The Cairo bulletin., 1910-09-14
The Value of the
Country Newspaper
Great Value to Advertisers : Value Infinitely
Greater to the Nation
Copyright


by advertisers the local newspapers throughout the country
To begin WITH the local newspapers proportion their
culation are INFINITELY THE MOST VALUABLE ADvER-
TIsING MEDIUMS THAT WE HAVE. We say this naturally
unnfuenced that newspaper organization
country newspapers but only metropolitan daies.
The value of the country newspaper based largely upon the
fact that the who reads it looks upon it AS NEIGBOR
AND A FRIEND, A PERSONAL ACQUAINTANCE, and at
ache the printed statements and advertisements of the country
newspaper far greater Importance than the dwer the big city
attaches the statements the advertisements the big
newspaper.
As friend talking another about certain kinds of goods
influence friend than stranger country newspaper
standing footing friendship with its readers talk them
about goods for sale any other topic and impress them
strongly than the big metropolitan newspaper which really
abstraction its readers impress the metropolitan
reader
More than that and infinitely important is the part that
the country newspaper the small newspaper Of the moderate sized
city village plays in national work.
Big newspapers big cities useful But every honest
paper member of great police force 1t important for
liant active WE'LL PAID newspaper policemen be
every of the country It very important that reasonable
income recognition by advertisers should make the local
newspaper independent of everything except its readers welfare
important that the local editor should be well paid that he should
be least well off financially the average public office,
whom he alone cricises BY WHOM HE ALONE IS FEARED
As conditions today the local editor the who leading
thousands of good fights all the country poorly recognized
recognized ALL With few exceptions impossible for
ability public and integrity make by hard
work year of intelligent journalism quarter much
be made by any rascal willing sell himself corporation 1t
great harm to the country that the ambitious newspaper
should be moving always toward the big cities in order
make decent living Every where there is congressman
NEEDS A GOOD EDITOR Every city where Judge sits and
looks the corporation with eye and the little people with the
other eye-AND A VERY DIFFERENT EYE FOR EACH
needs honest editor WITH BOTH EYES ON THE JUDGE.
1t would be very good thing indeed for this country country
odtorshp comfortable income permanent fortune per
independence in addition position of honor and dignity
But the local editors the of the newspapers the smaller
communities will into their UNTIL THE UNITED
STATES GOVERNMENT SHALL INTRODUCE THE PAR
GELS POST SYSTEM.
AS stand hundreds of who would be glad
advertise in local newspapers reach the local population
from the big department stores unable to do BECAUSE
TIE THIEVERY OF THE EXPRESS COMPANIES MAKES
1T IMPOSSIBLE FOR THE MANUFACTURER TO REACH
THE CONSUMER REASONABLY
big successful newspaper in San Franciscoas example
earns S. EVERY YEAR FOR EVERY COPY OF THE PAPER
SOLD This newspaper this of money because
advertisers through that newspaper reach directly the people that
have money to spend AND SUPPLY THEM IMMEDIATELY.
How much would the of small newspaper if
his circulation could be worth him SIS copy! What good
thing would be for the intelligent earnest energetic and honest
editor with 1000 circulation 1000 circulation in the country
meant $4,000 profit year
Two thousand circulation in the country would be worth
than 1900 the city the the paper If THIS COUN
TRY HAD THE PARCELS POST.
In would be far better for the local storekeeper
1t might crowd the who hesiatng about failing and
who is going to fail the anyhow But would certainly help
the ABLE And would make rich of many struggling
editors
If the who newspaper the country had the power
backed with the parcels post distribute manufactured goods
readers directly his paper would be of the possible value
and infinitely valuable per copy circulation than any
paper in any big city
important emphasize the value Of the country newspaper
To urge patronage of the local press good advice
point of of the advertiser and is still better advice
point of view of the average citizen
It very sad day indeed for this country there
scattered every little hamlet conscientious clean newspaper
man. willing for rdcuousy small pay watch and protect the in
teress of the neighborhood.