Show This Is Your Paper Advertising Is Integral Part Pari Party By y William R. R Nelson ADVERTISING A Is as much a part of American newspapers as ns the paper upon which they are printed Without advertising this newspaper would be a very different tIon Not only would it be less interesting interesting in- in interesting in in- but it also would cost subscribers considerably more Advertising is commercial news It is as valuable to readers as every other feature of ot a newspaper Itis It ItIs Itis is so interesting in hi fact that there are papers in hi many cities devoted exclusively to advertising The commer- commer Important cial and proto proto pro- pro to fo a n- n People e of this community's community's community's tys ty's business' business civic and professional people are important to all who live here They are also timely cross- cross sections of the n needs ds interests hopes and desires t tf t the people of 01 this locality In some communities there are those who apparently do not fully grasp the importance of the role advertising in the home town to paper plays in their daily lives There are merchants for example who seemingly seemingly seemingly seem seem- do not realize that failure to acquaint people with their goods and services handicaps both the store and its customers Those who advertise in this or any other newspaper actually rent space in which to publish their own generally commercial news The space is the property of the news news- paper That has been confirmed by court decisions upholding newspapers newspapers newspapers pers in hi their refusals to provide space for certain advertising uses Space rented Source for advertising of is the principal Revenue source of revenue revenue revenue rev rev- to virtually virtual virtual- ly all newspapers Such revenue makes possible delivery of the paper paper paper pa pa- per to subscribers for less than the tho actual cost of the blank paper in each copy The use to which advertisers put the space they rent is of equal importance importance importance im im- im- im to the community as a whole Advertising is the lubricant that keeps the commercial machine of the community functioning at maximum Advertising In hi the home town newspaper Is a sound investment like buying a bond so a school can be built The advertiser gets direct return in more business and goodwill good will wUl and the community benefits from the information |