Lincoln County leader. [volume] (Toledo, Lincoln County, Or.) 1893-1987, 1894-02-08
COUNTRY WEEKLY,
ITS MERITS OVER MAGAZINES AS
AN ADVERTISING MEDIUM.


The most extensive advertisers say
that, after all, advertising is an expert
ment. They do not hide the fact that 1t
is a paying experiment. The doubt that
all experiments is as to the
best methods and the best mediums.
The phenomenal success in securing
OF the magazines and special
or class publications, that have ma
tional circulation and comparatively a
small local or home constituency, pre-
sents an interesting phase OF the adver-
tising situation.
COVERING GROUND TWICE.
For one who uses the papers, may
say, almost nationally, to also advertise
in the magazines, it appears that his
outlay in the latter is in measure COW
ering ground twice. The magazines go
TO readers OF newspapers, who have long
ago seen an advertisement before it
reaches them in the former. On the
principle that one can never see an adj
vertisement too often and in too many
mediums, such an advertisement doubt
less does no little good; but surely a
general advertiser, whose wares are noted
in the pages OF the newspapers, can hope
for little direct returns for his working
the ground over again in magazines.
MAGAZINE VS.. NEWSPAPER.
OF course, it is understood that there
is an indirect, but by no means insignif-
icant, benefit to be derived from ones see
ing an article advertised in his magazine
but there can be little doubt that. if he
has seen the same article day by day or
week by week in his home newspaper,
the magazine advertisement will not be
the influence that causes him to pur-
chase it.
That there is caste in advertising as in
society one may not safely deny. An infe-
rior artic e does impress its importance
in some degree bv appearing in the pages
OF tirst-class magazine OF large circula-
ton, and it may, thus supplemented, se-
cure sale through the newspapers. 1t is
quite in the realm of certainty, however,
to assume that an article of general use
finds a market through local newspapers,
and almost through them alone.
THE Newspapers ADVANTAGE.
Where an article is advertised in mag
azines only, reaching hundreds of thou
sands of people, sales will most assured
ly be effected; but they will be far more
limited than they would he were the
same amount of money that is spent
with the magazines placed with the home
papers OF the consumers. The bulky
pages of magazines are seldom carefully
scanned; whereas, with even mammoth
metropolitan SUNDAY papers the adver-
tisements are all more or less read be-
cause OF their being so easily seen, and
because of the fact that inanv OF them
are on pages with reading matter.
AS a rule the advertising pages OF mag
azines are not interspersed with reading
matter. This is all the better for the
subscriber; but, alas it is not quite so
consoling to the advertiser. For even the
largest local general dealers to cultivate
the pages OF magazines seems daring and
hazardous experiment. The circulation
is over the entire Union, and there are
not sufficient nearby consumers to rec
ompense the expense for readers away
beyond the confines of the dealers trade
territory.
What good would it do the largest dry
goods house on the Coast to advertise in
the magazine with the largest circu-
lation in the United States? 1t is con-
ceded that some benefit would be certain
to accrue therefrom, but it would not be
sufficient to warrant the OUTLAY, while
the same amount in anv home newspa-
per would return handsome profit.
A STRIKING EXAMPLE.
The influence of local advertising and
soliciting trade through the home pa pers
of consumers was shown in remark BILE
manner on Sunday, December 4, 1898,
when the New York Sunday Recorder
printed ten more columns of ADVERTISE
ments than the wonderful New York
Sunday World OF the same day. The
Sunday World has almost three times
the circulation OF the Recorder, but its
circulation is national, its main territory
being all the Atlantic States; whereas,
the Recorder is more or less restricted in
its circulation to New York city and i'm
mediate vicinity. New York dealers
rely largely upon trade at home, and
therefore they displayed their wares in
a home paper.
This principle is recognized bv all the
large advertisers and by the leading adj
vertlsing agencies in a peculiarly strik-
ing manner. The smaller the circulation
OF paper the higher proportionate rate
Is allowed it. The reason is that because
the smaller the circulation the more GER
tain it is to he confined TO home. 1t will
cover its immediate territory more thor
oughly than a paper with larger circu-
latlon, reaching beyond the trade limits
OF the dealers at the point OF publica-
tion.
A REASONABLE ILLUSTRATION.
Take a metropolitan daily that has,
say, several hundred circulation in this
place. Would it not pay any dry goods
dealer or jeweler of the big city better
were that several hundred circulated in
and near the point OF publication? That
is not a connndrum; its answer is self
evident, and is carried on the very face
Of the proposition. Now. take an article
that is of more or less general sale, and
Is also advertised here; does the the ad.
vertisement OF that article in the several
hundred copies of the metropolitan pa.
per, circulating here, benefit the adyer-
tiser any or one-tenth as much as il
vonld were those copies taken in the
home territory.
''NfN''VhNV - uSuallN tnt correct eX-
ponent OF true theory. and the expert
'nce that advertisin, in ones home pa.
per is the cheapest and best wav to Sc.
'ure his patronage has produced the
heory OF advertisers that higher
prices pro rata for local circulation are
'heaper than lower prices pro rata for
arger circulation that goes beyond the
errltory OF the home dealers,
The country weekly with 500 circula-
ION covers Its territory more thoroughly
md is proportionatelv far more vain.
'ble advertising medium than the metro
'olitan daily or the great magazine, each
'ltn many thousands Of general extra
erritorsl circulation.
The metropolitan dailies NAV enunci.
tie the proper public policies. hut il is
he country weeklies that deliver tho
rup nOlitical r,,Snal - A. -.