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| { ! { WINNETKA WEEKLY TALK, SATURDAY, MAY 5, 1923 REAL BOOST FOR SUBURBAN PAPER Boston Chamber of Com- merce Endorses Weeklies The Boston Chamber of Commerce has endorsed the Suburban News- paper as a medium for national as well as local advertising in the fol- lowing article sent out recently into all parts of the United States. "If you live in Boston, you read any one, or all, of the Boston dailies. If you live in Boston, and have been promoted here from any small town, you read the Boston papers and the weekly that the folks back home send every so often. The Boston papers you read for news, local metropolitan, national, and international. It is crowded with news. You haven't time to read it all, so you scan it rapidly, assimilate a little here and there, read the editorial. You've read the paper. "But the home town paper you save to read thoroughly at your leisure. And you read it--title, date line, fire alarm bores, advertisements and fillers. You are interested to know that Hudson Appleby has been seen around town in a new car; that Patsy Miele can find no trace of the criminal who embezzled $200 from the lunch cart; and that the dump will here- after be closed on Tuesdays and Thursdays. That is news to you, news of much more importance than Marilyn's marriage. "If you work in town, and live in the country, your own weekly gets the same attention. A weekly news- paper knits any community together. It is read by everyone in town. If you do not subscribe for it yourself, you borrow it from the woman next door, who reads it after the man up- stairs gets through with it. One pub- lisher within fifteen miles of Boston found that one subsription served eight families. Each family read it after the other got through with it. Public Institution "As a public institution, the sub- urban or country newspaper is a pub- lic service in the fullest meaning of the term. The publisher serves his readers with all of the local gossip and news, and he serves the adver- tiser in more ways than in placing his advertisement in the paper. Ad- vertisers expect him to make arrange- ments for window displays, locate jobbers to handle advertised lines, hunt up business . men to. handle agencies, introduce advertised prod- ucts among merchants, and act as a combination sales promotion manager and auxiliary salesman. All of this service is included in the payment for the advertisement. His business demands that he work for himself, for other people, and sometimes for nothing. "When local organizations run a dance, or a profit-making entertain- ment he is expected to whoop it up in valuable advertising space by printing stories about it, arouse pub- lic sentiment, get the people inter- ested. If it is a success, the publicity committee of the club gets the credit. If it is a failure, the publisher is blamed. And for all his trouble, sometimes he gets a free ticket. "He records the history of the town from week to week. When the selectmen were just a little bit too self important and obdurate about putting the benches back on the public common in the Springtime, so that mothers and babies could enjoy the air, it was the town paper that ridi- culed them into it to the amusement and satisfaction of all readers. Every reader knows the publisher, either personally or "by sight." They know the people in the news the same way. They are more personally interested in the news. It explains the differ- ence in the attention given the metro- politan daily and the country weekly. The Little Worries "The publisher has his troubles, too.» Publicity seekers are perhaps the most irritable of them all. National advertisers, particularly automobile accounts, seem to labor under the delusion that he does not know what to print, and that he would appreciate having someone send him stories all typewritten on one side of the paper in regulation form. Stories that they think are of absorbing interest to his readers, and always, even in the very receipt of the store, there is the insinuation that advertising will follow. He receives reams of it every week. If an article appeals to him, or if he thinks it will appeal to his readers, he prints it, but most of it goes into the waste basket. The national ad- vertiser who actually advertises with him, gets the same fair publicity rn HOEVER uses them knows the quality of Good - year Tires. Heknows the greater mileage they give is a part of Goodyear quality. He knows their fine, troublefree per- formance is only another phase of Goodyear quality. And he has learned thattheonetruetire economyisGoodyear Quality and Good- year Service. As Goodyear Service Station Dealers we sell and recom- mend the new Goodyear Cords with the beveled All- Weather Tread and back them up with standard Goodyear Service | BRAUN BROS. 723 Oak St. Winnetka paid. MONEY TO LOAN We are prepared to make First Mortgage Loans on Chicago and Suburban Real Estate in amounts from $2,000 to $1,000.000 or over at 51% to 6% interest. Prepay- ment privileges with all loans. In addition to loans on large apartment Buildings, we make loans on Single Dwellings and Two Apartments in good neighborhoods up to $8,000 on the Installment and Amortized Plan. These plans provide for monthly pay- ments and gradual reduction of the amount of interest We will finance Building Loans in conservative amounts for homes in selected localties where Installment or Amortized loans are applied for. Write or call for particulars. George H. Taylor Real Estate Mortgage Co. 312 South Clark Street, Telephone Wabash 1246 Real Estate Mortgage Loan Correspondent of. The Prudential Insurance Company of America treatment that he would get on any paper. "The weekly lasts for almost a week. The daily is no longer read after 24 hours. The circulation of the weekly is misleading too, inas- much as one paper does for the whole family, and sometimes for three and four families in the same house." Women Like To Trade Here because they know they are sure to get the choicest cuts of meat, and save money be- sides. We aim to make a permanent costumer of every housewife who buys her meats from us. To do this we must give both QUALITY and PRICE at all times. A FEW SPECIALS FOR SATURDAY Rolled Rib Roast Beef, no fat, no bone, per lb. 33 to 43c Pot Roast Native ...... 17¢ Small Hams Calis . ...16V4c Sirloin Steak, choice cuts 41c Flank Steaks Native ...29c | Veal Patties ...... = 25¢ Veal Roast Shoulder ...22c Veal Pocket Roast ....15¢ Lamb Stew ........... 10c SLICED BACON 3 pounds ..... uno. $1.00 White Cash Market 1189 Wilmette Ave. Phone Wilmette 2779 We deliver in Evanston, Wilmette, Kenilworth, In- dian Hill, Winnetka Our Phone Orders Receive Careful Attention ROOFING What is it worth to you to know of a better roof than a reliable roofer? There is a vast difference in roofing ma- terial, also in the method of laying it. Consequently a big difference in the number of years it will last. Be sure you get the greatest value for your money. Be guided by facts not promises. Be protected by a guarantee that means something. Over the Old Wood Shingles Our Specialty We positively do not have any agents canvassing from door to door and therefore save the home owner what is commonly known as the agents' commissions, ten per cent or twenty five to forty dollars, depending entirely on the size of residence and quality of material used. Flex-A-Tile Johns-Manville Logan-Long Flinkote Products A small payment will reroof your residence; balance like rent. Without any obligation phene or write :-- HUDSON ROOFING COMPANY 1307 Chicago Avenue | Evanston, Illinois Telephone: Evanston 8550 Residence: Evanston 8066 EE " . ULL LL EE 2 ZZ rrr, We Recommend 805 Elm St. Winnetka 1108 LULL LL LLL TELL ddd TLE EE ET ddd ddd dd 2 77 777 2 227777777777, N | Yi The Home of the Well-groomed Car Our location and our unusual service to our customers make this the best garage in which to keep your car. Washing Polishing Simonizing } Greasing RICHARDSON'S GARAGE 726 Elm Street, Winnetka Phone Winnetka 25 and 841