ON ADVERTISING.

Horowhenua Chronicle, 10 July 1915, Page 4

ON ADVERTISING.

The true test of advertising is th effect it produces. - A business notic in a paper that is not opened regular! obviously is of less use than an adver tisement dn a paper that everyone reads. The Horowhenua Daily Ohron iclo is read by every settler in the dis trict. A big proportion of the far mers subscribe to it, And others see i at their neighbours' houses or th< creameries. The story of the transfei of its news items to the steaks am chops is ben trovato but untrue, th< purveyors of joints and entrees us< plain paper, and preserve The Ohron icle for future reference. The towns people all take The Chronicle; mosi of them from The Chronicle runner; * dozen or so from their neighbours front gates. To our view this practic< is reprehensible, but advertisers in Th< Chronicle gain extra publicity thereby for the regular subscribers always re ceive an extra copy when the first on( does not reach the proper people. Th( local news is The Chronicle's speciality and the citizens and settlers naturall) seek this in the advertisements as wel as in the records of social and genera, happenings. In the city newspapers with their eight or sixteen pages oi minion type, an advertisement is buried; ibutin The Chronicle's four openfaced pages of leaded brevier the business announcements catch the eye of all who open the paper. It pays to advertise; the proof is to bo round in the 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 successful business, but the coping-stone of profit is publicity. A seller of crayfish who covers his cart with the tarpaulin of concealment and. oxercises 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.