The Twin Falls times. [volume] (Twin Falls, Idaho) 1905-1916, 1908-06-11
NEWSPAPERS BEST
They Have All Other Mediums Beaten
to n FRAGILE.

"A wise jasper changes his mind
foolish one never" says Mr.. Will
liam Buckley, the California adver
Using specialist. His word will JUS
tify republication with all possible
emphasis by all newspaper publish
ers. 81 have been watching this
thing for twenty-five years and have
had several spasms of doubt in my
time as to the relative value of diff
ferent mediums, but | think on the
timated. A good newspaper is the
cheapest vehicle of communication
between the merchant and the local
buyers. ! am almost tempted to say
it is the cheapest at any price. In
Santa Barbara the newspapers are
strong and the rates very low, but
even where the papers are weak and
the rates comparatively high the
local newspapers have all other adj
vertising mediums beaten to a fraz-
zle.
Some folks believe in diversified
advertising, but they are usually
poor advertisers They follow no
system at all as a rule. Diversified
advertising sounds well--like diver
sified crops-but the trouble with its
advocates is that they neglect the
main issue. A farmer who sows
wheat, corn, alfalfa, ETC., would not
neglect his main crop. whatever it
happened to be, but an advertiser
who tries a wide range of publicity
rarely gives proper attention to his
newspaper space.
Between the merchant who al
lows his newspaper space to run fall
low, paying rent for ii year after
year from force of habit, and the
man who doesn't believe in adver-
! Using and spends nothing for news
paper space there is little choice.
Both these types may be good citi-
zens but they are forerunners of a
return to the fossil age, Both are
that is, if increasing ones worldly
goods is sound morals.
| heard of a case of two leading
citizens of small city in Illinois
Both old settlers were In the shoe
business, and each of them gloated
over his ability to get his share OF
the trade without spending any
money for advertising. Suddenly one
of them sold his business and re.
tired to the farm. The buyer was 6
new man IN town, not a young mar
by any means, but a hustler who
proceeded to infuse some life into
the business. His first move was tt
paint the entire front CT his store {
bright red He introduced rec
wrapping paper and bought an entire
page in the leading paper of thu
town in which he had his ads printed
, in red ink. This wa: a rather ex
lrensive matter even for short tim
but it paid him. Everyone in tn
town and surrounding country be
! gan to edge up and talk about tn
, red front shoe store, and the natura
to the red front
, Instances in my personal exper
fence of men who have prifitte
largely by doubling and trebling tn
newspaper appropriation are many
in most cases they went to the ey
pense of employing expert help t
rlan their advertising and inject int
in the tabesco element which is lack
ing in most newspaper ads. Example
: are rare when men have failed j
business through a too copious il
: diligence in printers ink Like othe
. good soil newspaper space must b
= cultivated and not permitted to ru
wild with the fences down. If mel
L chant has the time and natural fast
L for handling his own advertising,
il always better for him to attend
! ii himself If he prefers to throw a
= OF his personality into the store mai
agement, the buying and selling d
u partment and the direct developmel
OF the business, he had better far
Il out his advertising. Even then
- should not neglect it, however, b1
- should see that his advertising met
eds are in harmony with the stol
= policy and his efforts to develop
" good will for his establishment. +
may be the strongest character
- the community and yet the new
" papers will give him hundred Gu
toners where his individual effor
will gain him one. Idaho Fal
:, Times.
I make speciality of Miner land
Is Water on the land, electric road bull
W ing. The cheapest land on the markt
,e Your choice of over 40 relinquis
mQutS call on Rarnott Cti1lWQ11