THE COUNTRY NEWSPAPER

Manawatu Herald, Volume XLIII, Issue 2341, 13 October 1921, Page 4

THE COUNTRY NEWSPAPER

A very fine logical address was delivered, rcceintly, before the Country Press Association of New South Wales, on “The Value of the Country Newspaper.” The lecturer pointed out that the country newspaper, whilst possessing a smaller circulation than its city contemporary, yet in many cases offered a far belter medium for certain kinds of advertising. The city paper was often hurriedly read and cast aside, whereas the country paper was carefully read in a more leisurely manner, even the advertisements being read and re-read. In view of this fact the advertiser had a far better chance of his advertisement being read and understood.

It was also pointed out that the smaller notices in at,larger paper were often lost among the crowds of advertisements of all kinds, whilst in the country paper the small notices were usually staring one in the face. The advertising columns of a small country newpaper, properly made use of, have helped to place many a struggling business on a sound foundation. All the big business firms of the present time, such as Pear’s, Cadbury’s, Lysaght’s, Dodge Bros., Edmond’s, and a host of others, would find their trade drifting away if they did not keep their special lines always before the public eye. To be always effective, an advertisement should never be allowed to become “stale.” By arrangement, always possible with a country paper, the style should be altered occasionally, by the introduction of cheap lines and seasonal requirements, And further, the local news columns of every well-con-ducted country paper are always open for mention of advertiser’s new and special features.