Honolulu star-bulletin. [volume] (Honolulu [Oahu, Hawaii]) 1912-2010, 1915-07-10

Just as honesty is the best policy, SO,
truth In advertising is the only policy
under which q business can hope to
achieve any permanent success.
Some business men know a good
deal about advertising themselves, but
in such cases they should use their
knowledge to the end of forming the
advertising policies and guiding their
advertising agents along the lines they
want them to go. But few merchants
have anything like the advertising
agents opportunity to learn the know
how" of advertising. It's q distinct
business of its own just as the law and
architecture are professions.
While advertising practise is still
in its infancy ! think every one here
recognizes that 1t is the modern bust
ness force that must be used by in.
stitutions that desire to grow.
What | know about advertising /
have learned through Ii years expe-
rienee and study. remember when
advertising rates In the Advertiser,
Star and Bulletin were from cents
to cents an inch Now the rates
are Is cents. When the advertising
rate was cents the circulation of the
different newspapers was given out by
their respective owners as around
1900 and 1000 copies daily and that
at time when it was considered le-
climate to exaggerate trifle, If the
newspaper office felt so inclined.
Now, despite the fact that newspaper
circulation reports are sworn to and
are under the strict supervision of the
federal government, the circulation
has increased to between $500 and
5000 copies daily for either the Star
Bulletin and the Advertiser.
Local Rates Not High.
Compared to mainland prices adj
yertising rates in Honolulu are not
high. One can find instances of lower
rates for equal circulation and equal
number Of cases of higher rates. But
the Honolulu newspapers here have
one advantage over the usual small
town newspapers that is important.
They are the only newspapers that
reach the entire newspaper reading
public, whereas all small towns on the
mainland must stand the competition
OF the larger metropolitan dailies that
are delivered as cheaply and quickly
as they are.
Newspapers.
In Honolulu, as you all know, we
have two daily newspapers in English.
Then we have three daily Japanese
papers and four tri-weekly Chinese
newspapers. O,Luso Is Portuguese
weekly and Auokoa Hawaiian week
".
The Star Bulletin and Advertiser
reach the other islands pretty we'll
but for local covering of this field
there is the Garden Island on Kauai,
Maui News and the Weekly Times on
Maui. Hilo Tribune. Hawaii Herald and
Kohala Midget on Hawaii; besides the
semi-weekly Star-Bulletin and Hawaii
an Gazette. All of these mediums are
more or less valuable at certain times
and / have data filed giving an ap-
proximate idea of the direct results
that they have given some of my
clients In the past.
Poster Advertising.
For certain occasions and for teach j
ing the public the name of some par
ticular product. there is no better me-
dunn than a poster on billboard. A
brief story told mostly by picture and
placed where every one can see it is
read by every one What all the world
sees all the world knows. The poster
display often makes an unconscious
impression on the mind that results
in sales later on. Most Of the every
day knowledge Chat people possess
and most of the convictions upon
which they base their every day ac-l
tons have been acquired unconscious
". Very few people can remember
when they learned to talk or under
what conditions they learned the
meaning of a certain word, yet every
one knows that at some time he could
neither think or talk. The great
power Of advertisements is in getting
into peoples minds ideas that they
carry in such way they think they
always had them. Poster advertising
Is a powerful medium for this reason.
There are other reasons. of course.
Poster advertising and structures are
constantly improving. and very high
class of service is rendered in Homo
lulu
Calendars and Novelties.
The calendar is device which long
ago Justified itself and. along with the
advertising novelty, is factor in adj /
vertisiRg. II wisely selected and prop
crly distributed they help to produce
good will and serve as constant re