Saturday news. (Watertown, S.D.) 19??-19??, 1918-04-18
ads" in
Foreign Newspapers
Attracting Attention

AS a matter of curiosity, The Sat
urday News asked the Chamberlain
Medicine Co, of Des Moines, la.
manufacturers Of Chamberlain's Cough
Remedy, to send it a few copies OF
foreign newspapers in which it ad
yertises quite extensively. The com
pany complied with u request, anc
we now have in our files. subject tc
examination by any interested read
er, twenty newspapers published il
various parts of the world. tThe
Chamberlain Medicine Co., by the
way, will be glad to furnish simila,
packages to public Libraries or high
school Libraries, upon application.)
For the information of readers OF
this paper, it may be said that the
collection embraces papers from the
following cities and countries: China,
J1pan, Calcutta (India), Hilo (Ha,
vail, Madras. Ceylon, Bangkok
(Siam), Bloemfontein, The Straits,
and many other places.
The Straits Echo,' for instance,
now in its fifteenth year, has a sub
scription price of $24.00 a year, and
sells at ten cents a copy.
One Of the least attractive (from
the standpoint of an American) is the
"Oudh Akhbar," a sixteen-page daily
published atSLucknow. We don't know
what the subscription rate is, for we
can't read the stuff, excepting the
name of the paper and the place of
publication. The first page appears
where the last page of an American
newspaper is supposed to be, and we
take it that the reader in Lucknow
reads the last page first and then
runs backward until he comes to the
top line in the northwest corner of
what in America would be the front
page position. This paper is said to
have a circulation of 5000 copies a
day. 1t is furthermore said that it
requires an Office force of about 200
people to handle it. Fortunately,
however. for the publishers and read
ers, the wages paid to natives amount
to only a few cents a day.
Readers of The Saturday News may
also be interested in learning how
such a paper Is prepared. In India
there are presumed to be about -four
hundred million inhabitants who have
about fifty different dialects or YER
.naculars. The Chamberlain Medicine
Company advertises in ten Of these,
as follows. Benglai, Gujorathi, Hindi,
Kanarese, Malayam, Marathi, Sindi,
Tamil, Telegu and Urdu. The Sindhi
and Urdu are written from left to
right in the Hebrew fashion. The
Urdu is a sort Of script and so chaotic
in shape that it is impossible to re-
duce it to movable type form. Papers
printed in the Urdu language, there
fore, are first written out by hand
and a plate made by the photographic
process. From this plate, or plates.
thei"Oudh Akhbar' is printed.
With few exceptions the advertising
pages would give an American lad"
writer the nightmare. The foreign
advertiser, excepting the English
speaking peoples, have but little con
ception of the value of space or of
attractive methods in presenting the
text or illustrations. A pleasing re-
lief to this monotony is afforded by
the lads" OF American advertisers
which are rather numerous on their
pages.
The Chamberlain Medicine Co. adj
yertises in newspapers printed in
t%hirty-two languages. Besides the
NbIldCu1dtS dIu Tic Ii NGti hilo - u
ropean languages, French. Spanish,
Portuguese. Dutch, German, etc, the
list embraces a number OF languages
which until comparatively recent
Etimes .nassessed NO alphabet but for
which the Roman alphabet has been
adopted. There is also a modern form
of the Malay Language using Roman
characters, known as Romanized Ma
lay. This is used in Java and the
East indies.
II is difficult to conceive how the
readers of some of the papers man
age to handle them. Imagine a man
on d crowded street car trying to read
d paper whose pages are t~hirty-eight
inches long and twenty-nine inches
wide. This is the size of the "Hitad-
4 abb a Bengali weekly published IN
ECalcutta, India.
In running through these twenty
papers, ranging through as many DIFF
Iferent languages, some Of which we
can sort Of sense the meaning Of, and
much OF which we cant There ars
two or three papers an the burlct
whose place of publication we cannot
even guess satl, we find more than :
dozen American advertisers.
The Royal typewriter, for instance
occupies q conspicuous place on
conspicuous page sof the "Bintanf
Soerabaia,' wherever the thing ma,
be published; the Goodrich tires ap
pear in the Straits maitland In an
other paper whose title We canno
make out; the Remington typewritel
is advertised in several papers, amons
which is the Daily Cleaner, published
ut Kingston, Jamaica; the Micheiir
tires are shown In the Halo Tribun.
(Hawaii) and the "Bintang Soer
abaia',: the Maxwell a in the Kings
ton daily; the Buick and the Chev
rolet In the Siam Observer. Bangkok
Colgates perfumes in the LA Dis
cusion." Habana, and the Jag Nj
thi,s Manila; Mellin's oFod in th,
4 Burma Herald: Studebaker cars II
the SIN Observer and other publica
lions; Beaver board, q building ma
tItetial, In the s.De Vriend des Volks.s
of B~loemfontein.