The Republican journal. [volume] (Belfast, Me.) 1829-current, 1884-05-29
About Advertising.

Several of our Maine contemporaries have
recently discussed the question Of advertising.
Not as to whether advertising pays the adver-
tlser, there is no room for argument on that
point, but as to the bestowa of advertising
patronage and the status of the local and foreign
advertiser. The Somerset Reporter mentioned
that the live and prosperous business men of
Skowhegan are extensive advertisers, and the
Arson Advocate responded that the old style
prevailed in that town, and that but six of the
eighteen stores are known through the paper
The Fairfield journal stated that 1000 worth
of trade annually passes through Fairfield to
Watervlle, the merchants of the latter place
advertising literally, whereas the home mer-
chants "are quite content to sit on their count
ers and watch and wait for trade, while their
best customers go to those who advertise in
neighboring towns" Commenting on these
statements the Wadoboro News says
The proprietor of local newspaper prefers
home advertisements. 1t gives to the paper
more local interest and conveys to the reader
an impression of thrift and enterprise in a
town. But in this age of advertising. there is
no difficulty in selecting from the mass of adj
yertisements offered all that the columns of a
paper can admit. If paper lacks local pat
ronage in this respect, it accepts it from abroad
and the local dealer is the loser rather than the
publisher. 1t is a mistake to suppose that local
advertising is the most profitable to the paper.
The best paying patrons of the News are
among those who advertise medicines in its
columns. 1t is also Il singular fact that for
several years the traders of Damariscotta have
paid the News more money annually than the
traders of Waldoboro. The News has several
liberal patrons in Waldoboro, but there ought
to be more.
The News, we believe, expresses the senti
ments of every newspaper publisher in the
State. We doubt if there is one that would not
be glad to shut out in part or wholly the adver-
/ ti>ing that comes from outside the State. and
occupy the space with local advertising. Our
experience is that Of the News. We reject
large number of advertisements in the course
of year and if we accepted all that are offer
ed could easily fill the paper to the exclusion of
everything else. We were driven to use smaller
and smaller type ana finally to enlarge the
Journal that we might accommodate our adyer-
tisers without encrouching upon the reading
matter. Our ideal Of local newspaper is one
that is local in its advertising as well Is its read
ing columns. The advertisements of COM
munty form part of lis history. and not an
unimportant part. Those who turn over an
Old file of IL local newspaper find much to inter
est them in the advertisements. which are often
brought into law cases as matters of record
Then, the current issues, as the News SAYS. are
regarded by those abroad as indicating the
thrift and enterprise in town. The journal
goes to every State and Territory in the Union
Il
conveyed il better idea of the business interests
of Belfast. 1t would be positive benefit to
the place if all the branches of trade and vari-
Gus industries We're made known through its
columns