The Norfolk Virginian. [volume] (Norfolk, Va.) 186?-189?, 1896-11-07
The Advertisers Friend.

new DIX, NOV. 4, 1896.
Editor Virginian:
The advertisers best friend is the
medium through which he obtains the
biggest returns for his money
one medium which is used by advor-
Users Ia great extent is the circular or
booklet. The circular or booklet is al
ways ineffective. unless il is very hand
oine-handsome enough to catch the
eye OF the man to whom il is sont no
matter how busy he may he. A bool-
let handsome enough to do this almost
always costs from > to cents upiace
There is the mailing to count in O.. cents
lor each copy. of yourSc); there is the
trouble in getting a list If names and
in addressing. Altogether the cost viii
hgure up to about cents a cory for n
gaod booklet
Two thousand circulation in a booklet
is very large. Two thousand circulation
at cents is $40. | propose to show the
aaVertiser that he can invest $40 in
newspaper space and get returns five
rod of what he would get through a
booklet =
newspaper space is far more available
IMAM booklets or circulars for several
reasons. In the first place there is the
cost for SliO the advertiser can get
good size space in 4 newspaper Of
good circulation for quite a long time.
he knows the newspapers rates, he can
hsure IL out TO suit his own instance
much better than | can. So much for
cost.
Now for effectiveness: lie must tc,l
ms customers how much his goods are
gong TO cost. An advertisement with
oui Il price is like meat without salt
IL Will DO no goGd. How put prices in
booklet when one is doing 4 strictly
rretail business? You have competitors.
lie mas To change his prices CONSTANTLY
10 meet the buyers and TO meet .othap:
eXiSencies. The first change of IA bri,,.
Will XIII the effectiveness of the booklet.
ana where is the advertiser His advcr-
tiSement i'll a newspaper may be chang
ed as many times as he desires YIN
are constantly up To date.
The newspaper is effective. ANY kind
OF a newspaper has more circulaiion
lhan one can obtain through n booklet
iof Sl4O. NEWSPAPERS reach the heart of
me home. Every one reads them ana
they are far more certain to oDtain close
atteftion than any printed matter which
You would send. IL you send printed
matter of your own accord Ia persons
VINO do not know you, you will be put
ing yourself face TO face Win them.
wlthout guarantee. They have moth
ms TO judge the quality of Your goods
oy. They can only take what YOU say
on your own paper and in your own wav.
ANYBODY can say as much as they
please.
men your matter appears in a news
!aPcI W GOOD circulation and good
standing the newspaper is a guarantee
Tor what you say. NcwSpa pcrs are al
ways particular as 10 whom their adj
Nertisers are q speak Of good news
papers always). Your ads. will gain n
value besides their inherent one. They
VIII be vouched for and this is NOT To
be dcspiscd. You have certain fuc-
tuatins trade. which is always valua-
pie. and which needs some sort OF an
Introduction to your store This intro
duction the newspaper gives you.
good paper also adds a dignity to
your announcements. You are known
by the company YOU keep, you know,
and If your ads. appear in paper which
holds itself up before the masses as n
leader you will be known as a patron
of what is good and you will obtain
trade from those whom 1t will be worth
trading with.
On all scores I consider newspaper
advertising by far the best. On Tho
score of cheapness; on the score OF be-
Ing able to constantly change your I'D.