Daily Kennebec journal. [microfilm reel] (Augusta, Me.) 1870-1975, 1918-03-23
The Governments Advertising

the campaigns for War Savings
Stamps, Liberty Loans, and others. AS
IN everything else. the doctors dis
agree. but also like everything else.
the weight of opinion and agreement
is on the side of common sense and
justice. SO far as we are concerned,
We cannot see why fish for lis is red
meat for he government.
Frank Finney. who is waging CAM
paign, in @harge of the advertising de-
partment Of the War savings Stamp
Committee for Greater New York de-
clares that the present method Of free
publicity with its waste Of time. money
and effort. is "unbusnesslike, undem-
ocratic. uneconomic and inefficient"
He says The government must finally
make advertising appropriations for
reaching the people, as do other bust
ness concerns.
Mr.. F'inney says:
Every government department is pay
ing men 10 produce printed matter that
try. not ne-half of which can lie even
glanced at by them. to say nothing of be-
ing read and published. The mails are
being clogged with this matter TO the de-
triment Of the business mail Of the coun-
try. and with a pitably inadequate return
In publicity!
Don't misunderstood me in this. The
papers have done magnificently. They
have given generously of their space 10
assist the Food Administration, the Fuel
Administration. shipbu:ding. and every
other activity. The general public does
not appreciate either the value or the vol
ume they have given in their patriotic
desire to help the country in this time
OF war. The average man sees no cost to
the publisher IN giving his space to war
advertising or war reading matter. At
the same time. every line of space repre-
sents an actual outlay by the publisher OF
paper. lie has his overhead charges
and all the expenses of getting out n
paper, aud only his circulation and his
space to sell and so provide an income
and publishing a newspaper, even under
the most favorable circumstances, is not
hy any means tho most profitable bust
ness IN the world BY how much the
paper gives away it's space, by so much
It decreases its income.
With a patriotic sacrifice that would
I've called wonderful if a producer of any
other commodity gave as they have
given. the publishers have devoted col
umn after column Of their news space to
the Liberty Loans. to War Savings
stamps. ana 10 plneT 3ctltltlpS, ami
their charity rate, at least, for display adj
Nertising II the general public does OF
appreciate this. the United States Gov
eminent with its sound. business leaders.
should and so make a national appropria-
ton large enough to buy the commodity
which the publishers nave to sell, Jus.
as munitions. uniforms. food. and other
Government necessities are bought
The Government will have to come to
this sooner or later and the sooner the
better for the United States Not be-
cause the publishers will weary of giving,
or thelr patriotism fail. nor BECAUSE adj
Nertisers VIII fail to give part of the
space they buy to the Government, nor
even because patriotic citizens will cease
:" contribute funds to be laid out in ad-
Nsrtising. None OF these contingencies
Will ever occur no matter how long the
war drags out. The reason lies deerer
we are at war with the most efficient
nation IN the world: II we fight efficiency
we shall lose Such a proposition needs
no argument. / would be the last man
TO criticise the Governments conduct of
me war or to voice concerning any field
oI endeaNor comment that l did not
consider constructive, but the fact ia
farlngly apparent that nothing. but a
centralized. well organized. paid adyer-
using campaign by the Government will
lie effective wa
Take any or all the publicity cam
raisns that have been madeEIihertv
l:oan' War Savings Stamps. or anvth,n.
Else In each the efforts have been widely
cobes,nn ana ,l without Capitalization or
conesion. There have been. aud Their,
still are. campaigns In this city. and that
~ over the country each working ind,-
tnuanN' and each. in most instances,
'featiag duplication of effort Tnc
mails. as ! have pointed out have hoo,
nurdened with free publicity matters. on
~ small part of which Is read bv tho
People to whom II is directed. The waste
oasket catches most of ii direct from the
envelope n the envelope, indeed. Is
opened at all. With Capitalization Of or
kanlzation and paid display advertisins
'h's could not happen
III we are going hunting and need
ammunition we buy it and pay for if
II we need linotype operators or ad.
men We advertise for them in our own
paper and others to reach the people
and pay for the advertising.9
II the government wants munitions
uniforms. OF commssary supplies 1t
neither asks manufacturers, producers
nor contractors to give without charge
part OF their output; it appropriates
the money and pays generously for
It's needs. But when it wants helm in
its amazing number of bureau posi-
'''io' VI ii putting some of its great
drives across" and desires to reach
the people by advertising. it turns ia
the press with You do it: it will in.
terest your readers"
After The newspaper has done its
best, under ordinary conditions. for
this or for that worthy cause, why
should ii be urged to do it all in case
Of a special driveo
On any meritorious drive" the Ken.
nebec Journal stands ready to do its
part. 1t will share with a comparative.
ly small number Of men or business
firms the advertising campaign for a
worthy local movement It is always
hrst to present worthy cause and to
advocate it, but that is no.reason why
It should lie expected to stand the
whole expense Of pul1lpity advertis-
Ing until it is accomplished. and then
take up another.
Many local enthusiasts seem to
think 1t is the newspapers business