The Montgomery advertiser., 1907-08-11
Daily Newspaper Beats Magazine
 in Producing Results in AdUertising

Baltimore Sun.
 There is manufacturer in New England whose business in the last ten years has amounted to $7e,454.4oo. estimated upon the wholesale price of the products of his fac tories. This manufacturer Is William L. Douglass. who. in addition to the success which he has achieved a captain of in- dustry has also served term Governor of Massachusetts. and is recognized as man of force and ability with thorough knowledge of economic questions. In the last ten years this manufacturer says he has spent s2.0Oo.ooo in advertising. He has given the subject the practical consideration which might be expected from man of his ex- cellent business qualifications. He has tried various form of advertising, giving fair trial to the mediums through which the man who has something to sell brings his products to the attention of the public. In 1883 he began to advertise in newspapers' "The results" he states. 'were so good that later advertised in magazines withdrew my advertisement from magazines. but later on tried the experiment again. Once more I took out my advertisements and since then I have used only newspapers to bring my goods before the public eye" This is the testimony of manufacturer who spenos $200, 900 a year in advertising, ana JuubeS the value of the advertising nnediusn ny the simple test of results. He has found that newspapers produce abundant results Mas azine advertising did not swell the volume of his sales to such an extent that 1t was nrofitabIe and, therefore. good business pol lev to solicit business through this medium The reasons which this successful manutac- turer gives for preferring the daily news paper to the monthly magazines are prae'i- cal and conclusive. He says;
 "A newspaper advertisement strikes tne ave the moment the sheet is opened. The lie hidden among the pages of q magazine until the reauer found his way to tiff he ever did Pracu- caIlv avery man reads a newspaper; every man does not read magazine 4ake sH ia Re for instance, where the local paper ms nerhaps 200 readers If put an adVertise- ment in that paper. 200 people are gong :" see it. No one magazine (nor TOT that mat ter all the magazines combined) VIII GIT culate 200 copies in that same town The reasoning is very simple. Another excellent raason for the superiority of newspaper over magazine advertising rests in the fact that !r those same local papers the reader sees the .ad,' every day of his life. while ne sees f. at best. only once a month in maga- zine"
 If would be difficult to explain the philos- ophy of advertising more lucidly ana con vIneinRIy than in the language of tnis clear-headed and practical New England manufacturer As he is absolutely disinter- Asted his words carry great weight. His ex- perience is probably that of every large ad- vertiser The supremacy of the daily news paper as an advertising medium can not De challenged successfully Tn the very nature of the case, as this New England manufac- turer shows. it is the best medium because 1t has an influence in it's own community and a hold upon its readers which no naSs- zine published elsewhere and appearing at intervals of thirty days can possibly ac- ouira The daily newspaper Is a reeord not only of happenings in all parts of the world but it gives special attention to it's own sield--to the events in the city in which 1t ia published. It voices the sentiment of the community in which it is an influence. It spreads before it's readers every twenty-four hours a complete record of the life of that community. It is read because it is a neces- sItv Intelligent men and women can not do