ON ADVERTISING

Horowhenua Chronicle, 19 August 1915, Page 4

ON ADVERTISING

The true tost of advertising is tho effect it produces. A business notico in a paper that is not opened regularly obviously is of less use than an advertisement ill a paper that everyone reads. The Horowlienua Daily Chroniclo is read by every settler in the district. A big proportion of the farmers subscribe to it, and others seo it at their neighbours' houses or the creameries. The story of tho transfer of its news items to the steaks and chops is ben trovato but untrue, tho purveyors of joints and entrees use plain paper, and preserve The Chroniclo for future reference. The townspeople all take The Chronicle; most of them from The Chronicle runner; a dozen or so from their neighbours' front gates. To our viow this practioe is reprehensible, but advertisers in The Chronicle gain extra publicity thereby, for the regular subscribers always receive an extra' copy when the first one 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. In 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 tho business announcements catch the eye of all wh'o open the paper. It pays to advertise : the proof is to be tound in the various profitable and growing retail businesses of Levin. Many of The Uhronicle'6 best customers for advertising are spontaneous witnesses <of this fact. Fair-priced articles of good quality are the bedrock of successful business, but the coping-etone of profit 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 man who shuns publicity has for his lot the sadness of profits ourtailed and the guerdon of moths and weevils.