New-York tribune. [volume] (New York [N.Y.]) 1866-1924, 1914-06-14
"The Times" of London
Finds 1t Is Being Done
by the Magazines.
ADVERTISING IN u. S.
PERIODICALS APPEALS
whereas the Things Advertised
IN London Cannot Be Bought
in the Dominion.
from The Tribune Correspondent.

Iron The Tribune Correspondent,
London June 6.-"Beware Of the
Americans when they come bearing news
papers is the motto under which The
Times Is conducting its latest crusade
The warning refers TO what is described
as the characterization OF Canada"
through the magazines and newspapers
OF the United States. THE Times" SAYS
that tho sale Of British magazines in
Canada has been considerably stimulated
by the establishment of a special postal
rate of cents per pound, but. inasmuch
as this rate is to be raised to cent? for
six ounces, fear is expressed that the
influx of periodicals from the British
Isles will be lessened and that the Cana
dams will be forced to revert TO Amer.
lean monthly and weekly literature. 4
recent letter to The Times has the
following statement:
Much If not most OF our syndicated
York and Chicago, and only recently =,
large Winnipeg paper in its SUNDAY
edition had page story on How We
Develop Our Navy. The account was
all concerned with the American navy
and eulogized Our great Admiral Far
rugut for his victory over the British
navy in Lake Erie. The execution OF
-FOUR gunner in New York is given more
prominence than we ever give 70 a Brit
lsh general election
The Americans have made close
and successful study of advertising
Their advertising pages in the front and
oack of their magazines often vie very
strongly with the reading matter in in
terest. Even the picture part of the
advertising page largely exceeds in space
that part devoted to the description OF
the advertised article. Many of these
pictures are in themselves very artis-
tic and undoubtedly attractive, and must
certainly lead TO the sale in Canada or
enormous quantities OF various articles.
Now, to supply the Canadian demand
for the most important of these articles
advertised in American magazines cir
culating all over Canada the American
manufactures have opened branches and
factories in all the larger Canadian cities.
In the English magazines advertising
pages we do not find ourselves specially
interested. For instance, an English
typewriter may excel in a dozen ways
and also be less expensive, but the
business man knows that there is no
salesman handy to explain to him the
points In which 1t excels. He knows that
no one here handles IL or can mend IL
IL need be, or carries the required ribbon
or parts in stock. A man knows that
he cannot buy in Canada a pipe or a to-
bacco advertised in an English news
paper, and the woman is not interested
in advertisements OF English frills and
furbelows because she cannot buy them
here.
IF English manufacturers would only
consider the Canadian market as worth
while as the Americans have proved IL
to be, many of them would follow suit
and travel Canada or start manufactur-
ing branches in Canada, making their
commodities conform 10 Canadian re-
duirements Then would their adver-
tisements in the English papers mean
more TO Canadian readers, and with the
reading matter perhaps more attuned TO
North American tastes there is no rea-
son why the English periodical should
not have q much better chance in Can
ada. If, however the British govern
ment decides to raise the postage on
periodicals, the few English magazines
which their publishers have pushed CT
late in Canada will have TO be withdrawn,
and we shall be compelled to seek our
humop without the ~ from Life our
home stories from The Ladies' Home
Journal our politics from The Saturday
Evening Post and our patriotism from
Chicago.
Beware of the Americans when they
come bearing newspapers
1t does not seem TO occur 10 This
Times" that possibly the preference IN
Canada for American magazines IS due
to that fact which every well-read Eng
lishman is prepared TO admit-that the
American monthlies excel the Engiisn
ones in practically every particular.