The Lawton Constitution (Lawton, Okla.), Vol. 15, No. 278, Ed. 1 Friday, June 30, 1916 Page: 7 of 8
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THE LAWTON CONSTITUTION
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There's a Reason
In the great advertising- centers, where advertising has been reduced to a science, the trend of advertising has
been heavy toward afternoon newspapers. Big department and retail stores have found that the selling power of
afternoon advertising is far greater than that of space in the morning papers.
A neighboring morning paper in a recent effort to make apology for this condition stated that statistics were not
available to support his refutation of the landslide of advertising to afternoon papers. To be sure, the figures were
not available, for no such statistics or figures exist. If you want to convince yourself carefully search the pages of
all the newspaper and advertising trade journals, issued since January 1, 1916. You will find page after page of sta-
tistics and statements hitherto uncontradicted by the biggest of the morning papers showing the tremendous land-
slide in display advertising to the afternoon newspapers. The records, claims and defense of the morning papers
are conspicuous b" 'heir absence.
Let Us Call the Roll of Cities
and Let Them Answer:
NEW YORK—During the year 1915 all the evening papers (six days in the week) gained in ad-
vertising 2,106,175 lines; during the year 1915 all the morning papers (seven days in the
week) lost in advertising 1,037,942 lines.
CHICAGO—During the year 1915 all the evening ioers (six days in the week) carried 1,559,-
529 lines more than was carried by all the morning papers (seven days in the week) com-
bined.
ST. LOUIS—One evening newspaper carried more than twice as much advertising space as ALL
the morning newspapers combined.
INDIANAPOLIS—One evening paper carried (in six days in the week) almost 5,000 columns, or
nearly 100.000 inches of advertising space more than all the morning papers (seven days
in the week) combined.
KANSAS CITY—The Star issues both an evening and a morning edition which upon the state-
ments of its publishers goes to practically the same subscribers. Yet the Kansas City
merchants carried far more space in the afternoon edition than in the morning editions.
How can the morning advocates explain this?
The business man who examines the merchandise before he buys it will see more than an excuse in this informa-
tion from the cities where advertising is placed to get the biggest results, instead of as patronage or favors to the pub-
lishers. Where they buy space for its selling power alone, experience has taught them that the evening papers get
the results.
The afternoon newspaper goes into the home and is read by all the family, the morning paper is passed up on the
lawn as the busy man and woman hasten away to work. Some are snatched up and taken back to the city by the head
of the family, and while he may scan a few of the headlines, none of the other members of the family get a chance to
read a line of it.
The Most Reading Hours By the Most People Given the
Afternoon Paper Makes Ads Get Results
This is the real reason why the big advertisers are increasing the use of afternoon paper's and cutting down the
amount of space heretofore used in the morning papers.
Lawton merchants should profit by the valuable experience of merchants in the big cities where actual tests are
made In this way the other fellow pays for your experience which is now costing a Dretty penny.
The Daily Constitution Goes Home and is Read by All the Family
il
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The Lawton Constitution (Lawton, Okla.), Vol. 15, No. 278, Ed. 1 Friday, June 30, 1916, newspaper, June 30, 1916; Lawton, Oklahoma. (https://gateway.okhistory.org/ark:/67531/metadc129178/m1/7/: accessed April 19, 2024), The Gateway to Oklahoma History, https://gateway.okhistory.org; crediting Oklahoma Historical Society.