Henderson daily dispatch., 1946-10-28
Advertising
OF Growing
Importance
Small Town Papers
Get More Results,
MIR. Babson Thinks
Ey ROGER ". HaBSGN

:
cha! Bureau. Inc.)
Chicago. ILL., Oct. 2B.-AdvcrtlS-
ing which started III very .:npl.
manner tlar2ely by patent medicine
manutactrerS) has become of srca;
national and economic importance.
IN fact. II has become 4 part of the
employment CyCl" Which requires
greater advertising appropriations
10 caG>c demand for goods which.
III turn. will hold 10. or inc~caS".
the number employed 50 that they
Will buy more goods and keep the
ball rolling.
Advertising VS.. Labor Troubles
The above economic theory has.
however. one difficulty which is
largely responsible :rr many laSo:
troubles today In order 20 have ld-
vertlslHg attractive 10 make people
buy ami thereby hold up employ
Nlent. this advertising mus; make
people dissatisfied with VIA; they
nov have rs we'll rs wan, things
which they do no; now have. This
requires that families mus: save
more money in order 10 iul.ill their
dcSncS.
In studies which l have made. i,
is cvidcn, tina: the wage worker
himself CG;ou has been satisfied win
his wages: but his wife and chill
drcn have So Y.oddCd him for more
money 10 buy more things Iha: he
has been an easy prey of impy.n-
ripled labor agl;a.orE. Therefore. al
though | see ~ remedy for the
situation. advertising : probably Gi-
rrC,lT responsible FIR man. labr:
trouble. AMI unnecessary strikes.
Circulation Not Everything
There i a icnCcMcv among adj
vcr,iSIng agents 20 talk too much
about the circulation, ~ the news
papers in which they place advrr-
Using. OF course. il is very much
easier for an advertising agency 10
bill! each month one large city news
paper than - bill twenty small
ndperS to &c: given circulation. |
insist. howcvrr. tha, this is Unfair
80 the advertisers who are employ
.ng the agencies. Twenty small city
papers may Uc worth 10 an aGycr-
User fay nor. tHau one la"ee v!;v
paper with he same circulation.
II is better FOR an advertiser 20
distribute his products over 4 large
number OF cities rather than con-
papers are read more thoroughly
The average large city newspaper
has so many pages that the rcadc.'
goes through them nurricdly and
docs not give sufficient Considcru-
ton L. the advertisements. Adycr-
Using agencies and newspapers have
performed wonderful ieaiS but they
have not Increased by one small
second the available time each day
WhIch readers have.
Remember the Weekly Newspapers
Statistics show that the reader O:
small city papers has more tame and
gives more consideration - ~" adj
vertIScnmntS. Will not say that;
weekly papers are seven times a
valuable aS daily papers OF the Same
circulation. but SN,.y the" hIy"
some advantages. NJ one reads a
daily paper the cay after j: is issued.
oU; the wcck!lcs are read during
seven days.
Small town papers will tccom"
more aHd-more important. Many
large cities have reached a maxi
waM in population. Whether or not
there Is Ii World War III. the Fed
B ere. government must prepare for
J.; ~ encouraging decentralization
and the building up Of the small in
terror communities. One OF the BEST
iH'cSt-rC"ts today should -, p >-'gll
town daily. or weekly. paper : a.
>e.t-cuutainod agricultural commJn-