Show u Newspaper Advertising Is s Cheapest Quickest Most Natural BY LOUIS WILEY J IJ I Portions of an address before the street N Y Young Mens lIens Christian association a class In ad advertising advertising Mr Yr Wileys long experience as kS advertising advert manager of the Now York Times 5 enables him to speak from j experience Newspaper advertising Is the tho most desirable of all advertising for at least three reasons First It is th thi the cheapest advertising known That IB is to say It roaches reaches more people In pro to 10 the money ex ox expended expended than tiny any l eth ether r kind of adver advertising advertising advertising Second It ii is the quickest in results Third A newspaper is te the most nat mU natural natural ural or appropriate place for advertis advertising advertisIng ing ingI IngI I have said saki that newspaper advertis advertising fag ing less than han any other Think of being able to buy bu a space in a newspaper news newspaper paper at lit on tenth pf of 3 J nt i ch J 1 1000 M readers which while it is a low rate rare is quite common On this basis lines s of advertising a large enough space to compel attention would cost exactly madly Jl S1 for each inch 1000 1600 readers That ThatIs Thatto Is 1 to say BaY you can reach one person for part of a cent with a advertisement If the newspaper rate rata be of 1 cent per line per 1000 readers r which is an ordinary enough rate rote the cost of advertising In its pages p would be exactly part of 1 tent cent per reader for a ad advertisement advertisement In a certain New York newspaper about which h I am supposed to know nothing space may be b bought for less lees than one part of 1 cent per line for each buyer of the newspaper in the metropolitan rt district alone to say nothing of its ninny many thou thousands thousands sands and of readers In outside territory B While hile those figures and percentages 9 stem Deem to be extraordinarily low they I could be made substantially lower Jower by I taking the advertising rates and un undoubted undoubted undoubted doubted circulations of other newspapers newspapers newspapers pers even aa as a low lost Jo probably n as one twentieth of if 1 I rent cent per line per 1000 readers Estimated on this basis the cost ost of a advertisement would be only 61 tenth cents c nt for each ach 1000 readers The Best of All AllA AllS A S morn mor important reason realOn why news new newspaper newspaper paper raper advertising Is best of all nil is I be because bemuse because cause muse It produces t results One On reason for this IS I the pie Vie have be been n Educated ilio tle i it hw papers paper to prompt action in responding to advertisements emente A very cry large l rge proportion proportion proportion tion of or the advertising in the dally daily newspapers notably the retail store and small classified advertising n must mustoe be oe responded respond d to promptly prom on account of ot Its nature and this as I say has hus edU II I sated the people to quick action and I besides lIdO this Is an age Where time Is the I most mo valuable of nit all commodities es es especially i to those thoO who are managing an ari advertising campaign The greatest trod period of or time between the th beginning of an advertising campaign and that happy r or nr perhaps unhappy occasion I wh when n the results are figured up the theer greater er r the th opportunity op for tor something jo to So go wrong for the th factory factor to burn to th the ground for the bank to fall fail with winch the th advertiser er has made mado his 1 arrangements for a striker or bohr boy ett tt to 10 raise Its sinister head h ad with t the no e resulting cutting off oCt of the supply I of geode grods or largely largel increasing their vest wi t of or production that probably wore were W re relt not lt foreseen in laying out the adver plan of campaign for the hE cost or ot new n materials to go t for the lne hundred and one other things that t might happen and frequently do happen 10 The daily dalt newspaper apar as an medium reduces this great k to i a It minimum because instead of ot requiring quiring ong your copy six sit weeks In ad adot adof adof It of ot going to press six hours or orV V be six sir minutes only are reces rr in fact a newspaper H hh campaign m n may be begun and iud fin hl t While one Is waiting for some t publication to go to 10 press C and Timeliness With bt quick action goes opportune ac tic c cb Jw b Jn si mo me Illustrate what V hat I mean m n P pune Clune r a i ther erg v action Let us suppose ll has 8 been n a 3 collision other dd eldest f or ac tiC acv has hag da n a Q railroad or a steamboat at oss of l been beor b b burned and arid a great meet n life I has been trio tho result TO r exigencies exl as these the Cash cas h tilt Ye lt tr for or 1 insurance