St. Paul recorder. [volume] (St. Paul, Minn.) 1934-2000, 1934-09-07
HERE and
THERE
By W. M. Smith

IS much as do. And if not why
9bt. They certainly miss a fas'
mating study and pass up many
valuable pieces of information
When / pick up a magazine my
irst thought is for the beautiful
pictured designs that tell their
stories through the eye. It's grown
be an art and the clever diversi-
led wording of the ads has come
be a science in itself. Surpris-
ng how the little things of life
ave been magnified by the ma
ionally 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 thou
and and one of the necessities of
fe, surely one can never be salts
fed with the worst when the bet
ter is 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 call atten-
ton to things without merit. And
for that reason too, one buys tn
advertised article in preference tc
one that is not.
But the housewife in the local
ield in her daily search for bar
gains, yet insisting on the best at
he lowest price, must need consult
he local paper, and here, also, the
tory is told in the most attractive
way. Beautiful pictures give wa:
o prOsaic figures that tell the pric
# bed room slippers or the cos
IF the latest make of radio. On
ioes not always stop to consider ::
certain vital fact: Magazines
arge or small, newspapers of cir
:ulations big or little could no
'xist for long without the supper
yiven by the advertiser. Magazine
r newspapers cost more to prin>
each copy than it sells for. It's the
advertisements that make possible
he interesting stories of fact and
ictien, the national sensation or
the local gossip that these publica-
tons bring to the reader.
There develops, then, a COM
nunity of interest between the
publisher, the advertiser and tn
consuming public, and of these the
interest of the public is most i'm
7ortant. For, it must not onl.
have it's matters of reader interest
the social gossip of the day, the
happenings in it's own community
Sut it must learn to read and fol-
low the advertised information fir
the benefit of it's own convenience
and the protection of its ow-
pOcketbOok. It's the business o.
he publisher to gather and inter
estingly present all of this. t.
advertiser gives his business to til
publications that do this in tn
largest and most successful way.
Our communities of Minneapolis
and st. Paul offer a Negro market
of 100000 dollars a year. AID
vertisers have not realized it's i'm
pOrtanee, largely because the Ne
gro public itself has not sensed it:
Importance, and has not played it.
part in that community of interes'
essential to success. Our buying
should be guided largely by t.
own papers supported by the bus
ness men to whom our people car
ry their spending money.
Business like politics has an cal
to the ground and will quickly re-
spOnd to the wish of the Negro
people to be reached through its
own publications.
| Let me urge our public to jOir
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 it enough to invite you
through its columns to continue to
spend with them. See the number
of our own business men who have
learned the lesson l have stressed
so constantly, namely, that you
must let people know what you
Haze - ell W.. L.