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Build Wisconsin
(1925)

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


Page 4


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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