The Farmington times. (Farmington, St. Francois County, Mo.) 1905-1926, 1918-10-18
THE SOLICITING OF WAR
ACTIVITIES ADVERTISING

ny that you would ask US TO pay Tor
your patriotism"
The remark was made by a mer-
chant one day to Macon, Mo-, news
paper man who was going around
town asking the merchants to sign a
Liberty Loan advertisement, each 20
pay his pro rata Of the cost which
would be individually small. E.
Suggested by the Government
1t did no good for the newspaper
man to explain to the merchant that
he was asking him to share in the ex-
pense of the advertisement at the sug-
gestion of the Government, and that
the newspaper had already given free
great deal more than a page to help
the Government in its campaign.
Later on, there was another cam
paign for the sale Of Thrift Stamps
and Baby Bonds. A big day was
planned and committees appointed to
raise fund to meet the expenses.
Among the expenses were those for
newspaper advertisements. In going
around town the committeeman said
that they found decided hostility to-
wards giving any money to the news
paper because a great many people re-
garded it as a graft; they thought the
newspaper ought to give the adver-
Using free for patriotic occasion
The committee explained that the
newspapers had already made gen.
erous donation and that they had CIV
en- many free columns OF advertising
to the event.
Newspapers Do Not Seek this Job
1t made no difference; the contrib
utors said they didn't care about do
mating any money for newspaper adj
craftsmanship help out the news
papers," they called it. Newspaper
men do not like to ask merchants to
assume financial obligations for pa
triotic advertising and they only did
it because of the suggestion by those
in charge of the campaigns.
A furniture dealer said to the adj
vertising man on one of the papers:
"You don't get any ad. out of me this
week; | have just given SIS to the
Red Cross"
Regular Ads were Cut Down
Others are not so frank about it,
but in nearly every case where mer-
chant signs patriotic advertisement
he cuts down the size of his personal
ad, or keeps it out altogether to re-
coup himself for his outlay in helping
Uncle Sans publicity campaign. So
he goes on record as patriot, while
the newspaper suffers he loss of bus
mess.
Of course in every town there are
some business men who are Gig
enough to understand the Importance
of the Governments requests that the
various organizations aiding in the
great work overseas should get the
publicity that can only come through
the newspapers, but more than a ma
jority seem to feel that the newspaper
is fattening over the Governments
publicity work.
Even committees, composed only of
men interested in getting the Gov
ernment's work done the most effec-
tive way, have found it hard sailing
in arranging for the advertising. No
newspaper with which l am acquaint-
ed has any ambition to make money
on patriotic work. They devote ev-
cry line of space they possibly can
free to Uncle Sam and his kindred
aids. And yet they do not feel able to
surrender free all of the space that
may be needed. Many missouri news
papers have gone beyond their ability
in the space donated.
All That the Newspaper Asks
All the newspaper wants is the as
surance of an income that will per-
NIT it to live and pay its employees. |
believe that plan could be worked
out which would be satisfactory both
to the merchants and the newspapers
in this matter of war advertising.
The newspaper could afford to give
page or half page free if a few of
the merchants would agree to increase
the size of their individual ads. This
would give the merchant full value for
his investment, and the increased rev.
enue would enable the newspaper to
donate the page display ad to the
Government.
Publishers Can't Live on 4Thank
You's"
Of course, in suggesting a plan of
this kind it is the newspapers in mod
crate circumstances that are in mind
those offices where every dollar and
every inch of space have to count in
order for the establishment to pull
through and meet it's bills.
When the story of the war is final
ly written, it will be found that the
publicity campaigns carried out
through the press by direction of the
Government have been among the |
most powerful factors in securing
promptly the necessary aid and sup
port. 1t was the newspapers that |
aroused the country to the Importance
of doing things to aid in the prosecu-
ton of the war. 1t was the newspa-
pers that opened the eyes of the pub
lie to the fact that they were face to
face with a merciless power that
would wreck the liberty of mankind
if not subdued.
Uncle Sans Right Arm, A United,
Loyal Press!
The little Gross Roads" journal
with 500 or 1000 subscribers has
played its part in this mighty scheme
of education as well as the great city
newspaper with its hundreds of thou
sands of subscribers and readers.
Uncle Sans RIGHT arm has haan n