The weekly tribune., 1893-06-02
ADVERTISING by CIRCULAK


man to advertise in such ways at
thinks proper Some men have an
that they secure better results bys
ing out personal notices to people
patronage they wish to secure THAI
systematic advertising in the daily p
A few adopt the postal card plan.
Let us see what that means. S,
merchant here decides to send til
sand postal cards addressed to citiz
mere. His advertisement is printed
the back of the postal cards, costing h'
at least $3.50; the postal cards cost 81
and the addressing at least 81 in =
Sl450. Right here the advertiser wal
to remember several points. In the ii
place his postal card, if it reaches Il
person for whom it is intended and f.
or she looks at it at all, is cast aside ID
once and lost-thrown out with th'
days rubbish and sweepings.
BY advertising for the same amount 1t
THE TRIBUNE the advertiser would hay
larger number of readers at least twenty
six days in an entire month; had it ac-
companied by other interesting reading
matter which would cause it to be read
several times at least, while no circular
advertisement is ever read second time,
even granting that it is read first
A merchant who adopts the letter
plan goes to from two to three times as
much expense as the postal card adver-
tiser for thousand announcements, as
he has to pay for paper and envelopes in
addition to postage. But the result in
his case is just the same. The receiver
of his circular, nine cases out of ten, is
indignant because of the deception
which is practiced in sending circular
in the guise Of letter. Most people
cast the unwelcome missive aside de-
claring that they will meyer spend an
other cent with the intrusive firm that
sent it.
Now note the difference in the case of
the newspaper advertiser. In the first
place the reader of the newspaper pays
his morey for the paper to be left at his
house each morning. 1t is read in turn
by each member of the family, and the
women of the household in particular
Instead of being an unwelcome scrap of
paper, it is cherished thing that is look
ed for with anxiety and perused with af-
fection.
Great and successful advertisers now
use no other medium for their announce
ments except newspapers and magazines
IN good standing. The reason for this is
plain. 1t does not matter how much a
circular or postal card advertisement
costs, the entire sum is paid for o1e day s
advertising and no more. Hence the
newspaper advertisement is the cheapest
kind of advertising in the world because
it costs for month what circular ad-
vertising costs for one day In cities
where the carriers deliver all letters the
circular racket succeeds at least in get
ting into houses whether it succeeds in
being read or not. But such is not the
case in Great Falls or other cities where
there is no delivery system. AS a rule
the advertising circular gets no further
than the postoffice, or into the waste
baskets of business men, who throw
away all such rubbish as soon as they
discover it's character. Nine-tenths of il
is simply good money thrown away.
Common sense will teach any mar
that even if his postal card circular is
carefully read by each person for whom
it is intended it cannot possibly do hin
any good except on the day after it is re
ceived. Therefore. if one thousand pos
tai card advertisements that cost Sl4.5(
and make one days advertising are
worth that much to a business man, {
monthly announcement of the same kline
in respectable daily newspaper is worth
at least p times as much, or 83G2.50.
Just let any advertiser try tho circu
lar racket % days in a month for 1
while, and see where he would be.
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In making rules to govern and regu