Build Wisconsin [1925, no. 14], pp. - PDF (1.9 MB)
Pago 4 poctivo customer to ase advertisements that ho would not sue if he passed the page by as having "no news." The next thing to do after you have convinced yourself, aftor you have put yourself in the roader's place, is to put your advertisers wise. Hereto- fore, all you have done is to take the advertiser's first reflection on pyra- miding. He didn't exert himself to look further, and neither did you. Ask any country editor who banks his advertisements, and dollars to doughnuts he'll know his arguments. WVHAT advertiser is there who doesn't want large circulation? If you talk to him, or send him a circular lette.r about this proposition, you'll convince him, merely because he has not before "seen the light." "Well, that's all right, but what about the national advertisers who de- mand position' Dle can't afford to get on the bad side of the agencies", will probably be your next contention. Editors have used this for an excuse, but where do they get it; If you will run over your contracts, you will find scarcely one out of fifty that specifics an exact position, and if an exact position is specified you are offered extra money. Out of the following, quoted from advertising contracts, judge for your- self the attitude of the national advertiser: "Please insert on good news page, preferably page 3 or 5." "Good live news page near front of page re- quested." "Best possible position." "Requested following and next to reading on good news page." "'."holly alongside unpaid reading matter on one side, top of all advertising in column in which this advertisement appears, pages 2 or 3. This position is urgently requested and for it a premium of twonty-five per cent over your run of paper rate will be paid". It is perfectly evident that national advertisers are educated. They see that the newspaper's point of view in banking advertisements is not only to its own good but to that of the advertiser as well. The fact that they all want to be on good news pages shows that they expect to be on a page that will be read, not on -the hodgepodge caused by not pyramiding advertisements. The last clause we have quoted does demand position, you say. How about that? This advertiser had a single column, five-inch advoreisement and was willing to pay twenty-fivu per cent more money to have it put at the top of the pyramid in the uppor right; but you must note that the last sentence of the clause in the contract says "this position is urgently requested." Of course, that means this advertiser didn't expect that ho would always be given the opportunity to have his preferred position and pay a higher rate. But it Does Take Time lNE MOSME consideration, this one taken from the point of view of the nows- pa ' editor Lnd advertising manager, may be made regarding pyramiding. Dwi-ht Curfnan, manager of the YJeseorville (Ohio) Public Opinion, was quotcd not long ago as saying thiis "In the very first issue wo made up differcntly. Theo two- column by fivo-inch advurtisements found themselves submerged beneath a volume of advertising which was made up in pyramid style. Immediately it dawned upon the merchants who were using such space that if their advertisements were to be better seen they must be larger; hold their own against larger space users. A.
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