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Horowhenua Chronicle, 21 June 1915, Page 4

The true test of advertising is the effect it produces. A business notice in a paper that is not opened regularly obviously is-of loss use than an advertisement in a paper that everyone reads. The Horowhenua Daily Chronicle is read by every settler in the district. A big proportion of the farmers subscribe to it, and others eee it at their neighbours' houses or the creameries. The story of the transfer of its hews items to the steaks and chops is ben trovato Gut untrue, the purveyors of jointe and entrees use plain paper, and preserve The Chronicle for future reference. The towner people all take The Chronicle; most c£ them from The Chronicle runner; a dozen or eo from their neighbours' front gatee. 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 pagoa of minion type, an advertisement is buried; ibut-in The Chronicle's four openfaced pages of leaded brevier the business announcements catch the eye of all wKo open the paper. It pays to advertise: the proof is to be found in the various profitable and growing retail businesses of Levin. iVlany of The Uhronicle's beet 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 of profit is publicity. A seller of crayfish who covers his cart with the tarpaulin of concealment and exercises not his vocal organs gathers no pence. So, too, the business man who shuns publicity has for hie lot the sadness of profits curtailed and the guerdon of moths and weevila.