Evening times-Republican. [volume] (Marshalltown, Iowa) 1890-1923, 1914-11-06
CAMPAIGN ADVERTISING.
[sioux City Journal

[Sioux City Journal
In the late Iowa political campaign
newspaper advertising ngufed more
largely than ever before--not free ad-
vertising, but paid advertising. In the
South Dakota and Nebraska papers
the paid political advertising was not
so much in evidence as in Iowa. but its
use was more lavish than in
former years. This style Of campaign
ing was not confined to the larger
cities and towns. Newspapers in the
smaller towns and villages carried
their share OF political advertisements.
Everywhere the public has had a
chance to become familiar with the
portraits OF the candidates and the
salient features of the arguments in
their behalf. The newspapers have not
had q monopoly Of the business. The
bill board poster and the window
Autograph are not obsolete by any
means. Cards for hand to hand circu-
iation must have been handed out by
the billion during the last few weeks.
Political advertising In newspapers
and other publicity channels has de-
velepod as the influence Of parties
and party organization has receded.
The recession In party and organiza-
ton influence may be traced in part
at least to the regulation Of parties
by law New primary laws have weak
ened the party organization and indi-
rectly the party. New ballot regula-
tons have discouraged the voting OF
straight party tickets. New restr!c-
lions regarding campaign contribu-
lions and expenditures have had a
Gripping effect on old style organiza-
ton work. Corrupt practice laws have
done away with some vote winning
usages Of practical politics The cumu-
lative effect Of these influences has
been TO reduce the value of the party
nomination.
| Once upon a time the man who So
cured the nominat ton Of the majority
party felt that his troubles were over.
The party organization and the party
newspaper could be depanded on to
do the rest. The party did its adver-
Using largely by public meetings. sup
pienaensed nv the ranked circulation
OF free public documents. The candi-
date moved around and mixed" az
much as possible. and getting elected
/ was a very simple matter.
! Now, however, the Independent vote
independent at least as between
3 the major pdItleB--CdITicS Tie balance
OF power in many communities. After
getting one Of the leading party nomi-
nations the candidate still has to make
/ good with the Independent element.
Not only are there outright indi-
pendents, but there are independent
members Of each party. These limited
] independents approve the party plat
| forms and nominees generally. but re-
/ serve the right to vote against the
party any time its platform utterance
! g.: ,vhat they believe to be the para
! mount issue fails to suit them. Like
wise they reserve the right to vote
! against a party nominee who Tor
any reason IL not believed to be up to
the general standard. This spirit Of In
| dependence has affected the news-
papers, as well as the electorate. The
4 party organ that always stood for
everything the party might offer in
the way OF platform and candidates
| has virtually disappeared. Neither the
! party az an organization nor the
| candidate as an individual feels at
! liberty to go to a newspaper and make
large demands on its space merely
! az a matter OF party loyalty.
The situation IL one in which the
1 candidate who wishes to advance his
cause most effectively Is able to see
the utility Of advertising just az the