Daily press. [volume] (Newport News, Va.) 1896-current, 1907-08-10

There is n manufacturer IN New
England whose business In the last
10 years has amounted to S79,f51, 400,
estimated upon the wholesale price of
the products of his factories. This
manufacturer is William l.. Douglas,
who, in addition TO the success which
he has achieved us y captain OF in
dustry, has also served IL term ne Gov.
crnor OF Massachusetts. and is rccog-
nized ms man OF force and ability,
with thorough knowledge of ccono
mic questions.
In tho last 10 years this manufac-
turer says he has spent S2.00o,000 In
advertising. He has given the sub
ject the practical consideration whica
might be expected from Il man of his
excellent business qualifications. He
has tried various forms of advcrtis-
ing, giving n 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 10 advertise in newspapers.
The results he states. were so
good that later also advertised In
magazines. The returns did not war
rant me In continuing. withdrew
my advertisements from magazines,
but later Oh tried the experiment
|.agnin. Once more | took out my adj
ycrtiscments, and since then | have
used only newspapers to bring my
goods before the public eye" This
is the Testimony of manufactured
who spends 100000 year in advei-
Using medium Ly the simple test of
results He has found that ncwspap
crs produce abundant results. Maya
zine advertising did not swell the vol
ume of his sales to such an extent
that II was profitable and. ihcrcfore,
good business policy to solicit bust
ness through this medium. The rea-
| sons which this successful manuiac-
turer gives for prcferring the daily
newspapers to the monthly magazines
are practical and conclusive. He SAYS,
"a newspaper advertisement strikes
the eve the moment the sheet is open
cd. The same advertisement would lie
hidden among the pages of n maya
zine until the reader found his way
to 1t. If he ever did.
Practically every man reads n
newspaper. Every man does not read
magazines. Take Il village, for in
stance. where tho ono local ncwspa-
per has perhaps 200 readers. If put
an advertisement in that paper. 200
people are going to see It. No ono
| magazine. nor. for that matter all the
| magazines combined. will circulate
200 copies in that same town. The
reasoning is very simple.
Another excellent reason for the
superiority of newspaper over maya
zine advertising rests In the fact that
In those same local papers the read
| or secs tho 'ad' every day OF his life.
while he sees It, at best, only once Il
| month In magazine"
II would be difficult to explain the
philosophy OF advertising moro lucid,
~ and convlnclngly than In the Ian
gungc OF this clcar-headed and practl-
| cal New England manufacturer AS
he Is absolutely disinterested. his
words carry great weight. His expc-
ricncc Is probably that of every large
advertiser. The supremacy of the
daily newspaper ms an advertising me
dunn cannot be challenged success
fully. In the very nature of the case.
as this Now England manufacturer
shows. 1t is the hest medium. because
IL has an influence in its own com
munity and a hold upon its readers
which no magazine published else
where and appearing at intervals OF
30 days can possibly acquire. The
daily newspaper Is n record not only
of happenings IN all parts of the
world, Tut II gives special attention
tn its own field-to tho events In tho
city in which 1t is published II
voices the sentiment of the commun-
ty In which II is an influence. II
spreads before It's readers every 81
hours n complete record of the life
OF that community. II Is read because
IL Is Il necessity. Intelligent men and
women cannot do without 1t. When
Iii addition II possesses influence and
nigh standing, those qualities give
spccial value to its advertisements.
For this reason it is the most dcsir.
able of advertising mediums. The
| magazine is In no sense n necessity.
II is luxury. The advertising col
umns OF n newspaper of high charac-
ter are UNNECESSARILY superior for
purposes of publicity to any other
form of advertising And in these
days. when newspaper advertisements
are considered In certain sense n
part of tho news when they are read
more widely than ever before, the
merchant who presents the news"
of his business every day In the ad
vertising columns of firstclass
newspaper has an immense advantage
over the magazine advertiser.
The newspaper reader wants daily
account of the worlds happenings.
He also wants to know every day
what tho merchant and manufacturer
are offering to sell to the public. The
news" in the advertising columns of
great newspaper reflects the com
mercial and Industrial life of the com
munitY. Such news is read cnccrlY