Ellsworth American. [volume] (Ellsworth, Me.) 1855-current, 1925-07-29
NEWSPAPER ADVERTISING
Most Effective Method in Reaching
Buying Public.
(N. E. a. Bulletin.

ing the general public. In fact there |
are few methods that can in any way /
compare with it.
Millions of dollars are being spent !
every year in new ideas, but every
experiment just proves all the more I
cOnclusively the absolute supremacy
Of the newspaper as far as results {
are concerned.
Some of the methods used by ad-
vertisers would indicate that the !
closest attention is not always given
to all features Of their advertising
i campaigns and that often if they !
would place themselves in the posi-
ton OF their prospects they would
work out schemes that would bring
greater results than they often get
1t is true that newspaper adj
vertising may often be supplemented
by other schemes that prove bene-
fetal in many ways, such as follow
up mail plan or other direct method.
Advertisers should, however, make a
careful study of any plan where an
advertising scheme is carried on
mainly outside of the newspaper. be-
cause these campaigns often cost
lot of money and fail TO bring re-
turns.
The reason that the newspaper is
the most effective advertising medi-
um is because it goes into the home
There it remains until it has been
read by all members of the family,
and possibly others outside the
household. Perhaps it is borrowed
by neighbor and read by all the
members Of second home. The
newspaper is quite thoroughly read
in the average home and there is
not much Of the advertising that
does not get the once over while the
paper is making the rounds
On the other hand, the news
papers closest competitor, direct adj
vertisns at the best is read only by
the person to whom it is addressed,
and is often consigned to the waste
paper basket without even being
glanced over. The rare good exam
pies of direct advertising results are
often flung in the face of newspaper
men by advertisers, but if a thorough
analysis is made it is usually true
that the newspapers are found to
have secured the greatest results by
a wide margin.
Advertisers are unfair to them
selves when they will spend large
amounts for billboard, circular,
street car and theatre advertising
= and then complain because the paltry
amount spent in the newspapers does
not bring in the returns that should
be expected from the entire APP
preparation.
The writer has in mind bank in
b,t 10
an appropriation of 81 500 for adj
vertising When approached with a
.. newspaper advertising proposition
!, the banker complained about the
, poor success he had experienced with
. his advertising ventures, and saddled
the blame on the local papers. The
advertising solicitor made an analy-
sis of the situation and found that
of the 81 500 only $50 had been
spent with the newspapers during the
entire year, while the remaining
! $1,44O had been sunk in cheap calen-
dars practically worthless financial
t booklet and other propaganda pur-
chased from large printing houses
and placed about the lobby of the
bank The banker instead of spend
; ing his advertising money on the
fellow he wanted to get, was vast
ing it in worthless material for the
fellow he already had.
Bankers of the larger cities, rail
road companies and large corpora
lions are more and more coming to
recognize the value of newspaper adj
vertising, and il in the larger cities
it proves successful, how much more
successful can it be made in the
country where the paper remains in
the home until it is virtually worn
out.
Newspaper advertising is speedy.
1t covers the field, and it costs less
than any other method. 1t is the
cleanest kind of advertising and the
fact that newspapers throughout the
country insist that their advertisers
live up to their promises has in
creased the public confidence in it.
Advertising with circulars or di-
rect mail methods is not speedy in
any sense. Circulars distributed
through the mails are usually moved
by the postofice after everything
else has been taken care of. If dis
tributed by men or boys, they are
often disposed of in some other way
than delivering them to the homes.
If thrown on the pprches, they blow
off and clutter up the streets. They
are not attractive or appealing and
little can be said in their favor
Billboard advertising can perhaps
be placed even below circulars as far
as value is concerned In the days
of the old blackboard it was a fair
enough medium but with the present
| Of no IfF,, oh 10 no
one has time to read the sign boards
as he Whizzes by. Street car ad
NOTICE OF FORECLOSURE.