The Richmond palladium and sun-telegram., 1911-08-19

given Convention Associated Advertisers
Clubs of America, in Boston Mass last weekl
CSEwsPAPERDoM)
Continued rom Friday,
Newspaper advertising has improved greatly
but there is still room for greater improvement.
Let me briefly outline how it may be improved.
"First-Newspapers make the mistake of not
always employing the highest grade of repre-
sentatves. of ability, men of resourcefulness,
men OF character, men of tact, men of persistency
men who are paid we'll enough to always look
prosperous. Have you ever noticed the type OF
men who represent the great weekly and monthly
publications? Don't they look their part? Don't
they look prosperous? They are all well paid. It
always ppays to pay man we'll. You then get
the maximum of service.
"Second-Newspaper publishers do not al
ways impress their representatives with the fact
that their chief function should be to go out and
develop advertising for all newspapers not always
for their own particular publications The chief
trouble lies in the fact that newspaper representa-
tives talk their own publications first and try to
point out to advertisers the mistakes they make
by using the other fellows publications. Have
you ever heard of representatives of the great
weekly and monthly publications talking any
thing to prospective advertiser except the great
value of general publicity? Don't they always
interest prospective advertiser in general
campaign first and in their own publications sec
ond? Do not newspaper representatives who do
broad sense hinder the development of newspaper
advertising particularly among the manufacture
of the country? Is not this of the reasons,
it not the great reason, why newspapers have not
shared more literally in the general publicity 0f
the manufacturers of the country?
Should not newspaper publishers take into
account the value of concerted effort on the part
of their representatives to develop newspaper
advertising? Should they not abandon mere sell
fish effort for big general effort which in the
end will result in the good of all?
Third-Ihere are too many newspapers that
are careless about accepting great many ad-
vertsements that are offered them. They do not
inquire into the stability or character of the busi-
ing columns of all newspapers be kept clean?
Should they not be edited with the same skill as
the news columns of clean newspaper? Should
they not always contain reliable announcements
from reliable business concerns? What has made
the great weekly and monthly publications SO
powerful and so prosperous? Have they not
standardized in the matter of integrity their
advertising pages? Have they not Great
ed confidence in the minds Of their readers
that only trustworthy advertisements are accept
ed and printed by them? Does not this fact inn
pei the great volume of general advertising they
print? Will the newspapers, as whole, ever get
their share of this volume of business unless they
standardize their own advertising columns? Will
they ever get it until they make it known to their
readers that they print only trustworthy adver-
tsements? great many newspapers throughout
the country taking this stand but more of
them must take it before all newspapers will
shart with the great weekly and monthly publi-
cations the great volume of general publicity
which has made them so prosperous.
ITO be continued,