ON ADVERTISING

Horowhenua Chronicle, 17 August 1915, Page 4

ON ADVERTISING

Tliu true test of advertising is tho eli'eet it i)ioducGs. A business notico in a paper tliaL is not opened regularly obviously is ol' less uko than an advertisement in a paper that eveiyono reads. The Horowhenua. Daily Chronicle is road by every settler in the disliict. A big proportion ol' the farmers subscribe to it, ami otiiers isee it at tlieir neighbours' houses or tho creameries. The story of tho transfer of iiis ncw.s items to tho eteaks and chops is ben trovato but untrue, the puweyors of joints and entrees use plain paper, and preserve Tho Chronicle for future reference. The townspeople all take The Chronicle; most of them from The Chronicle runnor; a dozen or so from their neighbours' lront gates. To our view this practice irs reprehensible, but advertisers in The Chronicle gain extra publicity thereby, lor Uie regular subscribers always receive an extra copy when the first ono does not reach the propor people. Tho local news is The Chronicle's speciality, and the citizens and settlers naturally seek this in tho advertisements as well as in the records of social and gemval happenings. In tlie city newspapers, with tlieir eight or sixteen pages of minion type, aii advertisement is buried; but in The ChTonicle's four openlaced pages of leaded brevier the business announcements catch the eye of all wlio open the paper._ It pays to advertise: tho proof is to bo lound in tho various profitable and growing retail businesses of Levin. Many of Tho Chronicle's best customers for advertising are spontaneous witnesses of this ' fact. Fair-priced articles of good quality are the bedrock of success ful business, but the coping-etono of .profit is publicity. A seller of crayfish who covers his cart with the tarpaulin of concealment and exercises not iiis vocal organs gathers no pence. So, too, the business man who shuns publicity has for his lot tho. sadness of profits curtailed and the guerdon of moths and weevils.