Nogales international., 1928-02-28
:, ib079ka@a
WHY, A CIRCULATION CAMPAIGN?


newspaper?
You buy information concerning your friends at
home and away from home. You buy the record of
public happenings in your town. county and state, so
that you are kept in touch with civic, county and
state records You buy information regarding the
progress of the community and surrounding ter
ritory so that you are keeping posted on the pros
rerity of your section You learn in the advertising
columns what is for sale and at what price The
newspaper the distributing agent far and near for
the industries and the enterprises of the community
You are building for bigger, broader and better
future for yourself, your neighbors and for your
community when you help boost for your home town
and home paper
In short, you are buying Progress Prosperity
and Population for your city and surrounding
hy when you subscribe for your home paper
Now, circulation is the life of the paper, just as
the blood is the life of the body There can be no
substitute The influence and power for good of a
aper is absolutely bounded by it's circulation The
problem of getting and keeping circulation is one of
the most perplexing in the newspaper business Large
forces OF highly trained men are employed by big
city daies to keep the list built up to dimensions ex-
2ected and demanded by advertisers.
"Why should subscribe for paper just to help
some candidate win prize, is question that has
recently been asked.
La the first place every resident of town or city
UG pd1u Ill duVdLCe SUBSCRIBER OF Lnor nOlo
paper. II they Were the problem would be solved
It would require no circulation campaign no expert
canvassers or premiums, any of the other methods
used by newspapers to secure and hold subscribers
But because a considerable number are not suh-
scrbers extra efforts have to be put forth The need
for such campaign in Nogales has been strkingly
apparent since the beginning of the one on the Inte
national A surprisingly large percentage of tie
being brought in by the workers are new sub
s.ribers. Although the campaign has not reached
the acute STAGE already the number of subscrip-
tlons received indicate that before the books are
closed the number of readers of the Internation
al will be augmented by hundreds if not thousands
1t would require many months of steady So
Letting by corps of highly paid experts to accom-
plish what is going to be done in just few weeks
That's part of the "Why" of circulation campaign
But there's more.
Listen, readers. Selling subscriptions by the
workers in the International campaign is just as
legitimate salesmanship as selling sugar OR prunes
or clothing or shoes or mlinary hosiery or auto
mobiles or insurance real estate. And the par
ticpants in the Internationals campaign just as
certainly going to be rewarded the salespeope of
any business house in the city, Some Of them will
ceve larger award than the highest priced salesman
IN Nogales.
The fact that the sales people in the international
campaign will be largely paid in merchandise instead
of cash. only makes the enterprise that much more
meritorious because the merchandise has been pur-
chased for cash. by the paper, from Nogaes dealers.
And the articles will remain right here among home
folks.
At the beginning of the campaign, the Interna-
tional announced that this is only step in it's ex-
yansion program in order to make bigger and bet
ter paper for a bigger and better Nogales. The