SUNDAY, OCTOBER 23, 1921

THE MICHIGAN DAILY MAGAZINE


of subscriptions it has. And the only Here one finds persons willing to ex- reads it again and waits-for an ability to write a well-constructed,
fair way to estimate the cost of ad- change practically anything and every- answer. About one-fifth of the ads in catchy, individual letter meant a posi-
vertising is the cost of one line per thing from a Bible to automobiles. the paper are so called "blind ads," this last summer. And a position
million circulation. This is known Most of the ads seem to end up with to which are sent to the Tribune of- meant, more than once, life.
as the Milline method of revealing to "Or a diamond. Or what?" It ap- fice. To these alone, an average of The situation wanted ads were hard
the advertiser exactly what he is buy- pears that diamonds are great articles 74,400 replies are delivered every week. to take. Poor beggars! Most of them
ing. The Maclarn Advertising }of exchange, and also that if the pros- IDuring the past summer, when the were without work, most with very
Agency says: "The Milline of The Chi- pective reader hasn't exactly the ar- help wanted situation was so acute, limited means; an ad meant the world
cago Daily Tribune, which costs 70 tidle advertised for, the advertiser many help wanted ads received as to them and few were able to afford
cents for 437,158 circulation, is $1.60 wants to know what he h1s. s type of ad that brought results
high as seven hundred answers to one: the tp fa htbogtrsls
while the milline of the Grand Forks After taking and writing on on av- ad. In those cases, the advertiser "The Wants of Millions!" Think it
Herald which costs 7 cents for 14,737 erage of a hundred ads a day, one be- would sort his answers, throwing all over. And then the next time you
circulation is $4.75. Instead of the comes hardened to the wants of people those away unopened which did not pick up a want-ad section of some
Chicago paper being 10 times that of But then, after a day's work, he can have neat envelopes. He would se- newspaper, stop to consider and wond-
the smaller, it in reality costs about see that back of each little ad there lect perhaps two hundred to open. er what the human story is behind
one-third as much. is a human problem. To the adver- Out of these he might throw away an- each ad. The tragedies, anticipations,
One classification of ads which us- iser, that little ad of .his, buried per- other hundred. He then could con- hopes and ambitions of a nation are
nally is interesting reading, regard- baps among thousands of others, sider the remaining hundred and inter- expressed in these little lifeless ex-
less of the dullness of the other col- stands out to him as THE ad of the view perhaps fifty applicants. The pression of human thought.
umns, is the Barter and Exchange. paper. He buys a copy, reads his ad,

'I


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Just a Reminder

CARRCK Saturday Mat. 50c-$2.50
GA RCNights 75c-$3.00
THE BOHEMIANS, Inc.
PRESENT
a*
4 Village
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1920
SHUBERT Wednesday Matinee SOc to S-00
MICHIGAN Nights . - - 75c to $2.00
Saturday Mat. - - 75c to $1 .50
(Michigan at Washington Blvd.)
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JOHN CALSWORTHY'S
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