Show government Gives Rural Pres Precis Much Credit for Bond Ads By Ily WRIGHT A. A A PATTERSON Because there are some sonic 20 million Americans i who are arc not covered by hy radio either cither day or night a govern govern- government government ment communication commissioner thought it advisable to encourage war bond sales through the local rural newspapers That may be one reason for the Treasury departments department's dependence on sponsored advertising in rural newspapers for the promotion of war bond hond sales but it is by no means the only one nor it is the greatest reason eason To the 1 radio adio listener the message from the air comes from that far faraway faraway faraway away out of the blur blue It has no lo local lo- lo local local cal tie in nr or r loco local lo si significance c re It I t. t is Jis s l rl l or dt or advertisement in the from away home paper It t lacks a known per per- personality to give it effectiveness The sponsored appeal for the pur pur- purchase purchase chase of war bonds hoods carried in the columns of the local newspaper is isto isto isto to the resident of the community an ar i from his Ids church his lodge service club or an institution or in individual in- in individual individual i he knows It gives to io the thc purchase of war bonds a local loca significance It makes it a home hometown hometown hometown town project backed by oy home hometown homeI hometown I town people or institutions It ft is not an unknown voice from out of the blue bloc or an impersonal appeal from faraway Washington it is a home hometown town appeal by home town people that receives a re re- response response That 7 bat is works as no other pro pro- promotion promotion motion works has been demonstrated demonstrate ed al e l in thousands of communities both bath during World War I and the present conflict Where you find finda a newspaper carrying locally spon spon- sponsored war bond advertising you I find a community that goes over the top on its quota for each cach bond drive dove The Treasury department H is to tobe tobe be he commended for the acumen that sought the support of local institutions institutions institutions and individuals through spon sponsoring war bond advertising in lo local lo- lo local cal newspapers It made of every I institution or individual sponsoring such advertising an advocate of war bond purchases It I t also gave to them an opportunity to evidence their patriotism their desire to do doa doe a part in the winning of the war The thousands of o newspaper pu I lishers fishers who have presented this sub suh subject of sponsored war bond adver adver- advertising advertising advertising to the flee people of their com tom communities have leave had a large part in financing the war To secure spon spon- sponsors sors SOlS for such advertising advertising- has meant much effort on their part but they it was the local names of institutions or individuals at the thc bottom of those ads that gave them the thc value the government was seek seek- ing inq Those names tied the home hometown hometown town and the home town people in with the war bond sale and made the appeal effective in the community comm un- un unity n- n I ity The publishers have been liber liber- liberally liberally liberally ally thanked by Treasury depart depart- department department I ment officials for the job they have Iia ve done and arc still doing and were fully entitled to such thanks The local community newspapers have 1 Put ut war bond hond sales and other pat pat- patriotic drives over in rural America |