Amador ledger., 1909-02-05
FAKE ADVERTISING TAKES.

lucy COme TO DaVlS occasionally
and almost Invariably visit first the
Enterprise office. The Enterprise ad e.
heres to the policy of holding aloof
from their schemes. This does not
suffice however, as the fakir has plen
ty of cheek and little respect for
veracity, usually representing that
'you are helping your local paper by
giving 1t the printing" whether such
an arrangement has been made or
not. We cons ider It poor policy on
the part of the paper because of the
fact tina: the business men will not be
satisfied with results and charge the
same IN some degree to the paper.
What local paper desires is sdver-
tising In its columns which does give
results and with which the business
man will be satisfied if be follows
it up systematically and becomes
regular patron. The Record says
Thousands of dollars in the aggre-
gate are practically wasted by the
Chico merchants IN what are known
to students of advertising as flake
advertising schemes. - The mer
chants is approached by stranger,
perhaps, who explains his advertis.
ing proposition, and as the amount is
small and the merchants time is
valuable, he takes chance, more to
get rid of the solicitor than because
of confidence in the vestment.
Then comes along some local person,
representing some organization that
proposes to give little entertain
ment somewhere to raise funds with
which to buy carpet. A program
with all kinds of advertising space is
to be gotten out and the merchant is
appealed to take space. If he re-
fuses to be thus bled and his com
petitor cheerfully plunges, he places
himself in bad odor with at least the
solicitor and a few friends. Thus
merchants give up money to these
schemes, often when they know that
they will receive no benefit.
Chico merchants are snaps for the
advertising fakIr, but the merchants |
are beginning to realize that they are
throwing large amount OF money |
away ip the purcnase of advertising
space which does not advertise.
An instance of the way a travelling
fake advertiser can acquire the mer
chants coin for nothing may we'll be
cited. About three weeks ago young
man named GustIn, known to a few
people in the town, decided to en-
deavor to make a raise through an
fake. He came to the Re-
cord and secure an estimate on print
ing a considerable numbe of desk
blotters. The estimate suited him
and the order was given, but the Re-
cord refused to order the stock until
he produced the price of the stock.
GustIn interested twentyone of
Chico's business. people, his PROPOSE
tion heing to place the blotters in the
four hotels. 1t is difficult to tell
how long it would take the patrons of
his scheme to get their moneys
worth, even if he carried out his part
of the contract. Gustin, however,
did not do as he promised. He went
to the merchants and collected for
the advertising and left the country.
while the blotters upon which he was
to place the advertising remain in
this office. where they will continue
to remain until the Records claim
for work is satisfied.
The Sacramento Cham ber of Com
merce has accomplished much for the
Sacram merchants by heading off |
all of the advertising schemes that do
not show real merit. The following
from the Sacramento Bee in reference
to this may we'll be read by the
Chico, and Davis business people at
this time when there is some discus
sion relative to organizing mer
chants association:
''DuIlng the past year the business
interests of Sacramento have been
saved 500, QUO by the cham ber of com:
merce through protection from what
is known as fake advertising. Legit-
mate newspaper ADVERTISING is recog
nized, according tn secretary Crane,
as a legitimate business commodity
and one of the greatest benefits to the
merchant and entire community. ItI
is staple of commerce.
"But the business man had become
a prey for every entertainment com
mittee which demanded advertising
to defray the expenses of tie pro.
gram. Anything of a public nature