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Show NEWSPAPERS ARE ALWAYS PROJIINENT-LY PROJIINENT-LY IN THE FRONT RANK. The outstanding feature during the recent convention con-vention of the Advertising Clubs of the World nt Chicago was tho prominent part taken by the newspapers. This is, of course, as it should be, but the fact is nevertheless Well worth recording, record-ing, for, while newspapers hnvo nlways been boosting some person or party or thing, they do not often get such a well merited opportunity to boost themselves. The press of the country seems in the beginning begin-ning to hnvo decided that this convention offered a real opportunity .to "show them,' nnd in accordance ac-cordance with this decision the newspaper delegation dele-gation to the convention was among the Inrgcst not nlono in size, but also in importance. The convention served well to bring out the vnst importance of the dally and weekly press in tho affairs of tho nation. This npplics nut onlv to business affairs i. e., advertising but to all other phases of tho nation's activity. Figures were presented showing that the business men of tho country aro spending nnnunlly $225,000,000 on advertising in the newspapers. You can't fool tho business mnn, nnd if ho thinks it is worth his while to spend this vnst sum in newspaper nd- vcrtising it is n sure sign thnt such advertising is well worth the money involved. Newspaper advertising is today at the highest point it hns ever reached, and it is climbing steadily. stea-dily. Tho reasons nre twofold. First of all, the business mnn has come to recognize tho newspaper news-paper as the best medium, and, secondly, the newspnper publishers themselves have come to realize tho responsibility which rests upon them in accepting this vnst sum for advertising. They hnvo clcar.cd house they are still cleaning house in their advertising as well as in their news columns. "Honestv" hns become their watchword. The faker, tho schemer and other proponents of underhanded business methods nre being kept out of tho columns of tho newspaper to that tho honest business mnn mny enter. Ncwsjpnpcr publishers, largo and small, aro now evincing n dcslro to co-opcrnte with tho advertiser adver-tiser to show him how very much more merit thero is in newspaper advertising thnn in nny other. A wave of business senso is sweeping away the out of dale methods of tho newspaper office. Tho "country" publisher hns Joined hands with his larger brother of the city and is determined to drive away tho free spaco ptrate, the rate cutter cut-ter and nil others who will no), do business in n business way. This appljcs particularly to the rate cutter who finds his way Into tho advertising advertis-ing columns of such country papers as have not entire control over themselves. In other words, tho "all homo print" principle Is growing greater every day. This Is entirely in nccord with tho spirit of tho times. The day is rapidly approaching approach-ing when every "country publisher" will say what goes Into his paper nnd what docs not. Anil when it docs go in he will be paid for it. That day will see the sum now spent on newspaper news-paper advertising multiplied many fold. |