The Pacific commercial advertiser. [volume] (Honolulu, Hawaiian Islands) 1885-1921, 1888-02-04
sCBsCRIPTIONs:
uARIr9 OF THE ADVERTISER.
aw Who spend JudioiousIy-The New
Payer-shouId Be No Canvasser.

~ PyTpT-NnOulu LSt NJ CGAAAh SSoCAs
National Review.l
Most projectors when they contemplate
t9rtfng q rapcr roll their tongues in their
s. ontbS At the delicious prospect of wealth
the shane of advertisements, and they
y we must have a good canvasser,
n qo+ nlentv of them. The habit of
i Genus advertiser is sadly against the
lization of these hopes. The adver-
Ter is a stupid being. with only one &C
.sIrafe idea ruling him. and that is that
"a s,epding of money in ad yertising
avs Given a good thing well adver-
ssed in iudicious way and the profits
b. sure, but there are very few adver-
sers who spend Judi iously. Some have
i ,a,sion for the backs Of monthly peri
ideals. and viii adj ertise nowhere else;
Ebme ike time tables; some believe in
kOardings.
9 Assuming the selection good, the
eOurse is a wide one: but the men who
k0rk on systems such as this are very
Eew Most advertisers persist in advertis-
d. where every one else does, aud seem
a think they will be seen IN the crowd
II is this common error that forms the
Stumbling block to new papers. Pro
'ectgrs will succeed very well with the
rst number 1t is necessary only to
announce by circular that the
lTs, number Of a new periodical is about
+ appear and the inveterate advertiser
fr0Wds in. The knowing ones seek to
make long contracts and cheap prices, and
bargain Tor specific places OF great promi.
hence
The Hrst number over all is changed.
Inc advertisement revenue drops in a
Feeh to a third and the period of dreary
espondcncy sets in. The managers diff
Cutes now begin in earnest. He knows,
lie understands his business. that his
pity IS to go on issuing IA tirst-rate paper
ll of news, with special editions, and
onsratuIate himself that the space his
Ompe.itors devote to advertisements can
2 given by him to The reader The pro
sCtOs, however. draw a long face, and
le advertiser offers low prices. In nine
ises out of ten the manager succumbs,
ld sends a canvasser out to make the best
rms he can.
This is wrong There should be DO
lnyasser begging for advertisements. 1t
proper to have a man in the office to
|at on those advertisers who want to
nm, but he should not 90 round for
" III" 81 / CCdfISG INC LuOlIlCuG gu
s Tor an order the advertiser feels he is
EllerTns favor by granting it, and
"a. you are not worth your price. The
sF,naYer should go on issuing a good pa
q llaI the public will run after, and
r. advertisers will run after him. [
- OF case in which paper had been
us9Au5 Tor eighteen years. Half the
per was occupied with advertisements,
lie ue advertisers despised it, and
sIeWed the price down.
new system was adopted The man
q Said; Il shall allow only one-fourth
'ne paper to be occupied with adver-
'Sr'c ~ and the price shall be adhered
lie revised his editorial arrange
P ~. IA ana IN six months the circulation
E. EaiI lIeoieI, and the fewer advertisements
h T'' 's- ~ per cent more money with
o y 4in'aSSug. / know this is heretical
NJ .I ana have no expectation that
y ~ que VII! follow the advice, but the
~ ,oI = Ineligible. First make the paper
~ ~ ana place it where it can be bought
~ ~ II. rest will follow. The public will |
y y .1e advertisers will follow the public !
- '0nle ,oyou with gold in their hands.