The Wahpeton times. [volume] (Wahpeton, Richland County, Dakota [N.D.]) 1879-1919, 1913-01-23
" Advertising Rates
of Country Weeklies''

Owing TO lack of space last
week we were unable to run in
full the paper on advertising
Rates of Country Weeklies," by
Editor Haskell of the Bottineau
Courant which was read at the
meeting of the North Dakota
Press association. This week
we publish the paper in full:
INT. Chairman, Ladies and
Gentlemen Of the North Dakota
Press Association: It is evident
to me that your program commit
tee felt that the choosing of a
subject for me was a difficult
matter for they have changed it
three times, at least. First it was
Advertising and little later
Foreign Advertising and now
Advertising Rates of Country
Weeklies.' Perhaps this care was
exercised in an effort to keep me
from wandering off the reserva-
ton and talking about everything
in sight. II so they must have
overlooked that we'll known fact
that the subject of any address
is but the starting point and that
in most cases the speaker starts
out from it and never returns to
it again.
advertising is a subject which
holds great interest for me, as
indeed it must for every newspa-
per publisher who takes his bust
ness seriously. We must Of ne
cessity spend much thought on
the subject and devote consider
able time to analysis of its un-
relying principles, its application
and to all the related questions.
Advertising has been, often
defined and the definitions have
been various and in many cases
ingenious but to get at the root
of the matter-the Latin root
I'd vertere, to turn, as to turn
the mind or attention to some
thing fits what little need we
have of q definition. This in
cludes the idea of one person
turning the mind or attention of
another to a statement and take
it that, as most advertisements
are conveyed in periodical publi-
cations, the active verb to turn
has particular meaning, not on
ly to the advertiser but to his a.
gent, the publisher of the period
ical. In q word that the publish
er must be active in his part of
the task of turning the mind or
attention to the particular thing
advertised. I am convinced that
there is nothing so much with the
advertising business of today as
that too many publishers are pas
sive as to their part in the trans
action, pay too little heed to the
interests of the advertiser and
almost none to the attitude of
the people sought to be reached
by the advertisement. When we
are all active in the matter we
have the hope for the realization
per Year Net Profit for Each Sub
scriber.'
There are many possible clasi
ficatins of Advertising but for our
purpose it is sufficient to discuss
Home and Foreign advertising.
These classiications may not be
defined. The difference is obvi-
Gus and the division familiar to
newspaper men generally.
~ believe that the country week
~ must necessarily favor the
home advertiser, not in rates, but
in loyalty to interests, because in
the small towns we are, or should
be, peculiarly bound to each 9TH
er by "a sort of commercial pa
triotism, ties Of mutually of in
terest, civic pride and neighbor-
illness. But in making this state
ment I am assuming that there
is a reciprocal feeling towards
the newspaper publisher and his
interests, as there should be in
every town that is awake to its
own best interests.
Foreign advertising is highly
desirable, not alone because it