ON ADVERTISING

Horowhenua Chronicle, 20 August 1915, Page 4

ON ADVERTISING

Thii true tost of advertising is tho ofl'oct it produces. A business notice hi a paper that is Jiot opened regularly obviously is of less utio than an advertisement in a paper that everyono reads. The Horowheiiua Daily Chronicle is read by every settler in the district. A big proportion of the farmers subscribe to it, and others soo it at their neighbours' houses or tho creajuories. The story of the transfer of its news items to the steaks and chops is ben trovato but untrue, the purveyors of joints and entrees use plain paper, and presorvo The Chronicle for future reference. The townspeople all take The Chronicle; most of them from The Chronicle runner; a dozen or bo from their neighbour , front gates. To our view this practice is reprehensible, but advertisers in The Chronicle gain extra publicity thereby, for Uio regular subscribers always receive an extra copy when the first one does not reach tho proper people, Tho local news is The Chronicle's speciality, and tho citizens and settlers uaturally 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, au advertisement is buiried; but in Tho Chronicle's four openl'aced pages of loaded brevier the business announcements catch the eye of ail wlio open the paper. It pays to advertise: the proof is fco be tound in the various profitable and growing retail businesses of Levin; Many of The Ohronicle'e best customers for advertising are spontaneous witnesses of this • fact. Fair-priced' ! -articles of good quaiity are the bedrock , of successful business, but the copwg-etone of profit is publicity. A seller of crayfish who covers his cart with the tarpaulin of concealmont and exercises not his vocal organs gathere no pence. So, too. the business man who shuns publicity has for hie lot the sadness or profits curtailed and the guerdon of moths and weevils