The gold leaf. [volume] (Henderson, N.C.) 1881-1911, 1894-03-08

That Every Home Merchant
Should be Sure to Road Care
| fully.
The followining article is from the
pen of Mr.. Robert Haydn, formerly
Of the Charlotte Chronicle, and will
no doubt be read with interest by his
friends and admirers in this State and
Others. Mr.. Haydn is now living
in Portland, Oregon, where he is con-
nected with the Pacific Coast News
paper Publishing Syndicate
The most extensive advertisers say
that, after all, advertising is an expert
ment. They do not hide the fact that
it is a paying experiment. The doubt
that accompanies all experiments is as
to the best methods and the best
mediums.
The phenomenal success in securing
advertising of the magazines and
special or class publications, that have
a national circulation and COM
paratively a small local or home
constituency, presents an interesting
phase of the advertising situation.
COVERING GROUND TWICE.
For one who uses the papers, l may
say, almost nationally, to also adver-
tise in the magazines, it appears that
his outlay in the latter is in a measure
covering ground twice. The magazines
60 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 advertisement too often and in too
many mediums, such an advertisement
doubtless does no little good but
surely 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 insig-
nifcant, benefit to be derived from
ones seeing an article advertised in
his magazine but there can be little
doubt that, if he has seen the same
article uay ny Gay ">-h ~ ---~h ia
his home newspaper, the magazine
advertisement will not be the influence
that causes him to purchase it.
That there is caste in advertising as
in society one may not safely deny.
An inferior article does impress its
" importance" in some degree by
appearing in the pages of first class
magazine OF large circulation, and it
may, thus supplemented, secure sale
through the newspaper. 1t is quite in
the realm of certainty, however, to
assume that an article of general use
finds market through local news
papers, and almost through them
alone.
THE NEWSPAPERS ADVANTAGE.
Where an article is advertised in
magazines only, reaching hundreds o
thousands of people, sales will most
assuredly be effected but they will be
far more limited than they would be
were the same amount of money thai
is spent with the magazines placed
with the home papers of the consumers.
The bulky pages of magazines art
seldom carefully scanned whereas
with even mommoth metropolitan
Sunday papers the advertisements are
all more or less read because of theil
being so easily seen, and because O
the fact that many of them are or
pages with reading matter.
As a rule the advertising pages o
magazines are not interspersed will
reading matter. This is all the better
for the subscriber but, alas ! it is no
quite so consoling to the advertiser
For even the largest local genera
dealers 10 cultivate the pages O
magazines seems daring and hazard
Gus experiment. The circulation i
over the entire Union, and there ar
not sufficient nearby consumers tt
recompense the expense for reader
away beyond the confines of tn
dealers trade territory.
What good would it do the larges
dry goods house on the coast t
advertise in the magazine with tn
largest circulation in the Unite'
States? 1t is conceded that som
benefit would be certain to accru
therefrom, but it would not be suficien
to warrant the outlay, while the sam
, amount in any home newspaper woul
return a handsome profit.
! A STRIKING EXAMPLE.
The influence of local advertisin
and soliciting trade through the hon
S papers Of consumers was shown in
remarkable manner on Sunda!
!. December 4, 1898, when the Ne
h York Sunday Recorder printed te
D more columns of advertisements tha
n tine wonderful New York Sunda
z World of the same day. The Sunda
E Wo,ld has almost three times Il
S circulation of the Recorder, but i
r circulation is national, its ma
territory being all the Atlantic State
whereas, the Reeo,der is more or le
restricted in its circulation to Ne
o York city and immediate vicinit
= New York dealers rely largely upt
y trade at home, and therefore they di
IS play their wares in home paper.
IS This principle is recognized BY
II the large advertisers and by the lea
al ing advertising agencies in a peculiar