ON' ADVERTISING

Horowhenua Chronicle, 15 June 1915, Page 4

ON' ADVERTISING

The true test of advertising is the i affect it produces. A business notice in a paper that is not opened regularly | obviously is of less use than an adver- j tisoment in a paper that everyone j reads. Tlie Horowhenua Daily Cliron- j icle is read by every settler in the dis- i trict. A big proportion of the farmers subscribe to it, and others see it at their neighbours' houses or the creameries. The story of the transfer of its news items to the steaks and chops is ben trovato But untrue, the purveyors of joints and entrees use plain paper, and preserve The Chronicle for future refeixihce. The townspeople all take The Chronicle j 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 the 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 buried; ibutin The Chronicle's four openfaced pages of leaded brevier the business announcements catcli the eye of all wllo open the paper. It pays to advertise : the proof is to be round in the various profitable and growing retail businesses of Levin. iVXany of The "Chronicle's best customers for advertising are spontaneous witnesses of this fact. Fair-priced articles of good quality are the bedrock of success ful business, but the coping-stone oi profit is publicity. A seller of crayfish who covers his cart with the tarIpaulin of concealment and exercises not his vocal organs gathers no pence. 80, too, the business man who shuns publicity has for his lot the sadness of profits curtailed and the guerdon, of moths and weevils.