WHY THE NEWSPAPER?

Lake Wakatip Mail, Issue 3713, 5 October 1926, Page 3

WHY THE NEWSPAPER?

INDUSTRY MADE BY NEWSPAPERS IS SUSTAINED BY THEM.

((By John A. He Herman.)

Americans do not waste time. They arc great believers in combination. Doubtless if the newspapers confined themselves entirely to the publication of news arid litarair.y articles tire: American public would seek information as to the market details in wihfliclh it is i;ntieireistiad. ini such otter agrincipisi ■as merchants arid manufacturers might die vise. The American. merchant, however, long ago discovered that he could make a stronger - appeal to the public and distribute his message, whatever it was, far more efficaciously by utilizing the medium which was already , satisfying the public’s demand for information, and therefore less and l less did the purveyors of national products dieperfdi on! methods of advertising which were tried whom tte psychology of advertising as a science was in its infancy. Anal more and' more have they come to recognise the merit of tiiei newspaper as a moans of establishing contacts with prospective purchasers of their warns. Speed is one of the characteristics of the news pa peri; specif' in ■ this; col lectio n of news; speed in its preparation for publication and speed in its distribution. The national advertiser® have found that as an |ad(Ycrtisiiig medium this characteristic is very valuable to them. There is not the long' wait for results which follows advertising in maglazilnes, monthly and quarterly, but quick results follow expeditious publication, and quick returns follow the rapid transmission of the advertiser’s message.

Another advantage which the newspaper possesses is that it is comprehensive in its scope and powerful i|ii its appeal. Newspapers cover thei nation and each newspaper having contacts with .every home imitsown locality is the most, powerful advocate for the merchant in that locality. The national advertiser feds that by advertising itr the newspaper ho invest® his money in a medium which distributes it in the ,locality to which he desires to make his appeal, and the money thus distributed is returned to him through patrojflage of the local agent or merchant who handies lri,s products. -