Deming graphic., 1917-11-30
Montana Editor Discusses Mewspa-
ner Advertising

\ discussion ON the subject of ad-
verllsing and free publicity of bene-
it and interest 10 every editor pres
ent was one of the features of the |
meeting of the Montana Press asso-
clation, held at Missoula recently. |
Joseph ID. Seaman OF the Miles City
Daily Star read an interesting paper
IN which he referred Ia the efforts
beng made to include the government
to use newspaper advertising to float
the second Liberty Bond loan. lie
declared that while the government
had no right to ask newspapers to
donate display advertising il was the
duty of every publisher to lend his
news and editorial columns at this
time to aid the cause of Uncle sam
in every possible way lie stated that
no set of people were more patriotic
than the newspaper publishers of the
country and none would 90 further
or contribute more literally to any
/ merltorious cause.
/ Following is portion of Mr..
Scanlan's remarks:
Government advertising - should
the papers give free space! Ny
answer To that question ! will en-
deayor 10 give by simply asking an
other.
"Should the merchant. the manu-
tacturcr. the tinker, the tailor or the
candle,tlck maker offer their respec-
tive wares to the government gratu-
itously! Arguments for or against
? the one may he used with equal force
, m the ease of the other. The IN
. stances are identical, and fail ia
, find basis for logic IN the contentious
. of some of our representatives II
) congress who see fit to make dis.
tinctiOn
/ Newspaper advertising Is - com
Y modify. the product of laohr and i
{ offered for sale at q fixed price
70 commensurate with it, cost, a. i
any other article of value that il
q turned ont of the workshop. poi
a the revenue from the sale of thl
Il product, the newspaper iu the main
h depends Tor it, ~ustcuancc. Deprlv
n ii of this and Nou have curtailcd il
il capacity to earn. Fundamentally th
Is same principle apply to all lines a
II business. More money must be- tax
.e rn IN than Is paid "ut # success
Ie assured. When such condition doe
n not obtain The one result Is lncNi
M table The Instance where ncwspa
r. pcr receipts far exceed the cNpend
II lures are the cVrepiiou rather tina
% the rule. The main reason for tn
D. is that they do not get the maNimu
80 revenue out Of their columns. Pul
ID fishers are TOO Prone to Weld 10 II
p. demands made upon them for tr'
iv puhlicitN. which are ucessani.
ot For every public aud Semi-publ
1. entertainment or celebration. eXpen'
m is incurred The decorations. Il
"a music, and the divers and sundry oil
ot er thing that contribute to the SUI
f. ces, of the affair have value pla'
if ed upon them. l,emized bills n
70 presented and checks are issued
NO payment for same. Seldom If eve
" will you see a voucher issued in pa,
Iy mcnt for publicity. The new>pap
rs puhlishcr- are supposed TO be PHI
Of anthropi-t-. and are expected to III
Il over their columns for the free u
.ot of the public. The popular lmpre
.at SION must b. that they are secure
NJ fortified with Rockefeller found
od ton fund or something of that so
of and consequently 80 hceled inan'
ally that they can withstand all d
mand5 made upon them. thauta
qua-. fairs and kindred amnsem'
ontnrprl1e- are hcartleSs and DIR!