WEATHER FORECAST.

Horowhenua Chronicle, 22 July 1915, Page 3

WEATHER FORECAST.

Wellington, July 22. Indications are for westerly winds strong to gale and veering by west fx) south. The weather will probably prove squally with heavy showers "and become very cold. Tho barometer is .unsteady, but will rise'shortly. D. C. BATES n.ivorrimen! Mfltporologist

ON ADVERTISING Tho true tost of advertising is the. effect it produces. A business notieo in a paper that is not opened regularly obviously is of less use than an advertisement in a paper that everyone reads. Tho Horowhenua Daily Chrouiclo is read'by every settler in tho district. A big proportion of tho farmers subscribe to it, and others see it at their neighbours' houses or the creameries. The story of tho transfer of its news items to the steaks and chops is ben trovato hut untrue, the purveyors of joints and entrees use plain paper, and preserve Tho Chronicle for future reference. The. townspeople all take Tho Ohrouiclo; most of them from The Chronicle runner; 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 tho regular subscribers always recoive au extra copy when the first ono does not reach the proper people. Tho local news is The Chronicle's special) tv-. and the citizens and 'settlers naturally seek this in the advertisements as well as in tho records of social and geno.'al happenings. In tho city newspapers, with their eight or sixteen pages of minion type, an advertisement is buried; but in The Chronicle's four openfaced pages of loaded brevier tho business announcements catch the eye of all wlio open the paper. It pays to advertise : the proof is to bo 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 fact. Fair-priced articles of good quality are the bedrock of success i'ul business, but the coping-stono ol profit is publicity. A seller of crayfish who covers hits cart with tho 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.