( Originally Published 1912 )

How much money do you suppose is spent annually in advertising in the twenty thousand or more newspapers in the above list?

The Dailies

The most successful newspaper in New York City counting advertising revenue—receives for its advertising in its Sunday, Daily, Morning and Evening and Weekly editions, upwards of \$3,500,000.00 annually.

There are probably twenty newspapers that take in \$2,000,000.00 each in advertising; there are about one hundred more that take in \$1,000,000.00 each; there are about three hundred that take in \$100,000.00 every year; there are about one thou-sand which take in \$15,000.00 every year, and the balance would probably take in about \$5,000.00 a year apiece.

This makes a total of about \$191,950,000.00 per year in the Daily papers alone. Most of this is spent by retail merchants who watch results every day.

The Weeklies

There are 17,000 Weeklies. The maximum price would be \$4.00 or \$5.00 per inch. The minimum price in the smallest Weekly is about five cents per inch. A fair average would be \$100.00 per week for each paper. There are 17,000 papers. That makes \$1,700,000.00 per week for the Weeklies or, \$88,400,-

RETAIL ADVERTISING FOR ANY STORE 169

000.00 spent for advertising in Weekly newspapers. Add to that the \$192,000,000.00 spent in the Daily papers—You have for the Daily and Weekly news-papers alone \$280,000,000.00 annually. This does not include the \$85,000,000.00 spent annually in magazine advertising, or the \$60,000,000.00 in Farm and Mail Order Journals, or the \$25,000,000.00 in Trade Journals, or the \$25,000,000.00 in painted and electric signs, etc.—a grand total of about \$685,-000,000.00 annually.

Does it pay to advertise? The best answer is that during the year 1911 there were one hundred and eleven new publications started. If the advertisers did not think that it paid them they would stop their newspaper advertising, and a good many news-papers would discontinue.

The power of the press is incalculable. The whole country is swayed back and forth by the news which the press spreads out before it every day. The merchants have learned that this great power is a magnet which can be used successfully to make their stores an ever-increasing success.