. OMPETIT ION to secure national
markets has become so keen that
individual business firms are eagerlv
lsearching for_ new methods bv which
to dominate the attention of the pub-
lic—and to dominate it first: search-
ing for methods that will 'give more
intensive sales results than can be ob-
tained bv an}: usual form of advertis-
ing. ‘
T..is method has been found—it is
National Newspaper Advertising.
As is invariablv the case. the new
- method was found not onlv to be an
acceptable substitute for the old. but
to have certain superioritios over the
old method of magazines plus news-
papers.
l
The abilitv of Vational newspaper
advertising to create 131 ge volume na-
tional sales has alread'sr been demon-
strated. Manv million dollars have
alreadv been spent for the United
States Government in this an. help-
ing to bring to the Government bil-
lions of dollars in return. Millions
more have been spent in this sort of
advertising bv commercial firms; and
the results thev have obtained have
‘ ' been highlv remunerative. The thing
has been tried out thoroughlv.
works everv time!
It
One might think at first that to ad-
vertise in every newspaper in everv
citv in the United States would cost so
much that no advertiser could afford
to new the price.
But the expenditure of "so much
monev is not necessary. When a con-
cern goes into national advertising it
does not advertise in everv magazine
of national circulation. The adver-
tiser selects a few magazines onlv:
and these he finds sufficient for his
needs.
7 EV using the same iudgment and
discrimination displaved toward the
magazine field in selecting the news-
papers to be used the advertising
counselor can prove to the advertiser
that newspapers so selected are cer-
tainlv fully as economical as anv and
absolutely the most highlv intensive
method of reaching the consumer na-
:ionallv.
Suppose we take one newspaper in
each of the first one hundred cities Of
the United States. Of course. unless
important reasons interfered. one
ould naturallv select the newspaper
7 "."th11 has the largest circulation in
each of these cities. according toilie
i5 1" r-dit Bureau of Circulation’s report
——-2he largest. whether morning. ev e-
hing or Sundav. '
i :1 . .a'aa
a' .w. .
How, When. and Where to Use It
BY WILLIAM H. RANKIN . "’v ,5..- ,
President. Wm. H. Rsnkin Company, new York. Wuhinston. Gillan - ' ' '
. ” C l A (5‘51. ~‘ '
ITS COMPREHENSIVENESS QUARTERspage advertisement, 0. in an oer to I K
A
attention.
in a newspaper compek
can t be “buried. "
How well does the circulation of
these 100 selected newspapers blanket
the United States?
The 100 newspapers selected
stretch from the Atlantic to the Pa-
cific. and from the Canadian line to
the Gulf of Mexico. Each-zone of cir-
culation virtuallv touches another.
Here is one kind of national newspaper adver-
Iising 1ha1 can be done most cfleclively-and eco-
1=wm'.,..il5v. This is the campaign that begins in
one center and expands. as events warrant ll. un-
zil ielnterlocks with campaigns radiating from
other c~nlers.
For example: A campaign started in the'nevrs-
papers 0! Boston. New Haven. Hanmrd and Provi-
deuce expands through the circulation of these
newspapers until it meets that of the New York
ci'y newspapers on its national way westward.
The circulation limits of New York newspapers
dovelail in With those of the newspapers of New-
ark. Philadelphia and Washington; with those 0!
Buflalo. Cleveland and Piztsburgh; and these. in
turn. interlock with the zones 0! Influence created
by the newspapers of Cincinnati, Louisville, Nash-
ville. Adams. Birmingham and New Orleans.
The national newspaper campaign mat is start-
led from Los Angels-s. San. Francisco. Portland and
Seattle radiates eastward through the circulation
zones of these cities to meet and dovetail in will:
the circulation zones cf Spokane. Helena. Denver,
Dallas. Oklahoma cry 1191151011 and Fan “‘orlh
and on easlward inn-sell Minneapolis. St, Paul
and Kansas (“1:51 1-2 .11:- through St. Louis and
cross the 312ss£-.=?:~;:1 fr~.1 Canada to the Gulf.
From S'. Lewis '33 win
ring radiation
merrrl ll‘;"‘x.l‘§:.~‘ 1.2:;le that
Omaha in! Y’- -
ione donls.._1 wi
of force
spreading from
. ml fuses with the great
30.11 1’ 1:1: ..
T-l lr.»s.
g3.
Then. passnz oqsma: ‘
crush lndianapolis.
Detroit. and Columbus. 1.- z
...plPtes thw- fusion 0!
200 afternoon and morning neuspapers into one
national medium. a single mighty medium. with
:a 10:31 national «."rculmion of more than 12.|00'.l.mhl
('(‘lDiQSI [he grea‘ single uni! of power in the realm
of advertisingf
By this amalgamation. a new plant is suddenly
born. full-grown. In name shall be “The National
Newspaper Umt.’ It stands ready to serve na.
tional advertisers as they have never before been
served.
