The Brinkley argus., 1914-05-01
Advertising
 T Talks
NEWSPAPER HABIT
 AN AMERICAN ONE
Press Best Advertising Medium Because of Its intimate Re-
 lations With the Home.
By TRUMAN A DE WEEsE.

By TRUMAN A DE WEESE.
 ~The newspaper habit" is an Amer lean habit In the old world countries newspaper reading is confined to the educated and prosperous few. If you step into 8 street car in the average American city you will see sight that cannot be seen in any other coun- try on the globe-every individual de- vouring the contents of newspaper The newspaper is their only source of information on all the interests and activities of life.
 In advertising it is the constant pounding that wears away the bar riers of doubt and indifference. It is the frequent repetition of names and 5prodttts that indelib1y impresses them upon human memory and finally ere ates a favorable attitude toward the products advertised. The repetition of selling arguments is the life of ad. vertising. Suppose a manufacturer or merchant has an important announce ment to make regarding commodity. He very carefully. and laboriously groups the argument in logical se- quence, presenting compact. com plete presentation of his proposition It Is the result of much study and re- vision The advertisement is surely work of art. In order to get in all the selling arguments he finds he will need half page in the newspaper. He concludes to make "a complete job of it." so he runs it one time on half page and pays for what he things is big investment in pub rcity.
 Of course he accomplishes nothing. He has followed the example of the small boy who touched of wagon load of fireworks all at once. He has made flash" As display of pub licdty pyrotechnics it is dazzling, but 1t Is not advertising. It is contrary to the most elementary principles of advertising.
 If he had understood the art of ad- vertistng he would have taken one selling argument at a time and ham, mcred 1t home from day to day through constant iteration and reiter- atfcn. One-tfme advertising or spas modic advertising" is waste Of money no matter how large the space or how compactly it is filled. It is constant repetition that gradually 11xes trademark or firm name in the human mind, and it is constant repe- t113cn that associates certain qualities and uses with that trademark or name.
 Now. if advertising is repetition of Isening arguments, then the newspa- per Is an advertising medium par ex- cellence for it permits of daily repe- tition in vehicle that sustains tnti- mate relation to the home. It come into the family circle every morning or every evening. It knows ynur friends and your neighbours friends. It chronicles. events and activities that are closely related to their inter- ests It's columns pulsate with the social and industrial life of the com mrnity in which your customers live It carries the news of the town into the home of the dealer who sells your. < SoVus. CnterprlSe IS COIL taS}9us thing. ana if your dealer sees your advertisement in his home paper every day. 1t awakens in him spirit of cooperation. He finds himself un- consciously absorbing your selling arguments until he can talk the product as we'll as you can. The newspaper has chronicled the do ings of his family for genera tions. The files of theapaper conta T his family history, the weddings. the deaths. the anniversaries. It is his source of information regarding his party. his church. his lodge. It is be cause of this intimate relation to the home that the newspaper occupies a field of its own as medium, indis- pensahle to the advertiser who must have a wide distribution for his pro ducts ir order to secure the volume of business that will v'ald profit on hi~ investment