xt73r20rtv2q https://exploreuk.uky.edu/dips/xt73r20rtv2q/data/mets.xml Kentucky Kentucky Press Association Kentucky Press Service University of Kentucky. School of Journalism 1949 Call Number: PN4700.K37 Issues not published 1935 Aug - 1937 Oct, 1937 Jul - 1937 Aug, 1939 Oct - Dec, 1940 Jan - Mar, 1951 Aug - 1956 Sep. Includes Supplementary Material:  2005/2006, Kentucky High School Journalism Association contest 2004-2005, Advertising excellence in Kentucky newspapers 2003-2005, Excellence in Kentucky newspapers newsletters  English Lexington, KY.: School of Journalism, University of Kentucky Contact the Special Collections Research Center for information regarding rights and use of this collection. The Kentucky Press Press -- Kentucky -- Periodicals The Kentucky Press, March 1949 Vol.20 No.5 text The Kentucky Press, March 1949 Vol.20 No.5 1949 2019 true xt73r20rtv2q section xt73r20rtv2q ‘ 227,2 ”...“ ”...“... .72.- .2-.2».—:.:uu-.2.»-;2.:.'-.;-\-..2_. : - - 2 - .2 -..-..»:2,-» ,, L"':»,'-.f—- .5 :4 . .. .2 1.2. . . ..2.. . ..., I. .. . ,, _. . . . "122‘”‘471": >,

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.E 1' 'lEliEE E'l 1 E The Kentucky Press —— March, 1949

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EE ll' EEl "1'1 "2' is an organization representing 160 weekly and semi- the placmg of advertismg in their papers more easy _' lunate g

1'E1E11 E " El weekly community newspapers, 22 small dailies, and 7 and satisfactory. The Association maintains a Central 65m" U

x 11-11 11 . . . . . 1

'1' '1'11111'1' l1E'l' major dailies, whose publishers deSIre to prov1de for Office in McVey Hall, University of Kentucky, Lexing- 3:: :3:

1ElllEl' E 1'1" 1 ill advertisers the greatest possible coverage and render ton, which provides for the all-inclusive plan of were Se]

1 111111 E the face
'1'1"'ll' 11111 1'10 0 ‘ tural a1
11 111111111 ‘ 1111 0119 0rder - 01w Bllllng - (Due Check E 11:1
111 1111:11 ‘11:"

EE '1 E'E'lE 1' E1111 industri:
1 "1111111 '11 :51 . . . ' ’-
111 l 1'11 itfiljlléf? E 11' without additional cost to agency or advertiser. This insertion orders will be issued the same day from the “1:211:21
11 11111: i211 . . . . '

'l liEE lEll ,l "1 office through a complete file of its newspapers attends assocmtion office. No charge is made to the advertiser we are 1
1 ll 1'EE E EEE 1"1 to proof of publication through tear sheets and cares or agency for this service. l ployed,
E1 EE '1 E'E EE for the many details of placing advertising. Given a ‘0 the 1
.11111 ,1 ‘ _ - - - . .. 1'

_ EEE EEElEEE EEEE list of newspapers to be covered With mats or plates This office Will serVice advertising accounts cover- ElllchE
11. 1. . 1‘ 1 ‘ ‘ ' 1 u 56.
EE E EEEE E EEEE E EEEEEE necessary, the office will place the orders, check the ing all or any part of this entire list. The cost of cover- 1:“ are
l‘1E lE'ElkE 1 EEE publication, provide tear sheets, and render one bill for ing the community newspaper field, exclusive of the me_c1
11 '1 1,1"'1"1 gin ' . . .1 . .
1".111E1Er1 ". 11 the entire account. This eliminates a conSiderable ex- small and major dailies, is apprOXImately $64.00 a 56” “’51
'E 1 111 E E; E1E pense to the agency or advertiser. column inch for a circulation of 385,000 readers, almost E.C'a,SS'
_111 1.: 1 1:1 11 '11 _ . . 1 Hey int
1' E E E 2'1 1111 You can place space in any number of Kentucky all on a cash-in»advance bOSIS. Seventeen weeklies are . a palm
'1'11 '. '11" El' weeklies, semi-weeklies, or dailies with a single order. members of the Audit Bureau of Circulation; twelve 1 cottage

