The evening times. [volume] (Grand Forks, N.D.) 1906-1914, 1913-06-21

The address delivered ny f. l.. Gift
ford. advertising manager for the
Minneapolis Journal. before the North
Dakota Press association yesterday.
was n of the most practical and
valuable addresses ever heard ny the
association. The speaker took UP var
ious phases of the advertising ques-
right Kind of newspaper publicity,
and making a plea for clean adver-
Using. Mr.. Clifford said:
MY subject. What's the Matter
with the Newspapers" is just a text
and a text is usually taken ny A
preacher so that he can stray away
from i.-into other pastures as far
as ne pleases-and that's what I am
going 70 do.
There's nothing the matter with
the newspapers. no more thar there
vas anything the matter with Kansas
when William White wrote his ia
NOUS epic. That il. there's nothing
much the matter with them-nothing
hui what can be remedied. So, don't
expect me TO tell any scandle about
our own profession. Furthermore. !
North Dakota in the role Of a reform
ar. You've got plenty of reformers
here now The fate of the reformer
and the martyr are about the same
monuments are erected for them a
hundred years after they have been
kicked to death OF hung to gibbeths.
Fa he il from me to get into this
class.
Before I get through, 1 am going
10 tell you of a few of my experiences
in trying to better the conditions of
pend from. And I am going to IN.
deavor to show o how and why
the newspaper is the one great ad-
vertising medium of modern times in
spite Of a LOT of poor advertising put
out by poor advertising men. l am
going to talk a little about c~ircuia-
tons and what they mean: am
say about clean advertising-just
among ourselves.
Il wouldn't attempt TO suggest any
improvements that q newspaper might
make, were il not for the fact that
everybody else does. Has your news
paper got a 1000 circulation? Well
then. there are exactly $40 of your
who know how to run il infinitely bet
ter than you do.
The whole progressive world these
Gays must have its newspaper. 1t is
lost without it. It is a member OF
the family-and a most intimate one.
II is guide. counsellor. friend, chum,
an entertainer. an educator. and a
money-saver. II starts you of on
your breakfast, and settles your din
ner al night-a servant always at
our command. 1t is he voice Of TO-
day and the herald of tomorrow"
1t is almost all things for all families.
Its action is immediate, all-powerful.
1t talks to people by the millions in
cold-type-impressively. intimately,
quietly, when the mind is in the mood.
And incidentally, the newspaper is the
greatest sales force in the world.
This is an age OF craftsmanship. an
age of advertising. The great prob
lem. commercially. is distribution. 1t
is no great trick to make goods.
Yankee wits have long been famous
but the selling Of them, the distribut-
ing Of them. the getting them from
they are to where they ought
to be-that's the problem. And the
solution of 1t lies in advertising. in
publicity hat creates a demand. And
bear in mind. there's no business. no
product so thoroughly established
that the owner can Say L do not need
to advertise That fellow is like Josh
Billings man with blue goggles wink
ing at a girl. The man behind the
goggles knows he's winking, but the
a man owns 4 business. He has