Evening journal., 1913-01-30
Future of Newspaper Development Lies
Through Closer Cooperation, Expert Says

Special to THE EVENING JOURNAL. !
SYRACUSE, n. Y. Jan. 30.-Before
the Association Of American Adver-
tisers' here yesterday Jason Rog-
ers. publisher Of the New York
Globe, spoke on advertising. His ad-
dress follows:
"Mr. Moses and Members of the AS
sociation of American Advertisers: II
affords me great pleasure to be with
you today and personally explain the
efforts | have been making during the
last year to show the better grade OF
newspapers throughout the country
that their great future development
lies through closer cooperation with
advertisers.
Much of the lost motion and waste
In modern business enterprises that
arc largely dependent on advertising
for success is represented by mis-
conception of the relations which
should exist between the seller and
buyer of publicity.
According to my conception of the
proposition, the advertiser should alb
solutely demand that every medium
in which he spends money delivers
known and proved circulation as
prerequisite Of a contract. Unless
this is done you place premium on
the man who can most eloquently
back up false statements
up to the present moment, The
New York Globe has. without any
organization back Of it. induced near
~ 200 daily newspapers in the coun-
try % cooperate with us in printing
the Fallon articles Advertising the
Advertiser which is matter specially
designed to interest the readers Of
the papers in the advertising coll
umns
These articles furnish convincing
argument why advertised goods are
best, because the manufacturer who
advertises must stand back of his
goods and seek his profits and returns
from recorders. The list of the news
papers printing the Fallon articles is
as follows:
Albany CN. W Times Union.
Atlanta (Ga) Journal
Allentown (Pa.) Leader
Altoona (Pa) Mirror.
Amigo tWis) Journal.
Augusta (Ga.) Herald.
Ardmore (Okla) Ardmorete.
Athens (Ga) Daily Herald.
Aurora Qll) Beacon-News.
Beloit (Wis) Daily Free Press.
Berkeley (Cal) Gazette.
Binghamton (N. " Press.
birmingham tAla) Ledger
Burlington CVt) Daily News
Bridgeport Comm Post
Bridgeton (N. j. News
Burlington lowa) Gazette.
Butte (Mont) Inter Mountain.
Camden (N. J) Post Telegi am
Canton 0n) Register.
Chattanooga (Tenn) News.
Charleston IS. O. News and Courier
Charlotte (N. CO. News.
Cincinnati (Ohiol Times-Star.
Colorado Springs (Col) Telegram.
Columbus (Ga) Ledger.
Council Bluffs (Iowal NOnpareil.
Davenport Oowa) Times.
Dayton (Ohio) Herald.
Dallas (Texas) Times Herald.
Danville (Va) Bee.
Denver (Coll Times.
Detroit (Mich,) News.
Des Moines Oowal Capital
Dubuque Qowa) Telegraph-Herald.
Duluth (Minn.) Herald.
Durham IN. c. Sun.
Eau Claire (Wis) Telegram.
El Paso (Texas) Herald.
Elgin Gll) Daily Courier.
Elmira IN H.) Star Gazette
Erie (Pa) Times.
Everett (Wash) Herald
Fond du Lac (Wis) Commonwealth.
Fort Dodge Iowa Daily Messenger
Fort Smith (Arkl Times Record.
Fort Worth (Texas) Star-Telegram.
Freeport Qll) Standard.
Fresno (Cal) Herald
Gadsden (Ala) Journal
Galeshurg GID Republican Register
Goldfeld (Nev) Tribune.
Grand Forks IN. d. Times-Herald
Grand Rapids (Mich1 Press.
Hamilton (Ohio) Republican.
Harrisburg (Pa.) Telegraph.
Hibbng (MinnD Tribune
Houston CTexas) Chronicle.
Huntington (W. Va Advertiser.
Hutchinson tKan) News.
Jackson (Mich) Citizen-Press
Jackson (Miss.) News.
GAINESVILLE (Wis) Gazette.
Joliet Qll) Herald
Joplin MOI News-fierald.
Kansas City MOI Star.
Key West (Fla) Citizen.
Knoxville CTenn) Sentinel.
La Crosse (Wis.) Leader-Press.
Lafayette Qndl Daily Courier.
Lansing (Mich) State Journal.
Lawrence (Kan.) Journal-World.
Leavenworth (Kan.) Post.
Lexington (Ky.) Leader.
Lima (Ohiol News.
Little Rock (Ark) Democrat
Logansport 0nd) Reporter
Los Angeles (Cal) Express.
Lynn (Mass.l Item.
Macon (Ga.) News.
Madison (Wis) State Journal
Manchester (N. H. Union.
Mansfield (Ohio) News.
Marietta (Ohio) Journal.
Marion Ond) Chronicle.
Memphis CTenn) News Scimitar.
Meriden Comm Journal
Meridian (Miss.) Star.
Milwaukee (Wis) Journal
Minneapolis Mimi Journal.
Moline (Ill) Dispatch.
Montgomery (Ala.) Journal.
Nashville (Tenn) Banner.
Newark (Ohio) Advocate
New Bedford (Mass.) Standard, al
Mercury.
New Brunswick (N. j. Home New
New London (COnn) Day
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