Show HOW LOCAL BUSINESS MEN AND THE LOCAL PUBLISHER MAY OPERATE COOPERATE CO how business man and pu blaher in the small town can o 0 co operate to their ahan tage and to the of the en community ona maa mas forcefully point a out in a recent a adorea before new nes paper i il it linker I 1 and n nd business bu ines mm men b W 11 V gall advertising of 0 billings nil ling an I 1 formerly for editor of tl it e bill ing gazette teamwork Team vork mork in lour our town mas the tile title of hia his talk an kiil I 1 he declared that in III the home o 0 ii elspa per Is I 1 the bent beat investment the mere merchant hant tan can make he pointed out that while the iteli 1 I hai ling a claim to on the boar I 1 community bilow publish has ciali 11 cohr tit tv of i aloe value to sell 11 nail and must treal treat it a ns sue uch 11 lie urged of oi rites I 1 v the niall town paper bae based n circulation and uniform ai as to classi ficat fi cation ions th loial merchant he lie di dared will vt apt lot 10 ble run ran fot for his in money if he a all 1 artmes nationally 1 artt arti cl el 9 in lile ills lion bon 0 I 1 oper and slid aid said that tte ftp I 1 uelisher isher wl 0 urged arid ai at led 11 tie e I 1 baine ill man to do tit a va nag doing a 1 act mr gall sold in ili lart art la is one nf of the greatt fit II 11 las pastries tries in the world ali I 1 wl en ell you advertise adver tim you do nt n t motey tor for advert irin bat but invest mouty in ader tilling if it yot yo i slen beul I 1 aint tor for it it Is ai L t alver a advertising lor for real adverta advertising drig is a an it pas pa 8 I 1 ahe lie bhae I 1 hao of a iv c I 1 fell Is 1 ot of particular cular interest to ou ii bat attral iral v Is hat that which relate clo to the small corn com ani to your un own individual ni as i r hid business rn ell mutually Interest iJ id IL 11 t to amianto ment meat bo so I 1 have taken toi for ny subject tt teamwork Tiam work in lour oas toon in the hope loic loi c that what bat I 1 eay bay may have at least tome some measure of interest and value to to u in discussing thi this abject subject I 1 hall shall al ad dress beai myself to the business buil nesi man mat first and I 1 ohl ahall it tart start hibb thie this IOU au hould should support your home paper with liberal advertising patronage now ow let us see why ie Is in the first place the newspaper newe nes paper Is I 1 indis ble A town without a new news paper is like acome ahome a home without a mother mot liec A if lh per is i the area ct eat in kle gle construe tive force in the ty the new newspaper ow though privately ely owne I 1 as a it ru rule e 1 I 1 a quasi qua public eniti n tl TI at li is the taale principle oa on A I 1 ell it it I 1 entitled to jour your support in lit the second pla the tile new olal er Is i t a town hat the advance advant e ofelt t attraction wl at a i 14 to a i upla is to a at t 10 wl fl 11 i i cl el ties tl e arc are to it u mat they im 1 I t make I 1 lo 10 chev aro are mor more I 1 imily t t rr r ak him but 1 they this give you a goo buol I 1 rinn clue to the kind of man I 1 lie P so with ith the pap r it tivee ives a good tine clue to the kind of tavui to it in is pul put laj in the ont siler lr gauged Kii iee the ill e el of a botu bv the character ehe ratter of its it ne Ps lie ile estimates it its activity in a per P ly the rte it car I 1 1 0 rim rice if I 1 e feel I 1 a paler full of 0 he ile says ay there i is a tide ide awake town cr car before the boree town in welch which th jbf there is i many business bol nen roen men are contributing to pub lie with the laudable laa dabit idea of making the lowr attractive W here it would be a better investment ti u ut t the ills money into advertising in their home paper raper the tw paper il Is the principal pal adv your town tows houll be lie a and it hr hn n the dutalie egx glod a go ertl nii T the he town ib tb treet light bear in it pra de tap t a ne newspaper new aers paper per hat h li a credit W