Burlington weekly free press. [volume] (Burlington, Vt.) 1866-1928, 1903-06-18
HOW TO ADVERTISE
Daily Newspaper Space as An In.
vestment.
Every Business Man and Advertiser
Should Read This Article-It Tells
what Not to DO as Well as
What to DO to Win RE-
suits in Advertising.

(By M. Lee Stake, New York city,
IL Is demonstrated fact that there is
no business that cannot be benefited by
Judlclous advertising-and there is none
mat may not waste money by unwise
use OF space. Money spent in continu-
Gus advertising in the daily press draws
interest that is compounded daily"
a careful study of general advertising
conditions, over a period of some length,
points the conclusion that the almost in
variable impulse Of the inexperienced
user of space, who invades large fields. is
TO DO his experimental work in the
monthly periodicals., on bilboards,
through street-cars, theatre programmes,
circulars, or any other form of familiar
publicity rather than by means of the
daily newspaper.
A STRANGE AND DISASTROUS TEN
DENCY.
TO one who studies carefully, especial
~ IL nc has had practical experience, it
IS difficult to understand why this ten
dency should exist: but that it does ex-
ISL, IN easily two out of three cases, is
undenable. Instances are so numerous
and notable that only a few need be
mentioned. and those simply for the pur-
pose of illustration.
ne manager of a firSt-class food prod
uct was induced, not long ago, to place
over $4,000 in magazine advertising. After
the work was done and his money spent,
nc declared that he considered his entire
appropriation thrown away, as he was
unable to trace dollar in results from
the venture: and he is now skeptical as
to the effectiveness of any form of adj
vertising
A firm in London, proprietors of a we'll
known household article. had a similar
experience They entrusted twenty thou
sand pounds to an American agency for
Of Dd, tic;,, ,l,.;.
the magazines of this country; but, some
time after this form of publicity was
started, III conference with the writer,
they intmated that they were still look
ing. though in vain. for an adequate re-
turn from their outlay.
RESULTS OF AN UNFORTUNATE.
NATURE.
While it is to be regretted that now
advertisers should be forced Cor should
force themselvcs) to make such experi-
ments, their immediate failure and loss
are not the sole deplorable consequences.
Iheir money gone and only disappoint-
ment left in its place. they naturally feel
dssruntled with the entire advertising
proposition, and turn to working their
products into public favor by means and
methods slow. laborious and inadeuuate
Many such an adventurere in the field of
general advertising. disheartened and dis
gusted with the outcome of his sudden
plunge in magazine publicity. has been
lost forever to all classes of mediums
In any event, the work of the daily news
paper representative is made doubly
hard in his solicitation of this advertiser,
by reason of the latters unfortunate cX-
perience.
PLAUSIBLE, BUT DECEPTIVE REP
RESERVATIONS.
zine advertising probably has much to
DO with its popularity among new adver-
users. The proposition appears so snug
and easy without hurdensome details
and all that. But most aluring is the
argument that by use of magazine the
whole country is covered through one
medium. So tho advertiser is tempted to
believe the results will surprise him
and they generally do.
The plain truth of the matter is that
the new advertiser is msed and de-
ceived by speCious arguments employed
to convince him that he can thoroughly
cover this great country with even "A
number of the largest and most extern
sively circulated magazines. What actu-
ally occurs is that he spends an appro-
priation with which. through the daily
newspapers. he might thoroughly work
one. or two. or a half dozen cities repre-
senting most attractive fields. and for it
secure scattered effects, which cannot in
reason be called proper returns.
CONDITIONS INDISPENSABLE TO
SUCCESS.
If a single clear conviction, as to meth
DDS most profitable to persuo. has of late
become prevalent among large general
advertisers, it has been to the effect that
along with any form of campaign in
publicity, there must he such a distrihu-
ton of their products that there may he
immediate and most satisfactory supply
OF the demand they shall have created.
There fore, the magazine advertiser would
have to distribute his goods in every city.
towen and hamlet throughout the United
States. to properly supplement his adj
vertising, and render it effective
Otherwise, a large percentage of his ex-
pondture simply stimulates demand
without accompanying agency of supply
1t is out of the question for him to con-
centrate his efforts upon any defined ter
ritory, so that he can methodiCally prose-
cute any experiment, on the outcome of
which he can shape future policy.
Directly and emphaticaly confirming
the conclusions from this line of arGu-
ment are the results of extended ohscr-
ovation on the part of the writer. During
the past three years he has seen nearly
every advertiser of importance in the
United States. and in his travels and in
believe that the failures of new adver-
tiseers. In great preponderance Of
cases, has been due to the fact that they
have not taken up their work section
by section, through Intelligent and per-
sistent use of the most effective med
iums.
THE DAILY CHEAPER, AND QUITE
AS STRONG.
1t can be easily demonstrated that il
costs far more to successfully reach a
home with "A magazine than with daily
newspaper. Take, for example. Il month
ly periodical with circulation of two
hundred thousand whose rate is from 81
to $3.50 line: not more than one fifth
or one sixth of that expenditure, on an
average proposition, would be required to
accomplish the same results through "A
high grade daily newspaper with cir
culation of corresponding character. 1t
would be ridiculous to claim that the
readers of the family have less conf
dence in the pages of their home news