ON ADVERTISING

Horowhenua Chronicle, 27 July 1915, Page 4

ON ADVERTISING

The true tost of advertising is the e licet it.- produces- A business notion in a paper that is not opened regularly obviously is of less iihc than an ad.ve.r-tu-eim ut in a paper that everyoiiw reads. The Horowh.cu.ua Daily Chronicle is read by every settler in the district. A big proportion ui the farmer:, subscribe to it, and others (see it at their ueighbouiv' houses or the creameries. The story ol the transler of ith news items to the steaks and chop.- is ben trovato but untrue, tho purveyoK- ol joinU ;ind entrees uc?u plain paper, and preserve Tho Chronicle lor future reference. The townspeople all take The Chronicle; most ol them t'roni The Chronicle runner; a dozen or so from their neighbour!-' Ironi gate.-*. To our view this practice ■f, reprehensible, but advertisers in The Chronicle gain extui publicity thereby, Id the iegular subscribers alwa-ys rocei\e an extra copy when the first one does not reach the propel' people. The local uout, io Tin Chronicle's specialitv and the citizens and cottiers naturally seek this in the advertisements as well as in the. records of social and gcuo.-aj happenings, hi the city newspapers, with their eight or sixteen pages of minion type, an advertisement is buried: but in The Chronicle's four openlaced pages oi leaded brevier the bus iiies.s announcements, raid) the- eye of all wlin open (he paper. It pay<s to advertise: the proot is to be ton ml in tho variolic profitable and. growing retail biisinenses of Levin. Many of The Uironidc's best customers tor advertising are spontaneous witnesses oi this fact. Fair-priced articles ol .lood quality are the bedrock of success I'nl business, but the eoping-fctono ol profit is publicity. A seller of cray ih'h who covei'S \\\p cart with the tarpaulin of concealment and exercises not his vocal organs gather.- no pence. So. too. the hiisine.SK man nho shuns publicity has- for his lot Tie sadncKi oi profits curtailed ami the guerdon ol moths and wewils