Greene County herald. (Leakesville, Miss.) 1898-current, 1913-02-14
WHY NEWSPAPER is
BEST AID MEDIU M
Press Reaches Consumers by
Way That Counts fer
Most.


college, New York, J. w. Adams
enumerated some Of his reasons for
regarding newspapers as overwhelm-
ingly superior to the magazine as an
advertising medium for general con-
sumner commodities. Here are the
points he emphasized:
1. Newspapers reach more readers
than do the magazine.
j 2. Newspaper advertising Is likely
to be seen by the vast number OF
newspaper readers.
3. Magazine advertising is not like
ly to be seen by anywhere nearly all
the relatively small number of maya
zine readers.
4. The newspaper advertisement
guides the prospective customer to the
very dealer in the customers own
town who carries the advertised
goods.
5. The magazine advertisement OBJ
Riously, save in rare instances, can
not do this, and hence does not clinch
sales
6. The newspaper advertisement
can be inserted four (4) times
month at the same cost as that for
which the magazine advertisement
can be inserted one time month.
Z. Newspaper advertising can be
placed in just those communities,
where the advertiser has distribution.
or some special occasion for adver-
Using.
s. Magazine advertising cannot be
thus regulated according to an adver-
Users distribution of special needs.
Thus there is waste circulation IN
magazine advertising.
9. Newspaper advertising covers
each section thoroughly and inten-
sively-it is like a general downpour
of rain.
10. Magazine advertising is circu-
lated in many localities, but only
slightly in any one. 1t is like little
scattering sprinkle of rain.
Waste Reduced to Minimum.
II. Newspaper advertising reduces
waste circulation to a minimum; (a)
through concentration, in accordance
with distribution or special need; (b)
through non-duplicatfon. Newspaper
advertising can be done in one To-
cality; in one section or zone, in any
number of localities of one or OF all
sections of the country; nationally
that is in every locality of America.
in accordance with the advertisers
distribution, needs or requirements.
| 1t is flexible and selectiYe
II. Advertising is subject, In the
through its impossibility for concen-
tration in accordance with distribu-
ton or special needs, and (b) through
its great duplication. Magazine adj
vertising is inaexible and arbitrary,
and carries the advertisement Of. for
instance, fur robes, into communities
where the advertiser has mo- imme-
date distribution, and into others
where he never would have it.
Is. Newspaper advertising enables
| the advertisers to secure local coop
Grafton in advertising and merchan-
dising, through the good will and
service of the local newspaper and of
the local dealer.
! IA. Magazine advertising. since it
emanates from the one central office
of publication rather than from offices
of publication in the several communi-
ties, has not the power of local organi-
cations, and prestige to accomplish
results.
Is. Newspaper advertising can be
published with the delay Of but few
hours.
16. Magazine advertising can be
published with the delay OF hardly
less than two or three weeks, under
the most favorable conditions
Newspapers Widely Read.
II. Newspapers are regularly and
in general carefully read by all pro-
fessional men, by the intelligent me-
chanic and artisan class, and also by
large army of the less intelligent
working people, who are, neverthe-
! less, large consumers worth reaching.
Newspapers are daily and welcome
factors in all American homes, and
the advertising therein gathers a
news flavor from the news columns.
The newspaper published in the city
in which the reader dwells, and which
is quasi-public institution therein,
gives to the advertising which it con-
tains a home or intimate touch which
advertising can receive in no other
way. 1t lends its own prestige to the
advertising which 1t contains.
Is. Magazine advertising possesses
none of these qualities.
IS. General or national newspaper
advertising costs approximately one
fourth that OF magazine advertising
20. In other words, magazine adj
vertising costs four times that Of gen
eral o. national newspaper advertis
ing
power of the Adj.