The Republican. [volume] (Oakland, Md.) 1877-current, 1910-02-24
NEWSPAPERS MOST
EFFECTIVE MEANS
The Opinion of an Expert That Is
Worth While Considering
Carefully.

est and most effective form of
publicity and that the advertising
columns of a newspaper create
public spirit and sustain confidence
just as effectively as do the edi-
torial columns, says Newspaper
dom. All newspapers advertise
ments, whether large or small, in
Mr.. Sparrow's opinion, make for
opticism and enterprise.
my reason" he said, recently,
for valuing the newspaper adver-
tisement more highly than other
forms Of publicity, is not because
it is unquestionably the least ex-
pensive method of reaching the
customer, all things considered,
but because it is the most natural,
and, therefore, the most effective
And newspaper advertisements
are read. They are live news, as
much SO as the stories which
sprinkle the other columns. For
real human interest the want
page easily leads all others, and
the display ads, by their contrast
with solid matter, are restful to
the eye, as it is also attractive.
Just fancy newspaper without a
line Of display in it. But that
would be 1mpossible-it wouldn't
be a newspaper; for no matter how
much good reading it carried it
would tail to reflect the life of the
town.
While everybody admits that
women read the advertisements in
the papers-almost religiously as
it ENTHUSIASTICALLY some skepti-
cism as to the men is expressed.
This is an erroneous idea. | firmly
believe that men are approached
more easily through the news
paper ad than by booklet or cir
cular, unless that is exceptionally
well written. Man is aggressive
and combatfve by nature, and dis
likes to have things thrust upon
him. But you can toll him on
all right, as his wife will tell you.
The newspaper ad doesn't chase
him down or rub him the wrong
way. 1t stands and invites him
when he is in the mood to be in
vited.
I do not mean to decry any of
the other schemes of publicity.
They are all effective in proper
ton ~ the cleverness of their get
up but their citation to newspaper
advertising is the same which the
artillery and cavalry hold to the
infantry of an army. The infantry
is depended upon to do the hard
fighting, 1t is a good idea to
think of advertising in military
terms for advertising is campaign
ing or it is nothing.
THE enemy is the composite
public mind, and the grand point
of attack is its memory, which is
uncertain and elusive. An i'm
preston may be made, but it will
not hold unless hammered in. The
minute you cease to hammer the
public begins to forget. The
newspaper, published every day,
is the logical arm of assault. 1t
may be good tactics to shell the
woods occasionally and to keep
the cavalry scouting, but the
works will have to be carried,
after all, by those bristling bayo-
nets, the pointed lines in the
daily papers.
The value of newspaper adver.
Using is not confined to the bene-
fits received by the advertisers.
Economically, it is much more
important than that. The adver-
Using columns OF a newspaper
create public spirit and sustain
confidence just as effectively as
the editorial columns do, though
III different manner. The page
make the town boom up. They
feed our civic pride; they give us
a touch of the metropolitan feel
ing. And all the ads. whether
large or small, make for optimism
and enterprise. Thugs can't be
bad, says the reader to himself,
FMhau merchants are 11cinU CO