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Page Four
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Newspaper Is Best‘
Buy in the World,
Says Roger Babson
By ROGER W. BABSON
Babson Park. Mass, October 1
——The public has come to rely
upon advertisements. In countless
instances, people make it a prac-
tice to read the ads first and the
news stories second. Naturally,
there is some waste in advertis—
ing, but 90 per cent of it is good.
Generally, the individual or firm
which foots a bill for advertising
expects his ad to “pay its way.”
The return in merchandise sales
per dollar spent for space is care—.
fully watched by retailers and
other advertisers. In-certain types
of copy featuring the sales of
shoes, dresses, and various other
articles of consumer goods, a
merchant can determine an hour
after his store opens for business
whether or not the advertisement
is a success.
The average reader accepts his
newspaper as a matter of course.
Newspapers are, however, as im-
portant to their communities as
are municipal conveniences and
services. A newspaper is the
greatest buy in the world. All
newspapers, regardless or size are
highly educational. Unlike other
great institutions of learning,
nOWever, they are not endoww
and. must be self-supporting. Na-
turally, what keeps a newspaper
going is its advertising revenue.
Our newspapers make it possi-
ble for us to have each day not
sonly our local news, but inform»
ation from every point in the
world. Washington certainly owes
a debt to all newspapers whether
editorially they are “for or agin"
the administration. Rationing and
other government controls could
not be put into effect without the
free publiCity giVen by the press.
The government might Well un-
derwrite a series of advertise-
ments prepared, through regular
agency channels, to keep the peo-
ple informed on what is going on.
After all, as it has been said be-
fore, this is the people’s war. They
are paying the bills in life and
property and have a right to
know what is gomg on.
The experiences advertising men
are now having may result in an
entirely new concept of the job
that ~advertising in newspapers
can do. Many manufacturers are
carrying on a sensible campaign
of paid publicity with no chance
l
THE \VORLD’S LOWEST ‘
PRICED SALESMANXI
America's lowest priced sales-
man, NEWSPAPER ADVERTIS-
ING interviews more people, cre-
ates more good Will than a doz-
en men working full time, with
never a door slammed in the face.
NEWSPAPER ADVERTISING
talks to people in the comfort of
their own homes, when they are!
most receptive to a selling mes-i
sage. 1
NEWSPAPER ADVERTISING'
shouts aloud to the world, through
a voice that people respect andI
believe in, that you have goods
you are proud to be able to offer. i
NEWSPAPER ADVERTISING.
is the cheapest and most effective l
NEWSPAPER ADVERTISING
“AMERICA’S CHEAPEST
SALESMAN! ‘
It Pays to Advertise
IGreatest Paper
2 In North America
By John H. Casey
Professor of Journalism
University of Oklahoma
The greatest newspaper in
[North America is not published
:in New York City. Chicago has
[none that compares with it. The
E larger cities of the Middlewest, the
{Atlantic Seaboard. or of the Pa-
icific Coast know it not. Even
{Canada’s great metropolises from
icon-st to coast . . . Halifax, Que-
bec, Montreal, Toronto, Vancouv—
er . . . none of these can boast of
it. Washington, D. C.? Not even
Washington in war time.
For the greatest newspaper in
{North America wields ten times
the influence, is read by one hun-
,dred times more readers, carries
inestimably more pages of adver-
tising and wartime information
than any newspaper in any great
city in this great continent of
ours.
The greatest newspaper in
North America gets closer to its
reader, is read longer, believed in
more confidently, determines the
outcome of more elections, exerts
a greater pOWer for sane think-
ing, sells more merchandise, rights
more wrongs . . . than any metro-
politan daily ever published.
l The greatest newspaper in North
LAmerica today is issued in some
£10,000 editions, fifty-two times a
gyear, published in some 9,500
inewspaper offices in 7,500 differ-
salesman obtainable. *trol the. news lanes of the world.
Rights Of People
Depend 0n Press
(A Suggested Editorial)
By Dean Kenneth E. Olson
Medill School of Journalism ;
Northwestern University ,
In America newspapers have be- ‘
come as much a part of our daily
life as the weather. We cuss the
weather and we cuss our news—,
papers.
For over 200 years our Ameri—
can newspaper has been bringing
us the happenings of our home
communities, the news of the na-
tion and the world. We have come
to depend upon it. We have learn-
ed that nothing can happen that
VVlll long escape the men who 133,—.
lWe have felt secure in that know-
lledge. We knew that where graft
existed, sooner or later our news—
§paper would drag it out into the
'open; that where there was cor—
ruption it would be exposed; that
where public officials failed in
their duties it would be reported;
lthat where there were enemies to,
our democracy we would be told
' about it.
And because we have for long
years grown accustomed to that
kind of public service we have
of us ever stop to think how vital
this free press of ours is to our,
'American way of living and what
Estark terror would be ours if
lthere were a blackout of news
Lor if it were controlled as it
iis in the Axis countries. Because
lour newspapers have been frcel
I to bring us all the news they can
get We as an American people
1know more about What our gov~
,crnment and other governments'
larc doing than do the people of,
iany other nation. America has‘
igiven us that check upon govern-
Iment, that protection of our
lrights as citizens which no con—l
l
.
l
.
l
icome to‘take it for granted. Few '
i
I
stitution has been able to pro-
vide.
