About Americus times-recorder. (Americus, Ga.) 1891-current | View Entire Issue (Feb. 9, 1922)
THURSDAY, FEBRUARY 9, 1922. MBBHaM— ..a.u..W^Ui , «aanmn»aMMMMMMWM» WWW ** > W HMMMM—) - '' '*is Ifex • Mill' mil I Wft— l —■!■■!■ Imm • rnrwr rum n --J- ■ .ii . ■. M —^-^ g —•■****■■■■■ ill ■*»■■-■ Mima i r—i wiwanr a* ■** |*yp| rIM - Ko ' • - tOH >pO Off I A SQUARE DEAL TO ALL g | ONE RATE -- ■ ONE POLICY M Ki n ... . •- - D ACK in 1918, jyhen the present management look over The l imes Recorder, there was no fc 11 •. Mjp w . *- - 'such thing as a lixed c standard rate. Contracts ranged from lOcto 20 cents per inch. The IWjLi-.i'wl I i paid circulation was under 1,000. Advertising was sold at whatever it would bring, a policy i i absolutely unfair to all Concerned and ruinous to the paper itself. ' II - i HI . / T '■. i ZANK large merchant was paying 10c an inch ; another using about the same amount of space, I sc; a third using only a littU less than either olthe two mentioned 20c. A large portion ol - |r- j the space was sold on what was called regular space, or cards, at from 3 3-4 cents to 5 1-2 cents the inch. r | ’l 11'. result ol such a policy was that the income of the papei was not sufficient to meet nec- IoU essary expenses. Some local news items were carried; no real telegraph; no out-of-town 1 correspondence; the paper was not being read, and the advertising was not pulling—was not bringing results to the merchants buying its spa ce. - i H H ' nr’ODAY advertising space is sold at one price, and that price printed on rate cards that may - be had by any one for the asking. No merchant is given a preferential rate over another— i a square deal to all. Till r T*' IIE rates are not higher than the rates in 1918. Rates in 1918 were 10 to 20 cents lor a circulation of less than 1,000. Rates in 1922 are from 25 to 35 cents on an average paid cir- culation of 2,500. The merchant in 1918 while- reaching the homes of something less than j , '' 1,000 readers, failed to reach the reader, for the very simple reason that the paper was not I being universally read. f ©‘W\ | ji-. * i i f Y ’ 'TT'ODAY the merchant not only gets his ads into the homes of 2,500 families, but his adver- n M tisements get into the minds of the reader— for subscribers of the Times-Recorder read the M • v •■ l ! • paper each day, and read it carefully and thoroughly. < iU"Ww il ... I . ikl 1 t npHE value of advertising space depends on two factors. Circulation and reader interest. { I | I _ . I f • # W7a P'i' A us those two factors is the Prestige of the p aper—its reputation for Truthfulness, Sincerity, | I Fearlessness and the personal integrity of the management. I i ’ ’ f : ' I I A DVERIISING experts the world over recognize these cardinal principles in valuing the | I'7 I i ' ZA ..... - • | | ■ x M space in any publication. m- ■ I, | .. . # \ , ■ 1 | r ‘r' lIE advertising space of a newspaper is nothing more nor less than a vehicle to convey the k Tpbj j I ■*“ messages of the buyer of space to.the readers. If the vehicle possesses those principles men- H tioned above; if the advertiser puts his brain into his copy, gives real value and adheres strictly ■ to Truth, Advertising Will Pay. ; - 1 “The reason men do not achieve more || H is because they do not attempt more” M I > 1 I ! . ■ I I H j- » J • i I f .itniwiauimnmmHuiiuoHHHHiniMWHii'i’Hhtfiiiir ■ tutHF.i 'b n: mt'HTnn . .. r, . .....' ■ •»»••• -hmF.k*! h--. j • o .iwtib ii>, ■ .HMHiHia - -1 I ® Bi'-fSi i~" , ■ ' * |ectO| ■i -''lSwa le o< ly this advertisement is J ■I . BCfc * n t 4 pt. liprht and black face, . ■hlTl iwJ ? from the Linotype machines. The . " • * ■ Til border outside is cast from mats and - < i = is available to all advertisers. The in- t 11 side or light border is machine set. , : ■ isO H^sL* The-head lines at top are set in 60 '■ H Uvl ® | point and 36 point Chelt Title; the | . Bl V\ **i two bottom display lines in 36 point , |h | Century light. The type in this box J ' •!■.<. '-m ■A lis 8 point light face. • I j I % ■ ® t , w- 1 I—WMMWW, W r». ■. • ■ •r^7*"*~.”*" >WT **“'‘**“ r ”****‘ w ~ I ‘ -V.- -a. sjrE'f *?,■■-A l .. 3- x 'J ■ >■>, ■ •. . .• r -. -7-- A.'rj.,'.. j .-A''" ■■; £i ‘ THE AMERICUS TIMES RECORDER. PAGE FIVE
