Advertising in Evening Papers

Bush Advocate, Volume XI, Issue 863, 25 November 1893, Page 6

Advertising in Evening Papers

A legal advertisement has been inserted in the "Australian Star," Sydney, and Judge Owen moralised thereon : —

His Houer said he had scon the "Star," but he confessed he knew nothing about it. It was a very unusual thing to publish a notice of this kind in an evening papor, especially in a paper that had only just been started. He did not think it desirable that the advertisement should appear in only one evening paper. Ho could not imagine that an evening paper had the sum circulation as either the "Sydney Morning Herald" or the "Daily Telegraph," People who looked for this kind of advertisement were muoh more likely to look for it in the other paper."

The "Sydney Bulletin" offers a pertinent comment upon this. It says : — " Ihe " Star" has been about six or seven years in existence, and Judge Owen " knows nothing about it," and thinks that it has only just been started. Truly, newspaper- | making is heartbreaking work. A newspaper, to be a success, has to make every dull old fogy in the community aware of its being, and unless item catchamanhkeMrOwen and shut him in solitary confinement for six weeks, with nothing but the "Star" to read, it takes forty years before the existence of the journal begins to eat through the lobster shell of his consciousness. "And though everybody else is awara that tho circulation of an evening paper— other thincs being equal — is generally twice as ereat as that of a morning one, 'His Honor' can't 'imagine' such a thing. For that matter, nobody ever asked him to imagina it, for no ono can imagine anything without some imagination to do it with. Only tbe public would naturally expect the old gentleman to know such a simple thing as that, and it seems that he doesn't."