Omaha daily bee. (Omaha [Neb.]) 187?-1922, 1907-01-12

railroad. or a steamboat has sunk or been
burned and a great loss Of life has been
the result To meet such exigencies as these
the causalty or accident insurance COM
panies have for some time followed the
custom OF having advertisements Of what
they offer the public set up in the news
paper Offices, ready for instant release.
AS soon as the nows OF the accident
reaches the advertising department Of the
newspaper. the casualty company is noti-
fed. the order is given perhaps over the
telephone, and its advertisement probably
appears in the same issue Of the newspaper
containing the account Of the disaster or
at the latest In the following issue.
Another illustration: A manufacturer
wishes to place his goods on the market
and at the same time to advertise them to
the public. We will suppose he wishes to
tal;e up one section OF the country at a
time, which would be the easy way. We
will assume that the New England states
are to be the theater Of his activities. After
his goods are all ready, he sends out mis-
sa.asmen with samples Of his goods and
proofs of the various newspaper adver-
tIsements he is to run, each one marked
with the date on which II is TO appear
together with photographed copies Of
dealers would fall over each other in get
ting in line. All OF this, Of course, could
not be done so quickly, so cheaply so OPP
portunely and with such special reference
! 10. any one locality IN any other medium
than in a daily newspaper.
/ II have previously stated that newspaper
advertising Is the best for three reasons;
third reason being because a newspaper is
the most natural or appropriate place for
advertising. This third reason is probably
! the most important of all three, because It
places advertising in its true place as a
part Of the news Of the day. Where is there
\ such an appropriate place for the news Of
the day. whether It be advertising or any
other news. as in a daily newspaper? Dur
ing the past decade OF two the people of
| this country have been gradually educated
to understand that good advertising is
really news and 1t is part of the spirit of
the times to want its advertising news
/ served up fresh every day. The spirit of
| the times cannot be ignored or opposed
! 1y the advertiser any more than by any
one else-that way prosperity and success
| lie.
widespread Reading of Newspapers.
THE appetite Of the American people for
| the news of the day is astonishing. We are
a newspaper reading people. Since the In
! stitution of the rural free delivery system
by the postofice authorities very few To-
| callties in this country are so situated that
a daily newspaper cannot reach 1t while
the news is fresh, and as a result nearly
every resident of rural districts wants to
! get his daily newspaper. Newspapers are
! literally everywhere. could write a
pamphlet the size of one whole issue of
Printers Ink on this phase of the subject
NH
American daily newspaper is the direct re-
suit of the unequalled facilities for dis
tribution afforded by the most wonderful
transportation system in the whole world
to as great a degree, perhaps, as to the
fact that the American newspapers are
the best In the world.
1.-THE news value of a newspaper lie not de-
creased, as enormously stated by some, by
large volume of advertising any more
! than its circulation is decreased by II. In
fact, both are increased to a great extent
| The rule is thai big calculations and big
/ advertising patronage usually go together
AS already stated advertising is news, and
! the more news there is in publication the
more people want the publication. know
| OF newspapers that publish as many as
| 10000 TO 1900 distinct ana separate ad-
refreshments in one issue, or considerably
more than the immense number of 10000
distinct and separate advertisements in one
year. Such newspaper assuming that
It has one extra reader that it would not
otherwise have on account of each ad-
vertisement (say the man who inserted the
advertisement has 100000 extra a year II
would not otherwise have on account OF
the advertising patronage. OF course, nc
one knows how many readers are at.
tracted by advertising. but It is safe tc
assume that the average number for each
advertisement is several times one. This
is something that advertisers as we'll as
newspaper men should think about
Brains, December %.