The Richmond Virginian. (Richmond, Va.) 1910-1920, 1919-09-27
NEWSPAPERS HELP IN
WINNING. THE WAR
by VIM. r. Rankin.

by VIM. r. Rankin
II Is certainly great 10 be a news
. paper man these days, Newspaper
advertising has come into its own
! very largely, think because of the
splendid work done through the news
, paper advertising pages for the Red
Cross, liberty loans and every war
time activity.
You men all know the story OF the
newspaper plan submitted 10 the st.
Louis Advertising convention and you
all know too that the Advertising clubs
and newspaper men sold over 1000
pages of advertising as a result of the
st. Louis Advertising convention.
During every war activity had oc-
caston, through the newspaper specials
Of Chicago and New York, to ask for
special cooperation throughout the
entire United States and New York
+ specials came through uobly and
( never fen down on any proposition
that was presented 20 them and
through them TO the newspapers
which they represented. to promote all
mans that were helpful TO help win
l tho war.
! Every advertiser i'm the United
States was reached through these
I plans. nearly avary advertiser of any
/ consequence Paid for a great number
or pages throughout the war, ard did
50 willingly, to heIp the government.
I because The government had no funds
! to place in the hands Of the treasury
or other departments 20 buy adver-
+ Using space.
over $4,000 600 worth of advpr-e
Using Was bought and paid for by
/ patriotic business men in newspapers
Thus tho stamp Of approval of thou
sands OF men Was placed alnoff full
mage newspaper ADVERTISING cam paigTs
! IN way that never before had been
promoted In Washington, d. c., this
plan worked best The business men
Of Washington gave our government
"a splendid demonstration of paid
newspaper advertising used to help
/ win the war.
What is the result today Nearly
every department in Washington Ia
clamo-inE fer paid newspapes adver-
Using space. The army has iast com
pie'e3 successful campaign, spend
inE over 5000. 600 in newspapers On
september %. a 100000 campaign
started fer the navy Seventy-five per
cent OF that appropriation will go in
to newSpa pers. And this is Just the
BEGINNING, The army has over So
qpo,0oo. coo worth Of goods which it
mas - sell, and I am sure that news
PAPER advertising will be called into
riay to help sell the people these pro-
ducts, Bat these campaigns are by
products of the war
Now. what part win newspapers
play in the commercial war OF today
and Of the future? The question is
I How, when and where to advantage
IN newspapers? and this is the situa-
/ ton as / see II.
Competition to secure national
markets has become SO keen that In
Gividual business firms are eagerly
searching FOR new methods by which
/ 10 dominate the attention of the pub
lic--And 10 dominate II first: searching
for methods that will give more in
/ tensive sales results than can be OBJ
/ tanned by any usual form of adver-
Using.
This method has been found--it is
National Newspaper advertising."
I Suppose we take two newspapers in
+ each of the first one hundred cities
/ IN the United States OF course, UNI
/ loss important reasons interfered, one
/ would naturally select the newspapers
/ with the largest circulation in each
/ Of these cities. according to the audit
/ bureau Of circulation's report-~the
largest, whether morning, evening or
sunday.
Its EIprehensivcness.
How well does the circulation of
those geo selected newspapers blanket
the United States?
The zoo newspaper selected stretch
! from the Atlantic TO the Pacific, and
from the Canadian line To the Gulf Of
Mexico, Each zone of circulation vir-
tually to touches another
Here Is the one kind. of national
1 newspaper advertising that can be
done most effectively and economi-
caliy. This is the campaign that be-
gins n one center and expands, as
tovents warrant it, until ii interlocks
I with campaigns radtating from other
centerS.
u. ~ completes The fusion OF zoo aft
ernoor. snti morning. newspapers into
one national medium. a single mighty
medium, with q total national eircu-
Iation Of more than 1900. 600 copies
/ IN great single unit Of yower in the
realm Of advertising
By This amaigamation. a new giant
is suddenly born full-grown. Its
name shall be The National News
paper Unit II stands ready 10 serve
national advertisers as they have
never before been served.
Thirty per cent of the entire ponu
l0tion of the United States IL in tn ese
700 cities, or rather eenters of inffu-
once 80 600, 000 people, with a news
per cent of the conab ined circulation
Of these 100 selected newspapers Is
among the farmers on the rural mail
delivery routes and in the suburbs of
the cities in Which these newspapers
are published"
Back this up hy intensive localized
newspaper advertising in other cities
and small towns where the manufac-
tuners goods are on sale and where
their statesmen call weekly or monthly
aud the advertising circle is complete
so, IN answer to the question How
when and where to advertise in news
i papers nationality" we recommend.
First, that campaign be placed
in the first 100 cities in the United
states where III total eireulation Of
approximately 100000 is. to be had
IN the morning newspapers. $500,
coo ia the afternoon newspapers, and
7,400 Qon in Sunday newspapers.
There Is no better way to get your
goods on the dealers shelves than
through such advertising, ana you will
mud the publishers of those kapers