The Goldfield news and weekly tribune. [volume] (Goldfield, Nev.) 1911-1947, 1914-07-04

Inere mas just come from the
press a new book that might well
be called the advertising mans text
book on Newspaper Advertising. The
book is Newspaper Advertising" by
G. II. E. Hawkins, advertising man.
ager of the N. X. Fairbanks COM
pany. Mr.. Hawkins new book COW
ers every phase of Newspaper Adver-
Using in a simple, logical manner.
1t Is the only book of the kind ever
written and is essentially a textbook
for the National Advertiser, the Re-
tail Advertiser, the Newspaper Man,
the Advertising Solicitor. and the
Student of Advertising.
An advertising feature about
Newspaper Advertising is that it is
not theory, but is written from the
viewpoint of a nan who has for many
years had charge of one of the larg-
est advertising appropriations in the
country, a great part of which has
been spent in the newspapers. Mr..
Hawkins is probably one of the coun-
try's best-versed advertisers in the
value of the newspaper as an adver-
Using medium. The data for his new
book was gathered from his years of
experience. In it he has eliminated
all theory and gotten down to actual
facts based upon dollars and cents
results.
In defining the newspaper Mr..
Hawkins says: "The newspaper
chronicles the activities of the world;
it is the record of the worlds work.
The newspaper is the barometer of
public opinion; it is the thermometer
of the nations standing and pro-
gress; it is the chronometer of birth
and death; it is the speedometer of
local business.
THE newspaper is a part of our
every day life, and is consequently
the place to advertise the necessities
as we'll as the Injuries of the day."
Newspaper Advertising contains
over 200 pages, s 1-2x11 inches. 1t
is bound in cloth, and contains over
800 illustrations-with a frontpiece,
THE Textbook of the World by
Ralph Wilder, the famous c%artoonist.
Their are sixty pages of inserts, each
four times the size of the book page,
showing over 800 national and local
newspaper advertisements with COM
ments and criticisms. These adver.
tisements are intended to show the
force of certain features of adver-
Using, and give the good and the
bad points of the various styles of
advertising. Each page of these in
serts is four times the size of the
book page. A special section of the
book has been devoted to a series of
original advertisements for over forty
lines of business. Each list has from
six to ten ads.
Some of the special features in
Newspaper Advertising are the use
OF the Ben Day process in illustrating
advertising-the planning of the cam
paigns-how to determine the size of
the ACCOMPLISHMENTS the
advertising up with the sales. The
subject of cooperation is discussed,
and the article deals with co-opera-
ton as related to the dealer, the pub
Usher, and the sales force.
The different classes of mediums
and the relative value of morning and
evening newspapers is discussed at
lentgh. This article will be the
a OF helping the advertiser de-
eide in actual campaigns.
The advertiser doing a national
business very often finds that he is
In need OF information regarding the
cost OF a campaign in certain states
and sections of the country. One ar.
tlcle in this book deals with this very
situation, and gives the national ad-
vertiser the cost of sample campaigns
with actual figures by states. 1t also
gives the cost per inch, and per inch
per thousand circulation. This is
considered one of the most valuable
features of the book to the national
advertiser. and will be a great help
to those planning campaigns in sec
lions of the country where they are
not familiar with advertising rates,
and where they would have to depend
upon haphazard information in plan
ming their campaigns.
To the advertiser doing more than
a local campaign, n of the most
valuable bits of information that he
can get is the comparative rates of
newspapers in different sections of
the country. Mr.. Hawkins has COM
piled a table of comparative news
paper rates, which compares the cost
of placing newspaper advertising in