Sistersville daily oil review. [volume] (Sistersville, W. Va.) 1902-1905, 1903-10-06
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Advertising Chat

7ONSt uSubS Sbus
Merchants will do we'll to re-
member that the second Insertion
of the same, advertisement yields
less In returns than the first inser-
ton, the third less than the second,
and so on. The space costs just as
much for an ad weak In drawing
power as 1t does for strong one,
and to save the expense and ,trou.
BILE of writing new ads Is poor
economy, lar more than offset by
by the attractiveness of fresh Ideas
and new subjects-Retailer and
Advertiser.
While the experience of the Ste
cessful merchant shows that con-
tinuous advertising Is always prof.
table, the regular use of the adver'
Using columns of a popular news.
paper during times of prosperity
such as now prevail Is especially
beneficial, says the Philadelphia
Record. Not only Is money at hand
among the purchasers just now, but
the desire to buy goods Is more
general; and the tradesmen who
promptly informs the public by
means of his advertisements that
he will continually be recipient OF
the profitable patronage Of the
people.
The advertisement that remains
unchanged month after month Is
not the one that Is most profitable.
The merchant who buys space In a
paper should use 1t 10 the very best
advantage. No matter how small
the space Is, 1t should constantly
tell the people something new and
interesting about the store or bust.
ness. The advertiser should
make up his mind to write a new
ad. at least once week If he would
get the best possible results from
the space he IS paying for. Some
advertisers will say that they
haven't time to attend to 1t but
most men can easily spare few
minutes week, and once they get
into the habit of doing so 1t will be.
come very easy. The Post ad. writer
Is ready at all times to assist the
merchant In preparing his copy so
as to make the announcements as
attractive as possible. If you need
his help at any time, his services
are at your disposal.
A common mistake of local ad.
vertisers Is 10 estimate the value of
advertising space ofone newspaper
by the amount asked by some other
publication. 1t Is matter OF judge
ment for q business man to est.
mate the value of space In reputa
BILE newspaper with good circula.
ton with that of some other pub
LEGATION which will accept business |
at any price and be glad to get it.
Many advertisers forget that adver.
Using space In a newspaper Is val
ued according to the circulation of
that paper. Advertising space In
journal without circulation Is dear
at any price the publishers may
demand. Without circulation there
can be no results, and without
results the money that the adver.
tiser invests Is lost. Because the
business man takes notice of his
own announcement does not prove
by any means that his advertising
Is paying him. It's the other peo-
ple-the general public-whom he
wants to reach, and If the medium
he uses lacks circulation be will
never be able 10 reach them. This
Is common sense, nothing more.
The man with money to spend In
advertising, therefore, wants to
consider the circulation of news.
paper first of all things. Good
always bring good prices-only
poor articles are sold for what can
be received for them. This Is true
of advertising as of everything else.
Low rates and liberal discounts
invaribly denote small and value