Honolulu star-bulletin. [volume] (Honolulu [Oahu, Hawaii]) 1912-2010, 1915-09-06

to the poorer classes You could concentrate where they
lived II you wanted to the newspapers instead Of the
street card in the big cities you could get certain
newspapers which had an specific appeal than
the street cards when localized in certain section
For instance foreign newspapers might suit your needs
Perhaps the German newspapers, or in cities, the
Polish newspapers might eoInmHnd the kind Of popnla
ton you sought Some such papers are of such import
ance as advertising medium in national way that
they have their sales force which consist of repre-
sentayes who go through the country to persuade pos
sbe users OF space to place their advertising in their
non English media. 80 - 4@@ *~~. 4 tzS# z@a ~
However, foreign populations are often located in
communities into which certain street ear lines GO The
question sWheh cheaper circulation the localized
street publicity the localized newspaper adyerts
ing? TO judge the cost of street car card advertising they
circulation the number of nckels and transfers
taken each day, that is the number Of passengers The
trouble with that is that passengers are not necessarily
readers. 81 5tts<
Furthermore an individual street ear card has ire
mendous competition. It's whole environment is adver
tsnga along both sides of the car Therefore it is
up against an attitude off, You have got to make me
look at YOU" The cards get no voluntary interest
such you would give the newspaper magazine for
which you paid. Only involuntary interest does the
street card enjoy @..> 49,"
In their competition With each other street car cards
all sorts Of coors to win the attention of the casual
eye This tends to create fusion The result a tend
ency to flood the specific message of certain card with
sort of congomeration of all the cards. Men have
permented with street cards to prove that this fusion
does blur the readers consciousness
Their findings that this fusion is greater in street
cards than in almost any other medium For instance
in city ice makers had done considerable ad
vertsng in the street These glanced these
ads advertising three different ice creams Nine out of
ten could not recall which ad belonged which ice
company. Was this because of the kind of copy No.
That extremely individual Each had certain lines
of style and atmosphere The trouble that running
those street cards. the vision pulled this way
and that-so much that the comprehension blurred For
although the eye may grasp the mind may lose the
cept on the wings of fusion
And yet facts have proved that the street cards
win. They have to their credit the construction of
many trademarks-mere Names which street adver-
Using has turned into gold mines worth millions. For
that which needs but the emphasis of and POPULAR
zaOn of package, they compare with newspapers a
medium. But when the advertising message must carry
argnmenatve persuasOn the street card hope
to have the effectiveness of publications which vol
unfairly read.
Likewise, in connection with retail advertising, the
newspaper better for action advertising. OF the
many tests that have been made there is the example of
hardware which advertised an 8Jc alarm clock
in the for 80 days and sold Is of them. The same
copy in one newspaper sold POO in one day.