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Newspaper Page Text
hearts of many people by his ruth
less methods) are in reality haunted
and. governed by FEAR. They fear to
come out into the open and declare
what they knowt They even fear to
m. say to themselves what they think.
" They fear the future and what it will
bring forth. They fear The Day Book.
(6) Lastly. We have decided that
the trust newspaper owners are tor be
pitied as well as censured. They are
to be pitied, even more than their un
derlings, the editorial writers,, the
editors and the reporters, over whose
heads hangs the sword of Damocles,
ready to call at the whim of their
Having met for several years" with
out arriving at any name for our
club, we have about come to the con
clusion to have a christening at our
next meeting. We hereby request the
presence of one of the editorial or
reportorial staff of your newspaper,
as we intend to christen our organi
zation The Day Book club.
We-shall notify you in due time of
the date and place of our next meet
ing. On behalf of the club,
Very truly yours,
, Alfred Gordon, Member.
There is a tremendous waste in
advertising, for it is anything but
an exact science. With many adver
tisers it is a game of hit or miss.
They don't know the game. What
ever is waste is destructive. Some
advertising is constructive. And
J some is downright dishonest.
It is legitimate for a merchant to
tell his customers' what he has to
sell, or to offer by way of bargains
But he can't go from door to door
and tell them. He finds the news
paper does go from door to door; that
i the newspaper has entree to the fam
ily circle; in fact that it has a good
standing with the family. So he gets
the "newspaper to carry his .an
nouncement into the home when the
paper makes its daily call.
The newspaper publisher tods that
1 his standing or that of his paper t
with so many families can be capi
talized. The merchant hires him to
tell the family about his goods after
he has got into the home under the
pretense of selling the news.
Having introduced the merchant,
the merchant begins talking shop in
the newspaper. He talks eloquently.
He presents pictures of gowns, codts,
hats, corsets, underwear, shoes, pi-1
anos, bacon, eggs and everything
any member of the family might be
Induced to want.
He can talk familiarly with the
family in the newspaper and say
things that wouldn't sound so Well if
he were there in person and had just
. The newspaper owner finds that
the more families he, can introduce
the merchant to, the more valuable
his introductions become. The more
circulation the greater the value of
his acquaintance and the higher the
Being a smart man the publisher
prints more editions and more ex
tras. The more papers he can sell the
more money he can charge for adver
tising space. How these editions mul
tiply is illustrated by the' fact that
the Daily News has 7 editions, the
American 8, the Journal 7 and the
Post 5. If one man can be induced to
buy several of these editions daily it
helps boost circulation and adver
tising rates are usually based on the
amount of circulation.'
The merchant doesn't know just
who reads each of the papers, so he
advertises in all of them, or anyhow
several of them, and often pays three
or four publishers for carrying the
same message into one family.
Of course part of that is waste.
And those who buy from the mer
chant must pay for the waste.
There was a time when a mer
chant had? to advertise in a Demo
cratic paper to reach Democrats and
in a Republican paper to reach Re
publicans. That has changed, but he
still has to guess where to place his