The Fremont weekly journal. [volume] (Fremont, Sandusky County, Ohio) 1867-1877, 1875-04-09
Advertising,

Below we make few extracts from al
article in the Ottawa County Reporter
on advertising, in which the enterprise
shown by our business men is taken as
the subject. The article is lengthy and
well written, but we have space to give
only portion:
! A CHAPTER FOR BUSINESS MEN.
When we said; two weeks ago, that
the editor of the Fremont JOURNAL
could scent a paid local further than any
other publisher in the State, we meant
it as a rough business compliment.
Last weeks JOURNAL was the most
extraordinary county paper issued in
the State, we extraordinary In
point of size, but most remarkable for
the advertising it contained. The JOUR
NAL is a seven column quarto, and put
forth q triple sheet in addition to its reg
ular size-making "a columns of matter
for one week. OF these 81 columns a
count shows that about GA of them were
composed of advertisements and paid
matter. OF these advertisements the
most is furnished RIGHT AT HOME by
Fremont business men-one man alone
occupying three full columns in one
place about two columns more in
other portions of the paper; this is Mr..
Dillon, hardware merchant, who has the
competition of two strong firms to con
tend against. If he went according TO
the philosophy of Ottawa county bust
ness men he would say: "Oh everybody
knows where / am and what sell;
what's the use TO advertise"
But to proceed: OF the advertising a
considerable amount is from Toledo,
and, other points, some quite distant
Cleveland, indianapolis, etc. This
shows that the best class of county week
lies are getting to be the most valuable
mediums of advertising. Referring to
paid locals, we could not count the short
ones, but counted forty ranging from
two columns in length to a fifth of a col
umn-most of them being column anc
a half, one column, three-quarter col
umn or half column in length. OF the
forty long notices sixteen were from
! Toledo, the rest from Fremont firms
These are inserted as locals, written by
the local editor, and of course charged
for at local notice rates.
OF course it requires travelling sole
litor to secure so many paid locals, but
+ the Office is well paid for it. The jour
NAILS last issue cost $72 for white paper
lalone, But with GA columns of casE
paying advertisements it can afford it.
Brother Maxwell says a great dea
mare than we have quoted, most of i
apPlicable to the business men of hi
own county, but any of it good for any
Other locality. He has rather over-ratet
the amount Of advertising we had, bu
still we were fairly remunerated for tn,
time, trouble, extra expense, &c., Il
which we were subjected. The Ere
montPeople generally understand tn,
value q advertising, and take advantag,
of every good medium through which
to reaeh the people. Still, there ar,
some who cling to the old idea thai
what they expend in advertising is SC
much given away to the publisher; but
Of conrse they are not extensive adver
tisers. There was never more mista
ken idea The publisher exerts himself
to get up a goodpaper which the people
win appreciate; he incurs expense aftel
expense to this end; his list increases
until it reaches every hamlet in Tho
county and stretches out into adjoining
counties, enabling him to present to the
advertiser a medium through which hs
can reach the greatest number of people
with the smallest possible out lay. Ev
ery dollar the advertiser expends in sucI
a paper is fairly earned by the publisher
land brings back its returns to the adver
tiser in increased business. 1t lis a good
investment for the advertiser and the
sooner he divests himself of the idea
that what he pays for advertising he
lpays merely to support thepaper, the
sooner he win begin to reap advantages
from his advertising, by endeayoring 70
make it attractive, and by advertising
nothing that he is not prepared to veri-
Ify. The man who plants a crop, must
cultivate it or he viii lose his seed II
needs plowing and hoeing in order that
it may not be smothered by weeds, and
80 advertising needs care and attention,
and whom that is properly given it never
fails to pay.