Palisadian. [volume] (Cliffside Park, N.J.) 1906-current, 1916-01-08
The Lazy Dollar, How
To Put 1t To Work
By Truman A. DeWeese
Director of Publicity, The Shredded
Wheat Company, at Luncheon of
Six-Point League, Novem-
Der 20, 1915

Tor commodity that is within reach
of the people is incomplete and inef-
icient unless backed up by news
paper advertising which leads the
purchaser right up to the door Of the
dealer.
There is no conflict between the
newspaper and the magazines as ad-
vertising mediums in the mind of the
experienced advertising man. Each
has it's value in the general scheme
of merchandising. Where an article
can be purchased by only a small
percentage of people it is possible to
give it national fame through the
magazines, but even then it is neces-
sary to localize this national fame
through newspaper advertising in
selected centers of distribution.
The newspaper is published to give
the "news"-but advertising is
"news." If advertising isn't news,
the merchant should employ an ad-
vertising manager who can put news
into it.
Even the dryest advertisement will
take on certain amount Of news
value if it is run in a newspaper. 1t
is in the atmosphere of news. 1t is
ON a i've wire.
Advertising must respond in some
part to the human hunger for news"
The word news" is merely another
word for information, and advertis-
ing should be 80 per cent. pure in
formation.
In no way does the newspaper
more admirably fulfill its function as
"the peoples university" than in the
daily information printed in it's ad-
vertising columns.
l know the newspaper is not
usually regarded as national me-
dunn" 1t depends upon the way in
which the newspapers are used. If
national advertiser uses the news
paper in a hundred or more widely
scattered cities or towns, reaching
into every State in the Union, he is
certainly doing national advertising
in the newspapers.
No matter how we regard the news
paper, it remains a fact that some
of the most successful national adj
but newspapers-but they have used
them in national way.
We may regard this fact as proven
beyond controversy that the news
paper is the indispensable medium of
the manufacturer Of a product that
may be used by the entire human
race.
Ninety per cent. of all the COM
modities in the average store are
purchased by women. The news
paper stands first as an advertising
medium because it is peculiarly a
home institution and sustains an in
innate relation to the family circle
In making the annual inventory
the merchant can put down adver-
tised goods as "cash." He knows 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 comes into. the store.
The newspaper habit is an Ameri-
can habit. If you step into street
car in the average American city
you will notice that every passenger
has his nose buried in newspaper.
He is not looking at the so-called
advertising cards that are tackled
above the windows.
Street car advertising is no doubt
worth all it costs. But the street
car does not go into the home, neither
does the billboard.
The two things that distinguished
the newspaper from all other adver-
Using mediums are timeliness and
concentration. Other mediums may
cover the country thinly and have a
long life, but the newspaper makes
quick, definite impression and
multiplies this impression many
times with the largest possible audi
ence in given area.
Newspaper advertising lowers the
cost Of living. By increasing the
volume of sales and bringing a
quick turnover it yields larger
net income and permits closer mar
gin of profit on each article sold.
Newspaper advertising is the
greatest educator of the people re-
garding the things that inventive
genius supplies from time to time to
save labor and to tighten the burdens
of housekeeping.
Newspaper advertising avoids the
greatest waste in advertising by en-
abling the advertiser to advertise in
tensively in those areas where he has
distribution.
The right kind of newspaper adver-
Using will kill the Catalogue habit"
and will keep at home the money and
enterprise that are necessary for
keeping a town from falling into de-
cay
The retailer is the ultimate agency
for reaching the consumer. The
newspaper is the only medium through
which the manufacturer can CO.
operate directly with the retailer in
his field of distribution.
An enterprising newspaper pub
Usher should know every jobber and
retailer in his own town. He is,
therefore, in a position to cooperate
effectively with the national adver-
tiser who is using his columns to Sc
cure distribution of his product.
Of course, the consumer pays the
advertising bills. The merchant does
not pay them. But advertising gives
the merchant such large volume of
sales and such quick turnover that