Honolulu star-bulletin. [volume] (Honolulu [Oahu, Hawaii]) 1912-2010, 1915-12-22
CHAPTER XXXIII.
WHY THE RETAILER CHOOSES NEWSPAPERS.

/ r HI
There many why the newspaper the retailers
first choice For thing the newspaper enjoys home in
terest Particularly it has personal nteres-t deals with
things local to be intimate to every dealer 1t be
simply through the fact that the newspaper tells of the city
government which the reader pays taxes may be
through the fact that it records the demolition of building
which the reader has passed by day in and day out All the
time the newspaper narate things of far interest than
any other medium offer the reader.
The newspaper has fresh appeal 1t quckens the
readers interest every day. if it be daily every week
be>a weekly. 1t always offers something newreaiy
And you get magazine and newspaper In the same
mail in the morning you lot likely to look at the
newspaper first You keen to find what has happened
since last perusa And makes retail advertising
in the newspapers successful and therefore makes the
paper the best place for retail advertising.
For instance here attempt to do without the
paper Look that bulletin board advertising certain kind
of shoe for large department store You this
daywce day. Yet you will really it about
three monthsand possibly you might not consciously it
that seldom That sign does not have any fresh appeal
You may know that it is there But after your first attention
to it, fails open up your mind again. and to shoot in
other stimulus by way of something personal enough
to attract your repeated attention.
Retail advertising chooses the newspaper for another
good newspaper is sort of institution Men fight for
their newspapers reader OF this apt to say that
the other good paper may grip persons life fer
wildly church The majority of people have gotten nearly
all they know out of their newspaper As result the
paper has hold community whether the community
knows it or not
In political campaign, newspaper often shows it's po
tential power What the paper says carries weghthat
it honest newspaper it is not honest then people
do not believe its arguments No matter how clever verb
ally orceu their assertions may be- such papers will not
the weight though their circulation be big
paper in town. ..:.. IL.
But real paper with tmetried readerconfdence has
the power carry any message That is why it carry
advertising messages the profit of the advertiser And
these facts quite often make the question of newspaper rates
hard puzzle No arbitrarily say for instance that
each thousand circulation worth quarter of cent line
wOuldn't
might be worth half cent line morefor papers
almost Bibles in the homes wherein they circulate.
A moot question on retail advertising is ''Shal adver
in the morning papers the aernoon! This of
the elusive questions It depends the paper One
morning paper may actually go into homes than
other paper the community Therefore, may reach
And for the advertising OF something that would
appeal women such most department store advertising
might be argued that the evening paper the one to
The evening paper may claim that the housewife does not
have time during the day to look at the morning where
reads the evening her leisure hours But here
too effort definite law is worthless The principle to
follow simply that the best paper the which will
the greatest number of prospects at the lowest cost
Newspaper advertising not only enjoys the backing the
faith that readers to have In their paper There
another vrtueha of temperate atmosphere AS rule cold
type conservatism of might SIAN
der verbally but put that SANDER into print and make it
Hbel-he would think than twice before he did that
Words which put into print usually weighed carefully
People know that In that atmosphere they interpret
paper advertising This unconscousy makes newspaper
reader susceptible the retailers message than he
that message her faheres eafet stuffed under her
door. ~.