South Bend news-times. (South Bend, Ind.) 1913-1938, 1915-06-22
PAYS TRIBUTE TO
NEWSPA PER AS
LIVE AID MEDIUM
Advertising Expert Addressing
Convention in Chicago Calls
Press "the lnCarnate Spirit
of the Times"

today by Joseph II. Finn, president Of
Nichols-Finn Advertising Co. Of Chi
cago. in an address which he deliv-
cred before the convention Of Adver-
Using Clubs 0f the world. Mr.. Finn
epitomized the newspaper as the
voice OF \Ow-the incarnate spirit
Of Times-the Monarch OF Things
that Are. Mr.. Finn pictured the
newspaper as majestic in its strength.
sublime in its power, terrible IN us
potentalities. and yet as democratic
as the ragged boy who sells it for
penny on the street corner.
The subject OF Mr. Firms address
was The Newspaper. the Advertiser
and The Advertising Agent" The
varied experience of the speaker-he
has been at the editorial head OF one
of the greatest of the Hearst dailies,
and now Is at the helm OF a widely
known advertising mpany-herald-
ed him as an individual familiar with
both fields which were linked in the
topic assigned him. Following is Mr..
Firms address in part.
In my more or less varied career,
i have been a "gentleman connected
with the press'-alsO an advertising
agent. l have served both the Lord
and MammOn. You can make your
own application. My activities and
interests have Eesembled those OF the
coloreG individual through whose
yard ran the dividing line between
the wet and dry cOunty-"Ah's Loyal
10 both sides"
Therefore, it is fOrtuitous-if moth
ing else-that your committee has hit
upon one who is a veritable Colossus
OF RhOdes-which gentleman had the
peculiar advantage that he could
stride the issue and shift the weight
TO either foot. He was the father of
ultra pacific neutrality.
Value OF Experience.
/ have fought. bled and blistered
10 give an eleventh hour scoop the
right-of-way over everything, and
have consigned the business office TO
a warmer spot than the stereotypers'
room.
ON the other hand. / have sworn
large. circular Oaths when the make
up man has consigned our most rO-
mantle piece of advertising copy to
the arid plains of the financial page
Therefore, with both hands on my
heart and my fingers crossed, / APP
proach this vital two-edged subject
one of the advantages of the greater
intelligence and broader understand
ing which the years have brought Is
"a closer RELATIONSHIP between the ad-
vertiser and the newspaper man. 1t
has reached almost a millennium.
when, at convention like this, the
lion and the mouse (your pardon
have got my animals miXed)-the lion
and the lamb lie down together
each one with one eye closed-and
the other on the fire escape.
Seriously. the interests OF the news
paper publisher and those Of the ad-
vertiser are identical.
Advertising is the news about mer-
chandising-an when alIs said
there is nothing that is closer to the
hearts of the reading public than the
live news concerning buying oppor-
tunity
People do sit up nights to read
about those things which offer them
greater happiness. added security.
richer profits finer luXuries. improved
advantages. Merchandising news APP
peals 10 that proper. innate selfish
ness, OF which people who deny Il
possess the large, quantity. It talks
10 man about himself.
4 newspaper without advertising is
like a lady's bathing suit without the
girl-elOQuently empty.
Newspaper Best Medium.
The newspaper rs better medium
today than IL ever was. To is more
tremendous national power than ii
ever was-One that should be reckon
ed with by every thinking advertiser.
But YOU men who publish news
papers should not feel that YOU have
done all that is necessary for the adj
vertiser when YOU produce good
newspaper
Cooperation is the biggest-most
elOouent-word of modern times Here
is where the newspapers and the ad-
veTtisiug agent can cooperate with
good results.
DO everything that is properly in
your power 20 make your advertising
columns productive to those who pay
for the Image. Advertising and mer-
rhandisiug are inseparahle elements,
eros lrNr fn.-f
successful newspapers nowadays do
a real and vital work in connection
with the agent in helping 90 develop
markets-in stimulating distribution.
The newspaper that is alive 20 its own
lntereSts-that is in step with the
umes-is a booster for advertised
goods
In closing. I want 90 pay tribute
20 the newspaper i'm which / am GER
tain that every one OF YOU here viii
Join. I believe 10 20 ne a truthful pic
ture Of all that is hest in the news
paper OF today.
AM THE NEWSPAPER.
Born OF the deep daily need OF q
lation-a I'm the Voice OF Now-the
incarnate spirit Of the Times-Mon-
arch OF Things that Are.
Mn cold type" burns with TIE fire
blood Of human action. ] am fed by
arteries OF wire that girdle the earth.
I drink from the cup OF every living
iCv and sorrow. i sleep nOt-reSt not.
Z know not night nor day. nor sea-
son know no death vet I am
born again with every morn-with
every nOOn-with every twilight.
leap into fresh being with every new
worlds event.
Those who created me cease 90 be.
The brains and hearts blood that
uoursh me go the way OF human
dissolution Yet live on-and on.
am majestic In my strength
sublime in my power-terrihle In my
pOtentlaliucs-yet as democratic as
the ragged boy who sells me for a
penny.
7 am the consOrt % kings-thC
partner OF capitalize brother OF toll
The inspiration Of the hopeless-the
right arm OF the ueedy-the cham
pion Of the oppressed conscience
~ the criminal. 4 am the epitome OF
The worlds comedy and tragedy