In every community the news-
}paper is the people‘s forum; it is
i the community center round which
lyou and your neighbors gather
1 every day to learn of the activities
,in your own town, of the national
Iand World events which may at—
,fect you. It is the newspaper
Lmoreover which is back of every
Eworthwhile community enterprise.
istriving to make your town more
i Without this medium for dis-
,seminating information and for
llmaking public opinion articulate
now of getting their money backl amt towns and Villages throughout 1 our
democracy could not exist.
through increased sales.
I hope many other firms will
take advantage of today’s oppor-
tunities to emphasize stories for
the public good as well as to
place emphasis upon sales type
of Copy. Yes, I am optimistic for
advertising both as a business and
as a profession for those who will
stick to it “rain or shine.”
THOMAS JEFFERSON,
“The basis of our government
being the opinion of the people,
the very first object should be
to keep that right. Were it left
to me to decide whether we
should have a government with-
out newspapers or newspapers
Without a government, I should
not hesitate a moment to prefer
the latter.”
NEWSPAPER READING
IS GOOD BUSINESS
By John H. Casey
Because he didn‘t read his home
newspaper regularly, 'an Arkan—
sas farmer failed to see a school
notice and did not file an applica-
tion‘ for a change in his school
district in time to enter his chil—
dren in school.
For the same reason, anotherl
farmer forgot the assessor was
coming. Another is still lament-
ing that he did not know of a
neighborhood reunion and picnic
in time to. attend.
Ahd'still another missed a pub-
lic sale at which he had hoped to
buy some young calves.
VTa’klng’ your home newspaper
means more than just an oppor-
x-tunity to get the latest local news
It is really a sort of insurance
', against missing the business mat-l
ters about'which one must keep
informed . . . bargains in buying
and selling, legal information that
cemes only through the news-
papers, the small community
newspapers.
E'Very citizen who‘ fails to take
his home paper is dependent up-
on the vcharity or good-nature of
his neighbors to keep him inform—
ed on matters of vital importance.
Harvest— Calls For
42,000” Workers In
Washington State
This is the time of the year
what the harvesting of Washing-
ton’s two hundred million dollar
food crop is rapidly reaching its
peak. It’s a time, too, that inter-
ests all Washington residents for
food crops play a vital part in the
war program.
The United States Employment
Service, charged by the War Man-
poWer Commission with furnishing
workers to food growers and oth-
er vital war industries, is appeal—
ing for sufficient workers to har-
vest the crOps. The need for
workers is real and those who
can WOrk, e‘ven if for a limited
time, should don Work clothes
and land a helping hand.
,The harvesting of food is as vi-
tal as producing ships, planes,
guns and other munitions of war.
Those who help to harvest our
food- crops will be playing a real
part in the war program; they
will help to furnish the food that
will enable our fighting men and
our Allies to trim the Axis aggres-
801's.
l
,building of Chicago.
-__________.~—_————___—_.——
’the United States and Canada—Am
Iwhich offices occupy a combined
Lfloor space far in excess of that
! afforded by the great Empire l
{State building of New York City
iplus that of the great Wrigley
E In comparison, the service ren-l
idered to humankind by this great
lnewspaper would make the
gachievement s of any single phil-
Lanthropic enterprise or of any;
iindividual philanthropist fade into;
i nothingness.
i We all love to read it even-
[though we have drifted far from
,home. The greatest newspaper in
iAmerica is the home-town news-
,paper, better known to most of,
3 us as COUNTRY WEEKLY. With,
lthe added influence and added
,circulation of the weekly’s first,
{cousin, the small city daily, the
icommunity newspaper’s import-i
§ance in the affairs of this nation,
ijournalistically speaking, is be-'
, yond compare.
, ——
i
l
‘, Since the famous Peter Zeng‘er
itrial established the right of the
enewspaper to keep the public in-
lformed, newspapers have foughti
Ifor the maintenance of this right, i
lnot for newspapers, but for the
ipublic they serve.
l
l
1 Fire Crews Soon. .
l
i To Plant Trees f
'1 0n Burned? Areas‘
' Olympia—«When the present for-
iest fire season comes to an end,
{crews of, the State Division oh
i Forestry will turn to healing the
scars of past fires and this fall
and winter they will plant 2,000,-|
000 seedlings of Douglas fir and
.other species on approximately
€3,200 acres of burned-over and
lent-over lands in Western Wash-
iington, according to T. S. Good—
:year, state forester. Planting will
'be confined to state lands only,
and the young trees Will come
from the state’s Capitol Forest‘
nursery in the Black hills West of]
Olympia. I
The plantings this year will be
made on the following named
areas and in the amounts indi-‘
cated: Skagit county, 600,000
seedlings, on Fraley mountain;
Snohomish. 300,000, on Ebey hill;
King, 100.000, near Lake McDon-
ald; Pierce, 200,000, near Elbe;
Thurston, 100.000, Capitol peak;
Clallam, 200,000, Blynn; Grays
Harbor, 200,000, Wickswood; and
Pacific, 300.000, Sutico.
