ON ADVERTISING

Horowhenua Chronicle, 16 February 1916, Page 3

ON ADVERTISING

The true test of advertising is the effect it produces. A business notica in a paper that is not opened regularly obviously is of lesa use than an advep tisement in a paper that everyone reals. The TToro'.vhcnna Daily Chronicle is read by every settler in the diatr'" + A big proportion of the farmers subscribe to it. and otners see it at their neighbours' houses or the creameries- The story of the transfer r >f ite news items to the Ptonfts and -hops is ben trovato but untrue, tha purveyors of joints and entrees use plain papey. and preserve The Ghioniclc for future refercuw. TV.a townspeople all t.aie The Chronicle; most of them from The Chronicle runner; a do7.cn or so from their neighbours trout gates. To our view this practice is reprehensible, but advertisers in ih® 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 Tho Chronicle .s speciality, iind the citizens and sottlesra naturally seek this in the advertisements as well as in the records of social and gene/al happenings. In the city*!newspapers, with their eight or sixteen pages of minion type, an advertisement is buried ; but in The Chroniclo'fl four openfaced pagos of leaded brevier the business announcements catch the eye of all who open the paper. It pays to advertise : the proof us to bo found in the various profitable and growing retail businesses of Levin. Alany of 'Ihe Chronicle's best customers for advertising are spontaneous witnesses of this fact. Pair-priced articles of good quality are the bedrock of success ful business, but the coping-stone of profit is publicity. A seller of crajfish who covers his cart with , the tarpaulin of concealment and exercises not his vocal organs gathers.no pence. 80, too. the business man who churn publicity has for his lot the »adn<*« ot profits curt-ailed »nd the guerdon oI hi snd wewrils