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Build Wisconsin
(1925)

Build Wisconsin [1925, no. 14],   pp. [1]-[6] PDF (1.9 MB)


Page [2]


                     2~~~~~~~~ 1H                       0;-s 0,i .
certain successful country publishers have put into oporation the pyramid
Make-
up idea.
                            It's Up to tho Editor,
     HE wholo trouble socms tu bo that oditors will not bank thuir advertise-
.i5 bocause tncy fail to take timc to lcok into tho rcal roasons for doing
SG. Foaring. clients will refuse to advcrtisc unloss thy have their own way,
<iany of tho country nowspapor editors are afraid to pyra-mid thoir advertiso-
.nlnts, though by doing so thoy would add to the good appxaranco of their
papers and got iflto tho Class A typo of country nowspaj)Grs. Toaking lifo
oasily?
Yos
     J. L. Frazicr, Tho Inland Printer nowspaipor critic, says repeatedly
in
his r'eviuws, "Ve su-gest that y, u adept the pyrai.li(l r:iakoup."
';Ihy' In tho
first place, no editor can doubt the assertion that a ncat looking paper
will
sell uasily, ncr can ho doubt tho fact that a ncwspapor with a largo circu-
lation, consequintly ono that sells casily, is i.uoro valuablo to an advertiser
than a nowspaper of po(.r appearanco which doos not comnanil a largc circula-
tion.
     Did you over put yourself in the positicn )f a salesman employed by
an
editor to go out into a field to sell a newspaper, What would you do if your
product failed to create a good impresuion oii your pros sct? You will be
turn-
ed down and you will wish you never had the job.
                           Dustpan Beats the Paper
 A CERTAIN college student, who is ncw a professor in journalism at one of
 t'he rge universities of the Middle Vtest, tolls a story of how ho was employ-
 ed one sumicr to sell a country weokly, with a dustpan thrown in as a pre-
 mium. By the time his first few days were ovcr ho had not uade enough money
 to pay expcnsos. Ho was hoadod for the rocks and intondod to quit, whon
 suddenly he conceived a good idca. The dustpan was a good one at least.
   It
 doscrved se~ling, so he sold that - and throw in tho newspaper.
     Any roadur likus an orderly arrangemunt in his papor. I1ith seemingly
no
 reason whatsoever, ho will prefer the pyramid makeup of advertisemcnts,
be-
 cause he abhors a hodge-podgo of rcading material in tho many different
class-
 es found in newspapers.
                             Not All Readers Alike
 >IA1KE a closer analysis, you will find that newspaper readers arc di-
 vided into three classos: the ones who havo a definite want in mind, thoso
 who have no definite want in mind but are curious to know what is offered,
 and those who unconsciously rcad advcrtisermionts because of boing attracted
 from the reading matter.  In the first two classcs, the pyramid makeup would
 obwiously be the best on account of its orderly arrangoe.iont; in the last
case,
 which involves probably fifty per cent of the readcrs, the pyrarmid makeup
 would be best, because, in order to have those readers look ovor an advertis-
 ing page, you must give tnem first a well organized bit of reading mabter
to


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