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Tuesday, May 8, 1C34
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Do you know why this
ad caught your
attention when you first
opened this page?
That's right! When you
put color in your
advertisement, it com
mands extra attention,
recall, and sales.
Adding even one color
to a newspaper ad
increases sales an
average of 64. The
great thing is that you
don't have to run a full
page ad for color to
work for you. The size
of the ad doesn't
matter it's the extra
attention color brings,
Ihat warrants the invest
ment. ;
So, we urge you to se
yourself on color in
advertisements, hand
this four-page issue
to a friend, then ask
them what caught their
attention first.
e-"1
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-Here are calendars highlighting DN publication dates. Ad deadlines for.
summer are on Wednesdays before Friday publication and Fridays for the
following Tuesdays' publication. The dates not mentioned below are
regular summer publications dates. May 4, last day for epring publication;
May 7, finals week issue; May 12, graduation supplement; June 12,
freshman orientation issue; August 22, back to school issue; August 27,
first day of fall publication.
o o e
Continued from Pa3 1
The summer DN will stay in tabloid
form, and the ad layout will remain,
basically the same. As business man
ager, Shattil said he hopes that the
twice-weekly paper will adverage 12
pages per issue.
"My goal is to make the paper not
lose as much money as it would if we
weren't publishing," he said.
The DN has certain fixed expenses
to cover all summer whether the paper
publishes or not. These are mostly
overhead expenses: telephone - bills,
salaries, maintenance, and equipment
rental and repair.
"I'm hoping we can sell enough ads
and bring in enough revenue to offset
those costs," Shattil said.
A small amount of revenue may be
generated by subscriptions, which will
cost $5 for the summer. Rates are now
$35 for year-round subscriptions, $30
for two semesters and $20 for one
semester.
The Daily Nebraskan nay have pub
lished during the summer in the distant
past. Shattil said summer editions were
found in bound volumes of DNs from
13 years ago and earlier. But Shattil
said he didn't know if they were pub
lished by the DN or the journalism
school, because the publisher wasn't
listed.
bxuaent exocms aoesn
ad to business drought
IO
By Terry Hyknd
Summertime in Lincoln means hot
weather, picnics, Softball and the
exodus of thousands of UNL students
from the city to vacation land or home.
But, according to some downtown
merchants, summer does not mean a
significant loss of business for local
stores when about 8,000 of the 24,000
full-time university students desert the
city for a three-month hiatus
No data is kept on how many student
dollars are spent or lost during the
summer. But most merchants contact
ed said that aside from a minor lull in
business when the summer ends, sum
mer sales are steady and sometimes
increase.
"Our merchants are interested in
keeping a good rapport with students,"
said Lucy Hermann, a marketing dir
ector for the Centrum and Atrium
shopping complexes. "It does affect us
when there is any flux in the calendar."
She cited Christmas vacation and the
time between the end of spring semest
er classes and the beginning of the
summer session as periods when the
loss of student business is felt.
Ste&dy Bnsise3
But she said people who work down
town provide steady business for shops
in the Centrum and the Atrium.
"There is a segment of our traffic
that is constant," she said.
Hermann said students attending
summer school or those who remain in
Lincoln are attracted to shops down
town. Stores that offer merchandise
for student-aged customers and direct
their advertising at that age group
tend to do steady business with high
school and college students.
W eather also plays a role in keeping
summer business steady, Hermann
said. More people get out to shop when
warm weather arrives. And when the
weather is rainy, shoppers can stay
dry while shopping because cf the
skywalk system connecting the stores
in a five-block area.
Hermann said increased convention
business resulting from the competi
tion between downtown hotels also
could have-positive effect on summer
business.
Doug Farrar, the manager of the
Wooden Nickel women's clothing store,
144 N. 14th St., said he thinks custom
ers have an easier time getting to
stores and finding parking places in
the summer because there are fewer
students in the downtown area.
"The summer is really go5d," he said.
Besides business from students, Farrar
said he gets a lot of trade from local
residents.
Other managers of student-oriented
stores said the summer is a good
season for business.
"Traffic may go down a little bit but
business never goes down," said Terry
Moore, the former owner ofDirt Cheap
record shop, 217 N. 1 1th St., and now a
buyer for the store.
John Ferguson,, the manager of the
downtown Lawior's sporting good3
store at 1 1 13 O St., described Ms store's
summer business as steady. He said
;the seasonal nature of merchandise
means that sales pick up during the
summer and spring when outdoor
activities increase.
At Pickle's record siore, 220 N. 10th
St., manager Rod Ferguson said he
sees a 10 to 15 percent drop in sales
when the school year ends. But he said
when summer school starts, some bus
iness returns to the store. He said high
school students help pick up the slack
because many have summer jobs and
more money to spend.
Bcsiacss StaMs' ;"
Kris Kramer, who manages The
Closet, a women's clothing shop in the
Gunny's complex, said the departure
of the students usually results in a
drop in business between spring and
summer sessions. But she said enough
summer schcpl and high school stu
dents shop at her store to keep business
stable.
Ruth Griswald manages the Page,
One bookstore in Gunny's. She said
June is often her best ssies month. She
said she sells a lot of books to students
for literature classes and for leisure
reading. But she said she has many
customers from the downtown area
who keep business steady when the
student population is decreased.