The Bismarck Tribune Newspaper, January 8, 1917, Page 8

———s = I4C ‘ A Triumphal ‘dar For Newspaper Advertising An increase of approximately twenty-five million dollars in newspaper adver- tising from the general field has been recorded in the year. 1916 ' peu just closed ean No other medium, employed to spread the printed word, shows a similar. j in. | crease, either in dollars and cents or in comparison by percentages. None other pais so well, because none other worked so well NEVER DID NEWSPAPER ADVEERTISING RENDER SUCH A VAR- IBTY OF SERVICES TO 80 MANY PEOPLE, OR OPEN 80: MANY HITHER... ‘TO UNEXPLORED AVENUES OF USEFULNESS. Tr I8 THE RULE OF BUSINESS THAT THE THING THAT PAYS GROWS; AND THE NATIONAL ADVERTISING INCREASED IN THE NEWS- PAPERS BECAUSE IT SHOWED LARGE PROFITS TO THE MEN WHO PROPERLY EMPLOYED IT. IT HAD PAID THE FORESIGHTED ONES WHO: USED IT IN LARGE VOLUME IN 1915—80 THEY USED MORE OF. IT, ann, is THE BLAZED TRAIL I8 aaer TO FOLLOW aver PEOPLE USED ar. re THERE WAS, OF COURSE, A GREAT ‘ayUMRLYING REASON FoR THIS DEVELOPMENT OF NATIONAL ADVERTISING IN THE NEWSPAPERS. RRA nly ‘ IT HAS BEEN TERSELY GIVEN BYA GREAT MANUFACTURER WHO Is ‘AT THE PRESENT TIME ADVERTISING IN MORE THAN HALF -idtaaa ae THE DAILY NEWSPAPERS PUBLISHED. .HE SAYS: oy ‘‘NEWSPAPER ADVERTISING HITS THE SPOT WE WANT TO _— “NEWSPAPER ADVERTISING CARRIES OUR STORY TO THE Conetm: a WITH THE DAILY NEWS. “NEWAPAPER ADVERTISING Dozs EFPEOTIVE WORK with ‘THR Gal DEALER.” : i | OR A8 a svocesarUl ADVERTI @ AGENT’ ‘aaYs re” “NOTHING SUCCEEDS LIKE. NEWPAPER ADVER: ja" “Leadership “Dilliy“important interests © had '('-" i “datos he pe arg. ; the past year. They found medium of newspaper pret the effective place to say them. Among these lines of public ser vice were:— ‘The further enlargment of the idea of advertising for the good- will of the people on the part of the railroads, telephone compan- ies and other public service cor porations ; The growth in space of institu. -tional eavertising on the part of manufacturers who are producing a variety of staple products; A nation-wide campaign of ad- vertising by the railroads which public sentiment at the time a great strike was threat. 4, ened; A nation-wide advertising cam- paign on the part of the Bethle. hem Steel Company. Employment of newspaper ad- vertising for the first time by the - : Democratic and Republican Ne tional Committees. This latter development was perhaps the most wholesome achievement of the recent politi cal campaign. First in Public Service “In War and‘in Peace Perbaps the more notable triumphs of Newspaper advertising were in the field of public service. Governments marshalled newspaper advertising batteries to raise troops, to pay bills, to encourage thrift, to stimulate industry, to mobilize every na- tional force. It has been said that during the past: year the lives of the peo ple of the British Empire have been directed by an advertising manager Progressive Canada, nearer home, has done wonderful Sera along these lines. By advertising to increase productiveness, she has literally made two spears of wheat grow where one grew before. * While the Government of the United States has not yet awakened to the force’ of.the great power she has at her door, leaders of her ‘great political } on sane et haye a last hour conversion. uring the recent political campaign, for the first time, ‘the battle was. sha i in the open, largely through the medium of newspaper gaa It is a significant fact that the Republican Party, which was the srostest user of yivigoecd space, carried every state but one where it sent its mes- sage to the people. Dethocratic leaders on the other hand, did much to combat this influence with some strong advertising for their ‘tions have found in paid newspaper advertising a sure avenue -f - to good will for a just cause. Capital gr Labor ‘have courted public opinion through the newspapers. The of lobbying and secret wire-pulling have given way to the greater peg teaget omar! advertising. Some of the things that were done were badly done, but progress was. made and this fact clearly established: — servant. It has employed it since 1906, and, since the ,war, has | greatly multiplied its field of use- the. Canadian Government has done: 2 Marketed her applé crop.at s. profit, saving her growers the loss || - of. $2,000,000 by and advertising . expenditure ‘of $14,000; Tnoreased the production oft ' farm products and the activity of manufacureres by an expnditure . af pipe a, to Tiduoed the cultivation of town © plots by an expenditure of $1,000; immanse war loans; and. : patriotism. Floated ‘ taught thrift and And Canada has only begun to “fight—and to advertiss. “The newspapers of the immediate future will be ‘the eat link for every man and every. set of men who wish” ee to connect with the public 4 ‘These facts were gathered by the ‘Ansociation, World Bullding, New York