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Editorial
March 26, 1932
The Kusko Times
Takotna, Tokotna, Mcgrath, Alaska
What is this article about?
An expert publicist urges merchants in small towns to advertise in local newspapers during the economic depression to support the papers' survival, promote community growth by attracting new families and business, and ultimately benefit their own trade.
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OCR Quality
98%
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COUNSELS SMALL
TOWN ADVERTISING
Commenting on the depression, one of the country's greatest publicists counsels merchants and dealers everywhere to advertise, including those in the smaller communities possessing a local paper. Continuing, he says:
"In many places, notably the smaller communities, the newspaper is having a hard struggle for existence. It may be a live sheet, ably edited, but the local merchant in many instances feels that "everybody knows him" and that it is not necessary to advertise; that he "does about the same amount of business anyway."
"He fails to appreciate what it means to his community to spread the news abroad of its doings, of its achievements and of its opportunities for business and newcomers.
"Every new family drawn to the community means at least $1,000 more spent in that community yearly. Every merchant gets his share of it.
"In supporting the newspaper by advertising the merchant both helps in his own trade and encourages enterprise on the part of the publisher, and the greater publicity given the town and district the more rapid the growth.
The local newspaper is the chamber of commerce and publicity bureau combined. It should have the support of everyone, to the end that the greatest amount of good may be accomplished. Thousands of dollars' worth of free advertising is given away every year by the local newspaper. Every little thing is boosted, and people abroad are told what a fine place your town is.
"Only in advertising can the local newspaper find reward for its efforts. The subscriptions do no more than pay for the cost of publishing and delivering the paper.
"In supporting the paper by advertising the merchant is contributing, not only to the relief of business depression and to his own direct benefit but to the future of the community."
TOWN ADVERTISING
Commenting on the depression, one of the country's greatest publicists counsels merchants and dealers everywhere to advertise, including those in the smaller communities possessing a local paper. Continuing, he says:
"In many places, notably the smaller communities, the newspaper is having a hard struggle for existence. It may be a live sheet, ably edited, but the local merchant in many instances feels that "everybody knows him" and that it is not necessary to advertise; that he "does about the same amount of business anyway."
"He fails to appreciate what it means to his community to spread the news abroad of its doings, of its achievements and of its opportunities for business and newcomers.
"Every new family drawn to the community means at least $1,000 more spent in that community yearly. Every merchant gets his share of it.
"In supporting the newspaper by advertising the merchant both helps in his own trade and encourages enterprise on the part of the publisher, and the greater publicity given the town and district the more rapid the growth.
The local newspaper is the chamber of commerce and publicity bureau combined. It should have the support of everyone, to the end that the greatest amount of good may be accomplished. Thousands of dollars' worth of free advertising is given away every year by the local newspaper. Every little thing is boosted, and people abroad are told what a fine place your town is.
"Only in advertising can the local newspaper find reward for its efforts. The subscriptions do no more than pay for the cost of publishing and delivering the paper.
"In supporting the paper by advertising the merchant is contributing, not only to the relief of business depression and to his own direct benefit but to the future of the community."
What sub-type of article is it?
Trade Or Commerce
Economic Policy
What keywords are associated?
Small Town Advertising
Business Depression
Local Newspapers
Merchant Support
Community Growth
Publicity Bureau
What entities or persons were involved?
Local Merchants
Local Newspaper
Publicist
Editorial Details
Primary Topic
Counseling Small Town Merchants To Advertise During Depression
Stance / Tone
Strongly Supportive Of Local Advertising And Newspaper Patronage
Key Figures
Local Merchants
Local Newspaper
Publicist
Key Arguments
Local Newspapers Struggle For Existence Without Advertising Support
Merchants Should Advertise To Spread News Of Community Achievements And Opportunities
Each New Family Adds At Least $1,000 In Annual Spending, Benefiting All Merchants
Advertising Supports The Merchant's Trade And Publisher's Enterprise
Greater Publicity Leads To Faster Community Growth
Local Papers Act As Chamber Of Commerce And Publicity Bureau
Newspapers Provide Thousands In Free Advertising For The Town
Subscriptions Only Cover Publishing Costs; Advertising Is Essential For Reward
Supporting Papers Aids Relief From Business Depression And Community Future