The Evening statesman. [volume] (Walla Walla, Wash.) 1903-1910, 1908-10-28
ing desire is the newspaper.
The Value Of the Newspaper.


The Value Of the Newspaper.
Reading the newspaper is as init
mate part of our every day life as
sleeping and eating 1t is rare person
who does not at least glance over his
daily or weekly paper, and to the great
majority of people it is the only ave-
nue. open to their minds accessible to
those who have things to sell. The pc
culiar strength which is all it's own is
we'll put by a recent writer in the fol-
lowing words: The newspaper carries
suggestion into the family circle at
leisure moments in parlor or library.
where no salesman is ever permitted
to enter" 1t is in closer touch with
and exerts a greater influence in the
home than any other printed thing. TO
start with: there are in the older COM
munities vast number of people who
have inherited the continuance of the
paper which their parents read. 1t is
as real to them as proofs of holy
writ" To practically all others, it is
their own choice The intelligence of
the worlds doings is cleaned from its
pages That which many deem their
topics, is merely a reflection of what
| they have read in their home. paper.
| What reaches them for the first time
in todays' issue. in week or a day
later, has become their belief and
knowledge. And now that / remind you
of it, you have a friend or neighbor,
whose conversation is largely made up
| of what he has read in the days paper.
He does not add any new thought to it,
either, or indeed any new words, ex-
cept perhaps the three-"They do say
OF almost equal value to the advertis-
ers, in my judgment, is the distributing
factor of the newspaper, for after all
distribution is the most important de-
tail of advertising and the one which
should command your constant atten-
| ton.
To most people, all other than
newspaper reading is more or less of
an effort. Because such reading can
be deferred, it is. No other printed
matter except, of course the weekly,
monthly, and other periodicals, has the
potent quality of quick and complete
distribution. The reading of it can not
| The newspaper in it's field has done
| mentally what the electric street car
| has done physically for the people.
Like the car, it is a hurryup affair.
With the introduction of electric power
| the people. especially those living in
smaller cities, hurried up. and took no
tice. They had to. They found they
had to catch the car and be quick
about it. Formerly the car waited for
! them.
Newspaper Circulation Is Certain.
AS to distribution: Any other printed
matter involves a distinct and sepa-
rate work, with all kinds of obstacles.
When you use the newspaper you do
not have to create circulation, or at
tend to it. The circulation is
Determine just the kind of people
and the localities you wish to reach
and you have at hand the distribution
that will reach them.
Place your copy today, and by to-
morrow or next week, the distribution
is complete. With the newspaper (and
periodically, you know beforehand
what and where your circulation is go
ing to be.
Do not misunderstood my special
plea for the newspaper to mean that I
think it is the only medium which can
be used by you advantageously. You
have had recent experience in your
Iowa demonstrate and which should
be guide for future efforts. 1t is not
my intention to go into details, but
rather to point the way which 1 feel
sure will be of great assistance in fur
Their developing your business.
When people begin to notice oranges
being advertised, they will wonder, and
then talk. In talking they will repeat
what you make them read OF the
oranges. Get enough of them talking
and this free advertising will sell all
| the good oranges than can be raised.