The following text may have been generated by Optical Character Recognition, with varying degrees of accuracy. Reader beware!

44 THE DAILY TIMES-GAZETTE, Friday, October 9, 1008 ee A crowd formed fast on a street in Providence, Rhode Island. The police arrived -- and the fire rescue squad. "What's going on?" people asked. The fact was: A four-year-6ld girl had caught her head in an iron railing while watching a baseball game. Nothing serious, someone said. She wasn't hurt. But everybody wanted to know all about it. . . how long was she there. . . how they got her out. So they looked for the full story in the newspaper. And the folks who actually saw the rescue wanted to read about it even more. It's great tobe an eye-witness to any exciting event. But it's like seeing one or two photographs of the action, or see- ing a headline about it, or hearing a brief few words about it. All of these can whet your appetite for news, but they eannot satisfy your hunger for the whole story. That goes for advertising, too. The brief message that hangs in the air... or brief headlines here or there... may indeed have a momentary interest. But the newspaper ad carries the brass-tacks quality, the urgency of the newspaper itself. Like a news item, the ad can be examined and reexamr ined. Can be read any time. Anywhere. Can be clipped, saved and referred to. And just as the newspaper speaks the special language of the town it mirrors, the ads themselves have the same important local quality. No other medium can match this quality. Add to this the fact that the newspaper reaches just about everybody in town, and you know why the news- paper is the nation's most effective advertising medium. No wonder advertisers -- both retail and national -- in- vest more money in newspapers than in any other form of advertising. The newspaper is always Ticst with the mass' THE DAILY TIMES-GAZETTE This message prepared by BUREAU OF ADVERTISING, American Newspaper Pohfichers Adoctafion : and published in the interests of fuller understanding of newspapers by OSHAWA TIMES-GAZETTE ® \ 2