Excerpt from Selling Newspaper Space: How to Develop Local Advertising
In the present volume I have attempted to present in concise form a practical essay on how newspaper space may be sold efficiently. Of the many-sided problem in newspaper making I have taken only one part, that of local display advertising. The selling of space to national advertisers is not within the scope of the present theme. That subject does not differ in some of its fundamental aspects, but it is one deserving of separate consideration.
This book is based upon a series of lectures which I delivered to the students of advertising in the School of Journalism at the University of Missouri. The fifth chapter is the result of an investigation into some of the advertising problems of Missouri newspapers. Indeed, the experiences which newspapers generally have found valuable in developing local display advertising make up the largest part of the work.
My experience as an advertising "solicitor" in the metropolitan as well as the small town field convinced me of the need of a Better Way.
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