The Republican. [volume] (Oakland, Md.) 1877-current, 1889-03-09
Secret Of Success in Advertisid,
East Sussex News.

East Sussex News.
The value of an advertisement is
in exact proportion to the influence
it exercises upon those who are there.
by induced to purchase the ARTICLES
to which it draws attention. For
local purposes newspapers Circulating
among a good class of readers residing
within easy distance of the adver.
tiser should always be chosen. IF
the subject matter is OF general in.
terest, then the more widely circu.
lated and more expensive mediums
should be selected. The important
thing is to ascertain what papers are
read and likely to secure the object
the advertiser has in view. There
are a few simple rules by which the
yeriest amateur may arrive at fairly
correct judgment for himself. It is
pretty clear that the proprietor of
every newspaper knows the value of
his columns, and frames charges &C.
cordingIy. 1t is also well understood
that in these days every newspaper
is sold to the agents at just aboutthe
price the imprinted paper costs.
Hence all the working expenses and
the profit have to come out ofthe
money received for advertisements.
To produce a paper cheaply it INST
be starved. 1t will not bear ca
of an army of reporters and ScOfTes-
pondents with their attenfant ex-
penses, not only for salaries but the
cost of kilograms and othe.'charges
for transmission, which som run into
big figures. The papes that are
bought to be read are those which
have something fresh in them to read.
All papers having a really sale have
no difficulty in getting advertise.
ments at a fair price, and advertisers
should studiously avoid the "cheap
man." True In this, as in every 9th.
er walk of life, "cheap and nasty"
Papers that insert announcements in
big type, like small posting bills, or
hideous blocks which it is frequently
difficult to know what they are 10.
tended to mean, carry with them
their own condemnation. The pro-
prietors are willing to insert any.
thing at any price if they can only
save expense in production, by filling
up a given space in the sheet which
they send forth as a newspaper. Look
at the leading papers in London and
the important towns of England
Do we find there that one advertiser
is allowed to try to "kill" the other
by haying the ugliest contriyance to
attract attention? Certainly not
All is neat and orderly, and then the
advertisements are read. In the
other cases. even when such motives
are observed. they are invariably
passed over with disgust. A simple
way to estimate the value Of an|ad.
vertisement is to imagine a m ci
paper with an announcement &
on it. Cut this identical advertise
ment out of the entire heap and al
culate what 1t would cost to pr0dlce
a similar number of public noticeiin
any other way. And il is also to be
remembered that there is no further
charge for distribution. Of course,
in a paper printing only a few hun.
dreds the value is comparatively
trifiing. but where the circulation
numbers many thousands at each
issue. the advertiser has no cheaper
or better means whereby he can
make himself and his wares known.
But if he wishes really to attain the
object in view, he will only patron.
ize thoroughly good, well printed
and extensively read journals. 1.-THE
best is the cheapest"