The evening herald. [volume] (Albuquerque, New Mexico) 1914-1922, 1920-11-30
NEWS IN ADVERTISING

THERE was a time in the early stages of the development of Amer
lean newspapers when their publishers accepted advertising re-
considerable distribution of newspapers required more revenue than
could be had from subscriptions. The development II newspaper al
publishers were willing TO accept everything IN ve5us caIe ~
pay for, whether honest or dishonest. This latter period, now happniy
over in so far as the vast majority of publishers is concerned, de.
veloped that class Of readers who were wont to say with disdaln, l
do not read the ads" This class Of readers is rapidly disappearing
Ten years ago a famous Indiana newspaper sent to several thou
sand readers a return postcard with the single question, DO you
read the advertisements in the Star The number of those who re-
piled that they did not read the advertisements was dscouraging
Magazines of national circulation used the result of this QUESTIONABLE
as an argument against newspaper advertising, ana used UTMOST
effectively.
submitted to an equal number of readers a QUESTIONABLE asking which
Of ten departments in the newspaper were most carefully read ana
valued by the readers. The standing of the departments IN popular
favor showed local news to be first, display advertising second ana
classified advertising third.
A similar QUESTIONABLE carried out in Albuquerque or Chicago, in
Phoenix or New York would probably show about the same result
The 'ihome news always has a first interest in normal times. That
is why there will always be local weekly newspapers and small city
daily papers, no matter how keen the competition of metropolitan
newspapers may become.
It rs not surprising that display advertising should have advanced
from a place of minor Importance in the minds Of readers to second
place in popular interest and value. Display advertising unformaly
throughout our country has become responsible. II is home news of
the first Importance, because il deals with the cost and availability Of
daily necessities of the home and the individual. II has become, IN
the best sense, "news." People who say, 81 never read the ads" are
becoming very scarce. In fact 1t is difficult to find them at all.
In Albuquerque as in cities large and small throughout the United
States. afternoon newspapers carry the bulk Of local, or home news
arst' as well as the first publication of local, or home advertising.
This is made not only possible, but in the main inevitable, since the
afternoon newspaper prints the news the day it happens, and not
newspapers throughout this country are growing more rapidly in
number, circulation and influence than any other class OF publications
A new hotel may not be the most important thing that can be
and complete the hotel project we will all vote that the club has done
the biggest thing for Albuquerque within the year.
Everyone will agree that after what he has been through during
the past few years, Secretary Tumulty deserves the quietest, least
burdensome job President Wilson can give him. 1t is intimated that
Mr. Tumuty may not accept any office but may devote his time to
writing about President Wilson. If this is Tumultys idea of the
peaceful life his decision will not start any popular tumult.