News and citizen. [volume] (Morrisville, Vt. ;) 1881-current, 1882-10-26
- - 7''es.
WHAT Is ADVERTISINGf
FEW HINTS GIVEN Us BY A VETERAN
NEWSPAPER PUBLISHER,
!. Tn oanara, m oiva inform atior

2. Specifically, to make known
through the press. This is the COM
monty accepted meaning, and refers
specially to giving information in re-
gard to business of any kind.
The chief use of advertising is to
facilitate the exchange of merchandise.
Three things are essential to mer-
camille success.
1. The merchant must have some
thing to sell that the people want
something for which they are willing to
exchange money or its equivalent.
2. He must be willing to sell it at q
reasonable price.
8. He must make these facts known
wherever he wishes customers:
To do this wisely he will choose such
mediums for advertising as will give
| this information in the best manner to
the greatest number of customers for
the least money.
There is nothing equal to well-con-
Quoted newspaper to advertise any
legitimate business. It is impersonal,
proVokes no enmities, tells its story
plainly and effectively, is tireless and
sleepless advocate, speaking for the adj
vertiser at the most opportune moment
in thousands of workshops, business
places and homes. and is John the
Baptist preparing the way for the travel
ing agent, making his work easy and his
success sure, if it does not make his
| mission unnecessary.
A business statement in it's columns is
commended to the favorable regard of
its readers with the persuasive force of
an introduction by warm personal
friend. And, oft repeated, it wins its
way by the might of established ire
pealable law.
He will not expect something for
nothing or from nothing. Therefore,
he will not advertise his wares in ephem-
erai or occasional publications, printed
to be given away in fabulous and
apochryphal numbers. Papers that cost
nothing are usually worth nothing, ex-
cept for waste paper.
But he will advertise in papers that
have q bona .fde regular circulation
that are subscribed and paid for-live
papers that give the record of the actnal
life of this busy, stirring age. He will
select such papers as are most eagerly
and thoroughly read !; that come home
to the business. and fresides of the peo-
pie; that reach all classes and interest
all readers in their respective neighbor-
hoods. And these, outside of the great
cities, are the country papers.
The city daily papers are the best
mediums for the city retail trade, for
they are the home organs and bear the
same relation to the large city that the
weekly does to the small city, village or
country town.
But for the wholesale trade and bust
ness enterprises outside the large cities,
the country papers are more valuable,
and reach a great many more customers
and readers than any daily of equal
circulation in large cities. For these
dailies have but limited circulation
outside of these cities.
The country papers are the most
thoroughly read. Every business man
takes and reads his own county or dis
trict paper. He scans the advertise
ments, for his own advertisement is
usually, if not always, displayed there.
The country paper interests all
classes, and is read by ali classes. The
business man notices it, because, beside
the general and local news, it contains
the legal notices, the tax, Sheriff and
auction sales. And all classes read ii
because it describes the home life of the
people in all their pursuits of business
or pleasure, records the marriages,
births and deaths, and faithfully reports
their opinions, feelings, sympathies and
hopes, in joy and in sorrow, in health
and in sickness, in life and in death. 1t
is the best and truest type of the people
who have made this country great, and
by whose toll great cities live.
An advertisement in the home paper
challenges the attention of the country
business man with force it could not
have in a foreign paper. 1t is delicate
compliment to the town in which it is
published and to the business men in it
"a public testimonial that the town and
its business men are worth oultivating.
| And they return the compliment.