The Neihart herald. [volume] (Neihart, Mont.) 1890-1901, 1894-06-30
NEIHART. MONTANA, JUNE 30, 1894.


up to the fact that it is persistent ad-
vertising that is most profitable;
that as long as there are wants to be
supplied and people who supply
them advertising will pay. Every
effort of the newspaper owner should
be exerted to convince the people
that advertising is as exact and dis
tinct business as that followed by
any man; that the reason for the ex-
istence and growth of such a bust
ness is that it is profitable to those
who employ it in the furtherance of
their own enterprises.
1t the newspaper man would con
vince others that advertising is pro-
fitable, he must first convince him
self that it is. He should study the
subject in all its phases and read the
standard books and publications de-
voted to the science and art of adj
vertising. He must ascertain the
actual results of advertisement in his
own medium as we'll as in others,
and be prepared with figures and
arguments to show that like results
will follow like advertising.
Like all other rules, the one that
nobody should have free advertising
has its exceptions. Some conces-
sions must be made to local charity
organizations and enterprises of a
public and philanthropic nature. 1t
is we'll that newspapers do something
for such institutions for the public
good, not holding too fast to the
strict line of justice. Men in other
vocations are also called upon for
their contributions, and newspapers
should at least do as much as others
of equal financial ability.
LIKE COMPLIMENTARY NOTICES.
Though the ridiculous codes of the
lawyers and the doctors forbid them
buying display space in newspaper,
these same lawyers free advertising
in the way of hattering mention of
the mastery manner in which Mr..
Barrister conducted an important
case in court, and these doctors pro-
fit by the complimentary mention of
the rare skill exhibited by DIR. Medi-
Gus in the treatment of certain
desperate case, in which he brought
the patient back from the very jaws
of death. Yet this same lawyer
will generally have his briefs printed
at small job shop, at saving OF
perhaps two dollars, and will revile
the newspaper for its lack Of public
enterprise in failing to give him the
much desired puff. And this same
doctor will probably deny the news
paper the poor pittance of profes-
sional card, and dsse ct the newspa.
per man with the sharpest lance in
his case of vengeance, if his success
is not extolled as crowning achieve.
ment in the history of medicine. But
if the newspaper man falls into dis
pute with his neighbor over certain
property rights, or his family be sick
of grievous disease, the lawyer am
the doctor will demand the full rem
dering Of their bills.
Secret societies and lodges desire
that their open meetings and annua
entertainments, their fine appearance
in parades, or tender care of sicl
member, be mentioned in the highes
terms of praise, and yet they, too
often go to the job shops for sucl
printing as they may want done ant
the good offices of the newspapers
60 unrequited. Now, then, the
complimentary mention of the law
yer, the doctor or the lodge, is Sc
much free advertising, and the more
f of it that is given the more is ex
A pected. Therefore the newspaper
I owner should impress it upon th'
mind of the doctor, the lawyer ano
the officer of the lodge, that recipro
city is an economic principle of th'
s greatest Importance.
: Advertising is twice-pro6table. |
n profits him who advertises and hin
who prints the advertisement. TIL
tremendous growth of the advertis
}, ing business of the last few year
d amply proves this. 1t is bushes
t involving the hardest work of tn
+ thousands of the brightest minds c
: the country and the disbursement G
= millions annually, and the bushes
IT is growing year by year. 1t ha
IS long ceased to be considered char
It ty, grudgingly doled out for tn
= sake of keeping newspapers alive
1t is now recognized by the bushes
p" men as the surest and quickest roa