The Richmond palladium and sun-telegram. [volume] (Richmond, Ind.) 1907-1939, 1911-08-21
Address on Advertising
tBy Freeman. Exponent of Clean Advertis
ing given the Associated Advertisers
Clubs America. in Boston, Mass.
(NEWSPAPERDOM)
(NEWsPAPERDOM)
Continued from Sunday

Continued from Sunday
AN agency recently offered price to my
newspaper which is just half the price we charge
for the service the agency wanted. Such condi-
ton should not exist Such condition must not
exist if the newspapers are to develop greater
volume of general advertising
'Fifth-A differentiai rate on what newspa-
pers term general advertising and local advertis-
ing also initiates against more rapid develop.
ment of newspaper advertising in the general
field. Some newspapers charge very much
higher rate for general publicity than they DO for
local advertising. They operate on different
basis. For instance, the local rate may be ten
cents line subject to contract discounts and the
general rate may be fifteen cents line subject to
contract discounts. This is fault that also must
be corrected before the newspapers will get their
share of general publicity.
IF newspaper is worth fifteen cents line
to the general advertiser it should be worth that
much to the local advertiser. AS matter OF fact
the general advertiser has less chance OF getting
adequate results from his advertising than the To-
cal advertiser because the local advertiser is con-
stantly reminding the people in his community
of their everyday needs, while the general adver-
tiser offers to them some special article.
"A differential rate is bad thing. The basic
rate on which all discounts are allowed should be
the same to both general and local advertiser
and whenever discounts are offered to general
card and should be rigid1y adhered to, and until
that time comes there will not be the develop
ment of general publicity there should be.
in concluding, let me say that no man on
earth believes in the value of the newspaper more
than do No man will fight harder for newspa-
per publicity than will. As understand it, this
is convention of advertising men for the pur-
pose of improving advertising conditions, so, In
stead of patting ourselves on the back, let US
analyze the faults that exist and study how those
faults must be corrected before we can make the
success we are entitled to.
with our faults however, we still stand as
the best and greatest all-around advertising med
ium in the world could stand here and give you
illustrations that would keep me talking for two
or three hours of the benefits that have accrued
to advertisers who have confined themselves al
most wholly to newspaper publicity The news
paper is the natural mediunlEthe password be-
tween the advertiser and the reader, between the
manufactures and the consumer, between the
merchant and the people in his community.
After business has been established through
the aid of the newspapers it can then branch out
and do general publicity, but the start should be
made in the newspapers first. There is less waste
in newspaper publicity of the right sort than in
any other form of publicity. There is a greater
opportunity of making success than through
any other form of publicity. With this great en-
CINE of publicity we can work wonders for the
general advertiser provided we pull together
provided we are unselfish enough to boost all
newspapers all of the time.
The weekly and monthly publications serve
the advertiser we'll but as good as they are they
are second to newspapers.
Newspapers should divide honors with them
fairly so far the advertising of manufacturers is
concerned but fair division is IS per cent. for
the newspapers and Is per cent for the weeklies
and monthlies, and not 80 per cent. for the week
~ and monthly publications and 10 per cent for
the newspapers, as it has been.
Let US be up and doing