th the tb CA tart rt before to it I 1 a ill in the third place tits the new aper by its it cry ery nature Is the leet leat booster in and slid for the community whether it vi want outs to or 0 not it I 1 as to be an tit v A iril ird looking look tuK enthusiastic luibl it inist be a champion of pro cress rem or it carnot live and by ito it ver nature it li is a constructive force it Is I 1 tie on one jeisy agergy that keep keeps the informed as a to what Is geini on oil it Is tie one lent mean means the peo fie tole hae have ot of ex excl clanging idea ideas on mat ten ot of public interest it la Is the chief spokesman of ind ma for the community conini comm unit but tilt th newspaper cannot properly prop etly reir r rient the tile interests Inte reet jot the be town un tf apo the tilt 1 ut of the town tire pro prof erly 1 ii its lt col eat dumns tl TI at la Is wt a of t arit I 1 repost it aloi it 1 li alain lain these ore are a few argut rents from n bron I 1 now a how about alvert a laing in dour our local newal from front a 1 julely bellish bui bust items joint of view the bert best Invest inert I 1 lou ou siwu 1 I t so oui out loot loal nevi cl at er bee nuge speaking I 1 roa auau it Is 1 the 1 but or for reaching melling hi tit leople and klee glem you larget larger returns for tile same expenditure than any other n deual when you I 1 u space in fit it you dinv inv invitto at it 11 a Iver thinK on ou do not apen I 1 ni in ney for it tle IS 1 t advert 1109 wl vi it g id 11 ti Is to our monetary moneta estem the d lia lag la been until lately in world finance a standard utan dard from front wl idi felt the values of if oilier other media are co muted ane tet test of a value values lie be li ii thi this timple simple how ilow inmany 1 gereon dersons who ito are potential I 1 ni nver ers of mr my good goods can I 1 reach ter r unit of bostl let me illustrate 1 lour ow howo pal or has ho say ay 1000 rp figure that three persons ad eath each I 1 iper per TI atiat at make makes leader leaders A tout four inch fach ad coats is you say one dailar divid nal you find that you are re reaching thirty persons for each cent of coet cost take the ane same 1000 peron persons suppose yon YOU send them a circular letter and that each reache reaches three rea realer lers if it you put it 1 one cent tamp stamp on it vu might bet ter not end send it these 1000 letter letters will coat cost you roughly roush ly 10 for letterheads i envelope envelopes and printing prin tinz plus 20 for pottage postage total 30 divide and you find that you are re paying one tent cent for each person you reach now ow there ore are other of course anch ich as a the number of per i 41 ons who wilt ra rea I 1 the one f r the other but generalli gent gone raHy ralli ipe ope akina akiu they will ill not substantially alter the percentage tl TI pre fra tte tire cases in which no doubt a letter would haie icae superior adi erti aing value aaa and antl I 1 arp not trying to belittle that or lindred kindred methodi method of dire t a el I 1 er the aint I 1 seek to emlea 20 2 ii is that tale take it by and large acme r advert lain the largest dividen lq nheu ha business tutu learn to look u upon poll their in tho the some light lights as a the look on elier invest 1 I at A bat a amount mount of noney that Is I 1 nov spent on ad adier tui ig 4 schemes of nt and irrell filble character slid usually goe goes out ot of town will be Laves tedla x aee in tie tl e local per and to bull belll I 1 business bat ne pro duct duei profit profits aid contribute to the wel wet fare if 44 the community coti con I 1 maat tien taen that ou akon t vy the colA olath colavita of your loal local n bdeau it 19 I 1 the bt best nied tun for rea reaching china the general pumie kep keeps tte the money at home to tint I 1 would aid till assertions ert lons that the bet best deapo a in comb combating 1 ti a az your mot most dangerous dang Tou rown and the most insidious enemy of your town towns tb tit malk