Editor & Publisher Volume 49

Editor & Publisher Volume 49

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This historic book may have numerous typos and missing text. Purchasers can usually download a free scanned copy of the original book (without typos) from the publisher. Not indexed. Not illustrated. 1917 edition. Excerpt: ... people wno appreciate the high ideals maintained in Aeolian merchandising and the superlative quality of Aeolian instrument We nave proven also the purcnasing power of the Journal public. It is well able to buy Aeolian instruments-doe buy them in generous quantities. Consistent and carefully considered use of Evening Journal space is, we believe, one of the important factors in the reduction we have secured in the advertising cost of our sales. Very truly yours, THE AEOLIAN COMPANY Manager Advertising & Retail Sales. EDITORIAL UNCLE SAM AS AN ADVERTISER THE Government, should be the largest user of newspaper advertising space during the months to come. The national need should control the national policy. There are a few misguided people who thing that the newspapers should contribute advertising space in unlimited quantities to the Government. These same people would not argue that flour should be so contributed--or that any other commodity needed by the Government in connection with military operations should be offered as a pitriotic r, ift. In their editorial and news columns the patriotic editors of American newspapers will allot great space to matter calculated to stimulate recruiting. But this will not be enough. Great Britain and Canada have demonstrated that great advertising campaigns have leen necessary in order to raise voluntary armies and to sell war loans to the people. THEY HAVE DEMONSTRATED THAT SUCH ADVERTISING CAMPAIGNS REDUCE TO THE LOWEST POSSIBLE POINT THE COST OK SECURING RECRUITS AND THE COST OP SEELING WAR BONDS. Advertising space in a newspaper has a definite producing cost, so must have a definite selling price. Gifts of such space to the Government, or cut rnte.s by publishers patriotically inclined, pre...
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Product details

  • Paperback
  • 189 x 246 x 59mm | 2,073g
  • United States
  • English
  • black & white illustrations
  • 1236888278
  • 9781236888273