' ""1'1'1 1'- E E E 111E Send us only a blanket insertion order, together with dailies are members. More than 40 applications for E 3542000?
111‘ 1'11 1"" . . - . O zit-.1
11E 1 '1 E1 EEEE mats, sterotypes, or copy suffICIent to cover. lndiVIdual membership are now on file. 'Thus 1
l 11 1 1
EEEEEEE E hgi _' 'EEEE m your [11
'1111' . 111,11
1111 11111 . 11:1 . 1 Ad - - Affl- - S ° 5:131:
11‘ 11 1 . E N atlona vertlsulg 1 latlng ervwe
'11 EE 1' s'Ell‘l simble.
1'El'l E E {"11- This Association is a state affiliate with the Nation— farms—no national publications, no national radio _. To ti
111 E ' E11 al Editorial Association, and is an affiliating and co- hook-ups can reach him as Economically, as Thoroughly, adepar
El, 1 l 51E'1EE operating member of and with Newspaper Advertising as Easily, as HlS HOMETOWN NEWSPAPER with maxi- ers—it
11' 1 ' Service Inc. Chica 0. National orders, placed thru NAS, mum readership—because "Mr. 52" knows the local newspa]

111711 1 1 3‘11 ’ ' g . - --
E11 '1 . :E . 11111 are distributed from this office to our state newspapers editor—knows all the merchants—knows all the other “111071
"1'1l 1 E 11E under the one order, one billing, one check plan. subscribers—knows his Senator and Representative—— be SUPP
EE1‘1E1E il . E1E . . _ . . knows that his Hometown newspaper is a Warm, Living, All 1
1'E1‘ ' " ‘1 1111 Wh'le our state average '5 higher, m the nation Influential part of his life—and directly influences it. Portal“
1'1. 1 1 : EiEE 52% of the nation’s population, 70,200,000 persons, " and 501
l l,' 1 11 "1E live in tOWns of less than l0,000 population—only seven ML 52" Hometown newspaper offers MORE lOCOl ‘1 weather
E1111 E E1E larger cities in Kentucky. This "Mr. 52" had $44,000,- coverage than all other media combined—he can be convicti
111 1 1 :1'111E 000,000 to spend last year, 43% of the Nation’s buy- reached by One POCkOQe 00d One Check through News- Pomlnt
"1'1 1E ' 1E; ing power. paper Advertising Service, lnc., 188 West Randolph, :1 report.
', 11 '1 ' ? EVE Chica o, and throu h the Kentuck Press Association. that 1111
1'1111 1 lil ”Mr. 52" represents 6,000,000 farm families— 9 g y l more p
11 1 _ 1 11111 2,000,000 electrified farms—60% of all automobiles, Remember "Mr. 52" and make him 0 customer by 1 importa
1,1 1E ' EEEE trucks and tractors—50% of all furniture—46% of selling him tOClC‘Y through his 0W“ HOMETOWN NEWS' 1 place 11
E11 1 E I 1'1 clothing—and the Nation’s highest percentage of Home PAPER: E family.
E" 1 '11'1 ownership—IN FACT, the greatest potential market for . AS 10
1,1. ‘11 1 E‘ E '11 far-seeing manufacturers. . . the war
11' 1 E E. £111 For information, call or Write Victor R. Portmann, fled ad
11', .‘ '1' 1, "Mr. 52" in the p051” 1105 been difficult to reach, Secretary-Manager, McVey Hall, University of Ken— be the
l 11' . .. '111 living in l5,000 different small towns and on 6,000,000 tucky, Lexington 29, Kentucky. the mo:
'1 ,' E SE 1 it is
E-EE '. :1 15111 _ . to our
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March, 1949 . The Kentucky Press Page One 1111 1 111 1
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I feel that I am talking to the most tor- By Howard M. Hartshorn hurry it into the paper. Such an ‘easy way 1 ‘ 1' «1‘ 1
1‘ i ' . . 1 . . g ‘ ‘ 1; i
3 easy tunate gIOUP ”1 the “’01“, he told the 1:831 (The Ohio Newspaper) out 01 ad-writing may prove to be an easy 111 3 1 1:111
-em I estate men, because you people are selling (Four rules for writing classified real es- way to poor results and a lower income ' 1 ' 1 l
. r . . . . . l . 1 1 1
O the basis of all wealth—real property— tate copy, an important speCial phase of than is pOSSlblC through better copy. 1111 111
