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Show P&lBlab Marcella Walker Use the Ads Whew! Putting out two papers in one week can be a little trying. But here is a nice Thanksgiving issue with lols of good advertisements for holiday shoppers. Sometimes it seems that a newspaper is 90 percent advertising but digging up the remaining 10 percent of copy sometimes can be very difficult. First of all, when there is an earlier than usual deadline, people forget to bring in their material. An editor knows that out there somewhere is going to be a disappointed disap-pointed bride or missionary or some such who didn't notice there was an early deadline. This is devastating and an editor wishes there was a method of mental telepathy which would get everyone down in lime with their story. Of course, it is the advertising that pays for a newspaper, or television program, or radio program. We learned early in journalism school that advertising in the newspaper takes priority over anything and ofltimes a story is cut off short on the bottom to make room for ads which pay the bills. Some people subscribe to a newspaper only for the advertising while others are only interested in the news. The first thing which is put into the newspaper when it is being laid out is the advertising. Any room left over is for news copy. Sometimes there is lots of room and fillers must be used because there is not enough local news. Other times there is limited space and an editor must pick and choose what will gel in the paper and what will not. Stories not within a time fra be kept out and held for a latr ! Can when more space is available 1100 ' Have you ever noticed how w newspapers get just before Chrkf 'he : and Thanksgiving? JanSa Sales can attract a lot of ads 3 "e Back lo School. Easter, Mo tfi and Father's Day help jZl i larger, loo. 1 pers get The dead months for a new, advertising wise, are through March. Notice som tZ small ihe papers seem l0gel ho On daily papers, they are akl, Ihm on Monday and Tuesda !! somet imes on Wednesday bin L Thursday Ihe paper is veri thick 0" More people shop on weekends v the advertising comes late j T? week so people can read the ads i before Ihey go out to spend f money. "w I love the ads this time of Veir They always have either a piclure0 r live turkey or a plump roasted l! Visions of Thanksgiving feast beein dance in the head. 1 Advertisers use good psychology lhey appeal to our basic instinct-sol instinct-sol F-pteser vat ion by eating, warraj through lovely clothing, shelt. through luxurious homes. And it works well. We can also gf the feeling we are saving money V shopping the ads to find the 0Wes' prices before we ever leave the home That is nice, too. This week when you sit down to lha sumptious Thanksgiving dinner win loved ones and friends, remember your friendly advertiser who helpec to make it all possible. Happy Thanksgiving, everyone! |