ON ADVERTISING

Horowhenua Chronicle, 9 August 1915, Page 4

ON ADVERTISING

'J lie true test of advertising is tlio eflcct if. produces. A business uoticu in a paper that is not opened regularly obviously is oi less use than an advertisement. in a paper that everyone reads. The Morowhenua 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 oi iltt news items to the steaks and chops is ben trovato but untrue, the purveyors of joints and entrees use plain paper, and preserve The Chronicle ior future reference. The townspeople all take The Chronicle; most of them from The Chronicle runner; a dozen or so from their neighbours' trout gates. To our view this practice is reprehensible, but advertisers in The Chronicle gain extra publicity thereby, lor the regular subscribers always receive an extra copy when tlio first one docs not reach the proper, people. The local news its The Chronicle's speciality, and the citizens aiid settlers naturally seek this in the advertisements as well as 111 the records of social and gencval happenings. In the city newspapers, with their eight or sixteen pages of minion type, an advertisement is buried ; but in The Chronicle's four oponl.iced pages of leaded brevier the business announcements catch the eye of all who open the paper. It pays to advertise: tho proof is to be tound in the various profitable and growing retail businesses of Levin. Many of Tho Chronicle's best customers for advertising are spontaneous witnesses of this fact. l''air-priced articles of good quality are the bedrock of successful business, but the coping-stono of prolit is publicity. A seller of crayfish who covers hie cart with tlio tarpaulin of concealment ami exercises not liis vocal organs gathers no pence. So, too, the business man who shuns publicity has for his iot JlO sadness of profits curtailed and the guerdon of moths and weevils