The Roswell daily record. [volume] (Roswell, N.M.) 1903-current, 1905-09-15
NEWSPAPER ADVERTISING.


~ recognized in this day and gener
alton as a valuable adjunct in the
business world. 1t is not only regard
ed by a large majority of retail deal
ers as a necessity and one that pays
compound interest, but the buyers
likewise insist upon consulting the
advertising columns of their favorite
journal.
In the city the popular newspaper
is the daily. In the country he week
ly press has an equally strong hold
on the reader. The best argument that
advertising pays is found in the pro
gress advertising has made in The
past few years both in the city daily
and the country weekly.
There is as much reason why the
ountry dealer should advertise in
his local newspaper as that the city
advertiser should persistently cry his
goods in the city daily. 1t is proba-
BILE that the country merchant gets
Using, according to the amount ex-
pended, as does the city dealer.
The country dealers newspaper an
nouncements bring returns in in
creased trade. The more care he talk
es in preparing his advertisements
the better the results. The advantages
Of an advertisement are not all realiz
ed in a week or even a month. The
results are cumulative.
The newspaper advertisements
/ keep their readers constantly inform
ed as to what the merchants have
for sale. When an article is needed
the dealer who has been telling the
public through the press that he mas
that particular line of goods secures
a customer. TIE new resident of a
town early subscribes for the local
newspaper that he and his family may
become familiar with the towns DO
ings, names, etc. The advertisements
are a point of especial interest to
| them.
The direct returns are not all the
| advantages of the merchants adver-
Using, although the investment in it.
| self is undoubtedly a reasonably pro-
ftably one. The local newspaper is
constantly pointing out to it's readers
the mistaken policy of buying from
mail order houses and big depart
ment stores. The local advertisement
will still further assist in discourag-
Ing the practice and help keep mon
ey circulating in local channels that
would be lost forever if sen to cat
alogue houses.
The advertising in a clean local
newspaper induces people from he
smaller surrounding communities to
come into town to buy goods. These
visitors become acquainted with the
local institutions, send their child
rem to finish their education, invest
money and in many ways add to the
prosperity Of the town, aside from
their actual merchandising.
Outside interests also judge a town
largely by the kind of newspaper it
supports. If the paper is well made
up with local news matter and it's adj
vertising column are filled with the
announcements of merchants, the
progressive and desirable town for
manufacturing and other business de-
veloping purposes. In this it pays
the business interests to supper it's
local newspaper.
Ii an enterpr1Slng retail man is lOOk
ing for a new location and finds that
there is little or no advertising by
merchants in his line in a town, he
concludes that there is a lack of en-
terprise on the part of those who are
iealing in his kind of goods and that
there is an opening for him to push
his own business, then there is