The Chronicle PUBLISHED DAILY.

Horowhenua Chronicle, 12 June 1915, Page 2

The Chronicle PUBLISHED DAILY.

T,EVIN. SATURDAY. JUNE, 13. 1015 OX' ADVERTISING

The true test of advertising is tho filfect it produces. A business notice in a paper that is not opened regularly obviously is of less use than an advertiswm.'iit in a. paper that everyone loads. The Horowhenua Daily Chronicle is read by every settler in the district. A big proportion of the farmers subscribe to it, and others see it at their neighbours' houses or tho creameries. The story of the transfer of iiw news itoms to tho steaks and chops is ben trovato- but untrue, the purveyors of joints and entrees use plain paper, and preserve The Chronicle for future reference. The townspeople all take The Chronicle; most of them from The Chronicle runner; a dozen or so from their neighbours' front gates. To our view this practice is reprehensible, but advertisers in The Chronicle gain extra publicity thereby, for the regular subscribers always receive an extra copy when the first one does not reach the proper people. The local news is The Chronicle's speciality, and tho citizens and settlers naturally seek this in the advertisements as well as in the records of social and general happenings. In the city newspapers, with their eight or sixteen pages of minion type, an advertisement is buiried: tout in The Chronicle's four openfaced pages of leaded brevier the business announcements catch tho oyo of all who open the paper. It pays to advertise : the proof is to be lound in tho various profitable and growing retail businesses of Levin. Many of The Vybronicle's best customers for advertising are spontaneous witnesses K>f this fact. .Fair-priced articles of good quality are the bedrock of successful business, but the coping-stone oi profit is publicity. A seller of crayfish who covers his cart •with tho tarpaulin of concealment and exercises not his vocal organs gathers no pence. So, too, the business man who shuns publicity has for his lot the sadness of profits curtailed and the guerdon of moths and •weevils.