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Show I THIPTII about ABUED! iSO By CHARLES B. ROTH A MAN NAMED CAXTON yOU may not remember ever hearing the name of William Caxton, but it was his life which makes your life today comfortable. He it was who introduced printing into England. This was in 1476. The introduction of printing has made all progress possible. It wasn't until 1638 that America had a printing press, this at Har- vard university, but : SX-. after that printing grew, and newspapers newspa-pers sprang up, and modern American life began. The printing press is the forerunner of knowledge wherever it is introduced. The printed word, even to this day, has no rival as a quick , means of dissemi-CharlesRoth dissemi-CharlesRoth naUng v acts and ideas. The newspaper of today is one of the modern wonders of the world. It is the broadest, quickest, most flexible and most economical way of getting a message into the minds of the people. Earlv in our national history, manufacturers and merchants sensed this power of the press. They began using it to carry their advertising ad-vertising facts and ideas into the homes. These early advertisers were careful business men. The fact that the newspaper would complete the educational process for their goods wasn't enough. It also had to do the job at less cost than any other medium. me-dium. I And they found, after many trials tri-als in different fields, that it did. It got their message to prospective buyers in a manner which was economical eco-nomical as well as effective. Today this same condition is unchanged. un-changed. Advertisers, using newspapers news-papers year in and year out, find it the most profitable way in which to tell their story to buyers. The reason is simple. The newspaper news-paper is the great common denominator denomi-nator of modern life. It reaches practically every family. It has the confidence of its readers. It stands for everything which is right and good and modern. The advertisements in your newspaper news-paper are as much a part of its vital vi-tal importance as the editorial and the news columns. As a matter of fact, most readers find it hard to tell what interests them most the commercial news, which is called advertising and which touches their lives every day, or the general news, in news story, editorial and cartoon. They're both valuable. This man named Caxton was one of the great benefactors of man kind. He lighted the lamp and it is still burning bright, though cen turies have fed since he lived. Charles B. Ro;h. |