US 1436818 A
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Description (OCR text may contain errors)
C. L. PERKINS..
APPLICATION FILED MAR. 23. I92I.
1,436,818. Patented 1202221922.
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I I l I Patented Nov. .28, i922.
CLOVEB, LEWELL PERKINS, OF HIGHLAND PARK, ILLINOIS.
, Application led March 23, 1921. Serial No. 454,633.
To all whom it may concern.'
Be it known that l, CLovnR LnwnLL PERKINS, a citizen of the United States, and a resident of Highland Park, county of Cook, and State of illinois, have invented certain new and useful Improvements in Publications; and l do hereby declare that the following is a full, clear, and exact description thereof, reference being had to the accompanying drawings, and to the letters of reference marked thereon, which form a part of this specification.
. This invention relates to improvements in publications, and consists of the matters hereinafter described and more particularly `pointed out inthe appended claims.
The invention relates specifically to periodical publications such as daily newspapers and the like, and its object is to reduce the cost of paper and printing charge able against the classified-advertising parts of said publications without interfering with the extent of the' circulation of the publication.
The advertising business of a daily paper comprises two general classes, namely, the classified advertisements, as for example, the want advertisements, and display advertisements, as advertisements in support of the sale of merchandise. y
These two classes of advertisement, namely, classified advertisements and display advertisements, function in totally different ways, as is readily apparent upon considera tion,-that is to say, the classifiedv advertisey ments are sought by those buying the publi cation, whereas, display advertisements seek those who buy the paper.
The first and essential function of display advertisement is to attract attention. Its own merit gives it a xed percentage of total reader-attention, and therefore its reader-attention increases directly with the circulation of the newspaper containing` it. Such advertisement must thus be brought `into the hands of the total number com prising the circulation of the newspaper'.
The classified advertising, on the other hand, is not required to attract attention. It comprises a current reference catalogue thoroughly known, and as easily and generally consulted as is a telephone directory, or a dictionary. A comparatively small part (about ten per cent) of the general public, however, has occasion to refer to the classified advertisements of a newspaper on any one day. The readers of a newspaper, who have no occasion for its use, though burdened with the classified advertising, entirely neglect it and cast it aside when possible. Thus `the circulation of the average classified advertising medium of the newspaper represents to a great extent (about ninety per cent) waste to the publisher of the newspaper.
@newho has occasion to consult the classified advertisements of a newspaper, will make any effort to do so, and will naturally refer. to the publication having the most voluminous, available, classied-advertising* section, and if the newspaper generally used by him has a small classified-advertising-section, he rwill reject it to buy a copy of a newspaper having' a greater classified-adver tising-section.
The object of my invention is to produce a publication of a novel construction and arrangement by means of which the great loss due to the printing of the classified advertisements in the entire circulation of the publication as heretofore may be done away with, and only the proportional expense necessary to supply the demand for such advertising may be incurred, while at the same time the full demand for the `publication including the classified advertising may be fully and efficiently supplied.
To accomplish the foregoing, my i1nproved publication, for example a daily newspaper, comprises a main section or sections containing the various news items and` all the display advertising7 which sections are printed to the full number to meet the circulation demand; a smaller number ofl supplements or tabloids in convenient form containing the classified advertising matter, as for example, want advertisements and the like, lwhich tabloids are printed to a number representing some definite proportion of the whole circulation, as say twelve per cent; and correlated coupons, one on or associated with the main section of the newspaper, and one on or associated with the classified-advertising supplement or tabloid, said coupons or parts bearing notices, so that one buying the mainnewspaper may, if he desires, without extra charge, get the classified advertising section, and at the same time, the news stand or news boy may, by the coupons from both sections, produce a record of all sales which include the classified advertising supplement or tabloid.
In the drawings Figure 1 is a perspective view'of one element of the novel publication, namely, the main section of the newspaper.
Figure 2 is a like view of the other ele. ment of the publication, namely, a tabloid or supplement containing the classified advertisements of the newspaper.
Figure 3 is a fragmentary front view of the coupon part of the main section of the newspaper, and
Figure l is a like fragmentary view of the coupon part of the tabloid or supplement.
