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Zeitungs-Verlag : 10.08.1929
- Erscheinungsdatum
- 1929-08-10
- Sprache
- German
- Vorlage
- SLUB Dresden
- Digitalisat
- SLUB Dresden
- Lizenz-/Rechtehinweis
- Urheberrechtsschutz 1.0
- Nutzungshinweis
- Vergriffene Werke 1.0
- Rechteinformation Vergriffene Werke
- Wahrnehmung der Rechte durch die VG WORT (§ 51 VGG)
- URN
- urn:nbn:de:bsz:14-db-id1688499814-192908107
- PURL
- http://digital.slub-dresden.de/id1688499814-19290810
- OAI-Identifier
- oai:de:slub-dresden:db:id-1688499814-19290810
- Sammlungen
- Gebrauchsgraphik
- Vergriffene Werke
- Strukturtyp
- Ausgabe
- Parlamentsperiode
- -
- Wahlperiode
- -
- Titel
- Ideals and Duties of the Advertiser
- Autor
- Neven Du Mont, Dr. Alfred
- Digitalisat
- SLUB Dresden
- Strukturtyp
- Artikel
- Parlamentsperiode
- -
- Wahlperiode
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Inhaltsverzeichnis
- ZeitungZeitungs-Verlag
- Jahr1929
- Monat1929-08
- Tag1929-08-10
- AusgabeAusgabe -
- DeckelDeckel -
- InhaltsverzeichnisInhaltsverzeichnis -
- ArtikelWeltmacht Reklame 1
- ArtikelWerbung um Dinge und Menschen 3
- ArtikelWarum der Berliner Kongreß wichtig ist 4
- ArtikelWas Amerika von dem Berliner Kongreß erwartet 4
- ArtikelGeleitworte 5
- ArtikelDie Bedeutung des Welt-Reklame-Kongresses für Deutschland 8
- ArtikelBahnbrecher auf dem Wege zum Wohlstand 9
- ArtikelWeltreiseverkehr 9
- ArtikelDie deutsche Reichspost 10
- ArtikelWelche ideellen Pflichten legt der Anzeigenteil dem deutschen ... 11
- ArtikelDie Internationale Reklame 14
- ArtikelAdvertising. The World Power 15
- ArtikelThe Wooing of Men and Things 17
- ArtikelWhy the Berlin Convention is important 18
- ArtikelWhat America expects of the Berlin Convention 18
- ArtikelLeading words 19
- AbbildungVictoria-Offset Rockstroh-Werke Heidenau -
- ArtikelWhat the International Advertising Convention means for Germany 22
- ArtikelAdvance Agents of Prosperity 23
- ArtikelWorld Travel 23
- ArtikelThe German postal Service 24
- ArtikelIdeals and Duties of the Advertiser 25
- ArtikelLa Pubicité-Puissance Mondiale 28
- ArtikelLa Publicité, les Hommes et les Choses 30
- ArtikelPourqui le Congrès de Berlin est-il important? 31
- ArtikelCe que l'Amerique attend du Congrès de Berlin 31
- ArtikelParoles de salut 32
- ArtikelL'Importance pour l'Allemagne du Congrès International de la ... 35
- ArtikelLe Pionnier du Bien-être Materiel 36
- ArtikelLe Tourisme 36
- ArtikelLa Poste d'Empire 37
- ArtikelLe Devoir Moral des Éditeurs Alemands en Matière de Publicité 38
- ArtikelDer Welt-Reklameverband in Berlin Weltwirkungen der Reklame 41
- ArtikelDas "Jahr der Reklame" 41
- ArtikelWer steht dahinter? 42
- ArtikelDie Entwicklung des Welt-Reklame-Verbandes 43
- ArtikelStadtverwaltung und Reklame 44
- ArtikelReklame und Polizei 45
- ArtikelDie Bedeutung des Reklame-Kongresses für die internationale ... 45
- ArtikelReclamare 46
- ArtikelReklame und Wirtschaft. Grundsätzliche Erwägungen 47
- ArtikelBetrachtungen zum Welt-Reklamekongreß 49
- ArtikelDie Reklame im Dienst der Produktion 50
- ArtikelDie Reklameformen im Einzelhandel 51
- ArtikelDie besondere Bedeutung der Zeitungsanzeige. Zeitung - ... 53
- ArtikelDie Überlegenheit der Zeitungsanzeige als Werbemittel 53
- ArtikelAnmerkungen zur Vormachtstellung der Zeitungsanzeige 57
- ArtikelGemeinschaftsarbeit der amerikanischen Zeitungsverleger im ... 58
- ArtikelVorbildliche Eigenreklame. Die norwegische Zeitungswelt als ... 59
- ArtikelRationalisierung, Absatzwirtschaft und Werbung 61
- ArtikelLücken in dem Netz der Insertion 63
- ArtikelWandlungen der kleinen Anzeige 66
- ArtikelWas leisten die Annoncen-Expeditionen zur Pflege der Reklame in ... 69
- ArtikelDer Journalist und die Reklame 70
- ArtikelPsychologie und Technik der Reklame. Theorie und Praxis in der ... 71
- ArtikelPsychologisch richtige Reklame 73
- ArtikelDie Außenreklame 75
- ArtikelTechnik der Ankündigung 78
- ArtikelZur Geschichte und Wissenschaft der Werbung. ... 80
- ArtikelDie werbewissenschaftliche Forschung in Deutschland 81
- ArtikelReklame-Unterricht 83
- ArtikelDie Bedeutung des Zeitungsinserates für die historische Forschung 86
- ArtikelAus der Entwicklung der Zeitungsanzeige 88
- ArtikelDas Anzeigenwesen im Spiegel der Literatur 92
- ArtikelDie deutschen Zeitungsverlage auf der Reklameschau 1929 Berlin 96
- AbbildungInternationale Hygiene Ausstellung Dresden 1930 -
- DeckelDeckel -
- AusgabeAusgabe -
- Tag1929-08-10
- Monat1929-08
- Jahr1929
- Titel
- Zeitungs-Verlag : 10.08.1929
- Autor
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paper readers do not awaken to a realization of the true nature of the notice; they take it for an expression of opinion by the editors of the news section of the paper. while it is really nothing but an advertisement pure and simple. It must be admitted, however, that up to the present German publishers have on the whole refrained from participating in such machinations and have rejected all demands along this line made by advertisers. The Ger man press compares favorably still today with the foreign press in this respect. But unfortunately it cannot be denied that the influence exerted by enterprises adver- tising on a big scale — especially during the present bad business conditions and the decrease in advertising ma terial resulting therefrom — has grown considerably. At any rate, demands of the nature described, and which any decent publisher must turn from, are growing in number in a way that should give rise to thought. Many Publi shing enterprise, finding themselves for some reason or other in a bad condition financially, therefore succumb to the wishes of such advertisers because they have not the courage to reject the demands, not being in a position to afford the possible loss of the whole advertising contract. But a conscientious publisher cannot even print in his advertising section every advertisement offered him. Even if, as we