Estancia news-herald. [volume] (Estancia, Torrance County, N.M.) 1912-19??, 1914-07-02
ADVERTISING
WOULD. PAY

SoS c'AhAAA6o ~ w iiSiP tiiNhA htto -
the mail order houses and there
by protect the home merchants.
Horrors!
Fan us with a banana!
After two hundred years of
working for the local business,
as the newspapers have done
and the editors as a rule dying
poor, this company appeals to
the editors to please help the To-
cal merchants to live.
All newspapers are inclined
to be run similar to the Tribune
on larger or smaller scale, viz:
giving five to one more than they
receive. The local papers Of all
towns are used merely as door
mats and used freely when nee
essary, generally without thanks.
At the same time they are con
sidered the proper institution to
be freely knocked by the com
munity as a whole. II any fl
nances are necessary for any
project from road down to a
dance, the printer is the first to
dig up.
The Scriptures tell US that If
we ask we shall receive. For
eign advertisers spend more than
twice as much with the Tularosa
paper in asking for patronage as
the town business men combined
and this in spite of the fact that
we have persistently refused
liquor and tobacco ads together
with the ads of the mail order
jobbers. In Tularosa there are
seven general stores. This week
we carry one ad for one local
merchant and will receive for it
SCOTS. The Tularosa merchants
are no worse than those of other
towns. The same proportion of
figures can be given by any pub
Usher.
The business salvation of the
local merchants depends upon
themselves. Their opportunity
is sensible, persistent and con-
sistent advertising in the local
newspaper. All publishers will
meet the merchants more than
half way any time. They need
only to bury their little hammers,
substitute boost for sneer, urge
their patrons to subscribe for the
home paper, and then talk to
them through its columns.
1--WE will nov close this SER
vice by singing from page 81 in
the yellow books, Whv do you
Wait, Dear Brother. "-Tularo-
sa Tribune.
AS matter of fact, from the
standpoint of the local merchant,
conditions in many localities in
New Mexico seem to justify
very sparing expenditure for ad
vertising. This is true of Estan-
cia, and probably Of Tularosa.
But this is a short sighted
view.
Merchants could afford to do a
little advertising just for the
moral effect on strangers, if for
no other reason. We have been
asked several times recently by
persons who read the News
Herald but who are unacquaint-
ed with the town. if there are
any general merchandise dealers
in Estancia.
But it has seemed to us that
properly handled advertising by
the merchants of the town would
bring direct results, and there
fore would be profitable to them
as we'll as an indirect benefit to
the town
1t is a fact that Estaucia mer-
chants do less newspaper adver-
tising than those Of any other
town in the state where a news
paper is published, MoriartY has
us badly beaten, and Willard is
SO far ahead that it is clear out
of sight.
During the past six months
the largest amount received from
any one Estancia merchant for
advertising in this paper was
$3.50. The total earnings of the
paper on advertising by home
merchants during the period
mentioned was even $11.O0-an
average of 389 cents per week.
Two general stores have had not
a single line of advertising in the
paper during the period,
This isn't a complaint-it is a
statement of facts worth ponder
ing.
The News Herald has adver-
tising space to sell, and beliey-
ing home merchants could use It
profitabIy. would like to sell
them at least a moderate amount
of it. :.
But it has never been the poll
CIV of the publisher to badger
merchants to death for gratui-
ties in the way of advertising.
If it comes to point where this
the only way to keep this pa,
per alive, it will be suspended
and the shop shut up.