ON ADVERTISING

Horowhenua Chronicle, 15 July 1915, Page 4

ON ADVERTISING

| The true, tost of 'advertising is tho j ett'ect it produces. A business notice ) in a papor~that is not opened regularly obviously is of less use than an adver- | tisement in a paper that everyone reads. Tho Horowhenua Daily Chronicle 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 it-ems to the • steaks 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 Tho Chronicle; most of them from Tho Chronicle runnor; 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 Tho Chronicle's speciality", and the citizens and sottlers naturally seek this in the advertisements as well as in the 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 business announcements catch the eye of all ! who open the paper. It pays to adver- | tise: the proof is to be tound in the various profitable and growing retail. businesses of Levin. Many of Tho Chronicle's best customers for advertising are spontaneous witnesses °of this fact. Fair-priced articles of good quality are the bedrock of success ful business, but tho coping-stone ol 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 his lot tho sadness of profits curtailed and the guerdon of moths and weevils.