` Referring now to that embodiment of the invention illustrated in the drawings z-IO indicates the main body of the newspaper which may include any number of sections as desired. This section of the newspaper will contain all the various news items of the day, and also all of the display advertising or what I have called the seeker advertising, which must be put into the hands of all those who buy the paper. 11 indicates the supplement or tabloid, which contains the classified advertising or what I have called the sought advertising of the newspaper. This may be embodied in any convenient and handy form and will bear a heading or title 12, identical with the heading or title 13 of the main newspaper, and in addition, will bear a proper and distinctive title 12?,-in this case want ad supplement, which will call attention to the character of advertising contained within it. When the newspaper is printed, while the section 10 will be printed to the full number of the circulation of the paper, the section 11, will be printed only to that number which has been found to represent the proportion of those buying the newspaper to consult its classified advertising, say twelve and a half per cent, the number being` such, determined by observation and experience, as will amply satisfy the demand. All news stands and news boys are stocked with the sections 11, in the substantial proportions that the total run of the tabloid sections bear to the total circulation, so that each stand or news boy is provided with the number necessary to supply its or his quota of the tabloids to the seekers for that section.
On the main section of the newspaper, preferably on the front sheet thereof, there will be printed a notice 1&1, identifying and calling attention to the tabloid sec-tion of the paper with a part below it indicated at 15, constituting a coupon which may be suitably outlined or surrounded on two sides 16, 17, by weakenedy lines, so that it may be easily torn and detached from the sheet.
On the tabloid section 11, preferably at the top and upper right hand corner opposite the title, will be provided a second coupon 1,8, suitably outlined, and if desired,
defined by weakened lines 19, 2 0, so that it may be easily torn from the sheet. Each coupon will bear the title of the paper, as indicated at 21, 22, and also the date 23, 24, so as to particularly identify the coupons after they are detached, with the particular issue or edition of the publication.
In addition, the coupon on the main section of the newspaper may bear some such wording as the following Present this coupon to any news dealer and receive without charge the want ad supplement of the Daily Bee by which the attention of the purchaser is immediately directed to the fact that the want ad tabloid or supplement is not contained in the main section, and that if he wants the want ad supplement or tabloid, it may be had by presenting the coupon. The coupon on the want ad tabloid may bear some such notice as the following: This coupon when accompanied by a; want ad coupon from the Daily Bee, may be converted into cash at the office of the Daily Bee by any authorized news dealer. By this means the news boy or news stand is directed to secure the coupon from the main section of the newspaper, andl to detach the coupon from the tabloid or supple` ment when delivering it, so that he may, upon presenting the two coupons, be given credit for such want ad tabloids as are disposed of, thus making it worth while to the news stand or news boy to see that the public are supplied with the want adtabloid or supplement when it is desired.A yIn this way the main section of the newspaper and the supplement or tabloid are potentially coupled or tied together so as to become a unit when desired.
The advantage and saving to publishers of the improved publication will be manifest to those familiar with the art. The use` of the invention will not only produce the required saving, both in paper and printing, but in addition, the classified advertising may be produced at such greatly reducedA rates as to promote and increase the amount of such advertising.
I claim as my invention 1. A publication comprising in combination a main section printed to the full number embracing the intended circulation of the publication; a supplement; the main section and the supplement each bearing coupons carrying printed matter identifying them with the particular issue of the publication, the coupon of the main section bearing suitable indicia and constituting when detached a demand and receipt for the supplement, and the coupon of the supplement bearing suitable indicia and constituting, when detached and presented with the coupon from the main section, evidence of the delivery of the supplement.
2. A newspaper comprising in combination a main section containing neWs items and display advertising, said main section being printed to the full number of the intended circulation of the newspaper; and a supplement containing; classified advertising matter; the main section and the supplement each being provided with coupons can rying printed matter identified with the issue of the publication; the coupon of the main section bearing suitable indicia and being adapted to be detached and to be used as a receipt for the delivery of the supple ment, and the coupon of the supplement as my invention, I aHX my signature in the 20` presence oft two witnesses, this 16th day of March, A. D. 1921.
@LOVER LEWELL PERKINS. Witnesses:
T. H. ALFREDS, CHRISTINA DEANS.