OCR Text |
Show Why They Advertise Newspapers of the United States carried $720,000,000 worth of advertising during the year 1925, according to i William A. Thompson, director of the bureau of advertising ft' the American Newspaper Publishers' Association, who U'cstified recently before the Federal Trade Commission. Oi this amount $500,000,000 was spent in local advertising, the I ruiiaining $250,000,000 represting the amount spent in ad- i vertisnicnts of national circulation. These figures show something of the the faith that the ! American business man has in the value of newspaper ad- ! vertising. This form of publicity must pay, or the adver-Users adver-Users would not be spending three-quarters of a billion dollars I annually on it. The keen business leaders of America do not i put money in losing ventures. ! Jt is doubly significant that two-thirds of this great sum I a half billion dollars, went into the socalled local newspapers, : while only one-third of the amount went into the national ! publications. Evidently it pays not only to advertise, but to advertise : in your local newspaper. When we think of the value of the local newspaper, we usually measure it in terms of its worth as a collector of news and a moulder of sentiment in the community. com-munity. But the value of a newspaper as an advertising medium is great, too, not only to the business man, but to the general public, lt is through the advertising in his local paper that the progressing merchant gets his goods before the people. And it is by reading the advertisements that the public learns where it can spend ' its money economically Kir reliable goods of the kind it wants |