ON ADVERTISING

Horowhenua Chronicle, 18 September 1915, Page 4

ON ADVERTISING

The true test of advertising is the effect it produces. A business notice in a paper tliafc is not opened regularly obviously is of less use than an advertisement in a paper that everyone reads. The Horowhenua Daily Chronicle is read by every settler in the district. A big proportion of the farmers subscribe to it, and otaers see it at their neighbours' houses or the creameries. The story of the transfer of it« news items to the steaks and chops is ben trovato but untrue, tho purveyors of joints and entrees use plain paper, and preserve The Chronicle 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 view this practice 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 citylfinewspapers, with their eight or sixteen pages of minion type, an advertisement is butr»ed; but in. The Chronicle's four openfaced pages of leaded brevier the business announcements catch the eye of all who open the paper. It pays to advertise : the proof is to be found in the various profitable and growing' retail businesses of Levin. Alany of The 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-stone 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 ot profits curtailed and the guerdon ot moths and weevils. *