The Lancaster news. (Lancaster, S.C.) 1905-current, January 15, 1918, Page PAGE SEVEN, Image 7
TUESDAY, JANUARY 15, 1918
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THE LANCA
Ivertisem
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The man w ho would not
asking the grocer to give
pounds of sugar for nothing <_
gesting to his haberdashei
would be only proper to mal
present of a free cravat now i
often belittles himself not on.
his sovereign rights but in the
ance of his bounden duty
steps into a newspaper office t
anywhere from ten lines to a c
l'ree reading matter to assis
the promotion of his affairs.
" All of us engaged in the p
business have been on intiim
with the party for many wea
None of us exnects his shnH*
tribe to grow less. To spea
bis ways and his work is
sheer futility. Yet we are r
perusal of an address on t4T
head Heading Notice/' deli\
fore the Spinx club of New
one Bert Moses. Mr. Moses is
terness. In his mind the seek
free publicity is in the poss
nerve, one with the man "w
his seat in a street car and
dirt with a woman standing,
ever, Moses is the compiler c
unimpassioned* statistics. (
more anon.
One of the most natural im
the party who insists upon tl
itous newspaper announcer
his church is about to hold
that he is about to add anothc
ment to his delicatessen stor
his line of automobile is now
with a new tympanum is to in
that "It's news." He believe
self. If you disagree with hii
mad. For ourselves we lia1
\ earned to walk into bis place
ness and toll him how to run
him that ho should arrange 1
windows or his account hook
so that ho should roduce his
trade by presenting us witl
suits our fancy. But we ne
dared. He might think us e
worse.
Generally, too, he tells us
thing he wishes promoted is ii
cause." Not infrequently it
world is full of good causes,
arv suppers are in the good
securing red shirts for the
Dry goods merchandising is in
cause of commerce and suppl
roads, steamships and autonu
in the good cause of transpoi
There are so many good ea
if we printed the advance tidii
of them we sholdiTt print
else, while in good time we sib
Hf
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STER NEWS, LANCASTER, S. C.
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ient
sing Manage
Ml, 1
think of selves present good cause for the athim
ten tention of the bankruptcy court. To
>r of sug- discriminate among so many causes is
* that it to commit injustice. What we have
ke him a mainly to remember is that the newsand
then, papers themselves labor continually in
ly within the cause of the general good, a fact,
perform- however, which does not restrain the
when he financial requirements of the paper
o require manufacturers, the ink men, the maiolumn
of ehinery builders, and the people who
t him in write and print, not to mention the
butcher, the baker and the candlestick
maker.
ite^tenns To get back to the statistics of the
ry years estimable Moses. lie relates that a
w or snort nine ago a publisher sent him a
. o L- package containing the articles re,
.,u+ir?c-a ceived within one week for which free
doubtless , .. , , Tr n
i ? publicity was commanded. Lie adds:
he Uead 4 4 The package weighed several
ered be- l,ou,,dsYork
by 441 estimated that the whole batch
i of a bit- would make about thirty-six columns,
er of this or 10,800 agate lines.
ession of p p i c* i'p
ho kee s copy came from forty-live dit.
? ferent concerns so that the average
tries to i . ? i ,
?, tt space sought free by each concern was
ow 240 linos
>f certain
3f these 44There are over 2,000 daily papers
in the United States, and it is presumable
that each paper is importuned for
pulses of Iree reading notices to a like extent,
lie gratu- 44That wbuld mean something like
aent that 21,000,000 lines a week, or 1,122,200,000
a fair or lines a year.
t depart topi i < p
A,, , 1 he average card rate for pure
e or that v
, reading matter in newspapers is surelv
equipped i r x i- u
\ ' 1 as much as ;> cents a line, so that the
requests for free readers would reach
S i n!?" *n moll(\v the great total of $10,500,000
11 1(' J:.( s weeklv, or the staggering total of $540,ve
otten 000.000 vearlv."
i or misfit;
to tell We had not realized before that the
lis show- graft reached such dazzling propor
s s<) all(i lions. We are aided in understanding
stock in i*s popularity bv the increase in knowli
such as edge.
ver have \V(. (j0 nof expect these few but ferheap
or vent, remarks to exert any deterrent
effect upon the demand for free pub"
licity. We anticipate that things will
that the go along like this for a while, and by
i a 44good and bv get worse. Hut we niav reiteris.
The ate oiu* conviction that a newspaper
Mission- consists of two well-defined divisions,
cause of advertising and reading matter. Headheathen.
ing matter is that which an editor, prethe
good sumablv competent if he retains his
y. Hail- eniployment, selects to interest his
biles are readers as a whole. Advertising is
tation. matter secured to advance some indiuses
that vidnals or some group of individuals'
tigs of all welfare. The one proper way to obtain
anything this latter is by purcha .?Hartford
ould our- ((1onn.) Times.
ad Vou Ever'
f It That Waj
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PAGE SEVEN
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