San Antonio daily light. [volume] (San Antonio, Tex.) 1886-1907, 1891-01-08
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Joa> apOut the best me- OF adver-
Using towns, counties and cities In
Texas, and elsewhere for that matter
as we'll. The Gazette does not take
kindly to the fiap-doodle of elaborate
pamphlet "write ups" and special
editions of outside newspapers, and
does not deem them of much value as
adveI tisers, because they are not read
and when read carry little weight
with them. The columns of the daily
or weekly which comes re-
gulsrly to Its destination, and
bearing on the face of it the honest
fact that it is prepared for Texas
readers and not for outside parties
carries / ts proper weight, this is the
paper tiat in the opinion of the
Gazette is bound to influence the
minds I those whom it reaches. The
utterances of the Gazette on this
point are so pertinent from the per-
sonal standpoint that they are given
here, for they are full OF meat for San
Antonio advertisers. The Fort Worth
daily says:
The Gazette does not hesitate to de-
clare that il has been the means of
bringing q many active business
men and peo re 70 Fort Worth and
Texas as any riler one agency, and
more than all the money expended
by the town in advertising itself.
The Gazette, speaking for itself,
daily and weekly, tells the people of
the state what they are doing, what
they have and what they might &C
cOmplish with proper effort, and this
publication to Texans has more in
fiuence on the outsider who reads it
than all the illustrated journals al
snap boom papers in the land. Ha
Fort Worth expended on The Ga p
cite the money 1t has thrown away
on snaps, fakes and skin game adj
vertising this paper would have been
strengthened TO do much more than
1t has done for the city and state.
And what Is true of The Gazette is
true of every paper in Texas.
The trouble is, however, that the
press of Texas has done so much for
the state without money and without
price that the people have come to
expect 1t as q matter of course, and
the Gazette has actually seen the ad-
veriisements of Fort Worth people in
monthly Snap publications Of other
states who never pay this paper a
dollar for advertising.
In view of such selfishness, blind
ness and ignorance about advertising,
it Is not to be wondered at that towns
squander their money on fakes and
snaps and pass by the best means of
inducing men and capital to come to
Texas"
The Gazette has said its say, and it
speaks the words of truth and sober
ness. Its structures apply with equal
force and point to this city. Thous-
ands of dollars have gone into fake
advertising in this city within the
past year that should have gone into
the treasury of the home papers to
increase their efficiency and thus ex-
tend their influence. The more gen.
erous the patronage given a paper
the stronger the paper becomes.
Strengthen the newspaper at home
and 1t becomes strong to represent its
constituency abroad. The home pa
pers sustain all the legitimate enter
prises of the localities in which they
are published and they should be en-
Outraged to do this by liberal home
patronage. There is the irony of
truth in the statement that the
state press has done so much for the
state gratuitously that it is expected
to continue doing as q matter of
course. San Antonio advertisers to-
day have on their hands thousands
of copies of fake advertisements in
pamphlet and specials" that are not
worth the paper they are written on.
The home advertisements are the
most readable and the most reliable
and the most influential. Extend the
circulation of the home paper by
sending copy or two regularly to
friends abroad and the daily visits of
the paper to the hundreds who would
be reached In that way would do in
finitely more good than any fake ad-
vertlsement costing ten times the
price of the years subscription.
THE Cherokee Herald sizing up the
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