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Show ADVANTAGE OF NEWSPAPER "AD" By KENNETH COLLINS, Publicity Director. Direct mail advertising is not only more expensive than newspaper advertising but the newspaper advertisement comes to the reader alongside along-side flie columns of news which he has paid for and which he wants to read. The reader is in a reading mood. He didn't buy the newspaper to throw it in the wastcbasket. I am of the impression that there is an infinitely greater chance for him to read the advertisement than the advertisement that has been forced upon him through the mail. " |