The San Angelo press. (San Angelo, Tex.) 1897-1907, 1904-12-15
Value OF Advertising.

JnlB manner, WIFI ltsS VI Jlle
spell-binding, says the FIT. Worth
Stockman Journal.
Chairman Cortelyou is author
ity for the statement that the
money expended by his committee
in newspaper advertising during
the late campaign brought the
best returns received NJ any
thousands Of dollars we're expend-
ed by the republican national
committee in this manner, which
it was demonstrated, is u better
means of reaching the people than
campaign literature or spell-bind-
ing.
w. l.. Douglas, governor-elect
of Massachusetts,, elected as u
democrat, had spent millions in
advertising certain line of shoes
which he had for sale. He said
it mattered not how much he had
TO offer, the stock and the invest
ment would avail him nothing if
no one knew it. He made sue
cess in the shoe business.
lie carried this same principle
into his canvass for the office of
governor. lie thought that he
had the qualifications and advo-
Gated the policies which would be
useful to his state. So he set
about the task OF letting them
know what were his views and
purposes if elected. A ma jority
of the people were republicans
and could he reached only
through republican papers, These
papers would not help him editor
tally, but just the reverse. But
they had advertising space for
sale to those who would use it with
proper regard for propriety. Mr..
Douglas bought space in republic
can papers i'll which was set out
temporarily and modestly the adj
vantages which he thought would
accrue to the people by electing
him governor. This was published
avowedly as advertising matter.
and was so marked. There was
no pretense that it was anything
else. The things said were true,
or, if they were not, the republic
cans could refute them without
charge. They did not refute them
to the satisfaction of a majority
of the people, because they could
not. That this advertising made
Mr.. Douglas a good many votes is
not doubted. lie won by great
majority in state strongly re-
publican, and he did it by appeals
to the reason and good judgment
of the voters. This experiment
of political advertising was never
tried on so large scale before,
and the result demonstrates the
value of all advertising when 1t is
desired to bring the truth to the
knowledge of newspaper readers,
The man today who tries to ac-
complish anything in which he
wants to take the public as
partner, or in which he asks for
the assistance Of the public, must
have advertising. 1t is in the
newspapers and the magazines
that this advertising finds best re-
suits, and annually the great bust
ness concerns are putting aside n
large appropriation for advertis-
ing purposes. Advertising has
made men, measures and medl-
cines. 1t has brought patronage
to empty stores and has put mon
ely IN unused cash drawers. 1t is
good for the banker, the baker,
the grocer and the candlestick
maker. 1t helps the hotel, it at
tracts attentions to the wares of
the merchant, and it brings sue
cess to the politician,
There are names in the Press
advertising columns that two
years ago could not see any re-
suits from advertising. Today the
paper counts these men as among
its very best friends because it
has shown them results.
Last week a certain grocery firm
in San Angelo decided to increase
its advertising space in the Press
because it has seen direct results
of its advertising. Press adver-
Using has brought these people a
number of new customers
There are many other instances
in San Angelo of the triumph OF
iudicious advertising in the col
umns of the Press. These vii
not however be cited. Advertis
ing is a mighty power when cor
rectly exercised,
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hale ,