Daily Honolulu press. [volume] (Honolulu, Hawaiian Islands) 1885-1886, 1885-12-31
HABITS OF The ADVERTISER.
rev Who Spend Juaic.ou.ly Tho Nav
Paper-shouid He No Canvasser


rev Who Spend Judic.ou.iy Tho New
faper-shouid he No Canvasser
National Review.l
Most projectors when they contemnlotoI
starting paper roll their tongues In that
mouths at the delicious prospect of W.
IN the shape OF advertisements, . liz
say; We must have good I'd than ,han
ana get plenty of them. ..nu sney
the genus advertiser is canyasser:
realization Of these .ho naot Oh
tiser is a stupid r, sadly against inc
the srendjr cling. with only one NC
pays ..lng him, and that is that
iiseS ag OF money In advertising
diven good thing well adver
a in a judiclous way aud the profits
tisers who spend Judi. iously. Some have
passion for the backs of monthly peri
odicals, and will advertise nowhere else;
\ some like tilheta some believe In
hoardings
Assuming the selection good, the
course Is q wide one; but tho men who
work on systems such as this are very
few. Most advertisers persist In adyertis.
ing where every one else does. and seem
to think they will be seen in the crowd.
II Is this common error that forms the
stumbling block to new papers. Pro-
jectors will succeed very well with the
first number. 1t Is necessary only TO
announce by circular that the
first number Of new periodical Is about
to appear and the inveterate advertiser
crowds In. The knowing ones seek to
make long contracts and cheap prices, and
bargain for specific places of great promi
hence.
The first number over all Is changed
The advertisement revenue drops In q
week TO third and the period Of dreary
dependency sets in. The managers diff
ficulties now begin In earnest. He knows,
II he understands his business, that his
duty Is to go on issuing a first-rate paper
full of news. with special editions, and
congratulate himself that the space his
competitors devote to advertisements can
be given by him to the reader. The pro-
je' tors. however, draw q long face, and
tho advertiser offers low prices In nine
cases out of ten the manager succumbs,
and sends q canvasser out to make the best
terms he can.
This Is wrong. There should be no
canvasser begging for advertisements. 1t
Is proper to have nah in the office to
wait on those advertisers who want to
see him, but he should not go round for
orders. WhyY Reca ,se the moment you
dsh lur hu oIutI INC uuVeItlser IeelS ne III
comforting a favor by granting II. and
that you are not worth your price. The
manager should go on Issuing good la.
per that the public will run after, and
then advertisers will run after him.
know of case in which paper had been
struggling for eighteen years Half the
paper was occupied with advertisements.
but the advertisers despised it. and
screwed the price down.
A new system was adopted. The man
ager said: Il shall allow only one fourth
of the paper to be occupied with adver.
tisements. and the price shall be adhered
To- He revised his editorial arrange
menis, and in six months the circulation
had trebled. and the fewer advertisements
yielded 90 per cent more money with
out canvassing l know this Is heretical
doctrine. and have no expectation that
any one will follow the advice, but the
law Is Ineligible First make the paper
good. and place It where It can be bought
The rest will follow. The public will
buy; the advertisers will follow the public
and come toyou with gold in their hands.