The Pensacola journal. (Pensacola, Fla.) 1898-1985, 1921-06-24
PRESS COMMENT
The Great Ad.vsnsurs

The Great Ad.vsnsure.
An exchange editor IN these mlasum-
mer DAYS II 1877 Is struck By the fact
that the people 81 the United states
have apparently become convinced q
the usefulness IF printers ink. one ~
the greatest merchants OF this country.
John W'annamaker. has been preach
I Ing and practscing the wisdom ~ tell
Z inn about the things Tor sale for more
than = score ~ years. ard his success
has been such - to prove beyond
question the soundnema of hia policy.
yet II required q great war and the
4 years q readJnstment following. 20
bring the public 70 q realization 81 the
wonders that can be accomplished ~
publicity.
with newsprint stlIi very high and
the thousand and one details that go
I into the production 81 = newspaper yet
costing probably twice as much a. the
same service and expenditure six or
seven years ago. the publications fairly
bristls with navertisements--and the
advertisers are begging for space.
with many departments Of trade and
commerce this putting u thlngs into
| print was strictly new adventure.
/ Hut Il seems 70 have bean successful in
I practically all Instances. and the daily
newspapers Of the country keep their
presses running most % the time try
ing % GIN ths demand Tor publicity.
~Our show windows and handsome
silent statesmen (meaning glass cases
I for displaying goods IN the storel are
worth all thaa they cost" declare the
retail merchants. bar the newspaper
advertising Is what brings the people
our way Everybody reads the newspa =
pers nowadays. and having discovered
that merchants with something % sell
are sure % De mentioned and often IN
/ big type" the readers look over tho
advertisements a. q matter - course.
and there u more argument in a plain
statement. with perhaps a set of fig
ures thanked ~ i dollar mark than
In half an hours talk ~ 4 salesman.
i An errur that crepf Into an adver-
tisement ID the Times Union some
days ago caused commotion IN the
I various branches % the concern men,
/ toned. A vel known commodity was
announced az a ridicul0ualY low price
the figures probably suggesting a
mistake 70 many housewives-but the
demands for the article came swift and
continuous al day. The Times Union
was sorry that annoyance had been
caused but Il proved the efficacy u
advertising beyond any QUESTION.
One thing that has developed IN the
last year OF two IN advertising end
that Is the confidence that has come
70 exist between the newspapers and
their readers. No longer are the peo-
pie suspicious. for the press has re-
allied and teaiously guarded its posi-
ton. refusing sFake" advertising q
any description and striving con-
stantly To build up the very highest
type of Information" IN its advertising
space. The confidence 81 newspaper
readers was first established. and
since then Il Il the privilege Of adver-
Users 90 build up to their best point
and tell the public what they can 90
and VIII %.
All the news that's flt to print Is the
motto Of the Times Union a. well AZ
81 other newspapers. and II also strives
faithfully 10 keep t. advertising BAgpa
las bright. interesting and instructive
a. they can he made ~ 4 selection "a
PATRONS as careful of the choice II any
ofher detail - the business insofar a.
humanity possible. eaeh issue ~ ths
Times Union e made readable. Deepen
dabie. useful from the first page head
lines e the last word on the last page
Times Union.