The Coeur d'Alene press. (Coeur d'Alene, Idaho) 1892-1907, 1894-02-10
COUNTRY WEEKLY.
IT'S MERITS OVER MAGAZINES IS
~ ADVERTISING MEDIUM.

wnit<a sHpreaslF fsr tAls passr.l
The most extensive advertisers say
THAI. ass-r all. advertising Is An expert
meat. Thew do no: hide the txes ,hAs il
- o paving experiment. The dnubc thAs
accompanies all experiment. - ~ 10 the
best methods and the best mediums
The phenomenal sGccrss in securin.
advertising OF the magazines and special
OF class Publications. that have = ma
iiOnai circulation and comparatively
small local or home constituency. pre-
renis an interesting phase oi sAe silver
iisEns situation.
COVERING aEoCSp ruicK.
For one ~ho uses the paper, may
say, a1sOsS nationally. TO also advertise
IN the magazines, is appears thai his
outlay IN the latter i= In q measure COW
ersng grounsi tsiee. The magazines 20
10 reairrs OF nexspap~rs, y Tho hare long
ago seen an advertisement before il
reaches them in the former. On tho
principle that one can never see An add
yer,isern-nt Too often AMI in too many
mediums, such An advertisement. doubt
less s.sses no little good: ba, surely .
general advertiser, - hose wares Are noted
IN the PAGES OF the Newspapers, ran hops
Tor little direct returns Tor his working
the grouni over again in MAGAZINES.
hsGsZiSB vs., SgUsPArEx.
OS coarse, j, il understood that there
ia Al Indirect. bi. by no means insight
ic.nt, b~ns 81 Ia be derive, from one .~e-
ing an article advertised in his magazine:
ha, there can De little s.orhs that. if he
has s---n the same article day by dav or
wvsk by week in his home newspaper,
The magazine advertisement will no, BE-
the influence tha; causes HIM 20 par-
chas- IL,
That there il caste in advertising ss n
rs-ietv one NAV not safely deny. An lnf--
rios artjc c docs i'm press its i'm portanee''
IN some degree BY Appearing in the pages
OF frs'-class magazine Of large eir~ulA-
ton, ansi il NAV, thus supplemented. &c.
eur~ sale through the ne~~pap--rs IL 10
quite IN the realm OF certainty. however,
10 assume tina, an artiele Of general ne
hnsis a make; through Local n-u.pap-rs,
and Aimee, through them alone.
THE SENsPArKS's spvsNr.ar.
Where an article 10 advertised n rnax.
az'n-s only. reaching hurdresis Of thou-
ard. ~ people. sales viii most a-.,re.i-
~ he effected; bn, ;hey will b. In, more
limited than ihev would he w~r- the
same au1oun, OF noa-v that i .pen,
with she MAGAZINES plAr~,i ~ith the horn.
pap-rs OF the Consumer The buIkr
fsg-- Of magazines are seldom carefully
scanned: whereas. With even mammoth
metropolitan S1n.'av pap-> the siver-
ts-~nsen's arr all raore or l---s rad b.
caGse Of their t-ing - easily seen. anil
because Of the fact that MANY OF them
ar ON pages with resiin1 matter.
4. rule the advertising pay~. o. mag
ayir.- arc no, inter-p-r.s-, sith rod NJ
matter. This IL al the better for the
surrender; bat, ALA, i, IL not quite %
enn-Olin. 20 The advertiser. For even the
largest local general i-aiers IN cul,iyx,.
the PAGE ~ r-lsgsZi-@- seems . daring ard
hazardous experiment.. Tie circulation
- vver the entire Union. and ih-r. are
no; sufficient nearby consumers TO rec
ON p~r-- the expense for rpAi~r, awsv
b~y"nd the condn-s OF the dealers trade
territory.
What cool xonld il Do the 's-z~.. dry
gnrt- boC--- on the Coast 20 AtTvr-f.-- in
ins magazine 18th tn. lsry~-t cirru-
la'fon N the United S.s,s-' I, /. con-
ee'esl that some b~n@ti, would n. CERTAIN
u As-rCe 'hereirorn, bu. il would no, -
Sufficient 20 warrant the ou,iay, while
the sam amount IN anv home n-w.pa-
per ~oali ret1rn Handsome p-oii.
sTEiEfNS KrAMPLE
The Influence OF Lo~al ADVERTISING srI
s,lt'-Itirz trade tn -orgh the home ia p-rs
oi consumers va -hown in a remark .hls
manner on snniav. Drr-.rnh~rr 1 issss,
~hEn the N-~ York SUNDAY Recorder
printed ten rHore columns Of aiyerri. 49,
rr@nis than the wonderful New York
santsy World 81 IN. same isv. The
~1ndav World ha. alrYr.. THREE tirn~s
the circulation Of the Recorder, hit IL.
circulation is national, il. main territory
Ne'nz all the Atlantic Stats: whereas.
the Recpr'ier il more or lee. re.t rirts.i in
it, circulation 70 New York ~itv and i'm
mediate vicinity. View York dealer,
rriy la-y~lv upon trade n, aoras, and
thsr~fore they displayed their wares in
. home paper.
This principle 10 RECON- ix.-i bv all the
large advertisers and by the Leading al
vert'sing agencies in peculiarly .'rik-
ing manner. tn. smaller the circulation
OF paper the higher proportions.e rate
!. aloT"d Il. The reason IL that because
the smaller the circulation the more cer-
tain IL - 10 10 confined 70 home. will
cover its immediate territory more thor
o1ghly than = paper With = larger rirrp-
la'ion. reaohing bevond the trade limits
of the dealers a. the poiEt Of publica-
ton.
EE.sov.BLZ rLLrsrRsrrov.
Take a metropolitan daily tina. has.
saw. several hundred circulation in ,hi.
p'ace. Womb IL not paw any drv-rn<s,s
dealer or i"welsr Of the hiy ri,y he,,sy
were that several hundred cir~r,Ia.sd in !