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Show HOW TOADVERTISE " Krlo W. Allen, head of the department depart-ment of journalism In tho state mil. vcrslty of Oregon, In addressing tho citizens of Oleudale, Ore., on tho subject, sub-ject, "Tho NewBpaper In Your Town," said: "Advertising In tho country paper Is Iho beet Investment a. country merchant mer-chant can make. Tho merchant's advertising ad-vertising should bo news. It should tell something very dcflnlto about what tho atoro offers, and tho copy should bo changed frequently. Tho advertising colifmns should made as Interesting as any other part of the pupor, and tho merchant's 'ad' should uppcar with tho sumo regularity as the editor's, news. An advertisement In tho local pupor Is by no moans charity. It brings big returns; first, In direct business when It Is handled with a little common bciiso; second, in building up tho community. "Tho pupcr should bo mudo as Important Im-portant nu agent of a town's Improve, ment and prosperity as tho church or tho school. Tho great problem of tho small town In these days of centralization cen-tralization and parcel post U to make Itself a good pluco to live In and pleaennt place- for tho country peoplo to come to. If It doesn't do tlult It la doomed to disappear. "No town should bo so, shortsighted as not to glvo every encouragement to tho man who Is trying to make a newspaper there. Ho Is In one ceii. tho. most Important citizen. Ho t.iu do moro for the town both nt homu nnd abroad than any other 0110 man Ho Should bo backed up In his efton to do buslncBs nt buslnesa prlcea and In a buBlness way. It would bo Jult as sensible for you to let your Bchodd run. dewn, r.s to let your nowspapur rundown." o . |