.eXlng- the good earth. In Ohio, he added, they classifieds, are given here by the CAM of the In no other form of advertising is copy -— 1 1 ‘ 1' 1
were selling the mOSt wonderful locality 011 Columbus Ohio State Journal. The mate- good copy—so important as in classified 1 i 1
the face of the earth, with unmatched 011- rial is from a talk by Mr. Hartshorn be- advertisinfi. So I say spend time and brain 11 . 1 '11} ‘1
tural advantages, places to g0, things t0 fore the Ohio Association of Real Estate power on every ad you run—make your 111 ‘I' 1_ 1
, see, With great cities, quiet towns, With Boards last fall.) writing plain but strong and appeal as much 111 1 » 1
industrial might and a great farm com- —--——-—-——-————— as possible to the emotions. 11 1 i
. i ' " ' ' ' 2‘ 3 i
munity. ment property, farms and all types 0f real lhird, a real estate ad should tell all the 11 ,1 xi
m the We in the advertising business feel that estate in such an accurate, interesting and facts about the home or as many as can ‘I 1 . E
ertiser 1 we are selling a fine product. Properly em- forthright manner that our readers Will reasonably be given. Here is a major dil- l 1 .
'1 ployed, it can bring wealth and affluence come to 100k upon this advertising news l'erence between editorial news and adver- 11 1}
to the users. But compared to those things with as much trust as they now do our front tising news. A from Page story gives all 1 1: 1‘
cover- which you sell, we are not in the picture. page reports of national and international the [acts available—a smart advertiser holds 1 ' : 1 1
Cover- You sell real estate, but equally important events. back one fact, or maybe two—he wants -“ r‘ 1
you are selling the by-products of real es- Advertising is after all nothing except the telephone to ring. 1 1 1 l
. i 1 . , .. . . . 1. r ‘ f
3f the tategcontentment, security, independence, commerCial news and it it is not news to Fourth, last and very important is the .1. 1 1 1 1
,100 a self respect; and better citizenship . . . someone it will not be read. number of times an ad should be run be- 1: 1
ilmost 1 Classified ads are addressed to all classes— Consider your real estate advertising in fore a change is made in the copy. Some 1' 1 11: 1
they interest the person who wants to buy thls light. HOW must 1‘ be Wl'ltten to be advertisers will spend much time and ef— j 1 1 1 1
as are 1 a palatial residence at $60,000 or a modest news to someone? IWOUld make fOUr P0111“: l'ort writing an ad (which probably then 1 1 1
twelve . cottage at $6,000; a late model limousine at First, your advertising must above all becomes a good ad) but they run the same ~, 1 1 1
. . . 1 1'-
15 f 1 $4,000 or a jalopy at $400; a sales manager’s be accurate and truthful. Any person (opy innumerable times (unless the house is 1 1 1 1 ‘2
0r ‘ 1 . . . . . . y 3»
job alt-$300 a week or a typist-clerk at $30. knowmgly responsible for publishing an in- sold) Without a change of copy of any sort. :11 1 1 1
Thus your classified section furnishes a accurate or misleading advertisement should Readers are watching the ads every (lav 1 _. .’ 1
. . . , , .. l ‘ ' . 1 "
potent answer to the objection, either that be barred from access to the newspaper for news of homes—it such an ad were re- . 1 1 1
your neWSpaper reaches nothing but the columns. Advertisements by the few which written after a week's run it might appear , 1 1 1 1 I 1
. . . 1 ‘1 . 1
poorer classes, or that your readers all carry are misleading tend to destroy the confi- as news to the reader who wants that home 1 1 1 1 - ‘
00 gold headed canes. Either reputation, as dence of readers in all other advertismg. [or his own. Now I would like to repeat the 1‘ 1 1 1 1
any advertising manager knows, is unde- Second, real estate ads must be well writ— four points 1 feel essential 10 good real €11 1 " 1 1 1
