العناية بفرع الاعلان .. كتاب معلم الصحافة والإنشاء

Taking care of the advertising branch

The only way to make a profit in any business involving sales is to make the selling prices of the commodity higher than its cost prices. However, this rule does not apply to the newspaper organization, because it does not depend on its sales from distribution to make a profit, but rather it may sell at a loss and is satisfied. Most modern newspapers are sold to people for less than their cost, but few readers know that they do not have patience with that and continue publishing only because they cover their loss in sales with what they earn through advertising. It is noteworthy that in the year 1836, for example, the average annual subscription to any French newspaper was (80) francs, so Emile de Girardin decided to reduce the subscription value to his newspaper (La Presse) by half, with the aim of expanding its circulation and increasing the number of its readers, so that he could obtain advertisements whose value would cover the price difference. . He succeeded in creating this. Distribution numbers, advertising and revenues have actually increased. There is no doubt that the principle that this journalist followed is valid at all times, because people are always searching. They seek the cheapest price in everything they consume, and they also seek profit in everything. It is also noteworthy that the Herald newspaper, the dean of newspapers that appeared in the United States in 1833, was cheap, so its founder, James Gordon Bennett, decided to cover his general expenses and secure a profit by advertising and publishing them in his newspaper. Thus, he succeeded in creating a new source of income for the press other than sales, which until then had only generated small profits and a limited income that might not be enough to pay editors’ wages.

Then others followed suit after some hesitation, and then the trend moved towards exploiting advertising in an organized and logical manner. Indeed, most owners of periodical newspapers have begun to place the success of the advertising section above the success of any of the rest of the sections, to the point that the percentage of advertising in some successful American newspapers has reached about 75% of their total area, and now business owners and trade leaders rent specific advertising spaces in the core of the newspaper or magazine at low prices. Imaginative, so that they can be free to fill their own white space with texts or advertising images in the way they want, once or several times. There is no evidence of the value of advertising in the elite international press that when the last world war broke out and factory production turned into war materials, advertising revenues for newspapers decreased. This led to the cessation of 35 international daily newspapers from publication in 1941, and 38 other newspapers also stopped the following year. The wealth generated by these factories’ advertisements in newspapers was sufficient to cover the expenses of editing and printing, while increasing some of the savings.

Modern newspapers have recently tended to create links between her and the largest possible number of women. Because the logic of advertisers is that the man earns the money but the woman is the one who spends it. The first manifestation of her efforts to please women is devoting a page to her that satisfies her inclinations, and in which she addresses some of her affairs, such as fashion, cooking, taking care of children, and so on, relying in this on studies of women’s psychology and desires. Therefore, they always remind their editors that they must write for women as they write for men, taking into account their nature, tastes, and mental level. In this way, they are able to get men to involve their wives and daughters in reading the copies they have purchased. newspaper, or get women to buy it themselves. It is no secret that women read advertisements with more passion and curiosity than men, because it provides them with the resources to search and search for the goods they want to buy, while explaining their advantages and everything related to them in the easiest way.

Finally, it may occur to some people - and he saw the value of advertisers in relation to the newspaper's financial situation - that these advertisers should have influence over the newspaper's policy and its direction in their favor, especially since they fill a deficit that may sometimes reach the point of magnitude. But if this thought is true for some weak newspaper issuers, it is not true for others who are endowed with independence of opinion, boldness of heart, and self-reliance and creativity that guarantee prosperity, dignity, and independence for every newspaper. In the past, Morrison Good, the then mayor of the American city of Sunnati, said in a lecture he gave at Harvard University: “The owners of any major newspaper, and the newspaper representatives in the city’s municipality and its courts, who carry out the task of updating the news and presenting it to millions of readers, must be completely impartial, as if they were court judges. And to reject any offer, compliment, or reward that might affect the independence of their opinion and prevent them from publishing the news to public opinion as it currently is.” •