The Medina sentinel. [volume] (Medina, Ohio) 1888-1961, 1915-07-02

Ecopyrighted. 1914. by Thomas j. sullivan.l
In former days superstitious rites
were used to exercise evil spirits. but
in our times the same effect Is attain
ed and beyond comparison more ef-
fectually BY the newspapers. Before
the talisman ghosts, vampires. witches
and all their kindred tribes are driven
from the land. never to return. Moth
ing is so intolerable to them as the
smell Of printing ink,
New Element Of Power.
What gunpowder did for war the
printing press can do for the local mer
chants who are competing with the re-
tail mail order houses, but the first
step toward enlisting the aid and
friendship Of the editor Is to under
stand that he is ready to boost his
home town all the time and that every
dollar expended with him for adyertis-
ing will return a dollars worth Of ben
eft or more. He asks no favors Of
any one; he has dollars worth to sell.
and he can deliver the goods every
time.
The invention of printing added a
new element Of power to the race,
From that hour the brain and not the
arm. the thinker and not the soldier,
books and not kings. were to rule the
world; the weapons forged In the mind,
keen edged and brighter than the sun
beam. were to supplant the sword and
the battleax.
Power Of the Press.
The press is not only free: it is
pQwerful. That power is ours. It Is
the greatest that man can enjoy. 1t
was not granted by monarchs: 1t was
not gained for us by aristocraeies but
it sprang from the people. and with no
immortal instinct it has always worked
for the people.
Not infrequently are the editors
themselves to blame for the general
impression that the chief value of
local paper Is an evidence that the
town is fully alive and fully up to
date.
White Space His Stock In Trade.
The publishers stock in trade is the
white space In his paper which he
has to sell. the value Of which the |
merchant can determine by his efforts
to make good use Of it, not by little
four or six inch ad. once month, but
by good, large. well prepared ad run /
ming week after week.
The local merchants and towns
people who are lighting the retail mail |
order houses can find no more valuable
aid than the local editor.
es
The local merchant can do business
on smaller margin of profit than the
mail order house. as his expenses are
less. He does not need to carry such
a large stock. as he knows his people
and their desires. and he knows and
can prove that he can sell better goods
for the money than the other fellow.
How to Get Results.
No doubt the principle reason why
few merchants say that advertising In |,
local papers does not pay is because
they themselves make small use of the
space they buy. This is the day of
bargains. and consequently the space
in the paper attracts attention. Give a
little time and thought to the prepara.
ton of your ads. The merchant who
will do this will get results and will
no longer have cause to complain Of
the local press being no good as
medium
How many of them employ modern.
up to date methods in the conduct OF
their business? Do they advertise in
and consistently. telling the
public what they have for sale and mt
what price: When there Is slight
business depression in their town do
they increase their advertising or do
they hurry to the local newspaper and
cut ont their ad,?
He Wouldn't Advertise.
BY constant and liberal use Of the
advertising columns of the local press
the merchants encourage the editors to
CRATER effort in providing more and
better local reading matter. and In this
way the advertising worth of the paper
Is materially increased. as the arrival
Of paper worth while is always
awaited in the homes Of your consum-
ers.
And when you come to the end Of
life's journey do not be in position to
nave the following Inscribed upon your
tombstone:
And when he dies go plant him deep
That naught may break his dreamless
sleep.
Where no rude cIamor may dispel
The quiet that he loved so well.
And when the world may know its loss