ON ADVERTISING

Horowhenua Chronicle, 8 July 1915, Page 4

ON ADVERTISING

The true test of advertising is the effect it produces. A business notice in a paper that is not opened regularly ', obviously is of less use than an adver- / tisement jn a paper that everyone ! reads. The Horowhenua Daily- Chron-' icle 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 ite news items to the eteaks 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 the citizens and settlers naturally ] seek this in the advertisements as well as in the records of social and general ~ happenings. In the city nowepapers, j with their eight or sixteen pages of minion type, an advertisement is buriedj ibutiu The Chronicle's four open- ' faced pages of leaded brevier the bus-1| iness catch the eye of all J who open tho paper. It pays to advertise: the proof is to be tound in tho various profitable and growing retail businesses of Levin. Many of The Chronicle's best customers for advertising are spontaneous witnesses <oi this fact. Fair-priced articles of good quality are the bedrock oP success ful business, but the coping-etone ol proEt is publicity. A seller of crayfish who covers hie cart with the tarpaulin of concoalmont 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.