The Hays free press. [volume] (Hays, Kan.) 1908-1924, 1922-05-11
INTRODUCTION
HAYS AND ELLIS COUNTY AND.
WHAT THEY STAND FOR
One of the Best Counties in the State
With Hays its Capital.
A FEW POINTS OF INTEREST
(By R. Kenneth Evans)

/ energy ne possesses to reach the
safety zone.
Ready cash at this time is not near
ly so essential as store of optimism
coupled with the possibilities in the
country. Cash will jingle, and good
and loud, if the citizens of the county
will do as the drowning man, struggle
] just little harder to reach the goal
; ahead, which is absolutely here and
not a myth.
No Big Edition
Instead of getting out the usual
big edition, which as a rule would
contain so much material that the
average reader would not have the
time or inclination to read it. the
Free Press will each week for the
next fifteen weeks publish an exten-
sive industrial article exploiting
some possibility in Ellis county.
The old comparison that one blow
on the head of a nail viii not drive it
home, but successive blows will bury
1t IN the wood, is very applicable in
the publicity game. To persistently
exploit resources of a community,
dealing with just one phase of activ-
ity at a time, is bound to be more
effective than just one big edition.
Country Medium Best Medium
The Free Press is a country week
ly. 1t is a sponsor of activities for
the city and county development and
in that respect let US quote from
Newark, New Jersey Union Gazette,
an extensive advertising medium.
used by the national advertisers, and
again we refer to the national adver-
tiser as criterion, because he spends
millions of dollars annually and must
place his advertising where it will do
the most good. Advertising in the
sense referred to in this quotation is
commonwealth publicity and not in
dividual advertising.
Advertising in the country weekly
is the most valuable advertising in
the world. Expert advertisers say
that it is not only the most valuable,
but the most scientific. Advertising
in the magazine has to be general.
For the reason that the average mag
azine received today, was set in type
several weeks ago and the advertising
copy was probably prepared weeks
before htat. This means that the ad-
vertiser in the magazine has to antic-
ipate conditions several weeks in ad-
vance of the time the copy is pre-
pared.
''This is not so with advertising in
the country weekly, for the country
weekly has the advantage over the
magazine in that the weekly circula-
ton circuIates in comparatively
small territory and the name of the
merchant or business man who IS sell !
ing the goods can be placed in the
advertisement.
''The weekly paper is considered
the best advertising medium in the !
world by expert advertisers for the
reason that it has a more intimate
association with the family than does
the magazine or the daily paper. The
money spent in advertising in the
better class of weekly newspapers is
an investment and not an expense,
and it is the best paying investment
that a merchant can have.
''In handling. publicity for COM
nunitv as a whole there is no more
effective medium than the county
weekly. Basing all statements on
facts the average reader viii take for
granted that the weekly newspaper,
published in the fields being exploit
ed IS the most reliable medium
through which he can get informa-
tion."
The above quotations are given to
show the reader, that in planning this
campaign it was the intention of
those behind It to try and pick the
most effective medium to carry the
news of the country's possibilities to
the outside as well as to act as a
stimulant for the further develop