Why use newspaper advertising? Thomas F. Barnhart, advertising
specialist and associate professor of journalism at the University of
CN.
Minnesota gives fourteen pertinent reasons. They are
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1. Newspaper reading is a universal habit. News
paper advertising, therefore, reaches all who reed
and buy.
2. A newspaper advertisement can always be
seen by the reader.
3. The newspaper advertisement, as part of the
complete paper, goes into the home as a welcome
guest. ( ' '
4. The newspaper advertisement can have as
much news value and reader interest as the news
item.
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5. The amount of text used in newspaper adver
tisements is dependent only on the size of the space,
6. Newspaper advertising is flexible.
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7. Newspaper advertising is quickly controlled.
8. Newspaper advertising may be adjusted to
different conditions.
9. Newspaper advertising enables manufacturers
and dealers to state where their products may be
bought.
10. Newspaper advertising is inexpensive. Mer*
chants have learned that it covers more families
for less money than any other form of advertising.
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U. Newspaper circulation is known and is com
partively unaffected by daily change.
12. Nearly all of a newspaper's circulation is con
centrated in its own market.
13. ;> Newspaper advertising reduces selling costs,
because it entails no waste in circulation. This helps
reduce costs for the consumer.
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