On ADVERTISING

Horowhenua Chronicle, 9 July 1915, Page 4

On ADVERTISING

The true .test of advertising is the j effect it produces. A business notice | in a paper that is not opened regularlv i obviously is of less use than an advertisement, dn a paper that everyone j reads. Tlie Horowhenua Daily Chron- , icle 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 the creameries. The story of the transfer . of its news items to the steaks and | chops is ben trovato but untrue, the i purveyors of joints and entrees use J 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' tront gates. To our view this practice is reprehensible, but advertisers in The i Chronicle gain extra publicity thereby, for the regular subscribers always receive an extra copy when the first ono does not reach the proper people. The ' local new§ is The Chronicle's special! fcv, and the citizens and settlers naturally seek this in the advertisements as well as in the records of social and gene/al happenings. In tho city nowspapers, with their eight or sixteen pages of minion type, an advertisement is butried; but in The Chronicle's four openfaced pages of leaded brevier the business announcements catch the eye of all who open the paper. It pays to adverfise: 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 of this fact. Fair-priced articles of good quality are the bedrook of success ful business, but the coping-stono of profit is publicity. A seller of cray fish who covers his cart with the tarpaulin of concealment ana 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.