OCR Text |
Show THE WEAKEST NEW8PAPER No corollary Is so well established as the one which teaches us' that the newspaper which is most compliant In regard to free advertising. Is always al-ways the weakest newspaper. The service that a newspaper should offer to advertisers consists In publishing pub-lishing a clean, strong, well printed Intelligently arranged newspaper, which has a relaud countable circu lation In the homes where that advertiser's ad-vertiser's goods would naturally be bought. It should print the advertisements adver-tisements legibly and attractively and give them the full measure of circulation circu-lation and co-operate" In presenting as attractive copy as possible. All this is as much a part ot the legitimate service that a newspaper renders as programs, seats and music aro lart of a theater's service or as Iced water, wa-ter, electric lights and dining cars are a part of a railroad's service. It Is time that a strict line should be drawn between the service that a newspaper should render and the service ser-vice forced from It by some favored advertiser at tho expense of others not so favored, which vitiates and weakens tho value of that newspaper as an advertising medium . Tho American Am-erican Press. |