, 1907-11-22
THE PAPER FOR THE ADVERTISER

The New York Herald a few days
ago interviewed the representatives oil
a large number of prominent business
houses in that city in regard to the
kind of paper which is of the most
value to the merchant who would i'll
crease his sales by advertising, AMI
the opinion expressed show hat the
subject. instead of being new to the
men interviewed, was II to which
they had given much thought.
While some of those who gave their
views may have thought that II kind
of news caused larger sales than some
other kind, the opinion which received
practically unanimous Endorsement
was that the best advertising medium
is the paper which goes into the homes,
is read by women II not prohibited
to children. The publication of a muir
der story with fiaring headlines and
sensational details may swell the sales
of a yellow sheet, but prudent adver'
Users do not look upon publications Of
that kind as of much value to them,
The sensational features may exclude
the paper from the home or, at least,
that particular issue from the reading
circle of the household; and 1t is the
paper which is read in the home which
counts. One OF the leading advertisers
expressed himself as follows.
Features as to fashions in vogue In
Paris and other centers attract women,
and women are the real buyers of the
family and the house. 1t is to them
that advertising must give thanks for
its greatest reading patronage. AS 20
other kinds of news, | believe that the
covering fully of current events in ev'
cry part of the world is essential,
Good judgment and cleanliness must
be present here, too Truth in every
article printed is another magnet at
tracing a permanent, loyal clientele.
Goods that have quality and give salts
faction form the ear by which the
merchant p~leases his customers. News
handled on the same basis, for the
newspaper is a merchandiser of its par
ticular wares, attracts, holds II pleas
es readers"
A representative of R. II, Macy &
Co, one of the biggest advertising
firms in New York city, said:
THE problem is a difficult n 10
answer. News is not made to order.
1t is determined by events. Affairs that
hold the worlds eye happen or occur,
they do not take place, as a rule, un
der a set program. But the newspaper
is responsible for the manner in which
the news is presented. That manner,
to my mind, should be honest and
clean. If that is done the newspaper
goes into the homes. And the newspa-
per that enters the homes is the papo,
that holds greatest value for the ad'
vertiser. The advertising medium that
reaches the tireside is the medium that
has the advertiser seeking it. 1t usu-
ally results in making permanent, re-
sponsible customers."-Denver Repub.
lican.
How well these expressions of opln.
ion fit the conditions in Laramie. The
Republican is appreciated by the live,
wide-awake advertisers for the reason
that IL Is lldllltSlis Il UNIV paPSi. ~
is eagerly sought in almost every home
in this city. No censorship is neces
sary, as its columns are always kept
clean and not a thing appears but may
be read by every member of the family
On many occasions he paper has beer
complimented OF this point. This fact
together with the fact that it present.
all the news from every quarter of the
earth as well al all home happenings
makes it popular with all, and the PEG
pie in this vicinity who dc not read
The Republican are almost as scarce
as the proverbial hens teeth" This
fact is what gives it value as an I'D
generally fully realize 1t.