ON ADVERTISING

Horowhenua Chronicle, 23 July 1915, Page 4

ON ADVERTISING

Tho true test of advertising is tin. , ciliect it produces. A business* uotico in a ytiper thai is not opened regularly übvioii-sly it> of less ukg than an advertisement in a paper that everyonu reads. The Horowhenua Daily Chronicle is read by every settier i" the district. A big proportion oi' tho l'arniers subsci'ibe t<j it, and others seo it at their neighbours' houses or the creameries. Tho story oi the transfer of ittj news iteins to the steaks aud chops is ben trovato but untrue, tlio purveyors of joints and entrees use plain paper, and preserve The Chronicle for future reference. Tho townspeople all take The., Chronicle; most oi' them from Tho Chronicle runner; a. dozen or so l'lom their neighbours' front gates. To our view this practice. i« reprehensible, but advertisers in The Chronicle gain extra publicity thereby, for the regular subscribers always receive an extra copy when the iirst one dot's not reach the proper poopJe. The local news is The Chronicle's spocialitv. and the citizens and settlers naturally seek this in the advertisements as well as in the records of social and gene.'aJ happenings. Jn the city newspapers with their eight or sixteen pages of minion type, an advertisement is buried; but in The Chronicle's four openfaced pages of leaded brevier tho business announcements catch the eye of all wlio open the paper. It paj'fi to advertise: tho proof is to be lound in the various profitable ;uul growing retail businesses of Levin. Many of Tho Chronicle's best customers for advertising are spontaneous witnesses wf this fact. " Fair-priced articles of good quality are the bedrock of success ful business, but the coping-etono oi profit is publicity. A seller of cray lish who covers his cart with tho tarpaulin of concealment ami exercises not his vocal organs gathers no ponce. So, too, the bufiiuess man who shuns publicity lias for hie lot iho sadness of profits curtailed and the guerdon of moths and weevils