Evening star. [volume] (Washington, D.C.) 1854-1972, 1908-10-25
THE PUBLIC AND
PUBLICITY

you know the articles. serials. stories.
illustrations, and other features IN
our SUNDAY MAGAZINE are good.
You are convinced of that, because the
magazine gets hold of you, because you
look eagerly forward to the next issue,
and not because we urge you to read It.
You know very we'll we want more readers.
WE couldn't increase circulation I'm
w less the publication was worth a
deal more than you pay tor IT. We
wouldn't advertise the features-for these
simple talks are really nothing but straight
advertising we didn't believe that they
really are good When an article or a
story doesn't come up to our standard,
which happens sometimes despite our SIN
cerest efforts, we are pretty likely to say
so. Sometimes we say nothing at all. be
cause we are in doubt. Often others place
high value on things we consider doubtful.
IMANY people read the announcements
1VA of what is to be found in the sue
ceeding issue; though their only merit IS
that they are simple, straightforward
statements of fact.-just honest. They
bring home the fact that certain adver-
tisements have news value; that IS, the
element of time is very important factor.
1t is Just as important to you to 60 over
the advertising pages as the editorial
pages, and sometimes deal more prott-
able. Women realize this more than
men. What do you suppose would nap
pen to the department stores if women read
week after next an advertisement OF sale
scheduled for day after tomorrow!
THERE are advertisements similar to
1 those opportunities that knock once
at YOUR door and pass on. Our preliml-
nary announcements and the announce
ments of the big, wideawake, largely cir
culated magazines which appear in this
issue are of that kind. The particular
features to which your attention IS called
have a definite time limit. Their nature
is such that they cannot be repeated regu-
larly. as are some of the best advertise
ments of the most desirable articles
INCIDENTALLY it is mighty gratifying
to us to have these great magazines,
whose publishers are considered the TORE
most advertising experts, use our SUNDAY
MAGAZINE (you can size up any publica
ton pretty accurately by the character
of it's advertising and the rate charged
for it). They are eager to increase their
already large calculations, and so they
are willing to pay exactly what every
other advertiser pays, to reach the wider
audience through our columns. The
publishers Of these big magazines be
iieve that they have something people
want, will eagerly buy if they know about
it. They have found they can reach the
people through our SUNDAY MAGAZINE.
|0NLY unthinking folks look upon the
~ reading of advertisements as waste of
time. In the long run it is the increase in
the comfort and the prosperity of the in
dividual gained through intelligent read
ing of advertisements. that brings sue
cess to the maker of the article and the
publication used to make it known.
WE haven't told you anything about
w the next number of our SUNDAY
MAGAZINE You couldn't guess what
tyre, Sidon, and Pittsburgh" is all
about; but the name of the author
Emerson Hough, should lure YOU into
reading it, entirely apart from the oddity
of the topic And it is worth reading
every line of it. Every other Sunday
+ you know, there is Shorty McCabe story
| by Sewell Ford. You remember there is
little Shorty McCabe now; and when
| the fond father wanted to begin his sons
education at the advanced age of three
weeks, he found himself in disgrace. So
he ran away. Well, the manner of telling
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