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Mr. and Mrs. Merchant—
DID YOU EVER STOP TO THINK
William Southern, Jr., editor of the Independence
(Mo.) Examiner, says:
“Has it ever occurred to you that, an advertisement
in a newspaper is inserted for the benefit of the adver
tiser and not as a favor to the newspaper?
“Not so very many years ago most small newspa
pers, weekly and daily, begged for advertising and re
ceived advertising from bankers and merchants who
gave it and at the same time impressed the editor that
it was a favor to him.
“Nowadays the newspaper which would accept an
advertisement on these terms is not worth the name of
a newspaper.
“The merchant or the manufacturer or the man
who inserts a want ad is not doing it from any philan
thropic motive. He expects results. If the advertisement
brings in the business or sells a cow or an automobile,
it pays for itself many times over.
“Has it ever occurred to you as an advertiser that
when you retrench by cutting advertising or get mad
and stop your advertisement i any newspaper you are
not hurting the paper, but that you are. taking money
out of your own cash drawer and hurting your own
business. If this is not true you are foolish to run an
advertisement of any kind at any price.
“The newspaper can afford very handily not to run
your advertisement, but you cannot afford not to ad
vertise.
“It is an old story in which the subscriber writes,
‘Stop your paper,’ and is then very much surprised to
discover that while you do not send the paper to his ad
dress, the paper has not stopped but is somehow get
ting along without his subscription.
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