The Fairmont West Virginian. (Fairmont, W. Va.) 1904-1914, 1913-12-03
!.
r avs Es,en IL
The !. Far East
CONSUL DECLARES IT TAKES
SKILL HOWEVER TO REACH
NATIVES OF INDIA.
NEWSPAPER ADVERTISING BEST
TO REACH THE BETTER
CLASS OF PEOPLE.


classes of India according to United
States Consul Henhy P. Baker, now
on special mission to the Far East.
Mr.. Baker says the problem of
suitably advertising articles Of mer-
chandise in India requires more than
ordinary attention and consideration
Of local conditions because one has
to reach likely purchasers Of his
commodity in total population of
more than '315,O00,0O0 people, only
a small percentage of whom can
| read the English language, and per-
haps not more than so per cent can
read the vernaculars.
Newspaper advertising, even
though it reaches only a small pro-
portion of the total population of
India" says Mr. Baker in this con-
nection, sis the best general me-
dunn for advertising such articles
as are used by the most wel-to-do
and well educated persons with
high standard Of living. Although,
in proportion to circulation, India
newspaper rates for advertising are
high, as compared with the United
States, nevertheless expenditures in
such advertising, If kept up literally
and persistently undoubtedly pro-
duces god results. #, through such
advertising, demand can be estab-
| Itch oJ Fnr Iyo rfnuu n ~ foIa nc hv nvap n
limited number of persons, but suf-
Gcicnt to cause leading dealers to
keep them in stock, an important
foothold is gained for a much wider
business, which may come from
great number of other customers
who may buy such articles when
they see them displayed in shops, or
! when they notice their use by other
persons in whose judgment and taste
they have confidence"
Advertising Rates High.
Regarding advertising rates in the
newspapers, Mr.. Baker says the lead
ing paper OF Bombay, which circu
lates chiefly among the government
officials, Indian princes and educat-
ed classes, charges about IS cents
an inch each Insertion for trade an
nouncements II II consecutive in
sCrtions are made.
Writing of other forms Of adver-
Using which have been proftably
tried out among midas polyglot pop
ulation, Mr.. Baker says:
Pictorial advertising is undoubt-
eddy of peculiar benefit in India, as
It appeals to people of many differ
ent languages and even those who
are illiterate. The advantage of this
sort of advertising has lately caus-
ed the organization of several firms
for the particular purpose of draw
ing pictures for use by advertisers.
For popular advertising of simple
and cheap articles, to reach all
classes of people, there is no better
method than to display pictures or
trade marks Of the same, so they
are frequently and constantly to be
seen in even the most out-of-the-way
places. Sometimes merely a letter
or initial of a firm, with the trade
mark and some simple picture,
helps business better than a great
deal of descriptive advertising liter
ature, which many people cannot
read or understand.
Like Pictures.
Even among the better educated
classes of India pictorial advertising,
If Of a reasonably interesting and ar
:. tistic character, is of special value.
For INSTANCE, there seems much dis
position to be attracted by reference
! to important local associations, as
the use of particular local work
or great public occasion, such as the
Durbar at Delhi An American COM
pany which does an enormous bust
ness in India makes considerable use
of an interesting illustration, show
| ing two of the greatest buildings in
the world, the Tai Mahal at Agra,
and the company's skyscrapcr in
the United States"
While the people in the United
States may sometimes scorn Conspic-
ilous gifts with equally conspicuous
advertisements on them, not SO, Mr..
Baker says, with the natives Of In
dia. Umbrellas with great signs
painted on them are favorite form
Of pictorial advertisement, and are
widely distributed.
1.-THE natives receiving these UNI
brellas," says Mr.. Baker, "seem glad
to get them gratis, and do not mind
the advertisements on them as they
carry them over their heads through
crowded streets. These advertise
Ing umbrellas are especially useful
in Southern India, where natives like
to have protection for their heads
from strong sunlight, just as much
as from rain. Similarly cheap little
lfans given as advertisements are al
iways very welcome, evening among
inatives Of. the more well-to-do class
tes while mirrors are probably even
lmore popular, as both sexes seem to
lenjoy particularly frequent view
Of themselves.
For advertising in business Of
Hros in India the paper weight Is