Omaha daily bee. (Omaha [Neb.]) 187?-1922, 1907-01-12
ADS MAKE The GOODS Co
Newspaper Advertising the NegaphOne Of
Active Business
EXPERT DEMONSTRATION OF ITS VALUE
Superior and Cheaper Than Any
other Mode of Promoting Trade
Penetrntes RemOtest Hamlet
and Habftation.

Louis Wiley. spoke on Newspaper Ad-
vertising: why 1t Is the Best" before
tho Twenty-third street New YORK;
Young Mems Christian association class
IN advertising on Wednesday evening Mr..
wney's long experience as advertising
manager Of the New York Times furnished
him with an abundance of material fer his
address, and his remarks were followed
with eager attention by his hearers. He
spoke in part as follows:
Newspaper advertising is the most de-
sirable Of all advertising for at least three
reasons:
First. It is the cheapest ADVERT sing
known. That is to say, II reaches more
people in proportion to the money ex-
pended than any other kind OF advertis-
Second. 1t is the quickest in results
Third. a newspaper is the most natural
or appropriate place for advertising.
'I have said that newspaper advertising
costs less than any other. Think OF being
able. to buy space in a newspaper at one
tenth of a cent for each 1000 readers which,
while It is a low rate, is quite common.
On this basis 100 lines Of advertising a
large enough space to compel attention,
would cost exactly 81 for each 1000 readers.
That is TO say you can reach one person
for LOO part Of a cent with iodine adj
vertisement. If the newspaper rate be
one-ffth Of / cent per line per 1000 read
ers (which Is an ordinary enough rate)
the cost OF advertising in its pages would
be exactly one-fifth part of 1 cent per
reader for a iodine advertisement In a
certain New York newspaper. about which
I am supposed to know nothing space RAY
be bought for less than one three-thou-
sandth part OF l cent per line for each
buyer Of the newspaper in the metropolitan
district alone, to say nothing of its many
thousands OF readers in outside territory
While those figures and percentages seem
TO be extraordinarily low. they could be
made substantially lower by taking the ad-
vertislng rates, and undoubted calculations
OF other newspapers; even as low prob
ably as one-twentieth of / cent per line
per 1000 readers. Estimated on this basis
the cost of iodine advertisement would
be only so cents for each 1000 readers
There is no magazine advertising no street
car advertising, no bulletin board advertis
ing in the same class for low cost in com.
parison with the newspaper figures 1 have
\ Just mentioned. 1 am sure need not dwell
Nonger on this phase of newspaper adver
Nsing.
The Best of All.
\ more important reason why newspa
advertising is best OF all is because
Nuces the quickest results. One rea,
this is because the people hav,
1cated by the newspapers to promp
N responding to advertisements. A
se proportion of the advertising II
V newspapers, notably the retail
small classified advertising, mus
q hded TO promptly on account OF
p, and this, 1 say, has edu
p people to quick action, and be
so ..yla l.. l..
az able of all commodities, espe
II hose who are managing an ad
Iampaign. The greatest period
has q tween the beginning of an ad
time, campaign and that happy. Of
PERHAPS unhappy, occasion when the lie
Z suits are figured up, the greater the Op
portunity for something to go wrong-fo
the factory to burn 20 the ground; for tn,
bank to fail with which the ADVERTISE
has made his financial arrangements; TO
strike or boycott to raise its sinister
head with the resulting cutting of of tn,
supply of goods or largely increasing thei
cost of production, that probably were no
foreseen in laying out the advertising plai
- OF campaign; for the cost of new material
TO go sky-rocket1ng; for the hundred ant
one other things that might happen an,
frequently do happen. The daily news
paper as an du"ertlSlhs meulun reuuce
this great risk to a minimum, because in
stead OF requiring your copy six weeks Il
advance of going TO press. six hours. o
II may be six minutes only. are necessary
In fact, newspaper advertising campaig
may be begun and finished while one
waiting for some monthly publication to &
60 press.
Celebrity and TimeIiness.
with quick action goes opportune actor
Let me illustrate what I mean by oppor
tune action: Let us suppose there ha
been a collision or other accident on