4. Size of newspaper advertisements.—The stand ard newspaper page consists of seven columns of thir teen pica ems (2% inches) in width, and from twenty to twenty-two inches in depth. Very few campaigns will warrant the use of an entire page for each adver tisement. Some advertisers make all their newspa per advertisements the same size. In the summer of 1916, Welch's Grape Juice was advertised in number of newspapers by a series of thirteen ad vertisements, each one being four columns wide and ten inches deep. One of the advertisements appeared each week. Most advertisers, however, prefer to vary the size of the space used. At the height of the cam paign, larger space is ordinarily used than at other times.
One of the best plans for the use of newspaper space is to standardize a certain proportion between width and depth, and then to vary the size of the in dividual advertisements in the campaign, while keep ing the same proportions in all. For instance, the smallest advertisement might be one column wide and fifty lines deep. A larger advertisement, then, in the same series might be two columns wide and one hun dred lines deep. The following table shows the total number of lines (a newspaper "line" is a space one column wide and one-fourteenth of an inch deep) in several sizes of advertisements, all built on the orig inal proportion of one column by fifty lines.
Advertisements in a series, all with the same pro portions, are called "telescope" advertisements. There are several advantages in their use: The ex pense of making drawings of different shapes and sizes is saved; the common proportion is pleasing to the eye; it is possible to achieve uniformity in me chanical layout; and the comparative similarity of appearance helps the reader to recognize the adver tisements when he sees them.
.5. of space used in na tional advertising campaigns in newspapers call for insertions every day, some three times a week, some twice a week, some once a week and some at other in tervals. The advertiser must be careful in choosing his days and the frequency of insertion.
The amount of space one can afford to use in the newspaper, the amount of space in each paper to be used in order to secure the desired attention, the length of the campaign, and the frequency of inser tions, all depend on the nature of the product adver tised, the habits of possible customers in relation to the newspaper, and the size, display and frequency of other advertising in the same newspaper.
6. Use of magazine generally is recognized as the great national medium. It is used to advertise products which have a national distri bution or national sales possibilities. It is employed
for a great number of different kinds of goods. One kind of magazine advertising is that which has for its purpose the sending of consumers to retail stores to buy the products of advertising manu facturers. Perhaps the majority of magazine adver tisements are of this sort. Another large group is composed of the advertisements of manufacturers and dealers who do business by mail. Advertisements in this class may be intended either to induce im mediate mail orders, or they may have for their pur pose the eliciting of inquiries from possible pur chasers, which are followed up by the advertiser and later develop into sales. Inquiries from readers are the primary object, too, of some advertisers whose goods are sold thru dealers; the inquiries are turned over to local dealers after being obtained thru maga zine advertising. Other inquiries obtained thru ad vertising are turned over to the advertiser's salesmen to be developed into sales if possible.
Some magazine advertising has for its chief pur pose the obtaining of distribution. The Word dis tribution is arbitrarily used by advertisers to refer to the handling of goods by retailers. A manufac turer who is advertising "to get distribution" is trying to induce retailers to handle his product. After dis tribution is obtained, magazine advertising may be used to increase the good-will and cooperation of deal ers.
A few retailers advertise in magazines—ordinarily, tho, only when they want mail orders, or when a chain of stores has retail establishments in many cities. The Woolworth five-and-ten-cent stores, for instance, used magazine advertising to introduce a new brand of yarn to women.
To catalog all the possible uses of magazine ad vertising would be to state the purposes of the ma jority of all the national advertising campaigns. There are hundreds of things that can be done with mediums of large circulation reaching readers all over the country. The magazine more than any other medium, perhaps, has made it possible for the manu facturer to establish a sure market for his goods—to put them in packages, trade-mark them, and then to tell the consuming public about them in such a. forceful, attractive way that a steady demand for them is gradually built up. Magazine advertising has been an exceedingly effective tool in bringing the manufacturer and his market close together, in edu cating the public with respect to new things, in teach ing values, and in standardizing the use of hundreds of time and labor-saving devices all over the country.