Goodyear said that the cost of
lifting the trees from the nur-
sery and planting them on the
burned areas will run to approxi-
mately 3:35.000. The work will be—
girl in October and end next April.
*‘Planting is only a small part
of the bill that the people of
Washington must pay for forest
fires,”’the state forester said.
“But planting is the only way by,
which areas that have suffered
repeated fires can be returned to
forest production.”
The freedom of the Press is the
priceless safeguard of liberty.
That is why it is under constant
attack from those who fear its
power.
The first thing that. will happen
in Germany when Hitler is defeat-
. flaw in thehands of the dealers.
GEORGE WASHINGTON
“Promote, then, as an object of
primary importance, institutions
for the general difussion of know-
ledge. In proportion as the struc-
ture of a government gives force
to public opinions, it is essential
that public opinion should be en-
lightened.”
The Department of Commerce
reported in August that upwards
of $30,000,000 in newspaper space
had been donated to the Defense
and War Bond Campaigns.
HOLDING THE NATION
IN BALANCE
Every week must be newspaper
week in America if the profeSSion
holds its place of trust in the na-
tion. The crisis through which the
world is passing is a challenge to
every editor. More than ever be-
fore the newspapers must empha-l
éprosperous, to make it a better‘
«place to live in. .
l
lsize the truth in every story re-
gardless of what the story is
about, the medium in which it is
published or the Size of publica-
tion. This must be done because
of the confusion in which the
reading public finds itself today.
Government officials in positions
of prominence sometimes issue
dramatiZed press releases in place
of factual information. Men train-
ed in presenting facts to the pub-
lic through the newspapershave
only limited access to the inform—
ation the public wants.
The leader of a nationwide civ-
ic organization expresses it this
way: “We, the people of the Un-
ited States are confused. We are
beginning to lose faith. Too often
we have been misled. Too often
we are forced to secure our in—
formation from unsatisfactory
sources." '
Newspaper week should be a
time of reaffirmation of the ethics
of the profession. Information that
inspires leadership must be
grounded in truth, simply told,
fearlessly presented. No greater
service is possible on any battle—
front. wt
——Edwin F. Abels
President, National Edi-
torial Association
Farm Machinery
Is Now Rationed
Effective September 17, farm
machinery and equipment was
_._.______ -.___._——.——_.___————————-——~—-.~
The rationing of this machinery is]
now delegated to the Secretary of
Agriculture. Certification of re-
lease will come through a local
rationing committee, reports Bert
Rau, A. C. P. Chairman. Accord-
ing to instructions this committee
Will consist of the A. C. P. chair—'
man and Wm other farmersito be}
selected.
Equipment commonly used
locally which is under the‘Se re—'
gulatlons are disc harrows, feed
grinders, g‘rain drills, manure
spreaderS, milk 'coolcrs, milking
machines, and tractors, including}
garden tractors.
There is no restrictions on sale
or transfer of used machinery.
equipment. and repair parts.
..__.___._._~ 9
The business that neglects to
keep its name and product, pres-
tige and future policies before the
ed‘will be the establishment of a
free press.
public, runs the risk of being for-
gotten.
o
' Nalnal Newspaper
JUURNAP,
0. UNTY-
The Fight for Freedom Lives in the
Fighting Columns of our Newspaper 'f You
Ink, metal, paper;the'bra‘Wn and brains of
men. These are of what your newspaper is
made. Factsiof What is happening around
the world—and around the corner of Where
you live. These are What make the news
your newspaper brings you. Think, too, of
the place your newspaper holds in the com-
munity. ‘
It: employs: your neighbors+who buy from
the same Store at which you shop and who
belong to the same Civilian Defense organ“-
izations to which you belongl-peop‘le like
yourSelf‘ who draw pay envelopes—from
théir neWSpaper as you do from your job
-—distributing money Which goes back into
circulation right here at" home. It pays a
wealth in taxes, used in turn to improVe
‘city, state, nation—and above all now, to
finance the war.
News columns——aiming a barrage of facts
to enlighten you, make you the beneficiary
ofa Free Press, while dictatorship sub-
merges its people in the darkness of ignor-
ance, that they may be made impotent to
fight back! Advertising cblumns guide you
'in maintaining a morale-bolstering stan-
dard of living .while bringing you the mes-
sage of your retailers, who are complying
with‘ government regulations to secure your
dollar’s buying poWer. All of this in as
many“ columns and pages as it takes to
bring? you what you should have, andwant
to know! These are the fighting columns of
the newspaper you read—dedicated now and
forever to the fight for freedom!
Buying and selling War Bonds
and Stamps: conserving the
materials used in its own pro-
dliction—salvaging for re-use
in war industries materials it
can do without: informing you
as to how you can live better
for less—«where you can get
What you need—how you can
do your share toward fighting
and winning the present con-
‘ flict. This is how your news-
paper Serves you in war time.
i
(7W6!
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