The Wheeling daily intelligencer. [volume] (Wheeling, W. Va.) 1865-1903, 1889-02-28
Secret of success in Advertising,

'NNANe W oANNehA IA AuNeEhlhluks
Eat SusItr NeirS,
The value Of au advertisement is in
exact proportion to the influence 1t OK.
ercises upon those who are thereby in
duced to purchase tho articles to which
1t draws attention. For local purposes
newspapers circulating among q good
class Of readers residing within easy dis.
lance Of the advertiser should always
be chosen. II the subject matter Is Of
general interest, then the more widely
circulated and more expensive mediums
should DO selected, The important thing
Is to ascertain what papers are read and
likely to secure the object the advertiser
has In view. There arc q few simple
rules by which tho veriest amateur may
arrive at a fairly correct judgment for
himself, 1t ia pretty clear that the pro-
prietor OF every newspaper knows tho
value Of his columns, aud frames charges
accordingly. 1t is also well understood
that in these days every newspaper is
sold to the agents at just about the price
the imprinted paper costs. Hence all
the working expenses and the profit
have to come out OF the money received
for advertisements. To produce pa.
per Cheaply 1t must DO starved. 1t will
not bear the cost oil an army OF report
ers and correspondents with their atten.
dant expenses, not only for salaries, but
the cost Of kilograms and other charges
for transmission, which soon run into
big figures. The papers that are bought
to be read are those which have some
thing fresh in them to read. All papers
having q ready sale have no difficulty in
getting advertisements at fair price,
and advertisers should studiously avoid
the "Cheap man." True in this, as in
every other walk OF life, "cheap and
nasty" Papers that insert announce
ments in big type, like small posting
bills, or hideous blocks which 1t is fire..
quently difficult to know what they are
intended to mean, carry with them their
own condemnation. The proprietors
are willing TO insert anything at any
price, II they can only save expense in
production, by filling up given
space in the sheet which they
send forth as newspaper. Look at
tho 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 having the
ugliest continuance to attract attention :?
Certainly not. All is neat and orderly,
and then the advertisements arc read.
In the other case, even when such mo-
tives are observed, they are invariably
passed overin disgust. A simple way to
estimate the value OF an advertisement
Is to imagine pile Of paper with IN an
nouncement printed on 1t. Cut this
identical advertisement out OF the entire
heap and calculate what 1t would cost TO
produce d similar number OF public no.
tees in any other way2 Audit is also to
be remembered that there is no further
charge for distribution. OF course, in a
paper printing only a few hundreds the
value Is comparatively triiling, 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 II he wishes really to at
tain the object In view, he will only pat.
ronize thoroughly good, well printed and
extensively read journals. "The best is
the cheapest" undoubtedly.