1 11% 5 pt‘“ ~ -. at the entire population of the
lnitedS :za - s is .‘2: hose 100 cltlts. or rather cen-
ers of influence —1.0.m_o(1.000 people. with a nets—
paper entering every home. And forty per call.
of the combined -:irc.zlation of these 100 selected
newpapers is among the (armors on 1119 rural
mail delivery males and in the suburbs of [he
cilies in which these enwspapcrs are published.
MORNING NEWSPAPERS
it is generally conceded that the morning news
paper. in most cities. is the one that is given the
most can-Yul reading by business men. For this
reason. advrrlsements directed to men are. in
most cases, preferably published in morning news-
papers. A national campaign in 100 selected morn- ’
ing newspapers having 5.928.687 circulation, would
cost. as follows:
5.000 lines, one time, in 100 newspapers
500 lines, ten times. 1 once a week, for ten
weeks) .7 ............................ 344.699
50 lines. double cola 11. mo insertions $44,699
\Dally for three months. or \weekly
for a year and 11 months.)
Full page, one time. in 100 newspapers
$44,699
21.456
AFTERNOON NEWSPAPERS
Champions. of the evening newspapers point
om. ill-at the evening newspaper reaches the home
22'} = sys there. \ot the father alone. they show
us reads the evening paper, but also the mother.
sister 1nd brother—all read the home-delivered
aflerr con paper A national campaign in 100 eve-
ning newspapers having 6.313.557 circulation.
5‘ would cost as follows:
Full page one time in 100 newspapers . . . 322.632
5060 lines in the same newspapers $47,186 .
”10.000 lines in the suns ncvspapers -.. ”3..
2-1000 lines in the sane newspapers .. 8196.269
515000 lines in the same newspapers ...8479,172
THE circulation of this list of af-
ternoon papers is 6. 315.557. daibf. ‘
and when vou step to consider that
bv using a 50.000-line schedule 1n
these cities vou could use ten full-page
advertisements. forty quarter-page
advertisements. and still have left
10.000 lines which would permit of a
double column. 50 lines. advertise-
ment twice. a week throughout the
entire year. you can readilv see the
extraordinarv possibilities of such a
campaign.
sunpav NEWSPAPERS
There are a great manv advertis-
ers who prefer the Sunday’ news-
papers for their advertismg: and
those Whohave that preference can 5
buv a full page in the first 100 news-
papers in the country. for a national
campaign. for 3%.568: 5.000 lines.
355.000. 10.000 lines. 8108.000: 20.000
lines. 5250.065: 50.000 lines. 5533.701.
The total number of subscribers
reached is 7.339.463 Surelv; if vou
will compare this circulation with
that of anv other national medium.
vou cannot help but be favorablv im-
pressed.
THE TIMELINESS FEATURE
.‘Jns—t mlverllsrrs in null null magazines are
able to fun-vast weeks and months in advance
just “-1.: ‘awnablc arguments thm \tish
to make in law-r of their products on the
publication than of .un magazine
lht r1 fore al in to lucparc etl‘cclivc
in lime in 111cc: ll:
"oupy"
- mechanical 1‘0111lrt'1nculs
of the magnzium whim?- “
closing dates " are
usually weeks in advance {if 1h.- dale of put»- .
Fivati-m.
By using llt‘\\'~pilp¢‘i‘\_ “ exactly 9”.
linen! not only to the hour but In lut-al run-
dilinus. can lw prepared; and sharp liluws
can he struck with an immensely lclling cf-
1-1 luv ' '
fm-t in line busincxs world as in milzlary
campaigns.
lu 1hr- raw of man}- al'llrlt‘s. thi. elem-'1.“
of timeliness is an abolntely essential fen-
ture, adequately met by the
alone.
PREVENTION OF NON-
DISTRIBUTION WASTE
“'llilc the newspaper *campairgns outlined
in the foreground are designed to cover the
country from coast to coast. many merch-
andise-ls will prefer to select newspapers in
such a manner as to cover certain districts
more thoroughly. in which their distribhting
facilities are ”well provided for: and to omit
the use of nexvspapen: in other districts. in
which their sales distribution has been built
up to a lesser degree.
Ni‘\\‘.\llfl pets
Such selection of territory for intensive
cultivation cannot be made by the adVE‘rtisfl'
who uses national magazines exclusively. ‘
The magazines themselves profit}? 58‘1“"
showing lhc distribution of their circulatino.
The advertiser perceives that. in order to
reach certain sections in which he is prepared
to make sales of his product. he must 11:;
for circulation in districts which are of nu
immediate value to him. .
