The evening herald. [volume] (Albuquerque, New Mexico) 1914-1922, 1922-01-28
NEWSPAPER ADVERTISING

n it were possible 10 induce business men to read aud muuly1c th,
of 1919. 1920 and 1927. as that record has been compiled b., pub
fishers. trade Journals advertising agccie, and some Of the larger
national advertisers The result would BE am immediate and very large
increase ia the usc NJ newspaper space by every line of business IN
practically every field. This would be- the result because the figures
snow beyond reasonable question: te enormous productivity OF daily
newspaper advertising, rs compared with any and ever, other form
oil delivering a business message to those It Is desired TO reach
\ great adycsr>mg boom developed in This country along
with the ,arou, other toomS Of 1919. It was induced by several
in many ease, influenced by the general initiation of mems ideas,
along with prices The movement was NO more healthy than any OF
easy business. but it brought into the newspaper advertising fields
many concerns that had never before used ii. National advertisers
who had never before bought anything but magazine aud billboard
space could find no more such space 10 huy. They turned 10 daily
newspapers in order 10 spend their money i'm the race for volume. TO
suited TO the demands OF national advertising and is being adapted
only TO the needs of the local or retail business rn their ttrv. proved
20 be the greatest producer Of business these concern, had ever cu.
poycd. They were swampcd by its results \ majority OF these con.
cerus arc converts now Ia daily newspaper advertising
Thi, Is shown as the volume of advertising begins once more to
l44 upward, following the depression OF the latter part OF 1870 and
o' WI ADVERTISING appropriations Shrunk during i" period OF
severe business, depression like every other form Of expenditure But
as the contest ior business come, back. ON the new basis of keen con.
convincing way-by the buying OF newspaper space by hundreds of
The retailer. Of course. hU, known the superior productive pow
cr of the newspaper advertisement. The manufacturer and lobbcr
business production. But they. too. have been convinced. Their de-
criou does not bctttc or dclrct from tho value of amy other form Of
advertising. It simply confirm, the Judgment Of those pioneer, aud
success, in bushes. that the ncvsFapcs is the onl, medium which it is
possible To keep everlastmgly at it, in presenting wares and SER
vice for public approval aud purchase
surc't of producers. hu, been the acceptance of the advertising col
urnu> boy newspaper readers as NEWS. The person. once often en-
couutrrrd. who said II never read the ads has practically drsap-
pearrd because it Is understood that neglect of advertising columns Is
neglect of important Information the value of which may be meas.
saved.
~ m every year Of the past two decades. the records of 1919.
I'o amy W. show remarkable gains IN the volume OF advertising
carried by the afternoon newspapers. The reasons are well known.
They are best understood 10y newspaper readers themselves II is q
trend that is inevitable because of the leisure timc-thr reading time
Of The vast majority ut newspaper readers.
The time when % was necessary 10 urge retail merchants tu use
newspaper advertising space has long since disappeared. Merchants
who expect 10 remain 10 business regard their newspaper advertising
as they regard buying. inventory aud adequate selling forces-uu
essential to successful business
1t Is tins attitude toward the use OF newspaper space that has
made the advertising columns OF The newspaper into news. II j. tins
attitude which viii make the advertising columns Of the Herald in
IVY more valuable 90 readers than ever before: because when a
Whol" community of aggressive. responsible merchants are giving time
ana thought 10 messages To the public tno,c messages are hound to
prove original. interesting and directly valuable II may be said. with
perfect safety, that more Thought and care viii go INTO the prepHrH
tron "i the advertising messages the newspapers will carry during
w. than ever before. due 20 the keen edge that has been ground upon
cumn-L--nn L- mo eNmL. Of mo nal two v-ars.