The watchman and southron. [volume] (Sumter, S.C.) 1881-1930, 1913-09-27
ADVERTISING THAT PAYS.

hgence an1 sound judgment i'm select
ing the mediums that will reach and
influence the people whose trade
they desir,. One dollar expended I'm
the newsr aper with the reach and
the pull produces greater results than
one hundred dollars worth of space
I'm another newspaper that does not
reach the right people.
This In the first and most import
ant consideration for the business
man who starts an advertising cam
paign-whom does he want TO reach
and how may he reach them most ef-
fectively and economically. The man
who competent to manage a busI-
ness knows his territory and has "a
general acquaintance with his clientile.
With this as a starting point the Sc
lection OF the advertising medium Is
not n difficult matter. IL one goes at IL
I'm the right way. for ii can be re-
duced to the accuracy and certainty
of n mathematical formula.
There are just so many people llv-
ing in n certain territory (the CEN
sus report will give the figures); these
ucople can be divided into three
'1sses-the well to do. those in COM
fcrtable cirt umstances and the poor
the trade OF this territory is val
bic In proportion 20 the spending
ility ~ the several classes. The
IA inform ed business man knows
,"ese lacts ana IL ne exercises me
-ame care I'm buying advertising space
that he des in buying goods he will
trst of all ind out what classes and
what percer tage OF the total popula-
Ton n newspaper reaches before buy
ing advertising space i'm IL. The pub
Usher who has a worthwhile propo-
sition will show a prospective adver-
tiser that he has both quality and
quantity I'm circulation. The pub
Usher who has the goods does not
deal In vague and glittering general
tiles. such as "the largest circulation
In the city. county or State" every
body reads my paper" but is ready
at all times to meet the man from
Missouri on his own ground. The
business mar who goes into the ad-
vertising game as business matte
and not as 8. hit or miss speculation
always insists on knowing what he
Is buying AMI the publisher who Is a
business man and not a promoter of
rainbows will gladly and speedily fur
nish the facts that will convince. The
advertiser and the publisher having
reached this basis of understanding
the buying and selling of advertising
space Is siCply business transaction.
Hut. unfortunately. the average bssi-
ness man does not regard advertising
as n cold business proposition-some
treat q as n necessary evil because
his competitors advertise. others
think IL n gamble and take an occas-
ional flyer In about the same spirit
that they occasionally invest hun
dred or 40 In October cotton. Still
others take an ad" with some inn
Fortunate solicitor az they would sub
scribe for n pictorial History of the
Holy Land" To get rid OF thread
bare book agent. and many go at II
In hit or miss manner. running the
same copy I'm all the newspapers pub
lished In their territory. expecting to
catch 'em coming and going"
This sort Of advertiser is the most
hopeless Of all from the publisher :
point OF view. for they waste their
money without knowing where IT is
wasted and obtain results without
knowing how or whence they cam c.
The worthless or nearly worthless
sheet escapes blame for it's inenlciency
and the productive medium receives
no credit for it's efficiency i'm bringing
results. I'm advertising AS I'm all other
things. every tub should stand ON it,
own bottom. and the newspaper that
has the circulation and the trade
producing pull with the people who
have the needs and the means that
make them sought after customers
asks nothing more than To- he PIT
To- the test Seeing Is believing IL
their motto and they are always ready
to show those who want to see
Printers ink spread on white paper
does not constitute Advertising The
selection OF the medium is important