Evening journal., 1920-12-04
THE ADVERTISER
AND THE NEWSPAPER
Address Before the Wilmington Rotary Club December
1920, by c. F. Brown Director of Advertising for
E. l. dupont de Nemours and Company


Der Of newspapers published. There
are 2i00 daily newspapers, Of which
500 have morning editions and 1900
evening editions-5O0 Sunday editions
The combined circulation Is 28OO0O 900.
This is excluding a large number OF
small town and country newspapers,
which makes the total much larger.
There Is at least one newspaper that
goes into every b ONE and is read by
every family that can read in this
country.
Ab0it 100000 tons OF news print
were used in the United States during
1919. The New York Times and Chi
cago Tribune used as much as all
small town papers combined. The
New York Times alone used more
news print than all the newspapers in
Australia.
Where does The money comes from
TO provide this enormous production
The average 2-cent newspaper sells
10 The dealer for from one cent TO IA
cents per copy. \ 2S-page paper
weighs a half pound, which. at The
present price Of news print costs 80
cents
Therefore, the cost Of the paper
alone. excluding printing, overhead
and all other expenses, is more than
three times what the paper brings on
sale The total cost OF a 2-cent paper
in the average-sized city is about six
cents. or the total gross revenue,
only about 10 per cent. comes from
the sale OF h newspaper-the other
So per cent comes from its advertis-
ers.
Therefore, you can see that the
advertiser is a very important factor
10 the newspaper, and that the ad-
yertising department OF newspaper
is a very important one.
The advertising manager OF a news
paper Is It's sales manager in so far as
Its relations with advertisers are con-
cerned. His assistants are the sales
men They sell the space In the news
paper 10 the advertisers, Just as the
retailer sells Shoes TO his customers
An advertiser. in selecting the vari-
! Gus publications In VIII ich he will ad-
Nerhse. has TO consider the following
\ flve important factors in relation tO
each.
T. How many people read it9
2 How thoroughly do they read iti
3. Where do they live?
- What kind Of people are they7
,. How much does II cost?
Answering these questions as they
apply To newspapers-
! 1. Ilha newspaper Is read by any
where from a few hundred TO over
500 600 people. as Is the case Of tht
New York Evening Journal, our larg-
est newspaper.
,. They read newspapers thorough.
| ly because IL Is the necessary part O
! their life 10 obtain news. Newspaper
reading iS a habit with all people II
this country
3. The readers Of newspaper liv,
In a definite. restricted area
4 The readers OF a newspaper com
prise all kinds Of people. from th,
richest to the poorest. with all sort
0f different tastes and desires
D. In cost. based on the line rat,
per thousand and readers, the news
paper is probably the cheapest form
OF space advertising.
What advantages, then. do news
papers offer TO the advertiser2
!. They offer him a definite, local
lied circulation.
2. Through the newspapers the ad
b Vertiser can completely cover an
b. local market. For instance. in Wi
mington the circulation Of the Saim
day Evening" Post can b counted onl
e IN The hundreds, whereas. in the us
Z I'NA MNNNIMNNlNf NIIf nuNtIIINfT GA
reach every single home In the city.
3. They offer The advantage Of gres
; reader interest, because everyone
, anxious for the news
:. They make 10 possible 10 20
quick action for the advertiser tn
, saturday Evening Post closes 10
forms Two months before date cf Is
sue. II the advertiser Is to run
four-color advertisement in a maya
zine. ne must have 10 prepared com
pleie at least three months befor
publication date. On the other hanC
he can get into the newspaper owe
night
During the recent steel strike. m
United States Steel Company use
every single paper in the United state
for three days. Copy was prepare
and wired To the newspapers in
total time OF y hours. In M is way
message was flashed 10 the Whol
country that could not have been al.
S iributed In any other way.
,. Newspapers cost per line p'
thousand readers one-fOurth to on,
- half the cost OF other publications.
There are two main classes Of new,
paper adVertiscrs-tlrs the local af
verhser, who adveriises his store an
lis wares 10 his own people. Secon
a The national advertiser, VIII 10 advcrtls,
- his products and sells them throug
:. the local stores.
A. About hah OF all the money spent
This country for local Advertising
IS spent by retail merchants I'm n
n ncwspapers. 10 is really the backboI
., of their business From the new
J" paper they can, from day 10 day pr
u sent and describe 10 their local ma
a kct the goods which they have TO So
and practically everyone who rea,
o their advertisements will be possib
II purchasers. The average departmel
store spends about two TO five %
'r cent Of their total sales in local new
paper Advertising Each deparime
a Is given a certain proportion Of On
total expenditure and a certain pr
~ portion OF the Advertising space.
le The returns from this adverlisil
are carefully checked and the resul
must justify the expenditure. IN
ID fact that the newspaper is the ma
In advertising medium for a departme
a store today. is proof that they are
III successful advertising medium for
10 purposes.
il is said that John Wanamak