Belington progressive. [volume] (Belington, W. Va.) 1912-1927, 1914-04-23
WHY NEWSPAPER Is
BEST AID MEDIUM
Press Reaches Consumers by
Way That Counts for
Most.

partment of journalism at Columbia
college, New York. ] W. Adams
enumerated some Of his reasons fol
regarding newspapers as overwheln
| ingly superior to the magazine al an
advertising medium for general con
sumer commodities" Here are the
points he emphasized:
l. Newspapers reach more readers
1 than do the magazine.
2. Newspaper advertising Is likely
to be seen by the vast number OF
newspaper readers.
8. Magazine advertising is not like
ly to be seen by anywhere nearly all
the relatively small number Of maya
zine readers
A. The newspaper advertisement
guides the prospective customer to the
very dealer in the customers own
town who carries the advertised!
goods.
S. The magazine advertisement OBJ
viously, save in rare instances, can
not do this. and hence does not clinch
sales.
g. The newspaper advertisement
can, be inserted four (4) times q
month at the same cost as that for
which the magazine advertisement
can be inserted one time month.
7. 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.
H. Newspaper advertising reduces
waste circulation to a minimum; (a)
through concentration, in accordance
through non-duplication. 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.
naxi1lIa opI coIootiva
10, Advertising Is subject, in the
magazine. to waste circulation. (a)
| through its impossibiIity for concen.
| tration in accordance with distribu-
| ton or special needs and (h) through
its great duplication. Magazine adj
vertising is infexible and arbitrary,
and carries the advertisement Of. for
instance, fur robes, into communities
where the advertiser has no imme-
| date distribution. and into others
where he never would have it.
\ 10. Newspaper advertising enables
the advertisers to secure local coop
Grafton in advertising and merchan-
4 dising, through the good will and
service Of the local newspaper and OF
| the local dealer.
a. Magazine advertising, since it
! emanates from the one central office
| of publication rather than from offices
| of publication in the several commune
ties, has not the power of local organi-
cations, ard prestige to accomplish
/ results
To- Newspaper advertising can be
| published with the delay Of but few
hours.
16 Magazine advertising can be
published with the delay of hardly
! less thas two or three weeks, under
! the moss favorable conditions.
Newspapers Widely Read.
IT Newspapers are regularly and
in general carefully read by all pro-
/ ,fessionsi men, by the intelligent me-
chanic and artisan class, and also by
| a largt 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 q
news flavor from the news columns.
| The newspaper published in the city
in which the reader dwells, and which
lis quasi-public institution therein.
gives to the advertising which 1t CON
tains home or intimate touch which
advertising can receive In no other
way. 1t lends it's own prestige to the
advertising which it contains.
49, Magazine advertising possesses
none Of these qualities
20 General or national newspaper
advertising costs approximately one
fourth that of magazine advertising.
90 In other words, magazine adj
vertising costs four times that of gem
eral or national newspaper advestis-
Ing.
Power of the Ad.