The Ontario Argus. (Ontario, Or.) 1???-1947, 1918-02-07
LOCAL PAPER AS
HOME CHAMPION
Great AID In Fighting Mail
Order Houses.
THE POWER OF THE PRESS

What Gunpowder Did For War the
Printing Press Can Do For Home
Mereha ants-How TO Make the Best
Use Of Very Efficient Weapon In
Fight For the Home Market
| copyrighted. 1914. by Thomas ]. sullivan. !
In former days superstitious rites
were used to exercise evil spirits. but
in our times the same effect is attain.
ed and beyond comparison more ef.
fectually by the newspapers Before
the tallsman ghosts. vampires. witches
and all their kindred tribes are driven
from the land. never TO return. Moth.
Ing is ~ intolernble TO them as the
smell Of printing ink.
New Element Of Power.
What gunpowder did for war the
printing press can do for the local mer.
chants who nre competing with the re-
tail mail order houses. but the first
step toward enllsting the aid aud
friendship " the editor Is 10 under.
stand that he il ready 20 boost his
home town III the time and that every
dollar expended with him for advertis.
ing viii return u dollars worth OF ben.
eft or more. lie asks no fayors Of
any one; he has dollars worth TO sell.
aud he can deliver the goods every
time.
new element Of power 90 the race
From that hour the hrnin and not the
arm. the thinker and not the soldier
books aud not kings. were 10 rule the
world: the weapons forged In the mind.
keen edged aud brighter than the sun.
beam. we're 10 supplant the sword and
the battlenx.
Power Of the Press.
The press II not only free; II is
powerful That power IN ours. IL is
the greatest that man can enjoy. II
was not granted by monarchs Il was
not gained Tor MS 10y aristocracies. but
IL spmng from the people aud with no
immortal Instinct Il has always worked
Tor the people.
Not infrcqucntly are the editors
themselves to blame for the general
impression that the chief value of n
locnl paper Is an evidence that the
town Is fully alive and fully NJ To
date.
White Space His Stock In Trade.
The publishers stock In trade Is the
white space In his paper which he
has Ia sell. the value Of which the
merchant can determine by his efforts
90 make good use ~ IL, not 10y little
four or six inch nd. once month but
by good large. well prepared ad run.
ming week after week.
The local merchants aud towns
people who are hghtlng the retail mall
order houses can lind no more valuable
aid than the local editor,
The local merchant can do business
on n smaller margin OF profit than the |
mail order house, as his expenses are
less. lie does not need la carry such |
a large stock. as he knows his people |
and their desires. and he knows nnd |
can prove That he can sell better goods /
for the money than the other fellow
How to Get Results.
No doubt the principle reason why /
few merchants say that advertising iu /
local papers does not pay Is because I
they themselves make small use OF the /
space they buy. This Is the day Of |
bargains. aud consequently the space
In the paper attracts attention Give
little time nnd thought 10 the propara
tion Of your ads, The merchant who
viii do this will GET results aud viii |
no longer have cause fo complain NJ
The local press being no good as a
drawing medium.
How many Of them employ modern.
up 10 date methods In the conduct of
their business; Do they advertise In
a..H a,usf.faufIV faffit..f alt. |