The Bismarck Tribune Newspaper, September 24, 1919, Page 3

if BI bd Git UNGNAUUUGSONEUAUANOUAUOUEAEQOEOGENEAAEOGQEEAOOAGNGEUOUUEOGAEEOOGEOGOCERUEOQEUEUUEAOERTUUESEOEAOOOEEEAGEREOGO AEEUROUOSEGOOOOERAOUALEAUL a E ll N. SDAY, SEPT, 24, 1919. National Newspaper Advertising C OMPETITION to secure na- tional markets has become so keen that individual business firms are eagerly searching for new methods by which to domi- nate the attention of the public: —and to /dominate it first; searching for methods that will give more intensive sales’ re- sults than can be obtained by any usual form of advertising. This method has been found —it is National Newspaper Ad- vertising. : f As is invariably the case, the new method was found not only to be an acceptable substitute for the old, but to have certain superiorities over the old meth- od of magazineg plus newspa- pers. The. ability of National news-; paper advertising to create large volume national sales has already been demonstrated. Many million dollars have al- ready been spent for the United States Government in this way, helping to bring to the Govern- * ment billions of dollars in re- ,turn. Millions more have been \gpent in this sort of advertising by commercial firms; and the results they have obtained have been highly remunerative. The thing has been tried out thor- oughly. It works every time! One might think at first that to advertise in every newspaper in every. city in the United States, would cost so much that no advertiser could afford to pay the price. t But the expenditure of “so + much” money is not necessary. When a coneérn goes into na- tional advertising it does not advertise in every magazine of national circulation. The ad- vertiser selects a few magazines only; and these he finds suffi- cient for his needs. By using the same judgment and discrimination displayed toward the: magazine field in selecting the newspapers to be used the advertising counselor can prove to the advertiser that newspapers.so selected are cer- tainly fully as economical as any, and absolutely the most highly intensive method. of reaching the consumer nation- ally. : a Suppose we take one news- paper in each of the first one hundred cities in the United Statés. Of course, unless im- portant reasons interfered, one would naturally select the news- . paper which has the largest cir- culation in each of these cities according to the'\Audit Bureau of Circulation’s report —- the largest, whether morning, eve- ning or Sunday. ex This newspaper is Yepresented by the American Associa’ New Orleans), Metropolitan Tower, ment of The Bismarck Daily Tribune will be glad to co-operate direct with any natio’ BISMARCK DAILY TRIBUNE - A How, When and Where to Use It BY WILLIAM. H. ‘RANKIN President, Wm. H. Rankin Company, New York, Washington, Chicago Its Comprehensiveness How well does the cirqulation of these 100 selected newspa- pers blanket the United States? The 100 newspapers selected stretch from the Atlantic to the Pacifie, and from the Canadian line to the Gulf of Mexico. Each zone of circulation virtually touches another. : Here. is the’ one kind of national news- paper advertising that can be done most effectively and economically. This is the campaign that begins in one center and ex- pands, as events warrant it, until it inter- locks with campaigns radiating from other centers: For example: A campaign started in the news- papers of Boston, New Haven, Hartford and Providence expands through the circulation of these newspapers until it meets that of the New York city newspapers on its national way west- ward. The circulation limits of New York news- pipers dovetail in with those of the newspapers of Newark, Philadelphia and Washington; with those of Buffalo, Cleveland and Pittsburgh; and these, in turn, interlock with the zones of influence cre- ated by the newspapers of Cincinnati, Louisville, Nashville, Atlanta,-Birmingham and New Orleans. The national newspaper campaign that is start- ed fsom Los Angeles, San Francisco, Portland and Seattle radiates eastward through the circulation zones of these cities to meet and dovetail in with the circulation zones of Spokane, Helena, Denver, Dallas, Oklahoma City, Houston and Fort Worth and on eastward through Minneapolis, St. Paul and Kansas City, to pass through St. Louis and cross the Mississippi from Canada to the Gulf. From St. Louis the widening radiation of force meets and interlocks with that spreading from Omaha and Des Moines, and fuses with the great zone dominated from Chicago. Then, passing eastward through Indianapolis, Detroit and Columbus, it completes the fusion of 200 afternoon and morning newspapers into one national medium, a single mighty medium, with a total national circulation of more than 12,000,000 copies; the great single unit of power in the reqlm of advertising! By this amalgamation, a new giant is suddenly born, full-grown.. Its name shall be “The National Newspaper Unit.” It stands ready to serve national advertisers as they have never before been served. Thirty per cent of the entire population of the United States is in these 100 cities, or rather cen- ters of influence—30,000,000 