Tonopah bonanza. [volume] (Butler City [i.e. Butler], Nev.) 1901-1909, 1907-01-12
ADVERTISING
ITS RELATION TO THE sUBsCRIP-
TIoN LIST.
(By M. A. Bley, Advertising Manager
Of the Tonopah Bonanza.)

Some of us get circulation poked
us so often and in such a variety
Of ways that it gets us to thinking
along that line. The more we think
the more interesting it becomes, and
since this circulation affair is of such
vital Importance to the advertising
end of the business, perhaps a few
ideas concerning it will not fail of
appreciation.
There are different mediums for
assuring circulation benefits, but the
one we want to especially note is
the newspaper and periodical field.
They have the most positive claim to
circulation rights. And If you are
prepared to make the best possible
use of of the opportunities they af-
ford for business getting-then you
are above doubt about returns.
The publisher is first of all a bust
ness man; he must have a high order
of business qualifications to make 1t
go at all. Now, with ordinary street.
corner Understand reasoning, do you
suppose profits are coming in to him
regardless of his ability to prove ex-
change value? Not for. a second is
sue! He must convince his pros
pective customers that he has a real
proposition before continued business
can be counted on.
Getting this proposition is where
circulation in. He no more
expects to build a value sheet" Zone
that he can say is worth so much
peri without giving actual value in
return, than the la%undryman can
hope for success without a personal
knowledge that his work is worth the
price. Therefore his energies and
abilities are turned to the news end
of the business. Everything possible
to make his sheet interesting is skill
fully put into force. When it be-
comes indispensable to certain classes
or communities, then its a PROPOSE
ton to the advertiser and must be
kept a S such to pay the publisher.
It takes lots of work and very
close application, but you will find
very few successful publishers with
out a capacity for both.
The public frequently accuse this
very businesslike and busy man OF
swelling his subscription list. Well
perhaps he does hit it up a few oc
casionally. Can you blame him TO
including his sample copies lis
when he is convinced that it is
tested means of influencing new sub
scribers? If it works out to tina
advantage, it is certainly advan
? %tageous to the advertiser.
Now, let's see about the actua
worth Of a claimed subscription lis
of 5000. Suppose that figure in
cludes sample copies and is per
, haps raised a few at that. Wei
take an article that appeals to thi
particular class and use a liberia
space.
No one will expect to interest tn
whole list in his proposition. 70
can't get all the people at any time
not If you guaranteed a crisp one
' dollar bill to all who answered
Somebody would not have time
write for it. A few would not eve
believe you. If you get fifty reptile
from first insertion, you've done wei
q The next will do still better. An
so on.
> That first fifty. 1t comes direct
from the papers subscription list.
our proposition is even better
s more than was claimed for it al
'e satisfaction is assured, these Poop
le Just can't help mentioning it
d friends and associates, many of who
Of will readily fall into line. They mi
1t or may not know where the ad a
Id peared, but they know where {
e. goods came from.
X This same thing is true of the
crease in returns as our proposals
Id becomes more familiar to the rea
ic ers of a given paper. Does not {
r. paper furnish a means of gettil
re business beyond its list? Why n
en- credit Mr.. Publisher with this str
as business? Add it to the real
he of returns, and you will see sol
of justification for claims.
d, A good article boosted in a go
he paper with a good list will do all tn
IFS been tried.