Pocahontas star herald., 1925-09-24
N&NIM@SlM@ E$aMS E2SSI&A@SS& AENNI~MA
Some Folks Still Cling
to the Kerosene Lamp


flowing onward to the sea and it's potential possbii-
ties have been but little realized This great power is
at last to be harnessed Between two hills a few
miles below Water Valley is to be constructed dam
which, when completed, will furnish electric lights
and unlimited power for thousands of people.
Let us now turn our attention to another power
the power of publicity, represented by advertising
one of the most important factors in all modern bus
Take up the newspapers of thirty or forty years
ago and you will see little advertising The people of
the country had not realized the latent possibilities in
this great power of talking to muttudes Of people at
one time. ,-~-~~>
Business men today are spending total of six
hundred million dollars annually in newspaper adver
tising For all other kinds of advertising one hum
dred and fifty million dollars is being spent each
Four times as much is being spent for newspaper ad-
vertisng forall other forms of advertising comb
ed
There are many people throughout the country
who are getting along without electric lights and
using the kerosene lamp; many are getting along
without electric power And there are many business
men throughout the country who are getting along
without proper publicity.
Just as electricity needs to be studied to get the
proper contact so advertising must be studied in order
to get the proper contact with the public
When newspaper advertising became factor in
the business world then there appeared the fakr the
fraud the bunk artist the who had no regard for
the rights of the other fellow. He came into the ad-
VertlSng business the same ne lCO
of business.
Great companies over the United States like the
automobile concerns the tire concerns the great food
organizations found the necessity of working out
some method by which the advertiser would know
what he was paying for So the Audit Bureau OF Cir
culation formed and auditors are sent out annual
y to many of the newspapers throughout the country
for the purpose of checking up circulation figures.
It is not Just the space you buy in the newspaper that
is mportant is the number Of readers and the class
of readers with whom you expect to make contact.
All over the country there have been established
and organized Better Business Bureaus. One OF the
directors of an organization in Washington, d. c.,
said: 1--WE not trying so much to curb fraudulent
advertising as we striving to get advertisers to IN
spire the public with confidence"
Another one said: "We must let the public know
that we are fighting the crooks. We must impress
upon the public that most advertising is creditabe
and dependable We must exercise care that the pub
lie does not form an impression that all advertising is
untruthfu"
The Des Moines Advertising Club some time ago
issued QUESTIONABLE relative to advertising. AS the
result of that QUESTIONABLE they found that "a per cent
of newspaper readers read the advertisements and 08
per cent had faith in their truthfulness.
These questionaires were filled out mostly by
women Two-thirds of the answers were by women
and one-third by men, The departments of the news
in the order in which they attracted attention.
were Local news national news editorials, adVer-
tisng personal or society news, COMICS sports