The Delta independent., 1924-11-21
WILLIAM H. RANKIN
BOOSTS AMERICAN
COUNTRY WEEKLY

SVOis1ki ~ iLkL 1
One of the outstanding features OF
the great advertising convention held
in London was the address on News,
papers; the National Medium for Ad.
vertising," delivered by William H.
Rankin, president of the William II.
Rankin Advertising Agency of New
York
Rankin has consistently proved him
self one of the best of the friends of
the weekly newspaper, and when in
London he grasped the opportunity to
drive home the truth about the Amer
lean country market to his influen-
tial British audience. Before deliver
ing his main address Mr.. Rankin was
asked by a representative of the pro-
vincial press of Great Britain why the
the small town dailies and weeklies
carried more advertising in America
than in Great Britain?
Mr.. Rankin's reply was: "This is
largely due to the organization of the
4 American Press Association, headed
| by Mr. John II. Perry.
"The American Press Association
is a militant, forceful essorganiza-
ton for not only the thousands of
weeklies and daiIies that are mem
bers of The American Press Associa-
/ ton, but for those small town dailies
and weeklies that are not members.
"Mr, Perry and his associates are
continually preaching the gospel of
the great value of advertising space
in the small town dailies and week
lies Just recently through their eff
forts one concern has placed an or
der for small town and daily weekly
advertising that will exceed $4,000. 900
during the coming year. These peo-
pie recognize that owing to the recent
increase in price Of wheat and corn
alone the people in the small town
and rural districts of America will
have over $1,000, 100000 more to
spend than they had during the past
year. This will help business Of all
kinds.
THE cost Of advertising space in
small towns per page per home reach
ed is greater than in the larger cities.
but the attention and sales producing
value of a quarter page in the small
town daily or weekly is equal to that
Of full page in the larger city dai-
lies. This fact alone more than equal
ICES the difference in cost
National as well as local advertis-
ers during the past five years have
received very profitable returns
from these small town daily and
weekly advertising campaigns, largely
due TO the merchandising and sales
help delivered by the publishers OF
these newspapers at the suggestion OF
the American Press association
This association has done much
toward advertising advertising and
they are continually producing adver-
tisements and news articles for these
small town newspapers to publish
that draw attention to the fact that
it pays to buy the advertised article. /
and these papers guarantee that every
advertisement they publish lives up to
the Truth trademark of the Associ-
ated Advertising Clubs of the World.
'In other words. they have gained
the confidence OF their readers first
by telling the truth in their news and
editorial columns and then insisting
that the advertisers do the same in
their advertising columns-and back
of all this is the great work done by
the American Press association,
through their monthly newspaper
THE American Press which is circu.
lated among all the small town daily
and weekly newspapers and national
advertisers.
1.-The American Press Is published
exclusively to promote the interests
and good will of the small town daily
and weekly newspapers.
81 am glad to know that the British
provincial newspapers are organizing
along the same lines as the American
Press association and that your first
step is to advertise advertising In