sirable. ten. I do not mean that it takes an Edgar tate news. 1’ 1 1 1
radio .. T0 the newspaper industry, classified is Allen Poe or Robert Louis Stevenson to ]_ Be accurate and truthful. I
Jghly, adepartment of advertismg, but to our read- write an ad. On the contrary, the best ads 2. Write good couy, write plainly, para- 1 1 1
mCle- ers—it is an indispenSible feature of the are. not too flowery or wordy. They are graph frequently. spend time and effort 1 11
local . newspaper which supplies news of those plainly written and state clearly and un- trying m improve your ads. 1111 51
other critical necessmes that cannot conveniently mistakedly what they intend to say so that 3. Tell all the facts poss1ble to tell. My ’1 1 1 1 1
ive— be supplied in any other way. any one may understand. The copy of a to make it as much like news as you can. :1 1 11 1 1 1
iving, All features 0f the newspaper are im~ good ad 15 also paragraphed frequently “wt 4. Change copy at reasonable intervals. ' 1 1111 '
S if. portant. Some are important to all readers as m a news story. This comprises what at least one classified 1 1 1 i 1
and some only to selective groups. The Yet classified advertising is at one and the man thinks is necessary to successful real 1 1 " 11
. . . . . . 1 a , 1 1
local 1 weather result is important, but it is our same time both the eaSiest and the hard— estate advertising. 5 g 1 , 1
m be 1 conviction that the news of jobs is more im— ‘ est form of advertising to write. It is so easy _______.__ _ 1 i 1' 1 1
Jews- ortant to mm 0 1e he stock market that the untutored )erson can state in lain ' . 5 '
P . '. e Pe P '. T . . ' I . ' p The Marion Falcon, Lebanon, has an- s j, 1
lolph, 1 report is important,but it is our conViction (perhaps ungrammatical) terms what he , 1 1 ‘ 1
_ . _ nounced the purchase and installment of - 1- 1
)n. that the news of Jobs 15 more important to wants and fully expects that the message . . 1 ' ‘
_ 1 _ , a new 12x18 automatic Kluge Job press, . 1 1
more people. The stock market report 18 he has transmitted bv claSSified means Will . 3 1 ,
er by . _ , '_ . _ a new drill press and router, and a new 1 1 j
_ 1 important, but we believe that news of a be answered to his satisfaction. It 18 easy to . . . . . 3 1 -'
'WS- ! . . , . _ , addressograph mailing machine in their 1 , f
- 1 place to live is more Vital to the average write because it calls for no frills or fancy 1 .
. ’ 1 . _ , , plant. They also have converted an old 1 1 : 1
1 ftlmdv. business and because the audience it reaches . . . . 1 1 1 ,
’ . _ . _ _ . _ _ gasoline linotype burner into a Simple burn- 1 1 11 1
, r\s lon as millions of eo le de _end on is interested in fillin ‘ its wants, and so Will . 1 z :1
1 g p P p g er usmg bottle gas. 1 l 11 1
the want ads for so many things, the classi- stop to puzzle out the meaning of an ad ' 1 1 1111
. . . . . I i
Km“: fied ad sections of newspapers are gomg to which they would quickly brush aSide in Walter T. Beadles, 69, veteran newsman, 1 1 1 111 1
Ken— be the clearing house for what is one of any other medium. died March 8 at Paris, Tennessee. He suf— j 111
the most basic of all human needs-a home! But the very easiness with which classi- fered a heart attack. Beadles, news editor 1111
V it IS your duty and mine, as ones inter- ficd advertising can be written also prov1des of the Weekly Parismn, was one of the 1 I111
1 ested in real estate advertising, to present a pitfall for the unwary. Mistaking ease for founders of the Mayfield (Ky.) Times and i 1 1
- to our readers the news of homes, invest- simplicity; they (lash off something and former editor of the Mayfield Messenger. 1 11111 1
v 1an
315111;”:
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E 11 I
., 1 17 ‘ ‘1
: i111

