Honolulu star-bulletin. [volume] (Honolulu [Oahu, Hawaii]) 1912-2010, 1916-02-18
CHAPTER LXXVI..
THE MAGAZINE AS A MEDIUM.


When considering what medium to use You are opt to
think OF publications which issued periodically, whether
daily like the newspapers weekly monthly like the gen
eral magazines and trade journals.
The magazines originally supported themselves the
subscriptions they got. Advertising purely incidental
Today the magazine that tries to live subscriptions
apt to die Almost always costs get subscription
than the subscription brings in Therefore the advertising
that the magazine carries today the backbone of the profit
of the publication That why the magazines have such pow
ernl organizations sell their space These who repre-
sent magazines equipped to tell almost any advertising
manager something about his business.
Although In most each magazine has its selling
force that is seldom the newspaper field As many 20
different newspapers all be represented by organza
ton 1t difficult for of sell the advertising
space for 20 newspapers They work effectively
for newspaper the salesman for magazine who
give all the arguments in favor of his magazine well
in favor of magazine advertising in general.
The magazine is sold the basis of the page unit
but usually you buy small lines half inch
in newspapers If the newspaper figured the basis of
page and the magazine figured the basis of page then
perhaps the cost would be about the cost per
thousand of circulation either medium But take
zine of 100000 circulation with cost per page of about $500
newspaper page with 100000 circulation might cost nearly
that amount per page But of the
several times big the magazine page So when you figure
per inch basis the comparative cost is about onehrd
great the usual newspaper per thousand OF circulation
in the magazine
One big claim in favor of the magazine that the people,
have nothing opu their attention away from your adj There
FORE concentrate the magazine whether be the
reading matter the advertisements
That true far the outside competition against your
ad in the magazine is concerned But the inside competition
against ad is keen for it comprises all the other aac
tons in the magazine Thus your ad there must face just
much competition if it in newspaper any other
medium For person apt to be engrossed maya
zine article story than in anything they read in the
paper Consequently you have bigger job to pull the eye
toward ad from magazine feature that at
tracts
If your ads in the magazine scattered among the read
pages they suffer the competition of acent reading mat
ter Yet they all gathered bunch at the back of the
gree that cards do outdoor signs because maya
zine ads need depend entirely display Some of them
have the appeal of art Others have the appeal of jingle
Others rely Still others whisper entcingly in
terms of antness Few force attention through sheer display
The ads the printed page be versatile than
the limits of street card sign can permit COnse
quenty the magazine ad has fiat competition In other
words the eye could go all the way through hundred maya
ads and get tired because there would be that
nuous variety But the going street cards
would be met with of display for either would
be of color just plain eyeappea through contrast
other physical method.
The tendency today is away from the magazines and to-
wards the newspapers This proved by the great loss in
national magazine advertising and the proporonae gain
newspaper advertising
This is largely because the virtues which the magazine
with the exception Of the magazines superiority
the printing at1 also virtues of the newspapers This
trend toward newspaper advertising is also due to the
newspapers free from the negative faults which mar
the magazine a medium.
city Spokane, Wash, += -a.-