ON ADVERTISING

Horowhenua Chronicle, 24 July 1915, Page 4

ON ADVERTISING

'1 he true tu.st of advertising is the eliect it pi educes. A bu*iuesis uotieu in a. paper thai, is not opened regtihirlv obviously is ol L-s:s use than an advertisement. iu a paper that everyone, reads. Ihe f.lorowhenua Daily Chronicle is read by every settler iu the d:s>i ict. A big pioportion of the farmer.-, .-.-übafribc to it, and others fs'ee it at tie. ir neighbours' house,? or the crcauicne*. The story ol the transfer ol iis iiew.s iioit[£> to ihe eteaks ami chopo io ben Irinalu but untrue, the purveyors of joints and entrees use plain paper, and preserve The Chronicle tor future reference. The townspeople all take Ihe Chronicle; most of them from The Chronicle runner ; a dozen or so from their neighbours' Iront gat 's. To our view this practice its reprehensible, but advertisers in The Chronicle gain extra publicity thereby, tor the regular ;;übsei i:>ers always receive an extra copy n .ben the first one doe., not reach the proper people. The local iie.'iis us T!i" ('bromeio'.-; special', v. and fhe citizens and .jolliers natural)seek i-his in the advertisements ao well as m the records of social and gone..J happenings. In ihe city newtspapcrivith their eight or Kixteeil pages oi minion lype. an advertisement is binled: It'll- in The Chronicles lour openlaced pages of leaded brevier the bus mess announcements catch (lie eye of all who open the paper, it pays to advertise: the proof is to be louud in the various prolitable and growing retail businesses of Levin. .Many of The t.hroriicle's best customers for advertising are spontaneous witnesses ol this fact. Fair-priced articles ol • rood quality aie the bedrock of success lul business, but the coping-fituno oi pro lit is publicity. A seller of cray fish who covers bin; cart with the tarpaulin 6f concealment and exercises not his vocal organs gathers no pence. Wo, too, the business man who shuns publicity has for hits lot Hie sadness ol profits curtailed and the guerdon of moths and wcovils