When a publication includes an advertisement for itself or its services, it’s known as a “house ad.”
A house ad pushing readers to pay $1 to put their New Year’s greetings in the Exponent employed some entertaining prose.
“You need not send individual New Year cards to everybody you know. It is too expensive, too bothersome, and a nuisance to the postal authorities,” the ad said. “For $1.00 you can wish everybody a Happy New Year — all your relatives, friends and associates, by inserting your greeting in the Annual Rosh Hashana Number of The Jewish Exponent.”
“Nobody can chide you for forgetting them on Rosh Hashana if your greeting is published in The Jewish Exponent,” the ad continued.
About 250 people heeded the ad and spent $1.
