ADVERTISING IN NEWSPAPERS.

Hokitika Guardian, 4 December 1923, Page 3

ADVERTISING IN NEWSPAPERS.

ADVEHTISIXC ESSENTIAL

NEW YORK STRIKE LESSON. NEW YORK. October b The re-appeiilanee to-day. alter the eulbipse of the pressmen's (printers') st.tike of the great metropolitan newspa- evs if New York in their customary size has'l ccTi greeted with sighs of relief by merelimt-. bankers and business men. No one can 1"- found who is willing even to attempt to assess tlie immense los.es Miifered by advei lisers of all chisses from the sudden cessation ot tii r(*;j;u!nr <»f < ouniiiiiuViUinj^ v. ill tiii*ir rlivnts. But an iiß• *. oi t n.* oulossai suiu.s intoiled may lie gathered from the fact ,li;.t when the strike broke out they

u.-iv -pending approximately £15.009 oil dull Week day and IXf.litftf for Sundiiy ndvertisemi-iu in the Yew York anil Brooklyn lacross the East Riverl newspapers, and that now the mi ike is mor they an* i ( »r ncaj'!> i ;oo 1 1:«* s|»aco t!:al i!u*y no:inai!y

Thus the ‘ New York Times" to-day. riinsisting of -IS pages, devotes 285 columns out of .'Pi to advertising. Alto-

gnlu’r. its managin' says. aj.'pit-i-e.liuiis for 500 enlumus were received ,;... i e-day’s issue. The story told by tin husine-s lu-ads of other newspapers i- of Ihe sa ini' i Imrai ler

Shopkeepers and great depart mention's all ion!ess that the strike lias

1,-night them how essential newspaper advertising is in their business, and at the Bankers' Convention held in Atlantic Cite a week ago. speakers, bearing in mind Hie number of bond issues delayed by the strike, testified to the indis] disability of the newspapers in Hie permotiuti of business. Endless devices were adopted hy shopkeepers i.o achieve !ho le.-ults ordinarily iil.tained by display advertising in newspapers, hilt none of them succeeded i'i «ittrue!in;. l ; >hoi){;<T> iu .Tv<Tn<i<‘ uuinICI S. They plastered their windows ami delivery vans with posters describing thi*ii bargain sales. One department More even puhli-lted a daily newspaper ecuxi-tiug only oi its advortisei "i-ius. v.hi'-h il iliMrihiited gratis to all !-: ok-la;i-. I I RCC LA R 8 KAIL. (Ithei: liesj ntcltod nightly. 1 hrough il ails, hroaii-sheets w ith tln-ir daily aniioimeements to all tkeir credit ett toUn-rs. and when these laded to lute sl'oppei's from their homes they telee| ajihed "nighl h-tlers to thv-ii rln-nl-inviting them in attend bargain sales. They l" ■ l l id, however, that women i-.si eeially. hnih rich and poor, prefer-l-'ii to wait until the newspapers re--umeii their daily proiioiim-em'-nis ol I lice- before -idiyine, forth on slmp.|>ing nan's. The strike brmigkt a harvest ol |,; i -pel iiy to suliui ban .-hopkeepe--pro 111 ior liv tin- opport unity, advert i.-ed their bargain- in the l<"';d newspapers. Many inlwri i-e: s resorted t • Die I liihulelphia new spa p- : s wli'eli e>p-ceiitll.v distributed in New York, hut it was not until two days 1,.T0r0 the xirik" ended that business !-, gall slightly to revive, owing, to the fact tha; the New York m-w-T'npor ewn-,,l-s after a ronlereUee with leading adverti-e!found them-tTve- able to allot disj'il'iy- ten lines dee]i and two mills wide to each depart nami .store. •phe strike. "I rmir<". caused imlosses :»!-• to the new.spa| ers. amoi ntiug in one in-ianee to £I09.I(.I hut il is liekl to have proved eem-ln.-ii |\ that no ctfeetive -nb-jitute t"i new--j - -11 -" i ad ven i- ing has yet been invented.