Daily Kennebec journal. [microfilm reel] (Augusta, Me.) 1870-1975, 1922-10-07

of the place and within a week they
had guaranteed him at least three
columns of advertising. and he had
| secured 200 subscriptions in that
town. which showed that it paid.
With regard to filler which all
weeklies are obliged to use to some
extent, Mr.. Sherman suggested that
some person. or prhaps the Press AS
ISOLATION, put out suitably written
and edited summaries of Maine news
and other things Of interest in Maine
| to be sent to the editors in plate form
and to be used instead OF the filler
now in use. This would be a valu-
allie addition to many papers and
would also give the readers a chance
| to learn about their own State, be-
cause as Mr.. Sherman said, he is
ashamed of howJittle he knows of
Maine and he feels that many others
are in the same box.
! This idea was diseased briefly by
the members and it seemed to be the
general opinion that something of
this nature might well be used by
many of the Maine Weeklies.
Charles 6. Jenness
Charles G. Jenness, business man
ager OF the Rochester IN. H) Cour-
Ter, was the last speaker on the pro
gram. MIR. Jenness spoke on How
to Stimulate Advertising" He op-
cned his talk with the statement that
his paper had been accused of carry
ing too much advertising, but he
said that he did not believe that this
| was possible.
| He described his paper saying that
IT ran from eight to sixteen pages.
seven columns, % inches to the col
umn and that this was a lot of space
to be filled. What filler is used is
the very best obtainable. The other
day he counted up his paper and
found that in one issue he had eighty
columns Of advertising. He said that
nc had told the members of another
meeting. as joke of course, that he
hoped to get in at least one column
OF news to the page
| The first thing to be remembered
is that the newspaper reaches more
people than any other medium and
for that reason they have a great
selling power. This should be asereat
point in the selling Of advertising.
Mr.. Jenness stated that the first
thing that he endeavored to do when
q neW/advertiser came into the office.
was to get hi INTO sign a contract.
He tries to convince the prospect
that continuous advertising is the
thing that counts and that it is for
his benefit that he sign the contract.
1 hn to y
do the right thing the next thing to
do is to educate nj min the proper
way, Of advertising and to help him
prepare his copy.
AS concrete example of the DOW
er of advertising, Mr.. Jenness told of
| one of his advertisers who would not
take any advertising at first as he
did not believe in it. BY careful
work, first starting with a small add
and then gradually increasing, this
man now takes Il sOodly amount of
space each week and fecls cheated
if he does not advertise. But, the
speaker said. one should only sell
space commensurate with the article
sold, if man was selling small
article in small way he should not
be urged to use as much space a:
one selling on a larger scale
| Another rule Of his establishment is
that the advertiser is always right :"
This is enforced to the limit and the
policy pays.
The value of advertising is often
not realized by the man who has it to
! sell. AS an illustration of this he spoke
| of his partner who desired to buy q
/ second hand canoe. He went all about
the town to find one and had no luck
Then it was suggc stcd that he advcr-
tise in his own paper. lie had not
thought Of it. but on Thursday the ad-
vcrtisement appeared and on Friday
he had the canoe.
! As final counsel in this talk. he SAID
Get wise to YOUR subject, believe in
| it and then so soil It,"
! Charles II. Eowdcn, now in charge of
the printing plant of the l.. !. Dupont
dc Ncmours Co., was present at the
meeting and said few words to his
friends. Mr. BowGcn is a member Of
the ASSOCIATION and although now To-
Gated in Philadelphia he came here for
| the meeting, but through a misundcr-
StoiuiHS hc dliiNcu 100 ldlP 1OG any
| but the last rart of the last session
| Mr. Bowdcn learned the trade in the
office Of the Dexter Gazette. He was
| for short time owner and publisher
Of the Skowhegan Argus in 1890 Since
! that time he has been head of the pur-
! chasing department of the Curtis Pub
fishing Co. and is now with the Du-
pont Co. ha, ing had charge of the con
struction of the job plant which they
constructed about eight years ago At
this plant is printed all of the matter
which is used for a company which in
war time employed $1,000 men and
which row employs $1,000 mon.
After the meeting short time was
spent by the members in social way
and they returned to their homes. 1t
was the unanimous belief of the mem
bers that the association is in the best
condition it has been. for some time
and that the meeting just over was one
of the most productive and interesting
in recent years.
Con nf Co,,fo1orofc