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Newspaper Page Text
j"when many of the sales are papers
that are never read, then that'news
paper is dishonest. I imagine, some
-newspapers have done that very
thing with their contests.
However, that is a matter between
thQ publisher and his advertisers.
Newspaper reading is a habit Each
'publisher tries to get as many peo
ple as possible to form the habit of
rreading his paper. He knows that
once the habit is formed, it is not
" It is this habit that makes news
paper properties valuable. Each
reader who has formed the habit is
worth so much money to the pub
lisher. That is why a publisher is
'willing to pay money, by way of pre
miums, to new subscribers to take
the paper for a long period. He
wants to hold them long enough for
them to form the habit.
He can then sell his subscribers
to his advertisers. He can say:
'"Here, Mr. Merchant, so many peo-
'ple read my paper every day. My
paper goes into so many homes. I
can carry your advertising announce-
'ments into so many homes and to so
. many readers.
"Put your advertisement in my
paper and the people wjll read it.
Then they will come to your store
with their money and buy -your
t Canvassers are paid to go from
house to house, soliciting new sub
scribers. A11 sorts of inducements
.are offered to get new subscribers to
take the paper for a given-period.
The more subscribers a publisher can
buy with premiums the more possible
purchasers he has to sell to the ad
vertiser, and the higher he can make
his advertising rates. It is a mere
matter Qf Business buying some
thing and selling it at a profit.
The Daily News is a good illustra
tion'. Many people have read it for
years. They .have formed the habit.
They have made the News a very
valuable property and an advertising
medium that can charge almosfr-what
it pleases in the way of advertising
rates. Every reader of the News has
a cash value to Lawson.
I should say that each reader 'of
the News is worth two or three times
in real money what one reader is
worth to the American'. The News
habit is of longer standing than the
American habit. The News was built
up slowly and solidly. The American
had a mushroom growth, and' has
failed to hold the good will of many
readers whohad formed the habit.
For the same reason, a Tribune
reader is more valuable than an Ex
aminer reader. The Tribune is older,
the growth slower and solider.
I should say that each reader of
the News is easily worth $25, and
probably more, to the owner of the
News. At $25 each the readers would
make the News worth -nearly "$10,-
000,000. But it is said to earn around
$800,000 a year. . l r
This may make it clear why news
paper publishers are willing to spend
thousands of dollars in coupon-clipping
contests and premiums. And
the more people they can get to
soliciting coupons, the softer it is for
I've been from Jayburg to Oshkosh,
From Cork to Java', nearly,
But I never heard a "classic" song, H
ith every word spoke clearly I ",
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