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Show WHY ADVERTISING IS READ Ono ot tho foundation principles of successful newspaper work is that tho closer anything comes homo to the personal nffnlrs of the reader, tho nore interest it excites. An item about tho business Interests ot a neighbor l8 llkoly to bo read with noro nttontlon than a report of some fateful disaster many miles away, affecting af-fecting communities nnd people of which no ono knows nnythlng. This gives on on Idea why It Is that ndcrtlscmcnts lire always read with such attentive Interest. Thoy relate re-late directly to tho personal affairs of tho public. Peoplo are deeply concerned nowadays now-adays about tho cost of living. They Ho awake nights worrying about It. The club formed to discuss tho poetry of Tennyson may spend much of Its time talking over the cost of beef or tho wages paid servants. So anything relating directly to living costs appeals as keenly as any thing there is In tho newspaper. The account of tho battle over In Holgl-um Holgl-um Is thrilling, but It Is mnny miles away, and without Immediate effoct on tho reader. But when ono learns from some wide awako merchant's advertising that ho has acquired a lot of potatoes or oranges or flour or overcoats at a special bargain, and is prepared to close them out at a low price, the thing hits us whoro we live. Every ono wants to reduce his cost of living, and that includes nearly tho wholo community, Is affected by such an advertisement. It Is read moro eagerly by Uio housowlves than tho nows of tho distant battle Tho men also aro Interested, and ask their wives why they don't go there and buy. Advertising Is often tho best nows In tho paper. Merchants who uso It may bo sure that ovory lino thoy say Is road. |