New Britain herald., 1929-05-18
NEW BRITAIN DAILY HERALD SATURDAY. MAY IS, l92s.

n insefMativs article. reed fer its Information regarding the subjSet diseusssa. and net regarded a an Advertisement by readers.
 One of the greatest recipients of free advertising in the news columns has bsen the Ford autome- bile concern. Every time Henry Fosd is mentioned. and every time . Ford car is ieked about. and every time . ''flivver'' or . ''lissie" is mention. ed. 1t is % much gravy for Ford's output. But MT. FeFA ii national character. his plant the greatest Of its kind: neither can bs ignored in publications having legitimate req sons to mention them in the course of news CT an article. Yet the most aggreasive competitor of Ford. which happens to be the General Meters, never received . tenth of such free mention. One nearly comes to the ccnclusion that to write about Ford is news, while to write about General Motors is advertising. Yet both are either news or advertising when the occasien te mention them is legitimate.
 Just now the baseball leagues have started their annual races. The baseball industry would scarcely exist were it not for the free ad- vertisins provided by an agsresslvs press anxious to provide readers with what they want to read about. Next to the stock market. the base ball industry receives more free ad- vertising than any other. Publishera have frequently talked about the nice advertising they are giving an industry which is thoroughly con- mercialized and which relies for suc- cess upon how many paid admissions go through tho turnstiles; but noth- ing can or will be done about it. The public wants what it gets. and cir- culation values in such free adver- tisins gives biz ''break" to the baseball industry. And tho sama thing holds sesd. we might add. in connection with the prizshsht in. dustry, which the nswspaperA and they alone, have developed to ita present high financial standing.
 Most recent to edge in upon the free advertising proclivities of the press has been the breadcasting in. dustry. This is exactly in tho saml position as the baseball industry. Il is q commercial affair in this ceun. try. but in view of the extensive ownership of receiving sets, put into homes through advertising, thu public wants to see the radio pro srams in print, and also desires te read about such offerings. Without this stimulation toward interest W, doubt whether the breadcasting in dustry could have been developed t Its present importance. At the sam' time advertising ii developed ovs1 the radio, in spite of its self-eviden Limitations as to time: and the com
 mercial names of commercial broad casters sain free publicity in man! publications. This is driving the fire, advertising horse pretty hard, VI think. Indeed. . telling point to ai advertisers is said ts be the fact tha the trade name of the prsAuct vii 60 free" into countless publications and that there also will be free pub iicity. Newspaper publishers ma, realise the reader value of radi
 programs and reasonable common thereon. but all of them do not ap
 preciate the necessity of helping
 popularize trade names for what 1 essence are are really competitors ' reaching the public.