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5 1 '5 5
elm-:2 ’ - l-
5555 5' 55 Page Two The Kentucky Press March, 1949 5
5 5‘ 4:15 5 1 5 ‘
lllll5ll'lll55llll 5 5 Advertising Promotion Character of the paper—influence it has local papers in some of the medium and
555555 5 ‘ Suggestion Offered on readers, its hold on a market, who it smaller markets have overlooked an 0ppor-- __
555555, ‘ 5, 5 A great part 05. the newspaper Pmmmmh reaches best among the people in the mar- tunity to sell their values as an advertising
555555 5555 5 5. material is ”written from the viewpoint of ket, readership surveys, features that are a medium to local dealers of outside firms.
5 5 5555 55 5: 5 the medium rather than from the viewpoint part of the paper, editorial strength of the “For the past two years or more newspu.
555555555 5 55555 05. the buyer," said Lowell E. Mainland, paper, background of the people respon- pcrs generally have been doing a more con-
555555555 5 5 media and research manager, J Walter sible for putting out the paper: reader or structive Job of selling than for many )‘C‘ars 5
55555555555 5 55 Thompson (30., San Francisco, in speaking tiiculationupromotions and their successes. preyious. This trend to sell newspapers
5555 555555555 5 5 recently before the first Pacific Northwest type of local news coxeiage including near- p051t15ve1y as a sound medium rather than
55555. 5155 Newspaper Promotion Conference in Port» by communities. . , negatively by knOCkmg down competing
5 5, 5‘. '55. 5 55.55 land. ”The paper itself is one of our good ways media, 15 increasingr all the time, in my opin. .
555 55 5 55555 “I think it is highly important in the of determining its character. “7e lrequently 1011. Papers are to be commended on this 5
555555, smaller isolated markets here in the north- ask to have the paper sent to us for three sound development and I am sure that this
555555 5 51 west and all over the coast 50 keep buyers or four weeks so that we may watch it, new opproach, in which many of you have 5
5 55555 555 155 informed on these markets and the changes study it and make our own interpretations played a inajor5part, has had a great deal 5
5 555 555555 555 55 which are constantly taking place. It is from the way news items are handled and to do With putting newspaper todav in the 5
5555 55555 5555 my firm conviction that many papers in the type50f5 features5incl5uded in the pa- iinest competitive posnion, advertisingtwise. l
’ 555555l5 l .555 these medium and smaller markets have per. ThTS 5 Chanfmr information ls the m history. Mr. Mainland mul'
5 555555555 5151:5555 missed the boat in the past year or so by kmd 0f ‘5ntf’rmat‘9n Whmh we cannot get —~—————O———~———
55 555555 5, not taking stock 05. the growth which has from statistics, which we cannot get from You (55555.5 g0 “55505505 “55555 ABC
' 555l‘l ’5 occurred and telling advertisers and agen— present surveys T1?“ is thekind 0f in'll'ninlu' _*_____o _fi__ I
555i'5 1 55.155 cies accurately about these changes,” Mr. tion we should llke to get—and lrankly . ___
‘ 555‘i 55 .55 Mainland said. Some of the information we dont get ”55 very "f‘e_“_”"m 51116 pa» C_J And Times Win - .
5 55‘5555 5' 5555 he believes buyers of advertising want about pers themselves, Ml" Mainland imd' TWO TOD HOHOI’S _
55512555555555.5555 53‘555 Population figures—both in total ninn» ’ ' ain ant 0)s(.i\cc It ' ~_ ‘ 1 1 -