have seen, the income from the subcrip- tion rates is in most cases no longer sufficient to covei all costs, so that the publisher must in the main depend on that from the advertising section, he may still not forget that he is responsible for the contents of that section. He must therefore keep his newspaper free from all advertisements of a doubtful character, whether from a business, cultural or even moral viewpoint. This is not always easy, as many advertisements contain hidden meanings not discernible to the unsuspecting, but a pub lisher or his assistants who handle much avertising matter cannot be deceived as to the true contents of an advertisement. As nobody can force him to accept an advertisement, he must reject any that appear suspicious, even if there is danger that he may make an occasional mistake and happen upon the wrong one. It is better that this should happen than to have the reader deceived by the advertisement and possibly detrimentally affected financially or morally. The German publisher should in this matter remember the example set by his American colleagues, who in many cases satisfy themselves as to the truth of the assertion of some advertisement, and who will not accept it until they are definitely convinced that the advertisement is honest. The publisher must consider it his duty to protect the readers of his papers from damage caused by lying or money-grabbing advertise ments, as he will otherwise cause the confidence placed in his newspaper to be shaken. Indeed, a publisher concerned with the reputation en- joyed by his enterprise must do even more than is prescribed by law and convention. He should not accept advertisements that are likely in any way to detract from the appearance of his newspaper. It is also not neces- sary to follow every fashion for the sake of the few more Cents to be gained in this way. There are the famous — or rather infamous — advertisements in rubber stamp form at the top of the newspaper title page, for example, which should be avoided, just as nothing should be print- ed on the white margins. Such advertisements may do no one any harm, but they do not tend to improve the general appearance of the newspaper. Frequently the reader himself does not care to see such advertising. Every publisher has had occasion to realize that such fashions are short-lived. The readers wish to see the ad vertisements in that part of the paper in which they are accustomed to look for them and where they belong; they do not care to see the news section or even title page of the newspaper marred by advertisements. Unfortunately it is true that the German publishers do not always attain to the ideal which would be reached by one who avoided all that which we have just described. Many a publisher, tempted by countless offers, succumbs to the demand of advertisers for space in the news section or even accepts advertisements of a doubtful character, in the belief that he cannot afford to overlook this source of income in the unpleasant struggle for supremacy; he fears that his competitor will make use of this source if he does not and that he will thus be left behind finan cially. The publisher whose aim it is to make the con tents of his newspaper as good and as comprehensive as possible, will be successful without having to resort to means of making money of which he should rightly be ashamed. He should never be tempted to think: pecunia non ölet. On this occasion it may be permitted to speak briefly of the duties of governmental circles in these matters. Some years ago the government caused the publishers to contribute to a fund for editors in Order to protect these from the temptation to print advertisements not serving the general public in the news section of their paper, and thus to favor individuals or certain private circles. It was rightly contended that the editors should be insured against accident and old age, so that they would not only have sufficient income to keep themselves and their families in a männer suited to their position under nor mal conditions, but would also be protected in times of need. This idea of the government was quite justified; many clear-sighted publishers had already founded relief funds for the editors on their own initiative which serve the same purpose. But if the government has thus protected the editors, it is its duty to do the same in regard to the publisher of worth. The attempts to keep objectionable advertise ments out of the newspapers should be carried on much more energetically than has been the case heretofore. Unfortunately, however, many big cities harbor news papers conducted by unscrupulous publishers which make a specialty of this kind of thing, and which are widely read in certain circles because of their questionable an- nouncements and advertisements. One should not, as a rule, be calling for the police continuously, but if the efforts of the German Newspaper Publishers Association and the good example set by the big majority of German publishers cannot prevent careless or irresponsible publishers from printing advertising matter of this nature, this should be made possible by the law. It must be admitted that officials — although the press is many respects under very close observation — occasion- ally exhibit great laxity. There are today in many Ger man cities newspapers that rely not merely on bad ad vertisements, but above all on the lowest kind of news matter for filling their pages. Such publications exist only as a means of satisfying the lust for Sensation. They not only report in detail all court proceedings of an especially obnoxious nature; very often the publishers and the editors nose about among the past incidents in the life of a person of good Standing. If they can uncover a mistake committed by someone sometime during his life, or some fact kept a family secret for the sake of
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