order hon how pair pai pal r continued oa on aso ps imbt at HOW TOW BUSINESS MEN AND THE PUBLISHER MAY M A Y OPERATE COOPERATE CO Cob linued from ona I 1 am not going into detail but will merely quote a recent utterance itice by the a manager of one of the larg fit est matt mail order concern concerns la in the country ito midi said I 1 I 1 we have a bureau whose duty it Is I 1 to real each week the country newela cwi a per from alt all over the country there i 11 not paper of any consequence cone quence ta in our arale territory that our bureau loei does not net get this bureau look looks over these pape pa fr roand and when it abd tbd a town here the merchant merchants a 0 not advertising in the local laper we mine flo aloo 1 1 that with our literature it bring brings result results far in of the ame game effort put forth la in a terrt troy rny witie the local merchants all the time ue use their local taper japer 11 I 1 leave you to draw your own con on clu elone blons there are other annd sound rea tea so its why it Is 1 to your a wantage to ad 1 literally ani ant in your home paper but these will d do 0 but we come now to another ital vital point there Is I 1 a benien lou amount of money thrown awn awa in newspaper new prier al ill ett laing and mint of it is I 1 thrown aaa by I 1 Y tile th mall small town iverel inere lant alit dont blano the paper N so 0 it imant the tile fault U kihen lien aou ou boy space in iii L ou all are laying for the opportunity to as y ao methin to so many persons at orce tiie tits newspaper new nes paper doe does not sell al vert billig it elli tells pace space and vircil lation IN hat use you make of it lj Is up to ou i oge you bought the space and put nothing in it IOU ou boull get nil thing out of it ant 1 the principle Is genral general in ite its N hat you get out of your advertis ad verti ing on oil what you put into it ho so I 1 eay mar when A hen you buy at see make we use of it acre one man get gets loo worth of from 0 3 worth morth of pare space gets ta 3 worth of public ity from worth of pace spate it lant the fault of the newspaper newn paper or whatever wha other legitimate medium lie it is I 1 ills fault make your our advertising advert leing per cent efficient keep it up to date make it li nappy interesting seasonable an I 1 beat lu ir till this in mini mint just as a town Is I 1 midgel I 1 by if its newel aper oper do so la is a bul busl home house juliel by its it adv er timing it you need proof of that look took over a i new ne wiper from another tudy the advertising it carries BPI 0 then ie note your impressions aroi of the various linn represented advertising ie Is new news kilver dv ettlIng nolva days Is 1 nells and in ip these days lay of lilb living costs it is reas o 0 in arl ich the labile i la Is intensely inte niely stitt reste I 1 the leocle want to read our ade ada make no mistake T thiv lit N agnay to buy b uy it tie e best beat kt go I 1 to at if tto 0 low lon cut est price prices the are p r biti I 1 if lit ile 11 e drife for thing things nee iw so tim tics an I 1 and are tea realy ly to jump jamis at a chance to gratify it I 1 tle tie leocle mant to ten real I 1 ro r a 2 14 lf if your a in are worth tea real I 1 ing an ail I 1 y 11 I 1 keel away the like I 1 eni eol ie le NN ill eon e to look for your ad leiti ing verv week jut as a caherly as a hey they loik lok for the th week meek s installment of a continue I 1 story an I 1 when the people are nailing nair air als a I 1 ley ticy are cooling to bour a tore store aul alit our a I 1 as a done clono iti its I 1 art tell the truth but dut your task li Is not cattle ted yet at this joint comes conies in another funda funds mental prin priscille cille ile of productive adver alii ti tl ciul ii I 1 ou ell mum must t have the go rood oat to back up your statements tat ement you IOU must be I 1 arear related d to make good on airi aister t a evera claim you have hate pit forth in your advertising bette never al at k