The weekly herald. [volume] (Amarillo, Tex.) 1906-19??, 1907-08-29

his daily paper. Whereas that same
busy man might not find time to go
laboriously through all the advertise
ments OF magazine.
Then, too, practically every man
heads q newspaper. Every man does
not read magazines. Take viii
hge, for instance, where the one To-
cal newspaper has perhaps 200 read
ers. II I put an advertisement in
that paper, 200 people are going to
see It, No one magazine, nor, for
that matter, all the magazines com
bined, will circulate 400 magazines
IN that same town. The reasoning is
very simple,
There is no hamlet or tiny settle
ment on the continent that is not
reached by newspapers, There is no
place where newspapers are not read
with eager interest SO. by placing
my Advertisement In the newspaper
II Is a self-evident proposition that I
will reach more people than any 9TH
or mediums could secure for me.
THAT Is why advertise exclusive
ly In newspapers. advertise not
only In the papers OF all the princi-
pal cities, but also In 5000 country
newspapers.
I'm 1906 alone" he went on, 81
spent 100000 in newspaper adver-
tisements. 7 should not have done
80 were I not sure the outlay was
going to bring me adequate returns
That was fair sample of years
advertising expenditure. Figuring on
that basis / have spent $4,000, 900
in newspaper advertising during the
past ten years A fortune? = Yes.
But, as l say, the results warrant
ed IT, "fI
II have given every form of adver-
Using the tairest sort OF trial}1 I be-
gan with newspapers in 1888. The
results were so good that later | also
advertised in magazines. The re-
turns did not warrant me in contin-
uing. withdrew my advertisements
from the magazines, but later on
tried the experiment again. Once
more took out my advertisements
and since then have used only
newspapers to bring my goods be-
fore the public eye.
During the past decade, while ]
was spending 100000 for news
paper advertisements, sold (basing
the estimate on my 1905 returns)
1,324,2tO eases OF shoes There are
twenty-four pairs OF shoes to a case,
that makes a total OF 3,17S,176 pairs
for 1906, or 31,7S1,760 pairs for the
ten years, AT the wholesale price OF
$3.50 a pair that would be, for the
decade S7s,454,4OO. Or, at the re-
tail rate Of $3.50 a pair, 1t would
equal s11li236,16O.
Sin my Advertisements, as rule,
/ call attention to my shoes, leaving
the local dealers in their own news
paper advertisements to mention
the fact that they carry the Douglas
shoe.
by the way, another excellent
reason for the superiority OF news
paper over magazine advertising
rests in the fact that in those same
local papers the reader sees the ad
every day OF his life, while he sees
1t at best only once a month in al
magazine,
''ln other words, he sees It thirty
times as often In newspaper, and It
has therefore, thirty times as many
chances OF impressing him. Every
man reads his paper first Then, II
he has time and inclination, he reads
magazines, Sometimes he has Meth
or and the magazine goes unread.
a am not believer in spasmodic
advertisement. My principle Is:
Keep FOUNDER away at the reader all
the time. Formerly. It used to be
custom to advertise shoes at only GER
tain seasons Of the year never
adhered to that idea. advertise,
and | keep advertising.
when a season is dull | increase
my advertisements. That may seem
odd Many don't do it. But / do,
"That ia one of the secrets think,
OF success. Instead of hanging back,
waiting for slack season to pass, |
believe In advertising. all the more.
This past spring, for example. was
backward and cold. 1t was bad for
trade, did extra advertising.
Another advertising theory of
mine Is that good ad should be