Burlington weekly free press. [volume] (Burlington, Vt.) 1866-1928, 1903-06-18

IL tHtIc nc anylnlnP wrong WIN ms
product or methods, he will soon find IL
out, and so be enabled the quicker to
make improvements. Nineteen times out
or ~. there will be so much of novelty
about his goods or his plans that it will
be necessary for him to make expert
ments, with which he wants to got
through, and into the ora of adequate re-
turns, in the briefcst period and with the
least cost practicable. Then, having fully
laid down the lines on which to best con
duct his enterprise, he can of course en-
large his field at pleasure.
THOROUGH COVERING AND SYsTE-
Matte PROGRESS.
Touching the points just discussed. one
of tho most reliable advertising agents
of New York city has this to say:
Newspaper advertising is especially
valuable for the introduction of a prod
uct. Through the newspaper, an adver-
tiser can take up one point at a time
draw circle around this point. and say:
1 Will place my soap on sale in two
thirds of the stores in this circle. | will
then advertise. without any waste of cir
culation, to every consumer within this
circle. | can reach these consumers i'm
mediately / can tell them every day
about my soap. / can give them daily
soap news. | don't care for consumers
over in the next circle. | will make this
circle revenue maker and then ! will
go after the consumers in the next circle
Newspaper advertising reduces any ele-
ment of gambling in advertising to a
minimum. The response is quicker. The
results are known quicker"
Contrasted with the experience Of the
London advertiser referred to, let us
consider that of a well-known Canadian
advertiser, who has pursued the method
outlined by the agent quoted above. lie
has taken up one city at n time, literally
used space in the leading home paper,
employed no other medium. devoted his
profits from one field to the development
of addtinal fields, until he is now in a
fair way to cover the entire United
States, eventually blending his sections
into one vast territory
QUICK ACTION AND PERFECT REG
ULATION.
It requires no argument to show that
the daily newspaper affords the quickest
means to get the people. Immediate i'm
provoment may be made of an opportun-
ity. without waiting month or six
weeks, as In the case of II magazine be-
fore even publication is achieved. Again,
volume and frequency of advertising may
be controlled constantly and perfectly,
so as to conform with varying conditions
of the market. weather, etc That the
daily newspaper affords most thorough
canVasSing of any city or section is
equally apparent for through it practical
~ every home and available customer in
any community may be addressed; while
magazines, the most popular and of
greatest circulation. must inevitably ap-
peal to only certain class Of readers,
scattered throughout the land
ONE THING AT \ TIME. AND THAT
WELL DONE
In this connection, noting the quick
action, adaptibility. and thorough cam
vas in any given section possible through
use of daily newspapers. it is made plain
that intense farming" should be as faith
fully observed by the seGacous advertiser
as it is enjoincd by agricultural schools
and experiment stations upon tillers Of
the soil. Even supposing that a campaign
Of magazine work proves successful, in
its demonstration that there is both
market and a fortune for the general
space-user. he then finds, taking up a
closer and more minute working of
his field through the daily newspapers,
that he must go over the same territory
again, with resultant expenditure that
would have been rendered Unnecessary
if he had begun on the plan set forth in
the proceeding paragraphs.
IMPORTANCE OF RETAILERS CO.
OPERATION.
Another consideration of greatest mo-
ment in this day when every grocer or
dry goods dealer or druggist is almost
overwhelmed by articles placed on sale
with him, is the necessity OF commanding
cooperation on the part Of these local
aid impossible to be Sc
cured through magazines. This cooper
alton has results valuable. not alone tn
the advertiser, but to the local man as
well, for through the publicity that thus
costs him nothing, new customers arc
brought into his place of business, and
their dollars and cents turned into his
till. Thus, in way the interests Of
the newspaper publisher, the dealer and
the advertiser are linked together maxi
ing it an object to all parties to render
the business profitable.
The daily newspaper affords the most
economical plan of advertising, If the
he well-planncd, for there is
practically no waste force. Through this
medium a daily announcement or solicita-
ton is addressed to the home, a daily in
tcrview is had with the buying head Of
the household, and by means of COM
ulativc results as consequence Of per-
sistant work. the desired end is attained.
Daily talks, constant hammcring, tho
keeping evorlastincly at it-these factors
bring out the greatest effectiveness of
advertising.
PLAIN TREND AWAY FROM THE
MAGAZINE.
Some years ago the expressed opinion
of one nj tho pioneer advertising agents
of America-that the DAYS Of the monthly
and weekly advertising mediums were
waniuC-brousht down on his head
storm or indignant protest from the in
terests directly affected; but his has
proved to be the voice Of Il prophet in the
then advertising wilderness. As noYcr he
fore general advertisers are now alive
to the power and value Of the daily news
paper as an advertising medium. During
the last few years many leading ad-
vertisers have loft the magazines almost
entirely, for the medium of greatest fire.
quency OF publication and of most
thorouGhuess in its reaching Of all the
people 1t is Significant hut not singular,
that the advertisers who market pro-
ducts for home consumption were the
ones who first broke ranks and began
heavier use of the agency that has alb
undantly proved its superior effectiveness
the daily newspaper.
AS result. the advertising patronage |
of magazines has markedly decreased |
with moro than corresponding increase |
in the employment of the daily ncwspap- /
err 1t is commonly reported that pro-
mnent magazine publisher, realizing |
that the most approved advertising med
ium of the future must he tho daily news
paper, has organized a gigantic comhino
to control number of dalies in the
principal cities of the United states.
MARK TWAlN'S DELICATE FAMILY
Greved by the continued illness Of his
wife. Samuel Clemens MARK Twain has
decided to take her abroad and seek