The Pensacola journal. (Pensacola, Fla.) 1898-1985, 1921-02-14
Advertising in a Newspaper

tents of newspaper are the adver-
tisements. Advertising has advanced
from the old announcement stage to
the point where 1t ranks with the
reading matter in the news and edi-
torial columns.
Few women but who depend upon
the newspaper as their trade guide.
The attractively written advertise
ments of the stores not alone bulletin
the prices but are a guide to latest
styles. Advertisements also are daily
reminders of household needs. Men
are as persistent readers of adver-
tisements as women. A mans needs
fall upon him quickly and he as quick
~ seeks the advertising columns to
determine what and where to buy.
In recent years advertising has be-
come profession, the ethics of which
are as high as any other profession.
Advertising writers seek to tell the
exact truth in a clever way. They
have become artists in the designing
of advertising. The modern adver-
tisement is a typographical gem. 1t
is pleasing to the eye.
No business of consequence at
tempts to get along without the lib
eral use of newspaper space which
is acknowledged to be the best pay
ing form of advertising. The daily
newspaper affords the opportunity of
daily contact with a community. Ad-
vertisements reflect a city's prosper
ity. They are the show windows of
every store and shop that go into the
homes.
In planning the great political cam
paigns last fall the party managers
almost wholly abandoned every other
form of contact with the public except
the newspapers. The largest expen-
diture of the campaign committees
was for newspaper space. The man
ayers recognized the American habit
of reading advertisements as the one
way to get their arguments spread
throughout the country.
Perhaps the most interesting pa ges
in a newspaper, except the splendid
display advertisements, are those con-
tanning the small classified ads. A
New York man who was called upon
last summer to give especial atten-
ton to a certain city, in which a
large investment was to be made, sent
for copies of the newspapers of that
place He said: "I form my opinion
of the prosperity of a town by the adj
vertising in its newspapers. the up
o-dateness of a town is reflected in
the advertising columns"
Wholesalers quite frequently now
measure the progressivenesS and re-
liability of a prospective customer by
the amount of advertising he does.
If the customer is a wise and liberal
investor in advertising space, he is
accorded a wider range of credit.
The public judges many stores by
the character of the advertisements
they insert in the newspapers. At
tractive advertisements of good size
impress the people with the idea that
the store really has something to Of
fer and is inviting their trade.
Catch-penny advertising is a thing
of the past. The fire sale" and
! wreck sale are things of the past.
Newspapers will not accept advertis-
ing from unreliable firms. The news
paper is anxious to keep it's advertis-
ing columns clean as it is to present
only truthful news. The average edi-
tor takes as much pride in the adver-
Using columns as he does in the news
or editorial sections.
There is common interest between
the public and those who have goods
TO sell and the newspaper is the means
of contact.-Miami Herald.