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Show The Local Paper Leads In the comparatively recent past, the local newspaper was about the only place where merchants could advertise adver-tise their wares. Since then, other important media have come into existence-notably the radio and television. But, despite the inroads these have made on retailers' advertising adver-tising budgets, the newspaper is still the dominant factor in the field by a wide margin. That statement is substantiated by a recent survey of the advertising practices of department stores in all sections sec-tions of the country. It found that the typical store allocated al-located 80 per cent of the advertising dollar to newspapers, nine per cent to television, four per cent to radio, three per cent to direct mail, and four per cent to other media. The local newspaper offers the surest means of reaching the masses of the people whether with a news story or an editorial opinion or an advertising message. And that's why merchants place it first when dividing up their advertising appropriations. Incidentally, one wonders if there are still people who regard advertising as a waste which adds unnecessarily to the ocst of goods. Actually advertising acts as a possible possi-ble factor in holding prices down by creating the widest possible demand for merchandise, and thus making mass production and mass distribution possible. |