The Lancaster news. [volume] (Lancaster, S.C.) 1905-current, 1913-11-28
How To Advertise Proftablu

G. N. Whitaker, In Augusta Chronicle.
II we have for sale a cock, hen,
cockerel or pullet, worth anywhere
from one dollar up, there is a buyer.
somewhere, and the logical way to
reach him is by advertising. We can
pass the fact along by word of
mouth, paint it on board and nail
1t to the gate-post or print it on cards
and hand them out at poultry shows.
1t is all advertising, but IL we are
really out for business we must cover
a wider territory than we can reach
by means of these primitive meth
DDS.
To advertise economically we must
send out messages to the greatest
number of possible buyers with the
least possible expense. Suppose we
print n thousand cards for poultry
show distribution and are fortunate
enough to place them in the hands
of a thousand men and women VINO
are interested in poultry. The same
outlay would buy an inch OF space
in a poultry journal which Woulu
carry out message to $1,000 homes
where poultry culture is live issue.
There is no cheaper and certainly no
surer way to reach the buyer than
through the poultry publication. so
Thoroughly has this fact been dem
onstrated that of the hundreds OF
thousands of dollars paid out each
wear for advertising by breeders OF
fancy poultry, all but very small
norton of it goes to periodicals de-
voted exclusively to poultry raising
These journals will deliver the mes
sage to n greater number of fanclers
at a given rate than any other class
of publication.
The breeder who is getting ready
to start his first advertising cam
paign is often in doubt as to the pub
iication which will bring him best
results. The price he pays for space
is based on the circulation of the pa
per. and if half or three-fourths OF
this is made up of people who are not /
interested in poultry then half or
three-fourths of his advertising fund |
has been practically thrown away |
Perhaps he thinks a certain poultry |
journal would not be profitable for
him since many other breeders are
using its columns to advertise the |
breed in which he is interested. If
he has good stock he need not fear
competition. in fact, he will be all T.
the better for as every advertiser .
makes the breed more popular An
other point worth making is that the
more advertisements Of certain
breed there are in paper the more .
popular that paper is among fanciers .
Of that breed 1t Is better to ad- /.
vertise in journal where there are |
twenty competitors than in one where
there are only one or two. Com |
petition is the life Of trade"
The question comes up: "Shall
the advertisement be classified or
display" Both are good, but along
entirely different line. The classi-
fed ad is undoubtedly better for the
man who changes breeds every year
or two, or whose stock is Of good, /.
average quality and sold at moderate /
prices The classified ad brings re- .
suits quickly, but is not lasting, /.
therefore the time to start is just be- .
fore the season opens for business, +
just early enough to be ahead of the .
other fellows. September or October .
for the fall trade and January and .
February for the Matching season. F.
1t is a good, big point i'm our favor .
to be on the ground first
The display, on the contrary, pulls .
slowly at the start but gathers speed .
from month to month as long as it .
appears. A we'll written and we'll
set up display advertisement sticks
in the mind of the reader and is by .
long odds better for the man who
has chosen his breed and intends To .
stay with it and build up reputation .
as a breeder. Instead of paying so
much per word we buy so many .