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ment, schools of every description, the theater, " wants,” Christ mas advertising, generaladvertising, display advertising, national or international advertising , and they are true to their newspaper colors in sometimes indicating a preference for advertisements

having news value.

They display by graphic illustration and

indicate by figures the percentage of increase in their advertise ments over their own best previous record and over the best records of their competitors ; they publish the aggregate number

of advertising lines, columns, and pages printed in a year, and give the total number of columns carried in a single number , in one case, 609 columns in the issue of September 22 , 1919. They publish the number of columns of advertisements they are com pelled to omit for lack of space and the number of advertisements of " wants ” cancelled because the needs have been immediately filled . They print the names of advertisers that have used their

columns or pages ten years or more, state that they themselves advertise in more than four hundred weeklies, and announce that their circulation is not only large but of the best quality and that their advertisers “ move in the best society. ” Since their cir culation is greatest among the monied classes, the returns to

advertisers, they feel, will be correspondingly large. They an nounce the daily delivery of the paper by airplane, and state

where copies may be obtained in other cities and what news stands are open until late at night. They carry advertisements

in different languages, and they republish in book form the adver tisements that have appeared in their columns. Thenewspapers themselves seem to have caught the spirit of those who advertise in their columns and to have taken on something of the depart ment-store methods of advertising themselves. firm to let him print their advertisements free for one year. “ After that they were very glad to pay for their advertisements. ” — The Evening Post Hundredth Anniversary, p. 43. 4 " Owing to the great demand for advertising space in The New York Times it has frequently been necessary to omit many advertisements. This demand promises to continue and forces discrimination in assigning space, i. e . , preference will be given to advertisements having news value

and to those for which copy is delivered before 6 P. M. on the day previous

to publication .” — New York Times, October 25, 1916, and subsequently at intervals.

6 One paper conducts a " music in the home" page and under its auspices advertises popular priced homesymphony concerts ;others advertis