ADVERTISING DAIRY PRODUCTS 295 



3,500 homes at much less cost then through any other medium. 

 Granting that this space may not be as effective as a circular 

 letter, for example, the advantage in lower cost is still heavily 

 in favor of the newspaper space. For that reason, from 65 to 75 

 per cent of the total expenditures for advertising in the United 

 States is for newspaper and magazine space. 



The value of any newspaper or magazine in advertising 

 creamery business depends upon several things: 



First, it depends upon the way in which the circulation fits 

 the creamery's trade territory. If a creamery has the problem 

 of reaching the people of its home city, then that local news- 

 paper with the largest list of home subscribers is Ukely to be 

 most effective, even though the others may have a greater total 

 of subscribers in the city and outside. If the problem is to in- 

 crease ice cream sales in half a dozen nearby towns and cities, 

 then best results are likely to be secured by selecting a news- 

 paper of good local circulation in each of the towns. Some one 

 newspaper of general circulation may have many subscribers 

 in each of the six towns, but it likely has also a considerable 

 circulation in twenty or thirty other towns which has little 

 value to the ice cream manufacturer; the money he puts into 

 that circulation outside of his trade territory is largely wasted. 

 Newspapers and magazines of interstate or national circulation 

 are not valuable to the creamery with a business that is more or 

 less localized. 



Second, the advertising value of a newspaper depends upon 

 whether it reaches the kind of people a creamery wants to reach. 

 To promote the sales of high-quality butter a newspaper with a 

 smaller but select list of subscribers may bring better returns 

 than a newspaper with a larger list which includes a big per- 

 centage of people who are not prospective customers. That 

 newspaper in a community which reaches the housewives is 

 likely to be best for creamery and other food products. 



Third, the advertising value of a newspaper depends upon 

 whether it regularly carries much high-class advertising. If 

 one publication carries more business announcements in its 

 advertising columns than another, it is quite certain that house- 



