Omaha daily bee., 1916-02-07


door Of the dealer.
There is no conflict between the newspaper and
the magazines advertising mediums in the mind
Of the experienced advertising man. Zach has its
vaioe in the general scheme OF merchandising. Where
an article can be purchased by only small per-
centage OF people It Is possible 20 give II national
fame through the magazines. but then It Is
necessary to localize this national fame through
newspaper advertising in selected ceners OF distrl-
button
Advertising must respond in part to the
human hunger for news The word news" il
merely another word for information. and sdver-
Using should BE- % per cent pure information.
In way does the newspaper admirably
fulfill its function "the peoples university than
in the daily information printed in its advertising
columns.
know the Newspaper is not usually regarded
q national medium" It depends upon the way in
which the newspapers used. II a national
vertiser uses the newspaper in hundred
widely acattered cities towns, reaching into every
state in the Union he is certainly doing national
vettising in the newspapers.
No matter how we regard the newspaper 1t re-
mains fact that some OF the most successful
tonai advertisers have used anything but
papers-bst they have used them In a national way.
We may regard this fact proven beyond
troversy that ths newspaper ia the indispensable
medium OF the manufacturer OF a product that may
be used by the entire human race.
Ninety per cent OF all the commodities in the
average aore purchased by The
paper stands first advertising medium because
intimate relation TO the family circle.
In making the annual inventory the merchant can
put down advertised goods cash" He
that the newspaper advertising will pull them off
his shelves in due time.
Newspaper advertising that Is properly done sells
the goods before the customer the store.
The Newspaper habit is an American habit. II
you step into street car in the average American
city you will notice that every passenger has his
buried IN q newspaper He IL not looking at the
so-eaied advertising cards that are tackled about the
windows
Street car advertising is no doubt worth all st
costs But the street does not go into the home
neither does the billboard.
The two things that distinguished the newspaper
from ell other advertising mediums tlmeliness
and concentration. Other mediums may cover the
country thiniy and have long life. but the
paper makes quick, definite impression and null
tplies this Impression many times with the largest
possible audience in a given
Newspaper advertising lowers the cost Of living.
BY nereasing the volume OF sales and bringing q
quick turnover II yields larger net income and
Newspaper advertising Is the greatest educator
OF the people regarding the things that inventive
genius supplies from tims TO time TO labor and
to tighten the burdens OF housekeeping
Newspaper advertising avoids the greatest waste
in advertising by enabling the advertiser to advsr-
tise intsnsively In those where he has dis
tribution.
The right kind Of newspaper advertising win XIII
the catalogue habit and will keep at home the
money and enterprise that necessary for keeping
town from falling into decay.
The retailer 10 the ultimate agency for reaching
the consumer. The newspaper is the only medium
through which the manufacturer can cooperate d.
rectly with the retailer in his field Of distribution
OF course. the consumer pays the advertislng
bills The merchant does not pay them. But ad-
ertislng gives the merchant such large volume of
sales and such quick turnover can sell goods
cheaper than his competitor who does no advetisine
For this reason the customer pay the merchants
advertising bills ana at the time get his goods
az lower cost
II step into thu store Of one OF the $4,000 dis
tributors who sell Shredded Wheat and say: where
would you like to have advertise In order help
you sell Shredded wheatf' II he is live up-to-date
merchant he win have but answer-'In the news
paper"
The newspaper IS the connecting link between
national publicity and the consumer. General pub.
llcty Is GOOD but II does not set the order
The newspaper should base its rate on quality
instead OF quantity OF cIrculationand IN this case
quality refers not only to the people who read the
newspaper. but to editorial ana matter and the
advertising II carries
Whether you advertising a staple or
speciality YOU cannot do without newspaper adver-
Using. You must create through advertising a con-
sumner demand 90 strong the dealer win have carry
the goods.
The magazine has an advantage In pictorial Dos
slbllties. but the newspaper Is crowdng the maya
zine hard when Il to pictorial art II must also
10 remembered that this Is an age OF reasonably
copy in all kinds OF advertising when something more
than pictures needed TO sell goods Even Wrig.
ley attempts TO give reasons why human being
should chew gum.
Twenty years ago sertous-minded candidate
for office would have proclaimed his qualifications
IN paid display ad In the newspaper He would have
brbed the editor with cigars. At last election In
Buffalo the candidates for commissioner under the
new commission government used not less than 1000
lines per day In the local newspapers This was a
dgnfied appeal 20 the intelligence voters and
the returns show that IN instances the people
paid attention to the display advertising than
they did to the editorial advice OF the newspapers
The newspaper Is dealing In i've issues Il takes
the pictures OF the worlds hot from the wire
each day II srs popular interest 10 it's profoundest
depths The advertiser advantage OF all that
"a in the In the newspaper the advertiser
do IL now" The noiseess resistless appeal
along the lines OF human interest becomes the great
force IN modern merchandisng-a force that
gradually builds up for firm or a product a GOOD
viii asset which the greatest CONFEDERATION cannot
] destroy.