The Richmond palladium and sun-telegram. [volume] (Richmond, Ind.) 1907-1939, 1913-01-25

advertiser" Newspaper" Anybody.
a Salesman" Bluff. Solicitor for the
Clarion" stun. Solicitor for the OBJ
server" Schemes. n Clown" being
some of the leading characters.
A charming little book has also come
TO the writer's desk.
Called The Aver Idea" and publish
ed by y. W. Aver and Son, of Philadel-
phia.
An effective small volume printed on
deckle-edged. bufF-tinted paper and
bound in bown boards.
Some booklover must have been on
the job" when the fo,mer was planned.
| Its typography. its wide margins. ini-
tial letters In color for each chapter.
its head and tail pieces. all go to show
the hand of the artistic bookmaker.
! Its contents are entertaining.
| And well written.
las We write" says the Foreword.
there are two hundred and thirty
| FIVE advertising agencies in the United
States. Ere these words are done into
type there will be more-or less.
| Every year sees many Starters
few succeed. some hang on: most fail
"Forty-three years of these chang
ing. shifting years have slipped past
since N W. Aver & Son made it's be-
ginning.
| For at least a quarter OF a century
no person well-informed about adyer-
Using has seriously disputed the right
of this house to the title of leadership
in the advertising business.
Under the head of "Non-Believers."
the book says:
There are men who do not believe
in adyertising-good men and wise.
but that signifies naught. II is but
brief while since many men believed
that the earth was flat, but IL was
round all the time.
"rhe earth did not change it's shape;
men merely altered their views.
THE point of it all is that there are
established facts in business just as
there are established facts in nature.
and belief or disbelief does not change
the facts
The book is interesting to the lay
as we'll as the professional reader and
is a delight to the lover of good book
making.
More and more is the public recog-
nizing that one of the best advertising
mediums is the daily paper.
Its wide circulation. its intimate con-
tact, its universal perusal makes Ii an
Extraordinary avenue of publicity.
Ii reaches every class. every condi-
ttion.
1t penetrates to the darkest corner.
Ramifies to the most remote spot.
Recognizing this the New York
Globe has instituted campaign
among the leading daiIies of the Unit
ed States to accentuate this point with
advertisers themselves.
1t seeks to show that the newspaper
is the ideal medium through which
the advertiser may call attention to
his wares.
! That IL exceeds the magazine in inn
tportance since the latter necessarily
Iappeals to a more limited. a more dis
itinctly class public.
The advertising department of the
average newspaper Is it's most import
ant.
The man at the head of the advertis-
ling department receives the first con-
Isideration.
Everything is made to yield to his
activities. s
No matter what the news. no matter
what the STORY" no matter what the
editorial comment-the advertisement
takes precedent.
That is the reason that the news
side of paper is so frequently unsat-
lisfactory TO the average subscriber.
Ii is cut and cribbed. or extended
and amplified with consideration to the
advertising columns.
Your stuff" as the newspaper per-
sons daily output is called. may be an
cut to pieces because an advertiser
wants certain space on certain pages
Advertising. In short. is the life and
essence of the newspaper since IL Is
through this medium that II exists.