Greene County herald. (Leakesville, Miss.) 1898-current, 1912-11-08
SAYS ADVERTISING
IS HERE TO STAY
Professor WaneruS of the Uni
yersity of Iowa Gives Rea-
sons for Importance.
Advertising is here to stay.

PIE TeallZo the important place 1t has
come to occupy in the business world.
These are two conclusions reached
by Theodore Wanerus of the State
University of Iowa in thesis on The
Economics of Advertising"
He states advertising is justifable
from the economic standpoint His
reasoning is as follows:
Changes in means of transporta-
ton. and increased production OF
goods are other reasons for the use
Of advertising In the time of our
grandfathers the most common meth
DDS of carrying on trade were by
means of pack animals, rude OK carts,
stage coaches, and the slow sailing
vessels.
To-day we have a network of
steam railways, local and interurban
electric lines, swift steamships, and
even airships which have almost an
initiated space and made US world
citizens instead of jewellers in iso-
lated out of the way places.
With this improvement in speed
of transportation remarkable in
crease in the production of goods has
taken place. Buyers for this increased
output must be found in order that
the consumption may keep pace with
the production.
Must Spread knowledge.
This increased speed of transpor-
tation and the increase in production
have made necessary corresponding
increase in speed of spreading the
knowledge Of goods, and again the
means employed is advertising.
80 long as our system of compe-
tition in the business world remains
as it is, advertising is here to stay. 1t
cannot be ASSOCIATED from the pres
ent day business methods"
Mr.. Wanerus divided mans wants
into two classes. Cultural wants and
existence wants. The latter includes
such necessities as food. clothing and
shelter, while culturalvw2nts include
those things that tend to the enrich
ment and ennoblement of life through
ethical development
The existence wants are common
to all races and conditions Of man
kind; the cultural wants come only
as the results of education and high
civilization.
''The tendency towards a higher
standard of living increases with each
succeeding generation, but there will
always be classes of people to strive
10 srrH,n nd Ir.rrt rio G
which the world has to offer. These
necessities may be readily procured
by any citizens at any village store.
This is not true, however, of those
luxuries and products which I'll the
cultural wants.
Mr. Wanerus sums UP his argument
that advertising is a great factor in
improving civilization by raising the
standard of living when he says: "The
world is so vast that some means of
acQuainting the people Of one state or
community with the culture of anoth-
er is necessary If the culture is to
spread beyond the confines of the
ulace where it originated.
Advertising Is Best Medium.
up to the present time advertising
Is the best agency that has been found
to do this"
The writer cited two large national
advertisers who were enabled. as a
result of advertising, to place before
the consumer cheaper goods. Such
cases of advertising expenditure as
these have, without doubt, beneficial
economic effects and their benefcent
principles will be further developed"
That newspapers and magazines
have been powerful factors in the ed
vocational development of the United
States is self-evident. Mr.. Wanerus
points out that this rapid growth of
the periodicals has been possibility
only because of advertising.
Advertising has become a means
towards the support o: periodical lit
erature to such an extent that it has
become possible to furnish to the pub
lie more and cheaper periodicals. The
extraordinarily rapid growth of news
papers and magazines is due to the
growing practice of advertising Ad-
vertising receipts. have made profit
able the sale of periodicals at price
less than the cost of their manufac-
ture.
TT is readily seen that Of the prac-
tice of advertising were discontinued
the price of periodicals would be con-
siderably increased, perhaps by one
half. and some of them considerably
more. Thus, in the first analysis, adj
vertising benefits the reading public
by furnishing reading matter below
cost.
Cites LaudabIe Uses.
Another laudable use Of advertis-
ing is explained by Mr.. Wanerus az
follows: Advertising spreads to
the remote districts Of our country
a knowledge of the conveniences. cul-
ture and refinements Of those places
more fortunately situated Novelties
and labor saving machines are thus
y II - fcxA rs1v <Inrny.