Fairhaven herald. [volume] (Fairhaven, Wash.) 1890-????, 1891-06-04
NEWSPAPERS AND ADVERTISING

There are people in business who
will admit that one of the most effect
i've helpers in business is advertising,
and yet who will discontinue their adj |
yertisements in the newspapers upon
the first evidence Of depression in
business. In doing this they either
stultify themselves as business men,
or prove that they are not sincere in
what they say about the etfacacy of
advertising. But as an evidence that
il is qualification, and not insincerity,
they go on advertising in a cheap
way, and a way that is really so cheap
that IL is expensive, in that it is
simply mere waste.
Almost every man in the city of
Fairhaven, for instance, sees the HER
AID every day. At any rate almost
every one does who is liable to buy
anything. II there is an article adj
vertised in the HERALD that the
reader desires TO purchase he Is very
certain to see the advertisement, and
Will kO W ltlI HAttNt bhhN WI Na1N' ~
to make his purchase. IL man wants
to buy an article and doesn't know
where to get IL, the first thing he does
is to look for it In a newspaper. He is
not liable to go strolling around
town endeayoring TO find the
advertisement pasted on post
or the sidewalk. When a housewife
sends down town to make purchase
she doesn't tell the messenger to look
aloug the way for placard that will
tell where the article may be found
but having the newspaper in the
house, she finds out from that, whert
the article is she wants to buy. AND
this line of fact Families more bust
ness than a casual glance would sug
gest.
Business men also keep their card
in newspapers as signs and guide
boards. They know, for instance
that II a stranger in the city wants a
article OF hardware, dry goods, drug:
or other, that he is not so apt to &
out on the street staring upwards 70
sign-boards as he / TO pick up a loci
newspaper aud search for the stor
that he intends to patronize.
Aside from these matters of detail
the citizen Of good judgment know
that while the newspapers Of his tow
are always patriotic, and are uncea
ing in efforts to advance the city's II
terests, thereby earning some graf
tude, their appearance of prosperii
Is the best advertisement the ell
can have abroad and before u
stranger within the gates. The
also know, or should know, TIL
even a newspaper cannot always ke'
up signs Of prosperity on the gent
zephyrs, or even a hard wind. TIL
need some prosperity in order to a
petr prosperous, and newspapers a
generally more enterprising and bett
worth having according as they a
better patronized.
or course some people will n
patronize gwen newspaper becau
they differ with the paper in its POI
lions on public and general affair
Yet those same people will decla
that they admire independence al
fearlessness in newspaper. Most
such people are mistaken in their ide
of boldness and independence. tn
cannot understand that a newspap
is fearless and independent exec
when it is fearless and independent
favor Of or against the subjects tn
themselves favor or oppose.
The HERALD. however, is too fea
less and independent to beg the que
tion on this proposition. IL Deepen
upon its friends and not upon
enemies. 1t knows that there Is IL
possibility in being on both sides OF
given subject, in advocating two me