Yerington times. [volume] (Yerington, Nev.) 1907-1932, 1913-11-08
A SERMON ON ADVERTISING
IN COUNTRY PAPARS.
Extract from address of Charles II.
Betts. President of the New York
State Press Association at Syracuse.

State Press Association at Syracuse.
| want to say few words on the
subject of conducting newspaper
and on the duties and Responsible
ties of an editor There is WIDE
difference OF opinion on this question
1t is contended by some that an editor
should conduct his paper IN such Il
way as to amply reflect, but not IN
huence public opinion. They con
tend that an editor should have no
pronounced opinion of his own, but
should make his paper an organ TO
record the popular sentiment OF the
hour. This is the general, and per
hans. the popular view This means
that YOU must be content to Hoat on
the surface of the stream OF pubic
opinion instead of helping to create
and direct its current The editor
who does not fearlessly express his
honest opinions without regard to
consequences will never become
leader. He will never become an edu-
Gator. He will simply become re.
Hector. His light will be the light OF
the moon and not the light OF the
sun
We are living in progressive age
We are living in an advertising age.
Speaking of advertising, | want TO
saw that it has now become science
The EXPERT ad. writer must be tram
ed scientist and a true genius. he
must be instinctively and intuitlvely
PSYCHOLOGIST He must know the
structure, the possibilities, the pecu-
liarities and the limitations OF the
human mind He must be and intelli.
gent student of the science OF mental
The Country Weekly as an Advertis-
ing Medium.
| want to say just word relative
to the country weekly newspaper as
an advertising medium. With all due
respect to the value of all other ad-
vertising mediums, ! contend that the
country weekly newspaper has tleld
of usefulness all its own.
1t occupies a field that cannot be
filled by any other paper. There are
many reasons for this, among which
is the fact that ii is printed IN the
community where it circulates and IS
published under the ever watchtul eye
of its subscribers. 1t has direct and
immediate responsibility to its sub
scribers which no other paper has or
can have. The local newspaper is IN
constant touch with the people IN the
community where it circulates. and 1t
is intimately and directly Identified
with their intrests, desires and needs.
When the local DaDer is intelligent
" conducted is fearless and progress
sive. il stimulates thought. creates
sentiment and leads in every move
ment for the betterment OF the con-
ditions and the elevation OF the com
munity. 1t is the main force IN man
ufacturing local public sentiment.
Therefore it is the great conservator
of intelligence virtue and progress IN
every community. This is the reason
that the local weekly newspaper per
1000 circulation is the most valuable
medium in the world.
Study the Art of Advertising.
Every editor of a weekly paper
should make study of the art OF adj
vertising He should famliariZe him
self with all the arguments to be ad-
vanced in favor of it. He should be
able himself to clearly and convinc-
ingly present the arguments to bust
ness men and in this way educate
them to an appreciation of the value
of advertising The great handicap
in securing advertising is the TACT
that the average business man has
not been educated to appreciate its
value. 1t is only the big. successful
merchants who appreciate the value OF
advertising, and they appreciate 1t be
cause they have studied advertising
and know its valae. This is the rea-
son that they have been able to
achieve such phenomenal success in
the business world.
The object of advertising is to inn
press your name and business upon
the public mind. In order to do this
you must put your ad. in papet
where it will be read, and you must
keep everlastingly at it. You can no
more build up permanent and pros
porous business by spasmodic adver-
Using than you can build up per
manent and exalted character by spas
modic virtue You must keep con
stantly at it until you burn your name
into the public mind so that every
time the people think of buying any
thing in your line they think OF your
name first That is the drawing power
That is the psychology of advertising
Mightiest Factor in Business.
Speaking of advertising generally,
want to say that it is the mightiest
factor in the business world. 1t is
he mainsprin". the motive power in
our modern industrial competition. 1t
is the one great business builder OF
the civilized world.
1t makes two flowers grow and
bloom in the business world where
only one grew and blossomed before
1t hypnotizes. the intelligent man and
woman into a liberal and Dropressiv
mental attitude and prompts them to
surround themselves with modern
conveniences and comorts. 1t puts
vacuum cleaners in the house. books
in the library and pictures on the wall
1t is the civilizer and the beautifer
of the home, the schoolmaster of cul-
ture and the mother of civilization.