5 5 5551355555? .1 355: 5 , _, . . 1 . - 1. _ 1 should be brief sim )1e and in easilr handled lel Journalvand "lhe Louisv1lle Times was a
5 5559.55.55. 55 515555 bers and families Within the city piopei _ 5 ’_5 _1 5 5 l 5 doubl ‘ 1
r ‘ 55l5l5ill5 l .11 ll 5 and in the tradin “€55 size, espeCially if it merits filing for future , 6 Winner 1115the 1948 Newspaper Pro- a '
5 55; 5555555555 51 l N' . '5. 5_ g (5 ' reference. Pieces that are a part of the motion Contest, It was announced yester- 5
: 555555 55555555555155 ationa 1tY 810111” well 555 d 5 . . 05 5 u 5 5 motion Contest, it was announced recently 1
5‘5 55 555555 1 111115 importance of suburban areas. P inne continuinb (ampiugn are “L by Editor gc Publisher s onsor
ll llililll 5 5: l ' Form or transportation “SCd 5° get [" ones most helpful. BaSlC data on the mark“ First— lace awards were}: won iin botl the
5 555555555 .5555 555555555 5 and the newspaper, spot news material. retail aid the (comniunit -service classlifica-
5 5553555 5! 31515 Average working hours of people in the reports on cooperation extended to an “1' 550515 It was the third coy : , .
‘5 ll 5'5555;5‘ 5 55 markets. vertiser, and sales representative's material 5 ' nsecutive5yeai the
5 55555555555555 5 5555515 55 5 5 5 5 55 are all helpful two newspapers have won the retail award.
5 55 55 55555 5 .5 “here papers are read— in 01 out of the “T1 ' 1 55 5 , 5 55 5 In commenting on the awards, Editor Sc
55 55555555 5 55 home. 5 5 5 5 iere are severa5 ways, apart from the Publisher said:
55‘55 555555555555 5 55 0 1011519 ownersfll); lOne wa 5 g 5 y 5 5‘1: ' 5 winning entry in Class 2 (retail) was recom-
55 5 555555555 5 5555 Buying powei of the market. 51 y concern: ra e55d11I:(5)u151(6115:C11 55 an: mended by the judges was an ‘analysis of a
.5 . .. . .
l l1lilli'l" 555 R) if: (.mcl mlmlm-l 10 1565‘” 011i ([5. lans for man advertisers and ibu‘d 'ets 'Ire diverted advertising dollars from mail to
55 llllll1 l A I 6-“ (1m 1W 10 61“”? M 61" S roved wellyin advance of the tiIgIIC. that newspaper space.’ l
l l lllllll’il l‘ 5:5(1051362‘5'f51ag65' aSSertisin actual]: runs \Vhen we 'et r'tie “Directed at Stewart’s department store, 5 '
l l llil ll5lj5ll ‘55 5551115 11 [il 5. Chan es frgom 30 to) 60 or. even 80 d'i E ahead the presentation showed hOW a special roto- 5
llllil llll It‘ll“) : 5gur€i85 . . .. \ 1 \ .- 0f effe ti e d t 'd 11> (y H ('1 gravure Christmas gift catalog in the Sun-
555‘55
557 55555555555555 5 ‘5 5 5‘1 55 1d] 5 5 55 5- 5‘ l 1 uentl 1 5 TI' 5 ‘ 1 f 5 at a cost of about 4 cents each, as com- ‘
55155555555555 5 o 51555)i1yer o. a 5V€ltl$lng5 int, ut‘es: 51 yhourse vss. 5Iiis55commenlt 0 course pared with a mail catalog of the previous 5
55 5555 5555 555 55555 5Ciiculation 5—extent oi coverage both Ias not 1ng50 5(5) witrtie actua announce- 5,631.5 which went to 60,000 homes at a per- 15
55 5 555 55 555 Within and Without the city zone. ment—Iuerey t e tinting. : family cost of more than 18 cents. As a 5
5:55 55 5555 5 5 55.5 5C1r5culat10n trends as related In Poplllih “Occasionally after schedules are made up result of the presentation, Stewart’s bought 5
5 51 5 555 1 55 55 tion increases. 5 pressure is brought to bear on local factors a 24-page roto section. 5
5 5555 555 I Advertismg Image—total general and LO- by papers, in an effort to have themselves “The winning entry in Class 5 (public ,
