ON ADVERTISING

Horowhenua Chronicle, 13 July 1915, Page 4

ON ADVERTISING

Esta e

The true test of advertising is the effect it produces. A business notice iu a paper that is not opened regularly j obviously is, oE less use than an adverI tisenient in a paper that everyone reads. The Horowhenua Daily Chronicle is read by every settler in the district. A big proportion ol the farmers subscribe to it, and others see it at. their neighbours , houses or the creameries. The story of the transfer of ite news items to tho steaks and chops is ben trovato but untrue, the purveyors of joints and entrees use plain, paper, and preserve The Chronicle for future reference. Tlie townspeople all take Tho Chronicle; most of them from The Chronicle runner j a dozen or so froon their neighbours' trout gates. To our view this practice is reprehensible, but advertisers in The ; Chronicle gain ©xt/ra publicity thereby, I for tho regular subscribers always receive an extra copy when the first one does not reach the proper people. The tocal news is Tho Chronicle's speciality? and the citizens and settlers naturally seek this in the advertisements as well us in tho records of social and general happenings. In tho city newspapers, with their eight or sixteen pages of minion type, an advertisement is buiried; but in The Chronicle's four openfaced pages of leaded brevier the busiuees announcements catch the eye of all wlio open tho paper. It paye to advertise: the proof is to be round iu the various profitable and growing retail businesses of Levin. Many of The Ohionicle's best customers for advertising aro spontaneous witnesses of this fact. Fair-priced articles of good quality are the bedrock of successful business, but the coping-atone of profit is publicity. A seller of crayhsh who covers hie 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 hie lot the sadness of profits curtailed and the guerdon of, moths and weevils.