Daily Kennebec journal. [microfilm reel] (Augusta, Me.) 1870-1975, 1922-10-07
Maine Press Assn.
Cent nucd from Page Cne)

Cont nucd from PaJe Cne)
rtu other fpcakers OF the
H. t... rus able addresses.
.nI"uruod shortly before
..N.'' lid In part:
David NJ. White
.... that my topic is un-
.... Lied. I u1Vo-rumc 10 the con-
..Oa lDIt % few Of my brothers do
MN. t.r tbcy owe the advertiser
~ .r- lrum previous meetings
I.. o.. newspaper men / have
,,...L .p lbuudancc OF good fell
Ias- , sa much excellent advice
..l' ,.-.l> have put into active
.. H.. / Lave. however, felt that
I,s ut.u Tile speakers before press
t,-4 4rnnr. (outsidc Of Maine), deal
boo. I,N saith theories and too little
!, ...I. f..ftlt tor few days at
... f. choose to live in self
+..f,d Ethiopia where advcrtis-
ns .2,njs are ready to pay any price
fol space. And. l am just
ie certain Wat II the other publish
.r nnt have wandered about the
m. ...,li Euroua with them return to
lrr aum" town and try to make
.,II.tN rf tL,r dreams that they will
soon stI.kr mother earth and with it
Iuom and dlsmay. For the fact re-
mains tl,i tho weekly publisher does
,,l, -uri,'Nirg 10 the advertiser. His
.r.t.Du e. the advertiser is that of
M. mnDunnt to his customer His
~ ..Itlnn Nh sell his wares at proper
pr.,r rs Wsl as binding. There are no
.li..s thut permit n newspaper man
IA s.li ms space for all it can bring
.m from the particular customer
',itl whom lac treats. The value of
the service and cost of the product
must influence the newspapers space
ri4,r IS n does any business trans
nrIuu admitting however, that the
Ita.abtrr ~ the advertising and its
Ios '' financial returns may be also
D. u'uu.nc factor.
~ fN' Hrst place tho newspaper has
D. .yt to bc an object of charity
e"l JIc local advertiser. No self
r,.nE editor will sell space on
y. .h plea as that he ought to be
piu.'cd because ~ is running
,s' paper. | cannot see exactly how
Ha' Argument works. The editor
la' runs the worthy village doctor
l'n when he needs no pills or to buy
t'W pair Of shoes from the mer-
lrt although he has no need for
Nitd footwear. \ good weekly news
dpCr. Is an asset To Il community, so
~. IS the doctor. the nurse. the
neither. tho tailor and the milk -man
va each is ot value in proportion to
." character of the service rendered.
.lc my topic concerns advertisers
- equally tyuc of subscribers. Don't
Nuoct people 10 buy paper because
"If shop Is IN their town. Make
m bus II hy issuing paper that
need ana they feel they cannot
% along without The weekly pub
.tr owes II 10 his advertiser to
I'. business and nothing but bust
'.t aud to prove to the ADVERTISER
80 space is worth the price asked.
Ni that IL will bring dollars into tho
NJ, tscr's rockcts Only that sort
{ ID ucW spapcr has a right to exist
No., Got away from the idea that
uH weekly newspapers should he
just as we support church.
h"ols and hospitals. Then we
m rIt sclf-rcspCct into tho weekly
Nsu1pcr business. In 20 Years with
-" newspaper | have never begged
support on tho ground that my
0sranrr WAS an Indispensable pub
institution and deserving Of the
'aIItN ot business houses Let us re-
member that We owe IL to the local
N''rlsDr to tall. business.
N'H'. There is tho foreign adver-
.sr and vcry few OF us would like
20 have hiHf pass us by. This class
Includes advertising. direct and
Trough agencies. have always
correctly or otherwise.
- th" newspaper need not concern
l'N'' Us ~ whether advertising comes
HI rr through the agency. 1t is
'r J tae agency is paid by the
'ri Who's" advertising is placed. In
-I'- with the foreign advertiser
Y" or 4 We have no established rate
S'mlr service We err IL we
rs" lAs contracts. all planned care
.l' ty expert publicity men, and
% mN-up tho series and run them
''N "'' way. The foreign advertiser
- good service ard as con-