Albuquerque morning journal. [volume] (Albuquerque, N.M.) 1903-1926, 1919-07-24

/ NAlb illDlt HlblltN each week lIldtl ~
! per cent of the salaried men of Albu-
/ querque earn in a week, yet when the
j service it gives us and you is consid-
, cred, it is dirt cheap. Becaues at the
/ thousands of other ends of that leased
wire are at work constantly one of the
! largest forces of highly trained and
/ highly paid men in existence, the news
/ gathering force of the Assoc ated
! Press. The Associated Press reported
| the greatest war in history without
| single serious error and every import
| ant event of that war was transmitted
| to readers of the Herald the day it
| happened.
Newspaper manufacturing is the
| only manufacturing industry that eX-
! lists and counts its earnings from the
sale of its by-product. The essential
| product that the newspaper manu-
| facturer sells, is, of course, the news.
| But he makes no money on its sale.
Rather he loses money on the sale ami
must count on losing money. or speed
/ ly wind up his career in the business.
The subscriber, the first essential to
| newspaper success, wants the news
and the manufacturer must supply
it. He does so, but on every paper he
sells he takes a dead loss. Having won
the support of the reading public by
| furnishing a reliable news service, the
newspaper has created a by-product--
advertising and from the sale of adj
vertising space the manufacturer must
depend for his profit
The advertising of today is a very
different commodity from the adver-
! Using space of my fathers time. 1t is
! changing constantly and for the bet
| ter. The standing ad is a thing of the
i past. We set the Herald every day
from cover to cover, Often not a sim
! gle advertisement is carried over. To
! the writing of the advertising by the
advertiser himself or by our adver-
! Using writer's, as much care and
| thought is expended as upon the writ
ing and editing of the news. And this
care and thought on advertising IN
| newspapers everywhere has raised adj
Vertsing from a mere dead article of
merchandise, a commodity to be sold
over the counter, into living force,
| 1t has become the business news OF the
| day; and we believe it has been and
| is and will he in increasing importan nee
leading force in lettering business
and all commercial and industrial. re-
! lations for the producer, the manu-
facturer and the consumer.
The advertising end of the business
| is one of intense interest to business
men. I wish that time would per-
NIT my going into some of the de-
! ia Of the great organization of adj
vel Using agencies, the machinery and
| the equipment for the preparation of
advertising copy and the care in it's
| placing that has become even more
| complex than the gathering and pub
licabon of the news itself.
| may say one thing that is worth
your knowing. The great advertising
| experts of the country; the men who
created national advertising and who
made 1t possible for national medi-
ums like the Saturday Evening Post to
earn frequently half a million dollars
/ from a single issue in gross return,
| have turned definitely and decidedly
to the newspapers as the only safe and
sure medium for advertising designed
to sell goods. There was a time when
| skilled statesmen called on you retail
merchants and filled your shelves with
| goods with the sole argument that
! they would be nationally advertised,
meaning that they would be advertise
IN tho magazines of national circula-
| ton. But you found and the manil~
facturers and jobbers found. and
/ eventually the statesmen found that
national advertising would not move
goods off of local shelves; that it must
| be supplemented by advertising of the
product in the home newspaper, over
! your signature, In order to carry
convincing message and one that
would bring the demand for the goods
| to your stores.
| And so the so-called national adj
vertisers are turning in constantly in
| creasing numbers to the local news
papers with their copy. That is the
reason, rather than any bulge in
| trade. that newspapers in the first six
months of 1919 carried an increase
of nearly thirty million lines more of
advertising than in the same period
of 1918 or any previous year. There
has been no more convincing evidence
of the proven value of the newspaper
IN the frequency of the turnover; in
producing and holding business and
increasing sales. than this final de-
cision of the whole body of great ad-
vertising counsel in favor of news
paper space as against magazine
space.
The two Albuquerque daily papers
distribute more copies on each week
day than all of the copies of any out
side national publication that comes
II.
New Mexico Ruralist, issues every
Saturday more papers to New Mexico
peopleN than the total number of
monthly magazines of national circu-
| lation that come into the state. The
cost to one of you advertisers for us
| ing all of these national publications
| to reach new Mexico for a single is
sue, with a single inch, would be
$S65.97. You can reach more people
in your trade territory with the
Ruralist at so cents an inch
That is the reason why the news
paper, going home once each week
or once each day, to the people in
your trade territory who are your Gus
toners, is the ideal and the only de-
pendable advertising medium. That
is why its continued. persistent. intel
| ligent use is bound to produce direct
results.
The costs of newspaper production,
like everything else, have gone up
ward with terrific rapidity during the
! past two years. We are paying today
! for white paper a little more than
twice the price paid in 1916. The
same is true of ink, of rollers for
presses, of wrapping papers, postage
rates and everything else in material
and transportation items that go into
| the making of your daily newspaper.
1t may interest you to know that
the Evening Herald. small news
paper as newspapers go. has a
| monthly payroll somewhat in excess
| of $4,000 a month; 100000 a year,
| making it one of the largest manu-
featuring institutions not only in AL