question of cooperation, for cooperation, rightly used, is a powerful weapon in the hands of the newspapers. The magazines cannot furnish it and the newspapers can——and there is no doubt whatever that effective cooperation always interests an advertiser.
The best kind of cooperation is that which seeks to secure complete distribution for any product that is to be advertised in your paper, for without complete distribution no advertising campaign can be successful. The newspaper can give valuable information regarding dealers in its field, and it can impress upon dealers the importance of carrying advertised products and thus connecting up with the advertising that is paid for by the manufacturer. In giving the dealer cooperation, the newspaper should never undertake actual sale of any commodity; that is outside its line and is pretty likely to cause trouble sooner or later. Bringing the dealer and the manufacturer of advertised articles together is the important thing.
It is always a good plan to study your field carefully, and keep up-to-date statistics regarding its business possibilities. Keep lists of dealers in all lines so that, for instance, if you are seeking an advertising contract for a good product you can tell the advertiser just how many grocery stores there are in your territory and, if desirable, put him in touch with them. Study the principal industries of your territory, and keep statistics as to its pay roll. Know how many automobiles there are in your field, for this will help surprisingly in influencing accessory advertising.
Good Distribution Needed
There is no better plan than keeping in touch with the distribution in your territory of every article that is advertised, or that might be advertised. It is useless to undertake to secure advertising for an article that is not distributed in your field, and good distribution is often an argument that will bring business that could not be secured otherwise. Good distribution is the foundation of successful advertising, and if you can help the advertiser to secure it he will not forget it.
A final point is this: Make a fair rate and stick to it. As soon as it becomes generally known that your rate is fair and that it is the same to all customers, you will have little further trouble from legitimate advertisers or agencies regarding your rate.
The publisher who seeks to build up a large foreign advertising business must take care of it in a businesslike manner. See that all schedules are carried out accurately.
Live up to all position agreements. Acknowledge every order promptly, and see that proof copies are furnished. Give the same careful, personal attention to your foreign accounts that you give to your local accounts.
Time spent in building up a good foreign business is well spent, for the possibilities in this direction are already great and are steadily becoming greater. The newspapers are securing every year a larger share of the total volume of advertising, and it is up to each publisher to do his part to keep this movement going forward.
