Essex County herald. [volume] (Guildhall, Vt.) 1873-1964, 1915-12-03

does not know, so varied are the
ways for advertising to scatter its
good influence abroad whether it
always pays or not The customer
seldom tells the trader he has been
influenced by his ad. The bud of an
ad. may blossom out months after it
has been planted. One thing is GER
tain: Take two towns with news
paper in each. Let one be alive in
advertising and the other dead, and
the live town will draw most of the
trade. People like to go to a live
town. They like the paper in live
town, because in live town the
paper is alive. The two work in
conjunction with each other. A sub
scriber glancing at paper well fill
ed with local advertising will say,
That represents a business place,
| will go there" even though he
may not have read an ad. the paper
contained. 1t pays to advertise.
How can a paper do justice to
town that does not ADVERT Sc? What
is there to say about it? The adj
vertising is the representation of
town. 1t is what places it on the
map. Without it there is nothing to
show the town exists. Town locals
will not do it; six pages of plate
matter and state news will not do it.
1t needs the whole sandWiched in
together-locals, state news, articles
of interest, and good broad display
of home advertising to make a live
paper, and to prove the town is
alive. Advertising pays.
The ESSEX COUNTY HERALD repre-
sents a town of 1000 inhabitants,
with business blocks strung up and
down two main streets. 1t repre-
sents Essex county with over 5000
inhabitants with several small towns
located at different points. Yet its
local paper-the only one in the
county-is not patronized enough in
advertising, even by Island Pond, to
hardly prove that such a town or
county exists. What is the result?
A town that is not half known; a
plate matter paper that can not do
justice either to the town, the county,
or itself; a dissatisfaction on our
part and on the part of those who
read the paper. The advertising
magnetism, which is not here, at
tracts the people to other points. 1t
will do it every time. Advertising
pays.
Do you know what difference it
would make with the ESSEX COUNTY
HERALD if every business man in
every town in the county would
furnish the paper with advertising?
The paper would take new life.
1t would become a business as we'll
, as local paper. There would be
more subscribers because the paper
would be more interesting. Foreign
advertising, which is only furnished
to live papers, would increase, and
give the paper more tone. 1t would
prove that 1000 people in a town,
and 5000 people in the county had
an ambition to do something, and if
the paper did not keep up the pace
then kick the editor out. Advertis-
ing counts.
What has been the ESSEX COUNTY
HERALD since the present editor took
, charge of it? Between five snd six
pages of plate matter out of eight,
, with smattering of locals and a
few tiny ads, with one or two eX-
ceptions, worked in between. What
is plate matter? 1t is foreign mat
.. ter, sometimes interesting and some
times not, worked in to fill out the
space left vacant at home, very good
in its place for filigree fittings but
not what should constitute the body
: of local paper So we are not salts
fed; neither are you, even though
the paper has been enlarged. We
know Island Pond is large enough,
and the county contains inhabitants
enough, as the last census shows, to
make of the HERALD mighty inter-
esting sheet. But the editor cannot
do it alone. He could not if he re-
sided in the town without the as
| sistance'of the residents and business
men. There must be get to-
gether" movement in order for us
to furnish the goods. 1t is up to the
county to meet us half way if you
want good county paper. Hustle
in your subscription for the coming
year, and hustle in new ones to prove
the paper is wanted. Hustle in adj
vertising from every town to keep
the paper from looking like a snow
drift without spot on it. A snow
drift is pretty to look at, but not
half as useful as one made into a