Minneapolis spokesman. [volume] (Minneapolis, Minn.) 1934-2000, 1934-09-07
BY W. NJ. Smith

nave DGeM m9gnAneQ Dy tine mn"
EtiOnally told stories which greet
one in every magazine, large or
small: pins or pens, soap or rouge,
pots and pans, tooth picks and
powder, razor blades and q thou
sand and one Of the necessities odd
fe. surely one can never be salts
fed with the worst when the bet
ter Ii constantly laid before him
in such pleasing array. One buys
these articles with satisfaction
knowing that business can not af-
ford to spend money to cali atten-
ton to things without merit. And
for that reason too, one buys the
advertised article in preference to
one that IL not.
But the housewife in the local
feld i'm her daily search for bar
gains, yet insisting, ON the best AZ
he lowest price, must need consult
he local paper, and here, also, the
story is told i'm the most attractive
way. Beautiful pictures give way
0 prOsaie figures that tell the price
t bed room slippers or the cost
II the latest make of radio. One
'Oes not always stop to consider o
:ertain vital fact: Magazines.
arge or small, newspapers of cir
.ulatiOns big or little could not
1xiSt for long without the support
yiven by the advertiser. Magazines
I newspapers cost more to print
-ach copy than it sells for. It's the
advertisements that make possible
The interesting stories OF. fact and
fiction, the national sensation or
the local gossip that these publiea-
lions bring TO the reader.
There develops, then, n COM
uunity Of interest between the
1ublisher, the advertiser and the
consuming public, and Of these the
interest of the public is most Inn
portant. For, it must not only
have its matters of reader interest,
he social gossip of the day, the
happenings in it's own community.
ut it must learn to read and fol
ow the advertised information fo'
he benefit of It's own convenience,
nd the protection Of; it's own
sOcketboOk. It's the business Of
he publisher to gather and inter
stingly present all Of this. The
-dvertiser gives his business to the
publications that do this in the
largest and most successful way.
Our communities of Minneapolis
and st. Paul offer q Negro market
# 100000 dollars q year. Ad-
Vertisers have not realized it's i'm
portanee, largely because the Ne
gro public itself has not sensed its
Importance, and has not played lite
part in that community of interest
essential to success Our buying
! should be guided largely by Its
own papers supported by the bust
ness men to whom our people car
ry their spending money. go.
Business like politics has an eaG
TO the ground and will quickly re-
spond 10 the wish of the Negro
people to be reached through its
own publications.
l Let me urge our public TO JOIN
with me In a more intensive study
of the. advertiser. Begin with Oul
paper. Note how many Of thOse
with whom you spend your money
appreciate IL enough to invite lyon
through it's columns to continue Il
spend with them. See the number
of Onr own business men who have
learned the lesson I have stresseC
SO constantly. namely, that yov
must let people know what yor
have to sell. You will be PLEASED
with the artistic dress in which W,
present our advertisers.
| YOuTl Ilnd, too, what I said n