The Richmond palladium and sun-telegram. [volume] (Richmond, Ind.) 1907-1939, 1907-10-27
AS TO ADVERTISING.

We are going to take off our hat to
one of our contemporaries and congrat-
ulate it upon the wonderful amount OF
advertising it carries. Last Friday the
Dayton News, in a twenty-eight page
paper, carried a phenomenal amount
of advertising Twenty-eight pages is
equivalent to 1876 columns. Of this
1876 columns, 14O columns were adver-
Using and 80 columns reading matter.
II is a well known fact that you can
judge the progressiveness of the bust
ness men of a city by the advertising
that appears in its local papers. The
newspaper very rarely makes the bus
mess man 1t is the business man,
ing after business, makes the newspa-
per The more advertising a newspa-
per carries, the more incentive it has
to hustle for additional circulation for
the business man. The Dayton News
ated in a city that contains such alert
merchants, for when paper can car
nv 40 columns of advertising in one is
sue the merchants of that city can not
be otherwise than alert and progress
sive.
Where there is plenty of advertising
there is keen competition and conse
quently more real bargains for Gus
toners. Where merchant advertises
regularly he appreciates the cost of ad-
vertising and always tries to get the
most out of it by utilizing his space
to hold as many prices as he can crowd
into it, The man who dies not realize
the value of advertising generally
hands out to you a choice line of hot
air"
1t might be interesting to contrast
Dayton advertising and Dayton papers
with Richmond advertising and Rich
mond papers, always bearing in mind,
of course, the difference in size of the
two cities. Dayton is about five times
larger than Richmond in population.
The largest Dayton newspaper has d
circulation about three times larger
than the circulation of the Palladium.
The rates for advertising on this Day
ton paper are just about three times
higher than the rates of the Palladi-
um. So far. so good. But when we
come to the amount of advertising car
ried. we find the Dayton paper carries
about seven times more on an average
than either one of the Richmond news
papers. We would naturally expect
the Dayton paper to carry more adver-
Using comparatively than a Richmond
paper, on account of the larger field
but it should not carry seven times as
much.
In getting advertising a merchant
must be educated to it. Many mer-
chants advertise, but too many adver-
tise systematically. The great value IN
advertising lies in advertising regular
1y and always telling the truth in your
advertisements. Practically all adver-
tisers. spasmodic or otherwise, have
learned the value of that latter point
Advertising, when you get right down
TO the root of it, is telling the news Of
the store. The newspaper pays the ex-
pense of gathering the news of the
community and of the nation, and the
merchant pays the expense of telling
the news of his store. To spread that
news before bona fide subscription
list, however, is done at the expense
of the newspaper. If people are in
terested in knowing the news of the
community and nation every day, is it
not reasonable to suppose they will be
just as interested in knowing the store
news of their community each day:
Certainly, and that is just the point the
newspapers has to educate the mer-
chant to. Dayton newspapers, from
the volume of advertising they carry.
show ave convinced the mer-
cha ttv of the truth of the
We az advertising. Rich
mond newspapers are also succeeding
alUwly In the same direction and will
eventually educate Richmond mer-
chants to tie real value of regular and
systematic advertising as against spas
modic advertising. The more adver-
Using carried the greater the benefit
to the merchant The paper feels war
ranted in expending more money for
: improvement and for more circulation.
Richmond papers, however, present s.
peculiar fact. They are better from a
news standpoint and from a circula-
ton standpoint than the amount of ad-
vertising they carry warrants. And
a condition such as this cannot con-