NEWSPAPER V. CIRCULAR ADVERTISING.

Manawatu Herald, Volume XXX, Issue 400, 20 June 1908, Page 4

NEWSPAPER V. CIRCULAR ADVERTISING.

Few merchants seem to be aware of the fact that newspaper advertising is 10 times more profitable than even good circular publicity. A newspaper, however- limited its circulation may be, has a certain amount of dignity which no circular can ever have. The mere fact that a newspaper exists year after year is proof that it has not less than a certain circulation. Business men keep it going. And you can depend upon it that no set of.business men will keep on paying for space which does not yield them some returns. As a matter of fact, I believe that space in most of our small city and country newspapers would be cheap at double the price if properly utilised. That’s where the whole truth lies. A few merchants in every town or small city are to be found who look upon their advertising appropriation as an investment pure and simple. They may not be expert ad. writers. But they can tell their story in a straightforward, convincing manner, and as a result they are ready to declare in favour of newspaper publicity. Of course, these men use their brains. They betray as much commercial sense in their methods of advertising as in any other phase of their business, simply because it pays them to do so*—S; O. T. Johnston Stewart, in “ Hardware and Metal.”