people, with a news- paper entering every home. And forty per cent of jthe combined circulation of these 100 selected newspapers is among the farmers on the rural mail delivery roytes and in the suburbs of the cities in-which these newspapers are published. Morning Newspapers It is generally conceded that the morning news- paper, in most cities, is the one that is given the mose careful reading by business men. For this yeason, advertisements directed to men are, in most cases, preferably published in morning news- papers. A national campaign in 100 selected morning newspapers having 5,928,687’ circulation, would cost as follows: 5,000 lines, one time, in 100 newspapers. . $44,699 500, lines, ten times, (once a week, for ten weeks) 44,699 50 lines, double column, 100 insertions.. 44,699 (Daily for three months, or weekly for a year and 11 months.) Full page, one“time, in aioe newspapers... 21,456 Afternoon Newspapers Champions of the evening newspapers point out that the evening newspaper reaches the home and stays there. Not the father alone, they show us, reads the evening paper, but also the mother, sister and brother—all read the -home-delivered afternoon paper. A national campaign in 100 eve- ning newspapers having . 6,315,557 circulation, would cost as follows: Full page, one time, in 100-newspapers. .$ 22,632 5,000 lines in the same newspapers.... 47,186 10,000'\lines in the same newspapers.... 93,209 20,000 lines in the same newspapers... . 196,269 50,000 lines in the sgme newspapers... 479,172 y T HE circulation of this list of afternoon papers is 6,315,- 557, daily; and when you stop to consider that by using a 50,000- line schedule in these cities you could use ten full-page adver- tisements, forty quarter-page advertisements, and still have left 10,000 lines which would permit of a double column, 50 lines, advertisement twice a week throughout the entire year, you can readily see the ex- traordinary possibilities of such a campaign. Sunday” Newspapers There are a great many ad- vertisers who prefer the Sunday newspapers for their advertis- ing; and those who have that preference can buy a full page in the country, for a national campaign, for $26,568; 5,000 lines, $55,000, 10,000 lines, $108,- 000; 20,000 lines, $250,065; 50,000 lines, $588,701. The total num- ber of subscribers reached is 7,- 839,463. Surely, if you will com- pare this circulation with that of any other national medium, you cannot help but be favor- ably impressed. The Timeliness Feature Most advertisers in national magazines are able to forecast weeks and months in advance just what seasonable arguments they wish to make in favor of their prod- ucts on the publication date of any maga- zine and are therefore able to prepare effec- tive “copy” in time to meet the mechanical requirements of the magazines whose “closing dates” are usually weeks in ad- vance of the date of publication. By usirg nev pertinent not conditions, can ve wv 3 blows ean be struck an immensely telling effect in the business world as in military campaigns. In the case of many articles, this element of timeliness is an absolutely essential Tears adequately met by the newspapers alone, Prevention of. Non- Distribution Waste While the newspaper campaigns outlined in the foreground are designed to cover the country from: ‘coast to coast, many mer- chandisers will prefer to select newspapers in such a mannér as to cover certain dis- tricts more thoroughly, in which their dis- tributing falicities are well provided for; and to omit the use of newspapers in other , districts, in which their sales distribution { has been built up to a lesser degree. Such selection of territory for intensive cultivation cannot be made by the adver- tiser who uses national magazines exclu- sively. The ‘magazines themselves provide fig- ures showing the distribution of their cir- culation. The advertiser ‘perceives that, in order to reach certain sections in which he is prepared to make sales of his product, he must pay for circulation in districts which are of no immediate value to him. National. advertising through: newspa- pers carries ‘with it no stehwasted ex- pense. The advertiser need - select no newspaper. whose circulation does not go hand in hand with his own sales facilities. tion of. Advertising Agencies, (117, in nearly every city New York, and is a member of the American Newspaper Publishers’ Association, 3 nal advertiser or through either of the above organizations. A QUARTER-page advertise- ment in a newspaper al- ways attracts attention. A full page advertisement in a news- paper compels attention. It can’t be “buried.” All advertisers are striving today to dominate in particular mediums, but there is no way that can dominate nationally in national advertising so well as to dominate in national news- papers as well as in local news- papers. The recent work done by ad- vertising men, first for the Red Cross, then for Smileage, and for the Liberty Loan, and for the “18 to 45” Draft, has taught business men that the new, big thing in advertising—that is, the “dominant plan” to reach masses of people—is a full-page advertisement in the daily