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Horowhenua Chronicle, 21 July 1915, Page 3

The meeting of the Horowhenua Trotting club called for last niglrt for the purpose of dealing with tlie proposal for winding up the club, lapsed owing to the number attending being too few.

The heavy rain that has Fallen along this coast during the last few days has raised the volume of water in the rivers considerably, and the t>taki river it at a high level and the portion ol the road approaching it from this side is. tinder water. v

> 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 advertisement dn a paper that everyone reads. The 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 itoms to the steaks and chops is ben - trovato But untrue, the purveyors of joints and entrees use plain paper, and preserve Th© Chronicle for future reference. The townspeople all take The Chronicle; most of them from" The Chronicle runner j 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 newspapers, with their eight or-sixteen page* of minion type, an advertisement is buried; (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 advertise : the proof is to be found in the various profitable and growing retail businesses of Levin. Many of The Chronicle's best customers for advertising are spontaneous witnesses of this faot. Fair-priced articles of good quality are the bedrock 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 exercises not his vocal organs gathers no pence. So, too, the business man who shuns publicity has for his lot the sadness of profits ourtailed and the guerdon of moths and weevils.