Ottumwa tri-weekly courier. [volume] (Ottumwa, Iowa) 1903-1916, 1916-07-20
MAKING ADVERTISING VALUABLE

City; dumbel Bldg. Kcnsas CITY. M''
4 MAKING ADVERTISING VALUABLE
Edward A. Filene Is the Marshall
Field of Boston. He runs great
department store there. He was one
OF the speakers at Philadelphia at the
meeting of the Associated Advertis
ing clubs Of the world. And he made
IL statement in that speech which
every advertiser ought carefully to
consider. He declared he had found
I that in advertising a. store, profitable
results could be obtained only from
Those newspapers which resist the
pleasure of us advertisers
R. There are four things which an ad-
}vertiser sometimes demands:
A rate that is lower than the news
paper regularly charges.
A position which it would be i'm
possible for the newspaper to grant to
another advertiser
The suppression of news the adver-
tiser may be interested in.
Free reading notice concerning
something the advertiser is interested
In and out of which he expects to make
money 5@2#f
The successful newspaper will not
deviate from its announced advertis-
ing rates, because that is unfair and
unbusinesslike. It can afford to turn
down advertising offered below the
fixed rate. A weak paper cannot do
that and an unprincipled publisher
who does cut rates cannot be trusted
by any of the advertisers.
Position can be granted only as a
result of an extra charge, or at the
convenience of the paper, for other
wise the expense of providing the
special position might cause an actual
loss to the newspaper. 1t would be
unfair to do for one advertiser what
would not as readily be done for an
other using like space.
The newspaper that is worth while
publishes the news without regard to
whom it hits for the reason that it
does not create the news but merely
records what occurs and to be faith
less in reporting what is worth while
reporting in the community would be
betrayal of the trust imposed in the
1xyt ho yh<
for the news service. Honesty of pur-
pose, full appreciation of the obliga-
ton to subscribers, fearlessness and
accuracy-these are qualities of the
newspaper that make 1t respected and
read In the community. People believe
In that kind Of newspaper. Adver-
Using In 1t Is more valuable for the
reason that 1t Is respected. When an
advertiser, as once in long time one
does, asks for the suppression of a
news item because he is interested in
It, he is thereby making request
which, if granted, would tend in time
to undermine the quality and value of
the advertising which he buys.
Quite naturally newspapers oppose
free reading notices, not only because
6ey are not news but also because
they are advertising and should be
paid for .,.. ...... w..
Mr.. Filene recognizes that the news
paper that really Is holding the con-
hdence Of the people and which, for
that reason, is successful is at the
same time able to refuse to grant re-
quests that an advertiser might ask
rs favors. He recognizes that the
newspaper Of quality commands re-.
spect for the very reason that 1t is
conducted as newspaper and the
people recognize it to, be independent,
fearless. determined, honest and sin.
cere. 1t is worth more to the adver.
tiser to have his advertisement in that
kind of newspaper, not only be.
cause Of the quality, but also because
q newspaper with known reputation
for square dealing also is bound to
have the larger circulation.
Mr. Filene was right when he said
that he had received profitable re-
suits only from those newspapers that
resist the pleasure of us advertisers"