Evening journal., 1920-12-04

67 cents and spent the S2i in The
newspapers for advertising his next
days sale.
The national advertiser has followed
the lead Of the retailer in adopting the
newspaper as a medium for his al
vertising. Ten years ago SJO,OOCuOO
was spent by national advertisers IN
the newspaper. Last year this exnen-
dlhure was increased to Si50O0OOOO.
! Newspapers now claim leadership in
1 the amount OF national advertising
carri d, over all other publications.
| There . no doubt but that The
newspaper offers the best advertising
medium TO reach the public for manu-
/ facturcrs, who manufacture products
whose market is variable throughout
the country. depending on the differ
ent industrial, climatic and social con
diUOns in the various districts.
For instance, The manufacturer or
umbrellas has greater market In
those sections where the greatest
rainfall occurs. The maker OF tut
naces has only a email market in Flor
Ida, and the manufactures or electric
nalirOns has practically no market in
lhe country districts of Nebraska.
Then again, the manufacturer OF au-
tomObles has better market in
South Dakota, where there Is one car
for every five OF population, than he
has In Alabama, VII ere there Is only
one car for every twenty people.
By using the newspaper, the manu-
facturtr can therefore choose his
most favorable market, concentrating
on those that he Is most d slrous ID
develop.
on the other hand, many manufac-
turers, such as makers OF foodstuils.
clothing, toilet articles, etc, have a
fairly evtn market all over the coun-
try. and do not need to be guided TO
such an extent in concentrating their
advertising.
The newspapers, as against their
b many advantages to the advertiser,
b have certain disadvantages.
b The newspaper offers no distinction
In the class Of its readers or their
buying power. Hence. II the manu-
b facturer makes an article that appeals
- 10 only a certain type OF people, who
: must have a certain income In order
) 10 afford to buy It, 10 Is very expensive
for him TO attempt to cover the en-
tire country through the use Of news
2 papers, as a large proportion Of the
circulation for which he Is paying, Is
waste, as far as be is concerned.
The editorial contents of a publica-
Y tion is in general true mirror Of the
type Of people who read IL. Fos in
- stance, Vogue is edited TO appeal ta
r The well-to-do woman. who Is fastd-
e lous in her tastes in dress, and has az
p income sufficient TO warrant her in
dulging those tastes.
e. Forest and Stream is edited 10 ap-
Z peal TO the hunler and out-of-dO0I
r man. House and Garden. for the hom,
q lover. who has sufficient income &c
indulge his desires for a luXuriou;
e home and so on.
on the other hand. the newspaper
r. has no appeal TO such a well-detlneC
e class Of people, as 10 contains ONLY
$ news that is Of interest TO all type
land classes Of people.
Q 10 is true, however, that the policy
T. Of a newspaper influences somewha
n the general character OF It's readers
Sensational newspapers appeal to
y certain type Of people, and conserVa
live newspapers to another. Never
l. lheless. there are no dnnite class line
drawn. as in the case Of many maga
l. zines.
~ Newspapers have " ry short life
J. only one day, as against a month 70
r. the monthly, and a week for IN
ly weekly--ihe daily newspaper publishe
Sc 365 issues var. az against twelve "a
IN the monthly and 80 for The week.,
Hence TO make a good impression q
at the reader. an advertiser must us
Is greater total snace in the newspaper
than he does in the magazines.
Ell The advertiser cannot obtain a
No. good printing IN the newspaper as i
Is the magazines. therefore, he canno
s. show his product in as attractive
way. ald he cannot show II in color
A. on The other hand, newspaper print
l. ing has improved considerably. Man
70 sunday newspapers are using photo
Il. gravure sections and a few even four
'r color magazine sections.
As against these disadvantages, W
le still have The lower cost Of the news
d paper per line per thousand readers
IS which tends to Offset its disadvar
ID iages.
a The dealer. Of course. Is a very i'm
portanl factor in the business az th
To- manufacturer. He is dependent unO
~ lin for an outlet for his merchar
dise. Hence. his Advertising must b
r. planned in order 10 exert the graates
e- nossihle favorable influence upon nj
distributors and prospective dealer
s. The newspaper appeals very strOngl
i 20 The dealer inasmuch as he uses
ld himself and has been educated 10 i
a value. This is undoubtedly one of N
rs main reasons for the large increase
yh newspaper advertising by national az
Nertisers
In Many OF them have arranged
Is place a certain amount OF advertisir
he IN one CITY on tne understanding IN,
ne their representative local dstribut,
s. VIII run an equal amount, fsaturir
'.- his merch andise In this way n
IT. manufacturer gains double publici
N. from his expenditure.
ds Other manufacturers prepare new
Ne paper advertising campaigns 10
mt run over the name of their local di
er tribuior, they 20 pay half and h
IS dealer the other half. This has Prov
mt very successful in many Instances.
Ms The advertisers choice betNve,
o. newspapers and other advertiser
media depends entirely upon the or
ng duct which he Is advertising, the fyl
lls OF people who buy Il. the location
he his distributors and the general co
Hn ditlon of his particular market.
mt There is no question but what d
a newspaper Is one OF the greatest IA
lis tors In advertising today II not Il
greatest, when one considers the r
.er taller as well as the manufacturer.