Americus times-recorder. [volume] (Americus, Ga.) 1891-current, 1913-06-25
yALUING ADVERTISING SPACE

Unique but stimulating in the
thought it awakens is the view con
corning the value of advertising space
as recently expressed by the publish
ers of the Oregon Journal The gist
of this view is that advertising space
should bring a greater revenue to a
newspaper and that it should be used
more intelligently by the advertiser
Commenting on this view of the mat
ter, the Savannah Press says:
The publisher of the Oregon journal,
has some very interesting reforms to
PROFOUND to advertisers. He believes
that too much space is sold to adver
tisers, or, at least, that isn't what he
believes either. He thinks that what
the advertisers should do now, is 10
ray for the quality of their advertising
more than for the actual space which
it covers, and there is common sense IN
his contention. AS a matter Of fact,
space in a newspaper is too lightly
considered. There is plenty of meri,,
of course, in a display advertisement.
1t catches the eye, but after the eye IS
caught, something more is needed toI
impress the mind and memory. Mr.
Jackson, the publisher of the Oregon
Journal, argues that while space in q
paper is not getting its proper valua-
ton for two reasons; first, that the
price of white paper is going up at d
tremendous rate, and second, that the
problem which confronts publishers IS
to hold down the bulk of the paper.
This is because a cumbersome paper
of many sheets is a nuisance to the
reader as we'll as a great expense to
the publisher.
Now, while it is an axiom among re-
porters that the story of the creation
can be told in half a column, tn s
spirit of condensation does not mani
fest itself among the advertisements.
Mr.. Jackson says that there is as yet
no science of Advertising though ii
is something of which we hear nun
talk. He thinks there is too much dis
play in il and too much guessing as
to results. There is too much buying
of large space space, just for the sake
of emphasis, when better emphasis
could be given in more artful and
less wasteful way. In the future adj
vertisers will realize exactly what
newspaper writer's have to realize,
that something more than mere space
is required to catch and hold the read
er's attention,
In fact, SAGE is a great responsible
ity and as such should be sold with
great reluctance and at a much higher
price than it now demands. More
over, when it is bought, it is up to the
advertiser to use it with telling effect.
Everything which benefits the reader
also benefits the advertiser. The art
of all newspaper work is to put every
thing as simply, clearly and striMngiy
before the reader as possible; to cat n
his attention as quickly as possible
and to force him to turn as few pages
as possible. This cannot be done by &
Stlnteu use OF space. On lne oIn'I
hand, it can readily be undone by an
eXtravagant and senseless spread of
white paper and large twine In sum
ming up his ideas about the saving Of
srace both to the publisher and the
advertiser, Mr. Jackson says: Moth
ing inherently uneconomic and waste
full can endure permanently, and TO
one should be so concerned as the ad-
vertising men about putting advertis-
ing on permanently sound basis"
WILL THE TMPERATOR PAY?