National advertising through news-pawn:
carries with 7it no such wasted elpflb‘e- the
advertiser: 3911 select no m m
circulation does not plant! :11 hand whit hi:
on ales facilities. ’-
aud are ’
fibers of manner-es and
“How. when and “here to 5-,
tise in newspapers national‘v‘
recommend:
first. that a campaign he platrd in *" ,
hundred cities in the United Slabs. “ll“;‘~ ,. »
circulation of approximattly mumps:- i,- m .
in a newspaper alwavs attracts
A full page advertisement
attention. It
All advertisers are striving todav in .1... morning newspapers. 6.3(11'1'51.n;.7mah. 5.
to dominate in particular mediums. noon newspapers, and .401».va m ..1r...5. .
papers. .
but there' is no way that can dominate
nationally in national advertising so
well as to dominate in natimal news-‘
papers as well as in local new
Then, select a local lerri’ory uh-re 3.4.121 1‘ ., -
are on sale and Where you are sure you "a: I .
the maximum results per dollar sp‘ nl~—1ha- 1
.say, where your salesmen have already sol-i
lers and your goods are on sale—«end .5.. -
that intensively. with sp‘cial adver’isirfi ir. "1
nchpIpers of tha: locality. 11w dam.»- and m1
Weeklies-
‘During a recent investigation.
The recent work done bv advertis;
ing men. first for the Red Cross. then
for Smileage. and for the Libertv
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 dailv newspapers.
first. in advertising in their local
newspapers: second. thev believe in
large citv newspapers to back up 1
campaign in the local towns; thiul.
7 national magazine advertising.
There is no power that will do more
to take vour goods of? the shelves than
advertising in the local newspapers in
their towns—especiallv if such local
advertising is backed up bv National
Newspaper Advertising.
There is no better wav to get \‘uur
goods on the dealers‘ shelves than
through such advertising. and vm
will find the publishers of those
papers wield a decided‘influence and
that the dealers in those town listen
to the local publisher and do ever:-
thing in their power to place on safe
goods advertised in the local news-
papers
To get from national newsro. .1»:
advertising the best results the alter:
tiser should cmduct a camp..:_:: ~t
this sort for at least a full year. and.
preferablv. for three veats.
It would pmtiallv eliminate ail
chance of unsatisfacton' results from
a newspaper campaign if the cam-
paign wem- carried through for
twelve months. Insertions at least
twice a week. with a iudicious com-
bination of large and small size cop}:
should be umd.
Other factors being what thev
should be. such a campaign guaran-
tees success. 5
NOW IS THE TIME TO
ADVERTISE IN NEWSPAPERS
Today is the dav on Which you. and
even: other American business man
who is anxious to develop the fullest
market for his products. should act.
Consult today with vour advertising
agent as to the abilitv of national
newspaper advertising to serve vou.
Or. if vou have no agencv connection.
write to the Newspaper Division.
American Association of Advertising
Agencies. Metropolitan Tower. New
York. for The Association
has a membership of 117 Advertising
Agencies. with eaduuarters from
Big business men have observecl
through newspaper advertising. the
cos; 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 bv advertising. That was
done with full-page newspaper adver-
tising. used in a dominant wav—that
is. seven full pages in each of the sev-
en daivl papers in the citv of Chicago.
The original plan was to secure
150. 000 members for the Red Cross of
Chi cage. but. because of this domi-
nant new spaper advertising. paid for
_ patriotic Chicago business men. at
the end of six weeks we had secured
416.000 members—an obiect lesson in
the economic value of newspaper
space when properlv used!
It is estimated that more than $130.-
WOI‘t-‘l will be spent in national news-
-=;‘~.1\er advertising during the Year
1919. A verv much larger sum than
that will be spent in newpapers by lo-
cal merchants. \Vhen all national ad-
vertisers wake up to the value of na—
tional advertising campaigns in news.
papers the 8130000000 will iump to
$3136 000.000 almost over night.
This new method. National News—
paper Advertising. that made the
United States war-activities promo-
tion so successful. is now being put
into use for commercial purposes. In
the citv of Chicago there is running
now 3 "Build Now" campaign—a cam-
paign of full-page advertising in
everv dailv newspaper in the eitv of
Chiacgo. backed up bv consistent
smalaadvertising copv.
Inlessthanthirtydaysafterthe
campaign commenced an item ap-
pearedinthe newspapersshowm
that durinzthemonthoprrilflncre
- - ~ - ‘ t to coast.
had been more building permits med coas 5 \ _
than in any other month during the t1 5:; ‘ouggfen‘fii figbpaper adgeurr
past 5‘9 rears. audience to atremendous degree.
. Without additional cost: it will enable
van to reach that augmented audience
swiftlv: it. will cement vour advertis-
macabre with vour sales facilities
eliminating efiort in adver-
tisimz: it willena vou to dominate.
The dav of national adevrtisine
through national newspapersis isfhere
“Copv” for this campaign is now
being sent out nationallv. and chat!)-
asso-
eiafions are being asked to father and
Dav for the campaign in their indi-
vidual cities.
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found that local dealers in the smaller
towns have the following preference
for advertising media: Thev believe.
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Norwalk Chronicler