Arizona republican., 1919-09-15
MONDAY MORNING, SEPTEMBER IS. 1913
All of us who are worth anything spend our manhood in unlearning the follies, or expiating the mistakes of our youth. Shelley.
The Classified Ad.

ne OiaSSIieo Ad
 Let look into matter which though, apt to be unconsdered is one which ought to be matter of qualification the people Phoenix and is cer- tainy of great qualification to The Republican.
 Yesterdays issue of The Republican carried six pages of classified advertising That is record not only for Phoenix but believe, for the whole United States. The Republican confidently believes that Phoenix has population of 10000. We think say without the risk of contradiction that no other newspaper in America, printed in a town of 40o0O-and will say 60,OO0-ever printed in one issue anywhere six pages of classified advertis- ing We believe that any newspaper this state except The Republican has seldom printed than two pages.
 While this is the record it must have been ob- served that The Republicans daily and Sunday classi- fled advertising department long growing rapidly and pushing forward that the of yesterday was only further development.
 The layman will not understand until he is told what the classified advertising department news. paper signifies It signifies several things
 tis, in the first place index of the size the ngn1g town q the newspapeE. A very small town, ot9ever energetic it's citizens and however excellent kts nevspapefseeQfd affosa vefy Barge advertis Aus departnsRt gs89SAz
 very large tovn with a seif szsssfed. rather inert population; town with little changing either foF the better the worse-that is to say, hide- bound town. though it might have very good news Der could furnish much a classified adver- Using department.
 So, in the first instance when we see large classified advertising department know that the paper which carries is printed in good-szed town andsa good town
 But every good town every goodsi town does present good classified advertising depart mert. When such a phenomenon, rather such a lack of phenomenon occurs, it is sign that the newspaper and not the town is fault It signifies that the people of the town have not confidence in their newspaper; they lack confidence in it's pulling power and they thus deprived of very valuable means of exchange
 There is another thing about the classified ad- verasing department that many people do not con- sida in fact nobody considers it except advertising men and advertisers who have correct and systematic notions of the general value of advertising
 That is that the size of the department and the value of it to advertisers are interdependent The bigger it is the people there will be to read it. and this number with the number of classified ads Thus if a advertises horse, a rabbit or a house for sale he is likely to find the man he fs looking for through the medium of classified ad department of six than he would be to find him through department of one page
 The average who has thought much about it would suppose that the fewer the number of classified ads there newspaper the greater the chance of of them being seen. But that is not the for the fewer the classified ads much the fewer the people who ads gro nim that hath much, much shall be given" That is especially with respect classified ad depart ments; the bigger they get the faster they grow
 The Kansas City Star perhaps has the largest classified ad department of any newspaper in the country-runnng from fifteen to twenty pages some times. It is the testimony advertisers that there is no other classified ad department so valuable to them It is feature that is read daily by thousands of people, not only in the city but a half dozen states Moreover it is recognized that it adds to value of all other advertising space in the Star
 newspaper takes greater pride in it's classified ad department than in other advertising depart ment though another may be more profitable The classified ad department the newspaper the best advertisement of the town and at the same time of the newspapers relation to the community in which lives: it shows what the people think of the newspaper; it is the guarantor of the newspapers reputation.
 Law and Headlights
 It has been observed that since last Thursday