5 1| - , 51 1 v t . .' t, ‘ 5 , . . 5 5
5‘ 5 5555555555 55:55 Eilfirlllsrfkize(102’: by Clxsfmuo'5“ and 111C111ded on “165151“ 0f papers S€1€CC€d5 to service), the Louisville Courier-Journal 3c 5
5555555555555 55 5nd mm 165 p em 81 p e, accurate carry the advertisnig. Generally speaking._ Times’ promotion of Progressive Farming
5 555555555 .55 i p e. 5 5 this does not result in business for the paper and improved Living, was praised by the
5 5 55555555555 5 5115}5{5ate—5£21nd55r€215sOI5I5 lforl 5a l‘ClaUVGly high but instead causes confusion and difficulty judges for its ‘thoroughness and continuity, 5
.5 5 555555555 : , 1111(5‘115e15‘ 1t ‘1" “35:“? Y I‘lglfi' 5 5 for: the advertiser5and the agenCY- 5 and its contribution to the community and
5 5 5 5555 5 51555 5 aneiage—we 8‘6 to law SOl5nt lea-Sons Papers in medium and smaller Sized inar- to the preservation of its basic natural re- 5
.5 55 .515 : 5 \\ 11y local papers SliOllld be used In addition kets as well as in metropolitan markets have sources—land.’ ” ,-'
5555 5555 55555 to the metropolitan papers Wllh good out- a very real value if the paper is a sound Douglas Cornette is promotion manager 5
55 5555555555 5'55- 5 Side coverage. one. There have been indications that the of the newspapers. I —
Ill! 1—55 ' "
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1 555555 75.51. » ~
115: hi
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.9 ' i H 9 ,‘j:
March, 1949 The Kentucky Press Page Three {5“ , ‘ i ll/ 1/
_ llilllj
mm and gfllHHHHi g .
1 Oppor» ’ ' ii '
[\‘ertising ,, ll! 1 l l" i '
firms. _ ll 'j ‘17
Hewspu- , - ~ ill j is; l
lol'C con- ' ° i l ‘ . xvi l
N ewspapev Advevttsmg i
A'Spupers , . l H lg ;; ‘ '
161‘ than - . . fl”: ‘ ll
mpeu’ng I A t t h t . ,V‘ l ‘9 l
”Pin, . ’7], Com 9 ’L we 1V1 at 8 ["ng 7; ,4
On this iii if”; i
but this I ( ‘ , H , I
011 have .l l l i l
.l v < x
flit (leal . 31 i
' in the . v il ‘l ,
mgr-wise, l .' {I} . f j é‘
, * 1 " ’ ‘ Ti
7 ‘ ‘ j W H
' ~‘ l .i‘
_ This year the food industry is engaged in keener competition for the i .l ,'
consumer’s food dollar. 1: l l 3 I
Cour- With more and more consumers’ dollars going into payments for houses, 9 l i '1
> was a i i 1 3
er pm automobilesand television sets, fewer dollars are available for food and every .‘ ' 3
yester- (i grocer and processor is intensifying his efforts to merit public patronage. i 3 V5
ecently _ VH l1! .
One ‘of the most effective instruments in this competitive situation 1 , l 3;
Hill the the newspaper advertisement. 1 l
issifica- . 7‘ ii i
far the I A & P's own advertising budget, for instance, has reached the highest ' l l M,
:er: point in the company's history, with ads regularly scheduled in more than _ i ll
2,000 newspapers. l l . l ‘ ;'
:22“: , We are using these ads not only to tell our customers about our low l H:
is of a - prices, but about the quality of the product as well; for we feel that consumers . V j l
which have learned that lower prices are no bargain when the quality of the food is ‘ l ' V
all to inferior. }; i I i
‘ r ‘ l i
[store ;_ Through such newspaper advertising we hope to keep our customers H7
. 2:: _ informed of the continued efforts of the men and women of A & P to do the ‘V l l] i ‘
milies nation's most effective job of food distribution. . - . ' ‘ l i H
com- ‘ - j l l V i
evious l i V