uot Ad 
eel 
benefit. 
not. 
Oct. 29, 1915. 
LOCAL PLAINT 
[From the AMERICAN PREss.] 
“We are having the experience here © 
that perhaps a number of newspaper 
publishers are having—i. e., the local 
business men criticise us for accepting 
out of town advertising, but they wii 
purchase very little of our space them- 
selves.” 
iieewrunsethe -plaint of a letter 
from a New York state publisher to 
our Advertising department, and it 
cffers a wide field for comment. The 
writer also sends in an editorial in his 
paper on the same subject. Of cours: 
the fact that the local business men 
grumble will not deter the publisher 
from accepting out of town advertis- 
ing, seeing that these local merchants 
will not support their newspaper 
themselves. Boosting local trade is 
part of the publisher’s business, but 
he cannot undertake to boost all by 
himself. He must have the co-oper- 
ation of the business men for whom, 
in fact, he is doing the boosting. 
On the other hand, the situation 11s 
presented by this publisher shows that 
newspaper owners have a duty to per- 
form in their business communities, 
a duty which may not be light, but 
which, nevertheless when performed 
will rebound to their own financial 
That duty is to educate the 
business men to advertise. It can and 
must be done and is being done by 
hundreds of progressive publishers. 
At the outset let it be said that the 
publisher who attemps to educate the 
business men of his town has all the 
He need hard- . 
argument on his side. 
Jy use words. He can lay before 
those whom he is teaching any news- 
paper from a live business town, and 
that newspaper will tell the story, for 
it will be full of advertisements ot 
local and foreign business men, Let 
us quote for a moment from the 
above mentioned editorial : 
“The country merchant deplores 
the fact that the mail order houses 
are making inroads on his patronage. 
How did they do it? Did they send 
representatives into the rural com- 
munities to solicit trade? Did they 
simply open their places of business 
and wait for custoners? They did 
They obtained all—not a part, 
but ALL—of their patronage by the 
use of printer’s ink. They advertised. 
The average local merchant does not 
seem to realize, even with this gigai- 
tic object lesson before him, that the 
means employed by these concerns 
are also at his disposal. Through the 
medium of the printed word they tell 
the public what they have to sell. The 
NO Reel ORE Buy BiEZ/E 
majority of the village merchants do 
not.” 
The above is another step in the les- 
son which must be taught local non-ad-. 
vertisers. The fact that mail order 
houses and other foreign advertisers 
have gained all their business through 
advertising must be told them again 
and again in editorials and verbally 
when their advertising is solicited. it 
must be demonstrated to them that 
there is not a prosperous business 
concern in the whole country which 
today does not advertise. They sim- 
ply must be made to see the light or 
they must go out of business, for the 
business man who advertises will 
sooner or later get all the trade aw:y 
from the one who merely keeps a store 
and waits for buyers to come in with- 
out advertising. 
We quote again from the editoria:: 
“The non-advertising merchant fre- 
quently advances the argument against 
advertising that every one knows 
where his store is and what he has to 
sell. He is wrong. Every one does 
not know what he has to sell. If he 
doubts this let him compare his pres- 
ent stock with that of five years, three 
years or even one year ago and note 
the many new things he has on his 
floors or shelves, new things that are 
the product of inventive genius or of 
changing fashions. He keeps abreast 
of the market changes but all his cus- 
tomers do not; hence they do not 
know what he has to sell.” 
To which may be added the further 
argument that in the larger cities of 
the United States everybody knows 
where the big department stores are, 
and still they spend hundreds of thon- 
sands of dollars in advertising. Every 
person in New York or Philadelphia 
knows where Wanamaker’s is and 
what that department store has to sell, 
and still John Wanamaker uses al- 
most a page every day in every ‘one 
of the New York papers. 
The same is true of Macy’s, Gim- 
bel’s, Marshall Field’s, in Chicago, 
and in fact, of every department store 
in the country that does business and 
is making money. 
Of course every publisher knows 
best what arguments to advance to 
show his merchants the value, the 
necessity of advertising and advertis- 
ing constantly. 
She—Wilson never quarrels with 
his wife. 
He—She spends nearly all her time 
abroad. 
She—Yes; they get along together 
by living apart. 
The Breeze $2 a year postpaid. 
19 
BOSTON GLOBE GAINING. 
The remarkable growth in the cir- 
culation of the Boston Daily and 
Sunday Globe during the past 18 
months is the talk of all New Eng- 
land. The circulation of the Boston 
Daily Globe especially has made a 
wonderful increase. 
With comic features like Mutt and 
Jeff, by Bud Fisher; editorials such 
devatenciven every day» by) Uncte 
Dudley, and the many fine stories 
and reliable news reports, the Boston 
Daily Globe’s growth is easily ac- 
counted for. 
The Boston Sunday Globe - for 
many years has been the favorite 
newspaper in the worth-while homes 
of the New England public. Its 
color supplement, containing comics 
by such artists as Dirks—the author 
of Hans and Fritz—and the many 
other specimens of clean fun; its 
eight-page magazine section contain- 
ing stories equal to the’ best to be 
found in the magazines; its all-round 
value as a newspaper, continue to 
make it the favorite Boston Sunday 
newspaper. 
The Household Pages in both the 
Boston Daily and Boston Sunday 
Globe contain items of especial inter- 
est and value to every woman who 
manages a home. 
Be sure to read the story, 
“The Tragedy of Mrs. Teale,” which 
commences in the Saturday and Sun- 
day Globe of Oct. 30 and 31. This 
new story is one of the best ever 
printed in the Boston Daily Globe, | 
and should be read by every man, ~ 
woman and child in New England. 
new 
9 
JUVENILE MisconDucT. 
By direction of the legislature, the 
state commission on probation is con- 
ducting an investigation into condi- 
tions as to juvenile misconduct in the 
state, with a view to recommending 
any changes in the law or improving 
in any way the administration of the 
law. 
The public hearing is to be held at 
Room 439, State House, Boston, 
Wednesday, October 27, at 10.00 a. 
m. Any persons interested in the 
treatment of juvenile offenders or the 
repression of juvenile misconduct 
will be given an opportunity to state 
their views. The commission ai- 
nounces that it desires to make the in- 
cuiry as broad as possible with a view 
tc making a complete survey of the 
conditions and arriving at the opinion 
in all parts of the state as to the way 
of dealing with what is known as the 
juvenile problem. 
