Post Card From The Commerce Press

Front:
MATTHEWS-NORTHRUP WORKS BUFFALO EXPRESS IN THE MATTHEWS BUILDING KINGK FR COM The Complete Press COR. WASHINGTON LSS ***** A En INO 100 AND EXCHANGE STREETS, BUFFALO To

Back:
66 AN ADVERTISEMENT WHICH THE BUFFALO MORNING EXPRESS IS STEALING FROM THE BOSTON JOURNAL An Advertiser said he had a prejudice for the "Evening Paper"- He didn't really mean that- What the advertiser had in mind when he spoke of an "evening paper" although he hadn't formulated the thought him- self-was that he wanted his advertisement in a paper that was read through and was read in the homes- and that idea he had been accustomed to associate with an "evening paper." Now as a matter of fact, it really Doesn't make a picayune's difference to any advertiser whether the paper is printed at 5 o'clock in the morning and called a "morn- ing paper" or at 11 o'clock in the morning and called an "evening paper." The hour means nothing the title "morning" or "evening" means nothing - neither one has any inherent value to the advertiser. All that the advertiser wants-and rightly wants - is that his advertisement shall appear in a paper that is not thrown away on the street, is not tossed under a car seat, but reaches the home. Call it a "morning paper"; call it an even- ing paper"; - print it at 5 A. M. or at 11 A. M. or at 3 P. M.- these dates give no advertising value to the paper. But Put it in the homes put it in the women's hands - and make it a good, clean, wholesome, home paper - then you have a medium that is of value to every advertiser - of big, pronounced, absolute, decisive value. And that is just what The Journal does for the Express advertiser. The Boston Journal is welcomed and praised in over 100,000 homes Buffals Express around Boston. The Boston Journal is a thorough Buffalo home paper-clean, modern, Buffals Express up-to-date. The Boston Journal brings results to the advertiser. Because it does this, the advertisers have should practically doubled their advertising in the past two years. Because it does this, The Boston Journal keeps Buffals Express gaining new gaining in- on advertisers and creased space from old advertisers. Buffald Exseen. The Boston Journal is today one of the estab- lished leaders in quantity and in quality of circulation and of advertising patronage. 37,000 bona fide, guaranteed all-day circulation among Decent People [on Sunday, 60,000] is what the Buffalo Express gives advertisers.