Page 4 Advertisements Column 3

Horowhenua Chronicle, 3 April 1916, Page 4

STEADFAST CONFIDENCE. Couidi stronger proof of the merit of any product be desired than the statements of grateful endorsers who say their confidence has been undiminished by the lapse of time? These are the kind of statements that are appearing in yonr local papers for Doan's Backache Kidney Pills. They are twice-told and confirmed with new erthusiasm. Can any reader doubt the following? Mr J. W. De Blois, Ranfurly-street, Palmerstcn North, says:—Doan's Backache Kidney Pills are a fine remedy for rheumatism. I have proved this, and am sure, from my experience, that they are' quite as goo<k as they are claimed to be. I suffered from rheuwlio had heard 01 a cure by I)<jan matism for years, and one day a friend Backache Kidney I'illa, advised me to try this remedy. X got some without delay, and used them with very satisfactory results. I can faithfully recommend Doan's Backache Kidney I'Uis to any other sufferers." Twelve months later Mr De Blois says:—"My cure has proved a permanent one, no sign of rheumatism having returned since it was effected about two years ago.'' Don't neglect your kidneys, for if you keep your kidneys well they will keep you well. Doan's Backache Kidney Pills keep the kidneys well. "A word to the wise is enough." For sale by all chemists and storekeep9rs at 3s per bottle (six bottles 16s 6d), or will be posted on receipt of price by Foster McClellan Co., 7ti Pitt-street, Sydney. But, be sure you get DOAN'S.

ON ADVERTISING j The true test of advertising is the effect it produces. A business notica in a paper that is not opened regularly obviously is of less use than an advei* tisement 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 others epe it at their neighbours' houses or the creameries. The story of the transfer of its news items to the steaks and jhops is ben trovato but untrue, tha purveyors of joints and entrees use plain paper, and preserve The Chronicle for future reference. The townspeople all take The Chronicle j most of them from The Chronicle runner; a doaen or so from their neighbours tront 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' 3 speciality, and the citizens and settlors naturally seek this in the advertisements as well as in the records of social and general happenings. In the city newspaper*, with their eight or sixteen pages of minion type, an advertisement is buried; but in The Chronicle's four openiaced pages of leaded brevier the business announcements catch the eye of ail who open the paper. It pays to advertise : the proof is to be found in the various profitable and growing retail businesses of Levin. Many of The Chronicle's beet customers for advertising are spontaneous witnesses of this fact. Fair-priced articles of good quality are the bedrock of successful business, but the coping-stone ol profit is publicity. A seller of crayfish who covers his cart with the tarpaulin of conoeatment ana exsroises not ftis vocal organs gathers no pence, tto., too, the business man who thuns publicity has for his lot the tadness of profits curtailed and the guerdon ol auoths and weevils