The Bismarck Tribune Newspaper, January 31, 1917, Page 8

A Triumphal Year 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 just closed . , No other medium, employed to spread the printed word; » hows” a similar i in- crease, either in dollars and cents or in comparison by percentages. None other paid so well, because none other worked so well NEVER DID NEWSPAPER ADVEERTISING RENDER SUCH A VAR- IETY OF SERVICES TO 80 MANY PEOPLE, OR OPEN SO MANY HITHER- TO UNEXPLORED AVENUES OF USEFULNESS. IT IS 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—SO THEY USED MORE OF IT, AND, , THE BLAZED TRAIL 18 EASY TO FOLLOW—MORE PEOPLE ‘USED IT. DEVELOPMENT OF NATIONAL ADVERTISING IN THE NEWSPAPERS. Leadership | ’| > ‘ae imp portant interests f thitdy vanthe publie turilg © : the past year. They found the, medium of newspaper advertising the effective place to say them. THERE walk; ‘OF COURSE, A oREAY unpfecyine REASON FOR THIS In War and in IT HAS BEEN TERSELY GIVEN BY A GREAT MANUFACTURER WHO 18 AT THE PRESENT TIME ADVERTISING IN MORE THAN HALF OF ALL THE DAILY NEWSPAPERS PUBLISHED. HE SAYS: “NEWSPAPER ADVERTISING HITS THE SPOT WE WANT TO REACH. “NEWSPAPER ADVERTISING CARRIES OUR STORY TO THE oe ER WITH THE DAILY NEWS. y “NEWSPAPER ADVERTISING DOES EFEPOTIYE WORK WITH THE lo dh. DEALER.” Eye Pp Og ‘OB AS A SUCCESSFUL ADVERTISH kG AGENT SAYS x _ oman SUCCEEDS LIKE NEWPAPER ADVER' G.”” : Canada’s government has found newspaper advertising an efficient servant. It has employed it since 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 advertising on the part of manufacturers who are producing a variety of staple products; A nation-wide campaign of ad- vertising by the railroads which crystalized public sentiment at the time a great strike was threat 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 Na tional Committees. This latter development was perhaps the most wholesome achievement. of the recent politi- cal campaign. Peace Perhaps 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 things 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 parties have a last hour conversion. During the recent political campaign, for the first time; the battle was fought in the open, largely through the medium of newspaper advertising. It is a significant fact that the Republican Party, which was the user of newspaper space, carried every state but one where it sent its mes- sage to the people. Democratic leaders on the other hand did much to combat this influence - with some strong advertising for their candidate. Corporations have found in paid newspaper advertising a sure avenue to good will for a just cause. Capital and Labor have courted public opinion through the The days of lobbying and secret wire-pulling have given way to i greater force—newspaper advertising. Some of the things that were done were badly done, but progress was made and this fact clearly established :— 1906, and, since the war, has greatly multiplied its field of use- fulness. Here are some things the Canadian Government has done: Marketed her apple crop at profit, saving her growers the joss of $2,000,000 by and expenditure of $14,000; Increased the production of farm products and the activity of manufacureres by an expnditure | of pollgantonga adding $800,000,000 to gross production ; Inet earn ftw plots by an expenditure of $1, deg bersppenr peterbverse and taught thrift and patriotism, And Canada has begun fight—and to to advection, e \First in Public Service |'=}". Service every man and every set of men who wish to connect with the public Peedi pada Med Bureau Tsvociation, World Bull Newspaper Publishers r orld Building, New York “The newspapers of the immediate future will be the great link for