newspapers. Big business men have observed, thru newspaper advertising, the cost of selling a, $1 membership in the Red Cross reduced from the average of sixteen cents, without advertising, to less than seven cents per dollar member by advertising. That was done with full-page newspaper advertising, used in a dominant way—that is, seven full pages in each of the seven daily papers in the city of Chicago. The original plan was to secure 150,000 members for the Red Cross of Chicago, but, because of this dominant newspaper advertising, paid for by patriotic Chicago business men, at the end of six weeks we had secured 416,000 members—an object lesson in the economic value of newspaper space when properly used! It is estimated that more than $130,000,- 000 will be spent in national newspaper ad- vertising during the year 1919. A very much larger sum than that will be spent in newspapers. by local merchants. When all national advertisers wake up to the value of national advertising campaigns in newspapers the $180,000,000 will jump to $300,000,000 almost over night. This new method, National Newspaper Advertising, that made the United States war-activities promotion so successful, is now being put into use for commercial pur- poses. In the city of Chicago there is run- ning now a “Build Now” campaign—a cam- paign of full-page advertising in every daily newspaper in the city of Chicago, backed up by consistent smaller advertis- ing copy. In less than thirty days after the cam- paign commenced an item appeared in the newspapers showing that during the month of April there had been more build- ing permits issued than in any other month during the past five years. “Copy” for this campaign is now being sent out nationally, and chambers of com- merce and building associations are being asked to father and pay for the campaign in their individual cities. ~ yy So in answer to the question “How, when and where to advertise in newspapers nation- ally?” we recommend: First, that a campaign be placed in the first hundred cities in the United States, where a total circulation of approximately 6,000,000 is to be had in the morning newspapers, 6,500,000 in the after- noon newspapers, and 7,400,000 in Sunday news- * pepers. Then select a local territory where your goods are on sale and where you are sure you will get the maximum results per dollar spent—that is to say, where your salesmen have already sold the dealers and your goods are on sale—and work that intensively, with special advertising in the news- papers of that locality, the dailies’ and the weeklies. During a recent investigation, we found that local dealers in the smaller towns have the following preference for advertising media: They believe, first, in advertising in their local newspapers ;.second, they be- lieve in Jarge city newspapers to back up a campaign in the local towns; third, na- tional magazine advertising. There is no power that will do more.to take your goods off the shelves than adver- tising in the local newspaper in their towns—especially if such local advertising is backed up by National Newspaper’ Ad- vertising. There is no better way to get your goods on the dealers’ shelves than through such advertising, and you will find the pub- lishers of those papers wield a decided in- fluence and that the dealers in those towns listen to the local publisher and_do every- / thing in‘ their power to place on sale goods advertised in the local newspapers. To get from. national newspaper adver- tising the best results the advertiser should conduct a campaign of this sort for at least a full year, and, preferably, for three years. It would practically eliminate all chance of unsatisfactory results from a newspaper campaign if the campaign were carried through for twelve months. Insertions at least twice a week, with a judicious com- bination of large and small size copy, should be used. 4 Other factors being what they should be, such a campaign guarantees success. Now is the time to advertise in newspapers Today is the day which you, and every other American business man who is anx- ious to develop the fullest market for his produets, should act. Consult today with your advertising agent as to the ability of national newspaper advertising to serve you. Or, if you have no agency connec- tion, write to the Newspaper Division, American Association of Advertising Agencies, Metropolitan Tower, New York, for counsel. The Association has a mem- bership of 117 Advertising Agencies, with headquarters from coast to coast, For you, national newspaper advertising Avil enable you to broaden .your audience to a tremendous degree, without additional cost; it will enable you to reach that aug- mented, audience swiftly; it will cement your: advertising ‘effort with. your, sales facilities, eliminating wasted effort in ad- vertising; it will enable you to dominate. The day of national advertising through national newspapers is here! from New York to San Francisco and from Minneapolis to World Building, New York.. The Advertising Depart- wa Leiaaly =p IUQUGUEUGTOUUAAQSHUUAENREONGGUUEVAGEUERGESHGOCERTEL RAT LOELOOEAOREOLUOEUTOUCEO MERGE TENET AOTEAROA AEA E = s : z