Arizona republican., 1919-11-16
Evil is wrought by want of thought
AS we'll as want of heart.
Tom Hood.
Il Leads Them All

We have and then directed attention to the
growing classified ad department Of The Republican.
which far surpasses in volume that of any other
newspaper in the vast territory which may be de-
scribed as follows: Let a line be drawn from Den
Yer, slightly west any point the Pa
cfc coast south Of Francisco; let another limo
be drawn from Denver to the Gulf of Mexico through
any point west of San Antonio Texas. In all that
great region, embracing probably one-eghth of the
area OF the United States, there is other news
paper outside the cities Of Denver and Los Angeles
that carries such volume of classified ads The
Republican though that territory embraces the larger
cities OF FL Paso and San Diego.
The Republicans classified department until
comparatively recently resembed somewhat Topsy
in that at just growed." with comparatively little
effort on the part of the management. 1t grew with
the confidence of the people in The Republican The
paper which they preferred read naturally the
one which they supposed other people preferred to
read and was, therefore. the in which they be-
eved they could place advertising to the best ad-
.ntsge.
On this point the Editor and Publisher" recent
Y said:
A steady flow of classified advertising TO
a newspaper indicates that it's readers hold
no divided allegiance They do not depend
upon newspaper for news and upon an
other for advertising service.
If every newspaper carried the classified
advertising OF its readers it would have
volume of this business which would serve
unfang fountain of revenue.
In many cities CT two news
papers monopolizing the classified business
II to them not only from their
readers but from The readers of competing
newspapers. These latter are influenced by
a sort of tradition that classified advertising
will bring results only when placed in GER
tain mediums. They follow the crowd"
After awhile The Republican management be-
gan feel proud of the achievements of the cassi-
fled ad department and took measures to assist it,
how big it might become, and partly to make
useful to it's readers and to those who might
advertise in it. The result has been rapidly grow
ing clientele and the transaction marvellous vol
ume OF business through this medium, many of the
single transactions running into the thousands of
dollars
Several things may contribute to the growth Of
any other advertising department of a newspaper.
persuasive and skllful solicitor may secure con-
tract for the filling of space far beyond the merits
OF the paper for which he is soliciting. An adver-
tser without a proper appreciation of the compare
tive value of newspaper space may, for one reason
or another. buy space in newspaper of inferior
merit or pulling power. In that he may be guided
wholly by personal and not by business consdera-
TONS Results constitute a secondary matter.
But the man who patronizes the classified ad
department OF newspaper is after results pr-
marily and he wants quick action. He wants to buy
or sell something right away He wants to rent or
lease house Immediately. He wants to recover a
lost article at And The Republican classified
adj pages have produced results in astounding
measure. Hundreds OF advertisers have taken the
pains to tell the business department of their
prise at the prompness of the results. The service
had been better than they expected
We are expatiating this not much for the
purpose OF booming the classified ad department
which has shown itself TO be a capable self-boomer
though the larger its growth the greater its service
70 every individual advertiser; the numerous
the opportunities 1t offers to buyers and sellers.
Our chief purpose in this instance is to tell the
people OF Phoenix and Of Arizona something we
think they will be glad and proud to hearhat there
is in Arizona and Phoenix newspaper which leads
all others in this vast region have described, in
The volume Of classified advertising.
., We have thought that they might be proud oil
that as they ought to be OF the ceoper industry OF
this state of the cotton industry of any other in
dustry or enterprise in which Arizona leads