The Topeka state journal. [volume] (Topeka, Kansas) 1892-1980, 1916-03-16
NEWSP APERMEN
PLAN A BATTLE
WITH MAGAZINES
Central Advertising Bureau OF
Kansas Formed in Topeka.
George HOugh Perry Tells OF
Plans for Local Papers.
FIGHT FOR FOREIGN BUSINESS
State Press Must Know Meth
DDS of Competition.
Forty Newspapermen From
Over Kansas at Meeting.
George HOUgh Perry Tells OF
Plans for Local Papers.
FIGHT FOR FOREIGN BUSINESS
State Press Must Know Meth
DDS of Competition.
Forty Newspapermen From
Over Kansas at Meeting.

and dailies with their own weapons
,hron-b thu medium Of the Central
Advertising bureau We're outlined 10
forty Kansas .newspapermen at the
Commercial clue this noon by George
Hough Ferry O. New York, an ad-
vertising man of nationwide reputa-
zion Not only does the advertising
bureau promise to put Kansas news
naners on an equal footing in obtain
inc foreign advertising but also holds
ont a helping and guiding hand IN
bringing industrial life, so sadly lack
ing. into Kansas - +n,a,+,,
Years experience, Mr. Perry, the Iatler
- dozens of successful advertising
nroiects. talked business in Il business
way He pointed to the fact despite
the fact that country heMsPt'PS ~
the best advertising mediums III tlS
world. magazines in 1914 obtained
o1e-thfrd of the 300 million dollars
spent in advertising in America. me
other two-thirds went to the heWSPd-
pers but Sc per cent of this two-thlrds
was handled by city dailies, leaving
very small per cent to the small
papers n,
This comes as a result OF the eNcel-
lent service furnished by the maya
zines and big dailies, the ease WIN
which advertising agencies can reach
advertising solicitors for big DANES
and magazines. The care with Wllc me-,
reputa BILE magazines choose thelr az
1ertisements the service furnished by
theu in obtaining data through pu-
reaus created which Will give an ao-
VcTtiser. who is always a saleSIilall'
every sort of conceivable lnlorhdlloh
concerning the places that his goous
can find market. ,,,
.Busfness." said Mr.. Perry, viii
follow the path of least resistance ana
that's the path prepared for 1t by the
magazines and big dailles.
And business is going more anu
more to the big publications each yes
terdav. he declared. despite the fact
thAf from natural angle country news
psgssers are the best advertising me
daans in the country
Readers of Newspapers.
THE speaker brought before the
Kansas editors the fact that there are
48ssmillicn people who read country
and small daily newspapers, two
thirds more than subscribe to maya
lines Further, advertising in maya
zif3es is not as efficient as in newspa-
pefs, he pointed out, because a large
par cent of advertising in magazines Is
q Waste This due to the fact that
magazines go TO places where products
advertised are never sold. Then, TOO,
tdach. the phase sought after by all
readers and only obtainable through
the local papers.
yfeor instance, an ad for any staple
drug grocery or clothing product Is
uiffch more readable and catchy II the
name of a local merchant known to
EVERY one is mentioned in the adver-
tiAement. And he pointed to the IN
disDutable fact that this local touch
can only be made by advertising in
the local newspapers.
Also by local newspapers advertis-
ing, Mr.. Perry stated, the waste to
magazine advertising is entirely elm
mated because the foreign advertiser
places his ads only where there IS q
market for same.
Trials With Country Editor.
But, he continued. there are coun-
tefvailing reasons why the magazines
gat lions share To place adVertis-
in94in local papers an advertising bu-
retfu must write to $50 papers in KAN
saS for instance, receive about as
masny different rates. write back as is
customary now and tell the editor his
rate is too high, get the rate cut in
half as is usual, write another letter
accepting the cut rate, sign $50 con-
tracts and then begin quarreling with
$40 editors over the position on these
foreign advertisements get in the Kan
saS pal ers-
There has been no attempt made to
cehtralize foreign advertising, to get
the bottom rate and make this rate
stick, TO furnish information on mar
kets for various products as magazines
and big dailieS do, to write catchy ad-
vertisements of a local character to
eliminate fake advertising that mis-
leads and at present makes the public
dubious as to the truth of foreign ad-
vertising in local newspapers. All of
this is done at the present time by
renutable and successful magazines
and the public is pleased for the pro-
tertion furnished and the advertiser is
TflUre than satisfied for the service
rendered by the information bureaus
established by the magazines.
Then, too no centralized attempt
has been made to attract industries,
Always advertisers, into Kansas. All
OF These unnatural and cOunterVailing
reasons for a preponderance of maya
zine advertising can be overcome
through the establishment of the Cen
trial Advertising Bureau of Kansas an
irgstitution which will more than likely
become countrywide and established
fiHet in Kansas.
Information to Advertisers.
With this bureau Mr. Perry will fur
nish information to advertisers just
as good and far wider in its scope
than can possibly be supplied by the
magazines and big dailies. Further, it
win eliminate the writing of the $50
letters to $50 Kansas editors, eliminate
tl1e duarreling over rates as regular
rate for advertising in every Kansas
paper will be kept by the bureau.
Advertising agents will be placed in
the big centers just as the magazines
ana big daiIies have now, the fight for
advertising with as much information
tdEback it as the big concerns have,
VIII be waged in the same manner.
For Industrial Kansas.
Then, too Kansas will be advertised,
Information supplied by the agents as
fpAt1GfriaS nOcGibla for. fntInda fioD