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Horowhenua Chronicle, 6 March 1916, Page 3

Will llllllllgaa ON ADVERTISING The true tost oF advertising the etfoct it produces. A business uAticu j in a paper that is not opened regularly obviously is of loss use than an advertisement iti a paper that everyone reads. Tlio Horovvhenua Daily Chronicle is read by every .settler in the distr'" f A big pro;>ortion of the farmers suuscribe to it, and otnors see it at their neighbours' house* or the creameries. Tlie story ol the transit of its neivs it-ouis to the steaks and ;}ioiw is Leu trovato but untrue, the purveyors ot joints and entrees uey plain paper, and pieserve 'J he Chronicle lor future reference. The townspeople all take The Chronicle; moat o.f them from The Chronicle rtiunor ; n dor.cn or so from their neighbours front gates. To our view this practice •is reprehensible, but advertisers in The Chronielo gain extra publicity thereby, for the regular subscribers always receive an. extra copy when the first one docs 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 weli as in the records of social and geno.-id happenings. In the citytfnewspaper-i with their eight or sixteen pages of minion type, an advertisement ia buried; 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 tound ill the various profitable and growing retail businesses of Levin. Many of The Chronicle's best customers for advertising are spontaneous witnesses ot this fact. Fair-priced articles of good quality are the bedrock of success* ful business, but the coping-stone ol 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. 80, too, the business man who shuns publicity has for hie lot the iadneee of profits curtailed and the guerdon of nothg and wecvli