The Fremont weekly journal. [volume] (Fremont, Sandusky County, Ohio) 1867-1877, 1874-01-09
HOW TO ADVERTISE.
Newspapers vs. Street Bills-Hxper.
ience Of One Who Has Tried Both.

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The following from the Troy IN.
" Times, is worthy of considera-
ton by every advertiser, and will be
borne out by hundreds who have had
experience in the matter:
1t is a mooted question that pres
ents itself very frequently to the
wide-awake business man: Which
is the more profitable way of adver-
tising, through the columns of lead
ing newspaper, or by means of street
handbills or posters2 A man, well
known In business circles for enter
prise and shreRdness, who fully be-
lieved in the use Of printers ink, but
was prejudiced in favor Of .handbills
and the like, ,recentlymsde Thorough
test of both plans. First, of.course,
he tried his favorite method, and
gave It every advantage He set
apart q thousand dollars which he
expended as judiciously as possible.
He procured posters and street cir
,culars of the most attractive kind,
and had them conspicuously y and
carefully distributed where they
would attract the most attention.
Parties were sent out on the differ
ent lines of Railroad, who stopped
at the villages and filled them with
his announcements.
All of this was not done in a hap.
hazard way, but was carefully studied
out. He estimated as closely as pos
sible the results of the outlay, and
found that they would not justify
repetition of the expenditure. But
realizing the necessity cf making
his business known to the public,
and still believing that there was 8
power in. printers ink somewhere,
he listened to the advice Of expert
enced ones, and determined to give
the other method a trial. He was
not so liberal as with his pet plan,
however. He selected the neWspa-
per with the greatest circulation, and
contracted for $500 worth Of adver-
tising for a year, and st5tbe end of
that time was perfectly astonished
at the immense results. 1t is need
less to add, that since then he has
been 3 constant patron of that pa
per's most desirable columns. He
has learned q secret however, though
it has cost him much time and
money. With bills and circulars,
no one ever came in, with one in
hand desiring to see some particu-
lar goods mentioned; while now al
most daily lady enters and asks to
be shown those silks advertised by
him in the Times, or his dollar gloves,
or his two and-six. hRndkerchiefs.
Now, upon a moments considers
ton, the causes for this wide differ
ence in results are apparent. In the
first place no one stops to read q
street notice, and the idea Of catch
ing it OF the fly is Ridiculous. 1t is
impossible to convey information to
the class Of people whose custom is
valuable through the agency Of the
exposed side Of q high fence. Again,
take q little pains in noticing who
and how many receive street circu-
lars at the hands Of distributing
boy, and you will see how Intellectual
they are for advertising. Not one
in a hundred will fall into the hands
Of a person who reads it. On the 9th
er hand, ask your friends what they
read; observe persons with newspa-
pers, and you will be surprised to
find what popular reading matter
advertisements make. Many readers
often give them the first attention.
There are those who often read the
news first, reserving the new adver-
tisements for desert; while others
sandwich them in between the local
and telegraphic. Newspapers al
ways make paying customers, and
those who influence the trade Of 9TH
ers, because their readers are intel
ligent, posted and always on the
alert for news and bargains.
Look at it in another light. For
81 an advertisement may be inserted
in one of the best columns of pa
per having circulation of 5000 or
10000. That advertisement, if we
allow FIVE readers to every copy is
sued, will pass before the eyes of
over 10000 persons. This is equal
to $4,000 handbills, admitting that
half are received, which at 81 per
1000, Ia low estimate for bills and
circulating, would amount to the
comparatively enormous sum of$l6O.
The same, if not a greater difference
exists with posters. One hundred
two.sheet bills on the boards cost
about SIS. The same amount Of
money will place Is different an
nouncements before $4,000 persons
once, or it will insure the insertion
of one advertisement 30 days, which
is equal to presenting it to J, ,20o, 600