companies of harK h or same fonie time followed the custom hating offer H g adt ad of what they races offices after the i public c set tt UP in the newspaper soon a ready tAr Y for instant release As AR ARthe as the then L JM the Jews n s of the accident reaches ne aY department de of ot the thi then th n casu lt company Js is th the the order ls Is s g given ven en perhaps over O r rPt 9 Pt my 6 an its ts s advertisement In the same tam issue e of bt 1 th the newspaper containing the account of 0 the t disaster or at the latest in the following issue Another illustration A manufacturer er wishes wi to fo place his goods on the th market and at the same time to adver ader advertis them to the public We Ye will sup suppose suppose pose nose ho ht wishes to take up one section of or the country at it a time which would b Of be the tile easy enc way wa We ro writ Wilt m assume assum that the tha th New England states are to be the Ule theatre of or his activities After Alter his goods are all ready he lie sends out his fi with samples of his goods and proofs of the various newspaper adver ader advertisements he hI is to run each one marked with rut the date dato on n which it Is ia to appear app nr together With filth photographed copies of orders S for insertions All enterprising dealers deulEn would 1 fall fail over O r each cacti other In getting in line All An of this of course could not be done so quickly so cheap ly Iy FO so f 0 opportunely Opportune and With such uch special reference e to any anyone one locality in any Other hec medium than in a daily dally newspaper newspaper per tier perI I t Have Halve lia previously ly stated that newspaper news new newspaper paper pa Er advertising Is the bet best for three throe r third reason re son being b because bec use a n newspaper a er is the most natural or ap appropriate place for advertising This fills third reason reMon Is probably the most important of all three bec because lUse It places advertising In its true place as a part I of or the news of the day d l Where here Is there ther such nn an appropriate place pl ce for the news n 5 I of ot the thy day whether It be b advertising or any other news as in a dally daily news newspaper newspaper newspaper paper During the past decade or two th people peo ll of this country have been gradually educated to understand that good advertising is really news and It ft ItIs Itis is part of the spirit of the times to l I want its advertising news served up fresh every day The Th spirit of the times cannot be bt ignored or opposed by Ute tile any ny mom more than by any on onu u that t way prosperity and success lie Widespread Reading of Newspapers The appetite of the American people for foe the newS hews of the th day is astonishing We Ve are a i err people eo le Since the tho institution of the rural tUral free fr e delivery system by the postoffice au authorities authorities very yer few fet localities in this country are arc so situated that a daily newspaper per cannot reach teach it while the news Is fresh frest apil ta a result nearly nearl I every over overy resident of wants I to get his daily d lly newspaper n er Newspapers I Iare are literally litera 1 I every everywhere I could write TUe I j ja I Ia a pamphlet the size aize of one whole issue of Printers Ink on this phase of the subject alone lIone The widespread reading of the American dally daily newspaper ne r in is l the direct result of or the unequalled facilities facUlties for distribution afforded by b the most wonderful transportation system in the tho whole world to as great greHta a degree per perhaps haps Imps as to the th fact fat that tine American Amerl n newspapers are the best in the world orld The Th news value of a newspaper t is not decreased as erroneously stated by br some by a large volume of ot advertising nn any more than its circulation Is de decreased creased crea ed by b It In IiI fact both are In ht Brea created ed to a great gr at extent The rule Is t that big bis circulations big bl Ing patronage usually gd go together As 1 I already stated advertising ing Is I news ne s and I tiiA tiro morn more now news there Is Ig In Jn a publication 11 l the more people want w nt the publication j I I know low of that t publish ass asi I many man as to 1000 l distinct and separate advertisements in one on Issue I or considerably more mire than the immense J 1 number of ot distinct and sepa separate I ItE rote rate tE advertisements lit In one year Such Sucha a n newspaper assuming tt it JiM has one extra reader re that It would woul not Other t ise 1st have on account of each advertise advertisement adV advertisement ment say sa the man who hd ins inserted the I advertisement has lIas extra a year it would not r t otherwise have v on I Recount account of the advertising patronage |