mie sit ase at t a all 11 than t to advertis ad il vertin g e u un a thurl rut fully asti yan arai it wn wai n t BO many y year r s ago g 0 fl that m t fi alt 1 etien w synonymous with tie t ept on an an ana I 1 the th I 1 ll 11 lit steel acre ted led it a uch such there wa vas no check of an hind kind on edvertis rig s rite law did n not at touch it tho the aubi did not to r fue fuse it the honest alvernier alver tier tiser was un at able le to compete with till it icausi the e as a the greatest grea aler alv ertler tiser 0 of f that era observed obier ved liked d to be hu bum in bugged I 1 hut hat time times I 1 lave ale changed although uth h advertising li is still to be een seen anil often la lit mall small tonn neus the keynote of successful advertising bolay tolay to lay Is i truthfulness truthful ne IOU ou have tint first claim on am tie patron aga a of the people of your community cloet of them know abat you like the 1 newta I aper pr are entitled to support on 01 the broad principe e of comm I 1 alty C to O 0 operation mot lost of them r alize that tha t when ithen they buy bur af t you and stad so keep their money in carci lutton at edme they are strengthening the tile foundation of their own iro most of them understand that alen wl en they rend send their money away from home are in jurius not only you but themselves as a well ell but unfortunately not everyone it ii alices blat tl at and hen her Is s where here four dour I 1 at new newie fr alert alvert lillig lin live per six latent la teut seasonable lonest 1 cindi into play 1 dot a it I 1 layt ity U amy y there are I 1 un on elii eds of merchant merchants in hundreds of town towns w ose success Is I 1 tan gilleg ie to coit 1 tulie isle proof that if too ou ad advertise vertle an I 1 a overtime right a mail land or I 1 r houst la 18 1 I 1 about as much chance against va as a cell celli lold ii ioie being rinsie throng ilalee by an as a testes enam cat tha Put publishers lishers part ani low all tessing mst anif lf to tile a e j i paper men what illint about your I 1 rob leni lems ani the newspaper newn neAti paper las la a duty to the co coina inn it 1 aad to the mere ant juet just ua as the tile mt in bant I 1 as a duty ditty toche to the corn coin inanity and 1 tie l artt tt it shout I 1 I 1 ie 0 alit alue e in its news cot map at 0 tn in it its makeup I 1 1 to rom in a type typo graphical stani standpoint point it present an at bearance pe arance that Is I 1 a credit cred t to tin town and in ite its editorial column it houll be an energetic aggressive for ever everything thIng that it be alieves to be rood good tor for the town ton to el B eak bluntly tho the a prage coon try rib lher doe does not treat or lila his taper with proper elf self self respect dominan I 1 the be respect of others IOU ou have a right to aik ask for advertising qung patronage from ya ua local business ihlen as a matter of community co ol 01 erntson hut but ou cannot afford to n PI at pear lu in the r role 0 le of a lat nur r hant icy y are not that lou hec a coni ina city to tell ell R commodity commo lity with merit a comm liev which aich bour merchant need 4 a commo lity which lifts h a betl n ditc ito te value an I 1 you nut must treat it ai as euch such I 1 ou oil nrc it to in I 1 to make n living just ail a it tic e merchant Is I 1 an ali I 1 you u tt st figure the value of what ahat aou ou have hate t bell re 11 just as he lie figure figures tl if e price of what I 1 li I 1 as a to odi sell it cost 0 of f production or ilus a fair latiin 1 a of profit the wrong principle too mani man take alert nl ert ink ing for what chef the tan can jat ft T FT ev d di I 1 i I 1 ike ke tie vea benlor toy who wien m I 1 ell I 1 ie e thinks 1 lie 10 0 cant ret get r at ie le nals ake asks nhat he think thinks it 1 ran can get ahat la Is wrong rong in principle an ail I 1 I 1 eing wrong in Irin cip it Is I 1 wrong trong in tice how low long wont 1 your business bi b liane siness man btu atu out |