Is made interesting news. the
al itself will be read with all the care
that is needed.
After that. everything depends on
the message that the ad. carries. II
thai message is one Of interest 20 the
woman II \ promises her a good piece
of merchandise at fair price. the
chances are that she win buy that mer-
ehandise 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 propositions In
business
A good store with good merchandis.
can build up good business without
advertising. II it adds to its other
good things, good advertising it is sure
TO build up bigger business, 20 build