Shenandoah herald. [volume] (Woodstock, Va.) 1865-1974, 1891-07-17
Local Transient Advertising.

The general rule on which | rely for
increasing my profits from all kinds of
advertising is to make my paper as good
as possible. A paper that is carefully
and intellgently managed attracts to IT.
self the best in a community which can
contribute to its support, whether it be
literary talent, friendly encouragement,
or financial patronage. The fact that
paper is good in itself can do far more
for the promotion of that papers pros
perity than anything else. First in I'M.
portance is suitable and excellent read
ing matter; the second essential is dne
typographical appearance. A happy
combination of the two great requisites
is what constitutes frst.class news
paper.
"Local Transient Advertising my
division Of the general topic which wearc
discussing, "Proft From Advertising
How to Make It." is a subject that does
not require lengthy treatment, and will
consider it briefly under n few heads:
First. Better prices can be obtained
for short transient adve. tisements than
for any other kind of advertising. There
fore more than ordinary effort should be
made to increase the number of such adj
vertisements.
Second. There are obvious reasons
vhy transient advertisements should be
given good positions. They should be
kept together as much as possible, FORM
ing a department for themselves aud at
tracing an attention in combination that
would not be given them if scattered.
Third. A list of new advertisements
published each week at the head of the
editorial or local news column should
be feature of every paper.
Fourth. To call attention in readable
but brief items to transient advertise
ments that are not too common in char
acter is an excellent practice. do not
permit the scattering Of lines OF adver-
Using matter among the local news items
in my paper.
Fifth. Whenever a good opportunity
offers, mention in an interesting para
graph some benefit derived from a tran
sient advertisement. It is also we'll for
the publisher to converse with people
concerning advertising, to point out its
advantages and get them interested IN
the subject.
Sixth. Advertisements of entertain.
ments are not apt to be as iemunerativc
as most other kinds of transient adver-
Using. In case of entertainments gotten
up under local auspices, untavorable
weather or other uutoward influence may
render them Improbable to the managers,
and in that event the editor Is expected
to share the loss and make deductions
from his bill that seriously reduce the
profits. To make up for these losses, 1t
is right tina. the advertising prices should
be such that when entertainments are
successful the profits to the newspaper
are handsome. Advertisements Of en-
tertainments conducted by church socie.
ties are especially undesirable. The
church people usually wish their work
done for price at which there Is no pro-
fit and at which there is often an actual
loss to the publisher. These people de-
sire that Others should pay FOR their charl'
ties. If they paid Legitimate prices
with dignity and without protest, and
bestowed charity with money from their
own pockets, it would be more c'edita'
bic to them 1t may be policy to humor
religious societies to certain extent,
but when it is done it is better to ask
the regular price for the advertisement
and make the bill smaller by calling the
deduction the publishers present or con-
tribution for the benevolent purpose.
Toward the agents of travelling entertain
mcnts a stiff upper lip must be main
tanned, and there must be a stubborn adj
herence to the regular advertising rate,
in spite of browbcatings.
Seventh. Probate and other legal no.
tees are very desirable. The pay IS sure,
even if slow, aud good prices are usually
obtained. Friendly relations with pro-
bate judges should be cultivated. Their
instructions in regard to legal advertise
ments should be patiently and accurately
carried out.
Eighth. "Cisds of thanks" are a
HulsduCc' IS" SASOpt pO"t PNOP'Ni VIM
can i'll afford to pay for them and who |
often expect that the editor will make no
charge, desire this kind of advertising.
"Csrds of thanks" unless they come
from organizations, or are connected
with some unusual charity or benefit, arc
senseless; they are not profitable source
of advertising and publisher will find
it to his advantage 10 discourage their
appearance.
Ninth. regard resolutions concern
ing the death of a member of some So
ciety and nearly ali other kinds OF reso-
buttons as news, and make no charge for
them. OF course resolutions from other
than local sources should usually be paid
for.
Tenth. births, marriages AID deaths