New Britain herald., 1926-06-11
CALLS NEWSPAPER
 BIG MARKET PLACE
New York Bank AlalyZes Role
 Of Press in Business


 comprehensirely described in the following excerpt from a booklet, News and Progress" soon to be issued ty the Bank of the Munhat- tan Company:
 The newspaper is in itself a re- markable eX, lple of voluntary CO., oper&:ion. Not only is it complex fabric woven of the labors and abil- ities of hundreds within its plant and of thousands on the outside but it usually is q part of one Of those great associations of news papers through which the news Of the world is daily gathered, eX- changed and made available = aIl
 Not less significant and quite as important is the triangular co- operation between publisher, adyer- tiser and public. Once it ceases, publishing, merchandising and buy ing all languish and the wheels of progress stop.
 When it is considered that there are 45,0Oo. 900 copies of each issue of 13,400 newspapers entering home, office and workshop of the land, we begin to realize the vast ness of this cooperation. We begin also to sense the extent of the con- stantly renewed influence which brings our millions of people into continuous conscious touch with each other.
 If it be true that modern condf- tions of life have created the mod ern new aper, it is no less true that the newspaper has played a leading role in creating modern conditions of life. This has been the case as 10 habits of thought. politi- cal developments and matters Of re- ligion, science and culture, but if has been true in even greater de gree in the field Of material prog ress
 Community's Market Place
 When a carrier leaves q paper on a doorstep it may not occur to him that he is playing a part in the economic life of his town, but so it is. for to each individual subsciber he is really d-livering the market place of the community.
 Follow newspaper into any home. Here are gathered the mem bers of the family circle-father mother and children. Within a few hours each win read it and for each there must be that which he is most interested in reading.
 To this wealth of information each member Of the family will respond and each in his peculiar way. Only to one part of the news paper will there be any degree Of common response because that part has a universal appeal. That part is the advertising columns. In these. could the editor view the reception of the paper. he would find that others-the advertisers were sup plementing his lahors by providing for tastes and needs outside his province,
 There is another important as pect of the newspaper as the mar kct place of inc community which is often overlooked; that is, the saving of time. Instead Of trndging from store to store in search of clothing shoes or any of the mum erous other articles of modern commerce, the consumer turns in stinctivelv to the advertising col umns of the newspaper for inform ation to guide him by the most direct route 10 tho desired product Thus wasted lime is eliminated.
 Developed hy Advertising.
 As the market place Of tho com munity the advertising columns Of the newspaper yield even greater values which. while ultimately so- cial in their outcome, are founded upon q firm economic basis.
 For example. if America has become nation of home-owncrs, It IS due in large measure 10 inc per- sistance with which the desire for kome-oHnership has been stimu- lated through newspaper adFerllS- ing. A man with property to sell might rub elbows with several pos sjbIe customers in the course of len minutes walk. but he could not bnttonhole them one after another for busy modern life does not per- init il, But finally the real estate nlercbant-the reaitor, as he is now calIed-awakened to the fact that all these unlabeIed passers-bE were alike in one important respect thev were newspaper readers.
 Similarly, in the field of bank ing and in the promotion of indi- vidual thrift tho adyertisindg and news columns Of the American newspaper have worked q magic transformation. Compare the at- mosphere Of the average bank To- day with that of quarter Of century ago, before inc banker had come 10 realize that inc newspaper was q market place.
 The public utility field offers still another striking example Of how the newspaprr as the market place of the community has been utilized not onlr to seil goods and service but t7 promote popular understand ing and goodwill. T. has hcen rstt- mated that newspaper advertising has shortened by oue-half ta" pro cess nf selling the services of such utilities.
 Enemies Now Partners,
 Ae in the case of banks here has come comnlvt" trns.orIna. flon in inc at'ruae o' ta" HInljf utilities toward thr public and in that nf tho pumir toward them. The oid-time suspicious and aulago- :. nisms, HOW rapidly disappearing hayr Nocn replaced by a spirit of . mutual tri,ndlinrss and coornrt- ton. This pow spirit has found .&- presslon in many ways. not lras- among them being line widespread ! and rapid growth of the customer oWfruship movement.
 The American newspaper is h5 jtq very nature q local institution, .