New-York tribune., 1908-10-25
THE PUBLIC AND
PUBLICITY

</OU 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 isste.
and not because We urge you to read II
You know very well We want more readers
WIE couldn't increase circulation un-
w less the publication was worth
| deal more than YOU pay tor It. We
wouldn't advertise the features-tor these
simple talks are really nothing but straight
| advertising-if We didn't believe that they
really are good. When an article or
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
MANY people read the announcements
lSl 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 a news value; that IS. the
element of time IS a very important factor
1t is lust as important to You 70 go over
the advertising pages as the editorial
pages. and sometimes a deal more profit
able. Women realize this more than
men. What do you suppose would nap
pen to the department stores II women read
week after next an advertisement OF a sale
scheduled for day after tomorrow
THERE are advertisements similar to
l. those opportunities that knock once
at YOUR door and pass on. Our prelInl-
nary announcements and the announce
ments of the big. wideawake, largely C1r-
cuIated 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-
lar1v. as are some of the best advertise
ments of the most desirable articles
it is mighty gratifying
to us to have these great magazines;
whose publishers are considered the fore
most advertising experts, use our SUNDAY
MAGAZINE (VOu can size up any publICa-
ton pretty accurately by the character
of its advertising and the rate charged
for it). They are eager to increase their
already large CirculatlOnS, and so they
are willing to pay exactly what every
other advertiser pays 20 IedCu IHe wider
audience through our columns. The
publishers OF these big magazines be
lieve that they have something people I
want, will eagerly buy If they know about
it. They have found they can reach the /
people through our SUNDAY MAGAZINE.
ONLY unthinking folks look upon the /.
- reading of advertisements as waste of /
time In the long run 1t 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 10 make 1t 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 odditv
of the topic. And it Is worth reading.
every line of it. Every other Sunday.
YOU know, there is a Shorty McCabe story
by SeweI Ford. You remember there Is
a little Shorty McCabe now; and when