ON ADVERTISING

Horowhenua Chronicle, 21 August 1915, Page 4

ON ADVERTISING

The true test of advertising is tho efiect it produces. A business notice in a paper that is not opened regularly obviously is of less iiko than an advertisement, in a paper that everyono reads. The Horowhenua Daily Chrouicle is road by every settler in the dietrict. A biy; propoi'tion of tho farmers subscribe to it, and others eee it at their neighbours' houses or the crea-meries. The story ol the transfer of it« news items to the eteaks and chops ia beu trovato but untrue, the purveyors of joints and entrees use plain paper, nnd preserve The Chronicle for future reference. The townspeople all talie Tho Chronicle; inoet of them from Tho Chronicle runner j a dozen or so from their neighbour*' trout gates. To our view this practice is reprehensible, but adverfisere in The Chronicle «n'\n extra publicity thereby, for Uie regular subscribers always receive an extra copy when the first one dooe not reach tho proper people. The local news \a The Chronicle's speciality, and the citizens and eeitlers uaturally hoek this in the advertisements as well as in the records of social and geno/nl happenings. lu the city newepapors, with their eight or sixteen pages of minion type, an advertisement is buried ; but in The Chronicle's four openlaced pages of leaded brevier the business announcements catch the eye of all who open the paper. It paye to advertise : the proof is to be tound in the various profitable and growing 'rota.il bu.sinc6.ses of Levin. Many of The chronicle's beet customers for advertising are spontaneous witnesses ol this fact. Fair-priced articles ol good quality are the bedrock of successful business, but the coping-etone ol profit is publicity. A seller of crayfish who covers hie cart with tho tarpaulin of concealuioiit ami exercises not iiis vocal organs gathers no pence. So, too, the business man who shuns publicity has for his lot the sadness ol profits curtailed and the guerdon ol moths and weevils