The Salt Lake herald. [volume] (Salt Lake City [Utah]) 1870-1909, 1907-02-17
Newspaper Advertising Is Cheapest,
Quickest Most Natural
BY LOUIS WILEY.

portions Of an address before the
Twenty-third street N. " Young
Mems Christian association class in ad-
vertising. Mr.. Wileys long experience
as advertising manager Of the New
York Times enables him to speak from
eXpeTience)
Newspaper advertising is the most
desirable of all advertising for at least
three reasons:
First-It is the cheapest advertising
known. That is to say, it reaches more
people in proportion to the money eX-
pended than any other kind of adver-
Using.
Second-It is the quickest in results.
Third-A newspaper is the most nat
ural or appropriate place for advertis-
ing.
| have said that newspaper advertis-
ing costs less than any other. Think
Of being able 10 buy d space IN a news
paper at One-tenth of a cent for each
LOCO readers which, while it is a low
rate. is quite common. On this basis
100 lines Of advertising, a large enough
space 10 compel attention. would cost
exactly 81 for each / 600 readers That
IS 10 say, you can reach one person for
1-100th part of a cent with Iodine
advertisement If the newspaper rate
be one-fifth of / cent per line per 1000
readers (which is an ordinary enough
rate) the cost of advertising ia its
pages would be exactly one-fifth part
Of I cent per reader for a 100-line adj
vertisement. In a certain New York
newspaper about which / am supposed
to know nothing, space may be bought
for less than one three-thousandth part
Of ! cent per line for each buyer of the
newspaper in the metropolitan district
alone, TO say nothing of its many thou
sands of readers in outside territory.
While those figures and percentages
seem TO be extraordinarily low, they
could be made substantially lower by
taking the advertising rates. and I'M
doubted calculations of other newspa-
pers; even as low probably as one
twentieth Of ! cent per line per LOCO
readers. Estimated on this basis the
cost Of q 100-line advertisement would
be only 50 cents for each Loco readers.
The Best of All.
more important reason why news
PAPER advertising is best of ali is be-
cause it produces the quickest results
one reason for this is. because the apeo-
pie have been educated by the news
papers TO prompt action in responding
70 advertisements. A very large proper
non OF the advertising in the daily
newspapers. notably the retail store
and small classified advertising, must
ne responded to promptly on account of
us nature, and this. as I say, has edu-
Gated the people to quick action. and
besides, this is an age where time is the
most valuable OF all commodities, es-
pecially TO those who are managing an
advertising campaign The greatest
period Of time between the beginning
yl an advertising campaign and that
Happy or perhaps unhappy. occasion
wien The results are figured up, the
sIedler the opportunity for something
" 90 Wrong-fOF the factory TO burn
70 me ground: for the bank TO fail with
Hlieh the advertiser has made his
,sluahclal arrangements, for a strike or
Doyeott to raise its sinister head with
ne resulting cutting off of the supply
u goods, or largely increasing their
WI OF production, that probably were
-. ~ tofeseen in laying out the adver-
- ing plan Of campaign; for the cost
- new materials to so sky-rocketting;
~. ~ TIE hundred and one other things
h. 49, might happen and frequently do
a assppen- The daily newspaper as an
-. cruising medium reduces this great
,,.satuiring your copy six weeks in adj
:, - OF going TO press, six hours. or
may De six minutes only. are neces-
~. IN fact a newspaper advertis-
,sS.s campaign may be begun and fin
,, ,,se while one is waiting for some
y publication to go to press.
Celebrity and TimeIiness.
tisn quick action goes opportune ae-
hv LET LEI me illustrate what / mean
ths-.S sVitune action: Let us suppose
eidso. mas been a collision or other ac-
has 80, On a railroad or a steamboat
ineS s ~ or been burned and q great
,nset - NE has been the result. To
usltS saen exigencies as these the cas-
bavs Vt accident Insurance companies
OF ~, Ut some time followed the custom
ofrsr ~, ing advertisements of what they
officos as public set up in the newspaper
soon = feaay for instant release. AS
The sne news of the accident reachesl
news,s,' settisiRg department of the |
notiass = the casualty company is |
the ''' ts.., me order is given perhaps over
nrsh. sth,,ephone, and its advertisement /
oAS appears IN tho came fue.se s,f /.