The Spokane press. [volume] (Spokane, Wash.) 1902-1939, 1910-10-12
Advertising Talks
Evening Newspaper Leads Everywhere
Making Wonderful Growth All Over the United
States and the Reason For It. +

States, and the Reason For It.
BY &. H. Rhoads, Gen. Manager Los Angeles Record.
The wonderful growth of the evening newspapers
the United States during the past few years
has been so universal to excite worldwide COM
ment, not only from newspapermen, but among the
readers Of newspapers as WE'LL
An analysis into the cause of this growth will
probably be of interest to every one and it is now
generally conceded by the vast majority of news
papermen that the evening newspaper is not only ~
better advertising medium but is the leader all over
America.
The foremost reason is the fact that the evening
newspaper is the home paper. 1t is published each
evening and taken home, else delivered into the
home by the carrier boys The evening newspaper
is read by the busy business around his freside
in the home at the close of work each day. 1t is in
the home that the housewife after the busy attentions
Of days duties picks up the evening paper to scan
the adertsng columns for her purchases the next day.
Women primarily the greatest readers Of the
advertising columns. AS MOST HOUSEWIVES
ARE BUSY THROUGHOUT THE DAY, NATUR-
ALLY THE ONLY NEWSPAPER THEY READ IS
THE EVENING PAPER. Most housewives plan their
visits to the large department stores to make their
purchases at least day ahead. A woman must plan
her work in advance, and the evening paper gives
her time to mediate and discuss the advertising and
to plan her purchases
Even if the housewife did pick up the morning
paper, and see bargain advertised, she would not
have time to rush down town and make her purchases
1t is necessary for her to have time beforehand to
plan.
1t is this fact of giving the housewife time t,
mediate over the advertising columns in the evening
which makes THE EVENING PAPER BETTER
ADVERTISING MEDIUM THAN THE MORNING
PAPER. The morning paper is the paper for the
busy business and professional men, who either have
the paper delivered to their Offices where it receives
very scant attention, if is delivered into the home
it is either glanced through at the breakfast table or
read hurriedly the way down to business and then
thrown away.
Did you notice when riding on the street car
in the evening that treefourths of the occupants of
the car will have an evening newspaper in their
handsY These papers are taken into the homes Them
again, when you come downtown in the morning on
the street car you will also notice most of the men
have the morning paper in their hands, taking it away
from the home, to be discarded in the office waste
basket
The afternoon newspapers of America all carry the
important Geographic first. The following
morning it appears in the morning papers. All the
big happenings in Europe and the far east which are
telegraphed to America always appear in the evening
newspapers first owing to the big difference in time
between America and European cities.
THE LARGE DEPARTMENT STORES AND
HEAVY ADVERTISERS ALL OVER AMERICA
ALL REALIZE THE VALUE OF THE EVENING
NEWSPAPER, AS SHOWN BY THE STATE
MENTS OF THE FOLLOWING BIG STORES:
WIN. BARR DRY GOODS CO., ST. LOUIS
The evening paper Is best, 1t the
into the homes and stays there Men the
downtown their way work.
N. MEGARY & so WILMINGTON.
The evening believe, medium. More
time to read It,
HOUGHTON & BUTTON, BOSTON.
prefer the paper means because II goes
into the homes directly while the
back into the business section the
homes in such relative number the evening paper
Courtney BURNHAM, BROOKLYN
We prefer the evening is that
decidedly the best result bngers evening
carried home while nneenths of the morning editions
to business by the
WIN. HENGERER CO., BUFFALO,.