Los Angeles herald., 1908-06-26
MORNING PAPER I
BETTER MEDIUM
ADVERTISING MANAGER OF
HERALD ON FACTS
ADDRESSES MEETING OF LOS
ANGELES AID CLUB
Compares Respective Merits of the
Two Glasses Of Publications from
Standpoint Of the Business
Mans interest

Wednesday, about fifty members gath
ering to listen to an argument on why
the Morning Papers Bring Better Re-
suits" After the luncheon and busi-
ness preliminaries were finished c. K.
Gentry, advertising manager of The
Herald, was requested to address the
club upon the above subject Mr.. Gem
try presented the facts, as he saw
them, In a speech which occupied fif-
teen minutes. In part he said as fol-
lows: "The purpose and object of the
Los Angeles Ad club, as / understand
1t, Is to bring the advertising man, the
advertising writer, the advertising So
licitor and the advertiser in closer
touch with each other. 1t Is to educate
the advertiser to have better copy and
more of it: 1t is to assist the advertis-
ing writer in preparing better copy; 1t
Is to aid the advertising solicitor in adj
vancing ideas that will obtain for him
more copy. In short, 1t is for the pur-
pose of exchanging ideas and expert
ences that will prove of mutual benefit
to the entire organization.
II am asked to talk on the subject,
Why the Morning Paper Brings Better
Results As I understand that sub
ject; it Is not In which cities does the
morning paper have the larger circula-
ton, or vice versa, but simply resolves
inself into this: Is q morning paper of
vertising medium than the evening pa
per of corresponding circulation?
Defining the True Test
1--WE have been told that the evening
paper in Denver. In Chicago and In st.
than does the morning. While admit
ting this to be the truth, l reiterate
that II is not q question of the number
of cities In which the evening paper has
larger circulation than the morning
paper or vice versa, but which of the
two is the better advertising medium In
that city?
1--WE were also told that in Brooklyn
there were four evening papers and not
one morning paper This Is true, but
we were not told that there are four
morning papers just across the river
from Brooklyn in the largest city In the
grandest country In the world. any one
OF which possesses q larger circulation
In Brooklyn than is the combined cir
culation Of the four evening papers in
that same city. we were also told that
the evening paper in Chicago possesses
q larger circulation than the morning
paper, but we were not told that the
paper In Chicago possessing the largest
circulation of any of the morning pa
pers charges and receives the same rate
per line for It's advertising as does the
circulation, on account of the fact that
| the morning paper has educated Its
readers to become ad readers and ad
'sThis is true of the majority OF the
morning papers of the United States
They are spending thousands ano
| thousands of dollars in educating theil
news readers to become ad readers and
ad answerers, where the evening medi-
ums are not spending corresponding
number of dimes, and I tell you now
| that the paper possessing circulation
of 500 ad readers and ad answerers Is
far better advertising medium than
| the paper of 5000 news readers but nc
ad readers and no ad answerers.
Evening Paper Cast Aside
"Mr Heeler in his brilliant argument
| In defense Of the evening papers last
week said that the evening paper goes
into the home and is read during the
evening by the family after the day s
work is done. This Is true TO q certain
extent but not nearly to the extent
that Mr.. Keeler would have US be-
lieve. A large proportion Of the circu-
lation of the evening paper In the
United States Is its street sales, while
the street sales of the morning paper
Is correspondingly small. The evening
paper begins to turn out its first edi-
and about 1890 here, and from then
until o'clock 1t continues to turn
out an edition every hour AS fast
as they come off the press they are
given to the newsboys who sell them
on the street to the same buyer over
and over again, who buys them simply
TO get the last few words of the last
telegram which has just been received,
and which, when read, Is cast aside TO
be used for wrapping paper or some
other equally useless purpose, so far
as the advertiser is concerned.
"The evening paper that is delivered
into the home arrives at the time the
wife, the mother. the sister or the
daughter is engaged in preparing the
| hold. They are the real ad readers
and by the time they have served the
evening meal washed the dishes. given
| the baby bath and put 1t to bed, and
| observed the lord of the household nod
ding over his evening paper. they are
ready to retire themselves. and have
| no time OF ambition to read the ads
published in these mediums.
Papers Kept at Home
| I'VE have been told that the business
man takes the morning paper on the
car with him when he leaves home and
throws 1t away by the time he reaches
the office. There is no man on earth
so mean as the man who Is mean to his
wife, and any man who would deprive
| his wife of the opportunity to look al
the bargains so temptingly displayed
| In the morning papers by the depart
ment stores, the clothing stores. the
suit houses. etc. can easily be ciassed
as the meanest man on earth, and that
man would not buy your goods, nc
matter how temptingly you Offered
| them to him; and that man is not the
man to whom you appeal in your ad-
vertisements
"The majority Of the morning papers
| that are delivered into the homes stay
there. The head of the house looks
| over them with. his morning cup of
| Coffee and no sooner departs for his
days labor than the Women OF the
house pick up that paper and begin to
read the advertisements. The majority
OF the business men do not take their
| paper to the office, because they know
| there is another paper awaiting them
there upon their arrival.
1.-THE professional man, the clerk, the
laboring man with trade and the one
without comprise 95 per cent Of the
buying public, and these men are not
allowed to take the morning paper
away from their homes because their
| wives want to read, and insist upon
reading the bargains offered.
Chief News In Morning
Another thing is that all great
events are published in the morning
papers. as they happen too late in the
day to be published In the evening
papers. =,
- -. 49, y fa rta