Marketing (September-December 1908 & January-December 1909) . dailypaper is to furnish the news,first and foremost, in themost complete and readableform, and to the general pub-lic its editorial section is of quite secondary modern daily is the medium by which the great massesof the public keep informed of the doings of the world aboutthem. As such, it has become more of a necessity to the com-munity at large than anything else outside the bare necessitiesof life. It goes into the home, the office, the factory, the shop,on the cars, on the trains—in fact, to every place where hu
Marketing (September-December 1908 & January-December 1909) . dailypaper is to furnish the news,first and foremost, in themost complete and readableform, and to the general pub-lic its editorial section is of quite secondary modern daily is the medium by which the great massesof the public keep informed of the doings of the world aboutthem. As such, it has become more of a necessity to the com-munity at large than anything else outside the bare necessitiesof life. It goes into the home, the office, the factory, the shop,on the cars, on the trains—in fact, to every place where humanbeings are to be found. The position of the daily paper in Canada differs from itsposition elsewhere, in one or two important respects. In GreatBritain and the United States, the daily press, with all its influ-ence and prestige, has a strong rival in the periodical monthly magazines and the best weeklies have reached ahigh point of development, and their very large circulationplaces them in a strong position of rivalry with the daily W. J. Healy 22 Economic Advertising Nov., 1908 A national advertiser in England or the United States divideshis advertising between the daily papers and the periodicals oflarge circulation. He finds it profitable to use both, to a greateror less extent, depending upon the classes he wishes to he is quite well aware that a large part of the circulationthat he secures in one class of medium is duplicated by the circula-tion of the other. The advertiser who wishes to cover Canada, nationally, isnot obliged to divide his appropriation, in order to thoroughlywork his field. He reaches everybody whose trade is worthhaving, in the cities and larger towns, through one medium—the daily paper. It affords him the quickest, the most effective,and the most economical means of placing his product beforethe public and of securing their trade. For introducing a newarticle, or increasing the demand for an old one, there is nothin
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