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Newspaper Page Text
RELATION BETWEEN NEWSPAPER OFFICES AND ADVERTISERS
The relation of news to advertising, and of the business office of
newspapers to advertisers has been discussed at various times by The Day
Book. Attention has been called to the fact that the main purpose of
newspaper publishers in getting readers is to sell advertising space at a
profit; and that when publishers offer premiums or otherwise bribe people
to become subscribers, the main purpose is to help advertisers sell some
thing to these subscribers.
Publishers seldom come right out frankly and admit this, but some
of them occasionally do it We have now a concrete illustration from one
of the greatest afternoon newspapers in the world the Chicago Daily
Recently the News has been publishing what it terms "The Daily News
of Business A Bulletin for Buyers." J. B. Woodward is given as editor.
To make the connection and close the circuit, the following letter
from J. W. Woodward, signed by him as advertising manager of the Daily
News, acts as an admirable fuse. The statement is printed in Editor Wood
ward's column that: "The object of these bulletins is to help Daily News
readers to get the utmost benefit from Daily News advertising. Sugges
tions from readers are invited. We want to make these bulletins valuable
to you and will be glad to have your help."
That's what Editor J. B. Woodward says to Daily News readers. What
he says to Daily News advertisers, or to those from whom advertising is
solicited, will be found in the letter Advertising Manager J. B. Woodward
sends out to firms, individuals and banks that have investment securities
for sale. Here is a copy of the letter:
Office of VICTOR F. LAWS ON, Publisher,
THE CHICAGO DAILY NEWS 15 North Fifth Avenue, CHICAGO.
February Seventh, 1916.
Dear Sir: Suppose someone were to come to you and offer to put you
in touch with thousands and thousands of possible purchasers of bonds
and other investment securities. And then suppose he offered to spend his
own money in creating a desire on the part of these people to own bonds
and other investment securities. And then suppose he suggested that you
advertise your bonds and investment securities to these thousands and
thousands of predisposed-to-buy people.
Wouldn't you jump at this opportunity?
This is exactly what The Chicago Daily News is offering you. It is '
stimulating a desire on the part of thousands and thousands of its more
than a million readers (estimating three readers to each of the over 400,
000 copies sold daily) to buy bonds.
Every week in The Daily News under the heading "The Daily News of
Business" is printed a financial article calling the attention of Dailv News
readers to the wisdom of saving money and investing it judiciously. Re
prints of three of these articles "How To Read The Bank Statement,"
"Why the Trust Company?" and "Character and Bonds" are enclosed.
As you wQl see, the articles point out why it is to the advantage of
Daily News readers to read The Daily News financial articles before invest
ing their money. A series of three and four column display advertisements
pf a similar nature is also appearing weekly in The Daily News.
The Daily News is doing more than half your work by creating a desire i
on the part of its readers to save money and invest it judiciously. Are you, I
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