The Denison review. [volume] (Denison, Iowa) 1867-current, 1907-03-06
EDITo RIAL.
REVIEW ADVERTISING.

The fact that the editor has beer
asked to speak concerning advertising
has made him think more along that
line and to ask himself if he is doing
all that he should to place the subject
in proper light before the merchants
and business men of Denison. Bust
ness men are not stupid. they are
looking for every chance to legitimate
ly increase their business and we be-
lieve if we can prove to them that a
Review advertisement pays. that it is
not an expense. but an investment,
there would be no difficulty in filling
our columns.
The Royal Baking Powder Co. adj
vertises in the Review. In proportion
to the amount of it sales. it is our
heaviest advertising patron. The
Royal Company buys the best space it
can get in the Review and it then
proceeds to fill that space with the
best matter it can get. Its advertise
ments are prepared by artists, electro
typed and sent us just the way they
are to be printed. Royal Baking Pow
der is no new thing. 1t has been on
the market ever since we can remem-
Der. and for more than twenty years
it has found it to its advantage to adj
vertise in the Review. If the argu-
ment we so often hear 1--WE have been
in business long time and everybody
knows we are here is a good one.
Royal Baking Powder could we'll afford
to stop advertising. But it does not.
On the contrary it is increasing its
space. The course of the Royal peo-
pile speaks volumes not only for adj
vertising. but for Review advertising.
for it cannot be expected that great
corporation does not know where it
gets results.
We have found also that foreign"
advertisers of reputable and long
record, are perfectly will
ing to pay fair price for advertis-
ing.
They figure that cheap rate means
cheap advertising. 1t means that the
paper wil be filled with catch-penny
swindles of one kind or another. An
advertisement is known by the COM
pany it keeps. just as much as is a
man. We have never had any difficulty
in impressing foreign" advertisers
with this fact. We tell them that
there is no room in the Review for
Men Only tPrivate Disease" or
"Get Rich Quick advertising. The
swindier does not repeat HIS offer and
we have every reason to believe that
the cleanliness of our advertising col
umns raises the paper in the esteem
of other advertisers. We have spoken
largely of the foreign advertise,
becaus-.it is only fair to suppose that
they know what they are about. They
have experts hired for the purpose
they have the entire range of the
United States from which to select
and in which to note the comparative
results.
The Review circulates $500 papers
every week. We print more but Their,
are extras and spoiled sheets ant
flies, $500 is an under. rather than al
over estimate. Approximately thirt
of these papers reach homes immed
lately tributary to Denison The,
either are delivered from the Denisol
postoffice or on the different rura
routes. The second third goes to PEG
pie living in Crawford county VIII
receive their mail at other postoffices
All of these people are more or les
tributary to Denison. There is hardl
a family in Crawford which is no
represented in Denison at sometim
during the year. and when they d
come they are usually heavy buyers
In reality considerably more than two
thirds of the $500 Reviews actuall
circulated each week go to people i'm
mediateiy tributary to Denison TIL
remaining papers go to people VIII
have lived in Crawford and who re
turn from time to time only. to Sc
old friends; to exchanges. foreign &C
vertisers and others.
At the last election the total vot
of the county was $500. There ar
many homes where there are NOR
than one voter. There is the father c
the family. the grown sons and TIL
hired men. In the cities there ar
hotels and boarding houses where on
roof covers many and where one pape
does for all We do not believe there
fore that it would too high to coun
two votes for each household in tn
county This would make the numbe
of homes in the county 2250. If thi
basis is a fair one and we believe it i
for the county as whole. the Revue,
now goes to TWO-THlRDS of tn
families of the county. 1t is safe t