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Show Country Press Indispensable Indispens-able Branch of General Educational System No branch of general educa'.ion which reaches the masses o .he American people tan point to great er achievements than can country journalism. Country papers Stan i in the front line of defense again' . schemes that rob the people. Tiu.y work to encourage industries and payrolls, build up small commu.ii-ties commu.ii-ties and make more business fcr everybody. According to N. W. Ayer So.y; Newspaper Directory for 1930, a,i71 daily and weekly newspapers in towns of 25,000 and under, report, re-port, 18,383,735 subscribers. As the directory lists over 12,500 of these papers in the 48 states, it is evident evi-dent ' that at a most conservative estimate for those not giving cir. -illation figures the rural press must have in excess of 20,000,000 subscribers. sub-scribers. Practically none of this subscription list is duplicated; it is' seldom that the same person takes two country newspapers. Any way it can be figured, these 20,000.-000 20,000.-000 subscriptions reach many more than that number of readers, for there is at least a man and a woman wo-man in nearly every home where a paper is delivered. It is a great mistake to overlook over-look or exclude the country newspaper news-paper in general advertising campaigns. cam-paigns. The Manufacturer and Industrial News Bureau believes that these newspapers reach a greater potential buying market in a more direct manner than probably prob-ably any other medium. When national advertisers contemplate con-template the expenditure of money for general (advertising, it would bo in the interest of the most uni-lonn uni-lonn aisributlon of products and business to divide advertising appropriations ap-propriations so that a fair portion of them would be used in the coun- try press. The small publishers --advocate policies which tend to maintain sound conditions in this country but, too often, when there is any business to be passed around by large industries, it goes only to the big fellows in the publishing business. In its contact with industrial leaders the Manufacturer and Industrial In-dustrial News Bureau has always preached the advertising value of the smaller city dailies and country coun-try weeklies, believing that they are entitled to a share of the advertising ad-vertising appropriations made by large industries. It has pointed out that an advertisement in she home town paper presents the mer its of a product to the intimate fireside circle of the home. I; emphasizes the fact that a newspaper news-paper in a small community is as necessary to hte me of that community com-munity as the school or the bank. There is no means of reaching these home owners and buyers v.ith a description of the merits of u product or service as directly as through the columns of the local paper, which is intimately connected con-nected with all matters affecting the daily life of local citizens, who all read it.00' Country weeklies and smaller city ci-ty dailies make themselves move and more community builders in the true sense of the word. At tne intersections of the main highways high-ways and paved streets they attract at-tract payrolls and industries where ruch enterprises are not yet over done as they are in many of the over-crowded half-millio n and multi-million populated world cen-ters. cen-ters. The national development tendency is away from the m-j.s-tcdonic metropolises where free play of individualism is reduced ij a minimum. In the great open spaces there are still thousands of weekl't; and ihiall dailies owner: and edii-cd by individuals who alone dicate their own policies men and w.wn with their own money and U'.eir own plants and many of them still a :ual practical printers. The country press is helping create prosperous smaller indus-i.al indus-i.al cities and eovntrj places. It y helping to givo employment to-thousands to-thousands of fap.iles, men women mi'1, young pecpie. T:, furnishes ir United States with a newspaper newspa-per service in very small city and tuv.n that is not squared e." where :.i :he world. The smaller newspapers published publish-ed in country corimunities and cities can become successful com -muiiy builders, lead' is for industry, indus-try, development .. 1 mukipln-rs .: payrolls, which, m turn, furnish subscribers and advertisers. The paper that makes itself the exponent of payrolls and industris Ik- ps fcund the prosperous crm-r crm-r unity and shaves in the connmm- . prosi erity. |