El Paso herald. (El Paso, Tex.) 1901-1931, 1910-04-29
ADVERTISERS OUGHT
To KNOW THE
CIRCULATION
Have a Right to Know Just
What They Are Paying
For Waste"

Inc end or advertising is to create
ana supply demand" declared
W1inarth, of The Herald. at the Y M
= A Thursday night He was the
nTst speaker slated for series Of
Thursday night free talks on aiva~-
using Mr. Wflmarth continued:
sood many people. both adver-
and non-adverttsers, are apt TO
consider Advertising. nowever - -
ehd IN itself This cuts down the eff
ciency or the work done by the advar-
User, ana leads the non-advertiser 70
peIslsI IN emitting from his plans what
should be one OF the most essentfar
parts OF his selling campaign
Inc speaker confined himself IareeIv
70 Inc newspaper medium. He touched
upon a common and careless c,,s+c~. =.
advertisers as follows: u
Many people do not read adv.-+,.o-
lnents- That IS a fact beyond disnuta
Inc advertiser, whether he r1ses +ha
ne" Spaper, magazine. or hand hills IN
evltaoly pays for many Insertions =,
us announcement where his argument
cannot possibly affect the readsr 60
II Is not read. and this is waste.
- waste OF this character con-
iihed 10 advertising? By no means :, +,
costs the average advertiser o-s~+s..,
OF cent per copy to insert b,s en-
nouncement In publication.
II costs this same ADVERTISE g.,
call. ioSiiah 10 make
but can salesman be sent or. -.
canvass without waste?
Inc answer is, No. Some NJ tbos.
So "Hoin ne calls are out, some re-
Tb - see nln' others refuse TO listen
vertfsements would2 stretch - au
no further if he said, No one Iis+ens =.
a salesman 'ehs 10
Buying Store and AID. Snare
A man in buying space in
paper occupies the same nosi+fr..s =
many respects as a man who rec+
store Perhaps the rental of tbe -.
- sNVV per month Is the store a1vavs
iuii or customers? By no rneanSF 7.
many stores, during the early 49,,
you viii find no one but the clerks Tbt.
Oh course represents waste-waz+a 80
rent Even the butcher shops have
sign IN the window, Closed from ~ 70
. p m. IN other words, nothing do
VI course. this is a waste-wasts
OF rental help, equipment.
They say that in a battIs = +.,-
man weight in lead to kill bfn,-so
many shots miss the mark 40 -
cold lead is one OF the best ranoa5iss
mar mas ever been found for the cure
of overproduction.
Allowance for Waste.
There must be a certain s11oua,
,or waste in any human effort R,+
make mat margin as small as passihIe
me more you do away with the nvs-
cries or advertising, the less waste
mere will be- Newspaper rates ara NO
onser based on guess work. As
ule' newspapers now charge from 70
cents per inch for each thousand ~
lrcuiatlon And the advertiser 6oas
lot hesitate to ask for proof that be -
'etins the full number OF Thousand he
ontracts for
Demands Results.
II an advertiser buys 5000 Iettar
eaos ne expects TO make sure that he
cts the full 5000 II he buvs 5ooo
ewspaper circulation. he sees no res
on why he should not get what he nav
Dr. Today advertising service Is
ounded on solid basis OF truth. and
Inc out Of 10 OF the large advertfsiny
ontracts carry the circulation guaran-
ee-
Ii the advertiser takes care 10 kno,v
nat circulation he is buying. there win
e little doubt about his advertising re-
Iits.