The Fairmont West Virginian. (Fairmont, W. Va.) 1904-1914, 1908-12-31

iiakers OF neesnaress so-day that s
hissr than any Two others IN nv
ON ~
is 2 pinQhiem that YIN tass years
~ soly ana ins who's oluiiop iIt
also solve most 3 .beT ifIIeaiis con,
nected With the making 81 nessTa.
peTs.
= Is the problem q rerHuasiing two
of q newspapers readers to read and
answer ads. Were b1t one does so
now that is the etst part OF tho prob
lem; and the second part OF Il Is to
then persuade three Of them 20 read
and answer s1s. wbsre Gst two o.
them do so.
If. out of ten readers Of q paper. the
advertising really influences but one
then TO increase tlis proportion to two
Of the ten is e make each line Of adj
vertlslns space Ia the paper worth
twice as much TO the ADVERTISE a. Il
vas before.
The mere figur OF circulation are
ceasing to be OF real significance to
the buyer of advertising space. From
this time on he first question win
more frequently be: what are you
doing to influence your readers to an
swer ads ?" Upon the answer to that
question the placing of business. viii
largely depend Not how many read
ers have you?"-,but, ''Are they ad.
readers and ao-answerersss'f.ssS
Educate People to Read the Ads.
The Ladies' Home Journal charges
six dollars a line Tor It's space-and
Is worth it. The New York Evening
Journal, with about twothirds Of t1e
circulation of the L. H. j. charges III.
ty cents per line for it's advertising
space-one twelfth as much as the
Philadelphia periodical. / think the
Evening Journals rate probably too
low: and 1 know that If Mr. Hearst
should make up his mind to It, he
would. 80 educate the readers Of his,
paper TO the Importance of the ads.
that, in the course of a year, his space
would still be priced too low AT one
dollar a ifpes The normal rate for the
Evening Journals space, on IT'S present
circulation, should be.a little less shan
four dollars a line. Aud,swihen Messrs.
Hearst Brisbane, CarvaIho and, vii.
lians have devoted so much time and
so mucn of their brilliant talents to
the task of giving the advert sing in
the Evening Journal equal influence
upcnsthefr readers with the editorials,
then they can get four dollars line
Gor their space, and the buyers Of it
will be securing barsainsl
| The remarks concerning Mr..
Hearst,s paper apply with equal force
to any other paper under the blue can
opy.
1 think, | read Alright the "drfft Of
things" in newspaper making when /
}reiterate that tine one dominant ques-
tlon for newspaper makers for the
nsH decade is just this: To educate
their readers to read and answer ads.
IT'S not |tttle question. Itsg not a
question TO be set aside until to-mor-
row--or next year. It is the question
of the moment-!nslstent importunate,
inevitable! All Aher things depend
upon 1t. 1t cdnct be longer 7ubordi-
mated. The newspaper-maker who
shirks it, who eyades it. will soon
be hopelessly ''out of the running.o
smaller Papers anG Higher Ad. Rates.
The paper that makes this work of
first impe rtancA Nil prosper surpris-
ingly. The advertiser who receives
immediate and profitable results from
MS ad. IN a p trttcuiar paper will not
need to be "arguei into" investing in
additional space. He will come after
lit.
The menace OF pulp paper famine
would be ugly indeed, If there were
not visible, through the clouds. this
solution of it; less attempt to break
records for number Of copies circulat-
ed-More effort to make the readers
Of the paper buyers Of advertised
things. Eventually this will mean:
smaller newspapers five to ten times
as high advertising rates-greater
profits ito bota publishers ana adver,
ttseCs. That's tie Trend, That's
the way things are shaping. It's no,
guessworlk-not prophecy "ZitA the
sane and sure outlook. tesIc
LucRRrIA:
L -yInak learnaa that nn1.a Arn.aaa isia.... a.