ON ADVERTISING

Horowhenua Chronicle, 6 August 1915, Page 4

ON ADVERTISING

'I lie true test ol' advertising is Lhu elicct it produces. Abu si Minsk notion in a paper that is not opened regularly obviously is of less Ut?e than an advertisement in a paper that everyone reads. The Horowheuua 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 ol ilts news items to the steaks and chops is ben trovato but untrue, tlie purveyors of joints and entrees use plain paper, and preserve The Chronicle lor luture reference. The townspeople all take The Chronicle; most of them from The Chronicle runner; a dozen or so from their neighbours' Iront 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 iirst oue 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. 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 the business announcements catch the eye of all wlio open the paper. It pays to advertise : the proof is to be round 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 tlio bedrock of successful business, but the coping-stone of protit 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 mau who shuns publicity has for bis lot the sadness of prolits curtailed and the guerdon of motlis and -weevils. ——Ml —I I ) >1