Warren sheaf. [volume] (Warren, Marshall County, Minn.) 1880-current, 1916-03-15

cluded to do little advertising was
planning to have the countyseat print
er furnish him the usual style of sim
gle-sheet circular printed on colored
paper and measuring about six by
nine inches. An acquaintance, Of
some publishing and advertising ex-
perience, was visiting the farm at the
time.
"How many Of those are you going
to have printed ?" he asked.
give hundred"
"Well, let's see,' said the man Of
publishing and advertising experience,
<tyour printer will probably charge
you two dollars for the job. If you
send the circulars out under two-cent
stamps, the cost will be ten dollars
for postage. You can't mail them at
all for less than five dollars. Then
there's the cost of addressing. Why
don't you put the advertisement in
you country paper? The cost
wouldn't be half so much as this cir
cularizing, and the Gazette has about
1900 subscribers, hasn't it,"
Up to that time our farmer friend
had not realized the economy and
effectiveness of his local newspaper in
conveying a sales message to the
community.
The object of this article is not to
discourage circularizing. Well-print-
ed, circulars and good letters are Of
ten very effective forms of advertise
ing and we'll worth their cost, but it
is unfortunate for the farmer, for the
business man of the country village
or town, and. for national advertisers
that the value of the countrynews-
paper is so often overlooked.
A short time ago building-mater-
ials dealer of hustling small town
was urged to do some real advertising
in his local paper instead of merely
carrying a small standing card that
monotonously announced that "John
Jones & Sons" carried "a full line of
building materials at reasonable
prices "a card that had stood in that
form until the type had almost worn
out.
This dealer, who may be considered
as typical of many of his class, could
not see where he had anything to
gain by telling people definitely what
he had to sell.
"Suppose," said the solicitor finally,
"you hired a man to- travel through
out your county, to interview the
heads of most of the best homes, tell
about the various kinds Of materials
you carry and to solicit business for
you? Wouldn't he pick up consider
able extra trade? '
eyes," assented the dealer, 81 sup
pose so; but it would cost too much" "
"Just So" was the reply. "It US
ually would cost too much to put
mans business before the people that
way. That's why we advertise. If we
could see all those who ought to do
business with us, or be sure that they
would come to see us, and it could be
done at low cost, there would be no
reason for advertising. But that
isn't possible"
The Magnet of Home News.
SHOW this paper that we are talk
ing about will go into these homes
weekly throughout the building sea-
son, and will reach the head of the
household at time when he is ready
to read and is receptive to Informal
ton. Week after week, if you put in
an interesting appeal every time, you
will be building up your impression,
and when the man is ready to buy he
will naturally come to you"
One reason why the country news
paper is not valued as it should be is
because it suffers by comparison with
the daily newspapers from the near
by large city that so many thousands
of people in the country and villages
now receive.
The country paper does not give the
news of the state, country and world
in the efficient way that the large
daily does. It cannot. The equip
ment of the country paper is otter
mediocre, and it is often true that its
editor and publisher and printing
foreman are not men of extraordin'
airy ability as newspaper producers
The get out a fair paper and let il
go at that. at t....... s...... ...
But though it does not stand com.
parison with the big daily, the home
paper has one feature that makes il
a power in the community; it gives
the home news and it deals with
home affairs. This is a powerful
magnet with which to draw at
tention, and drawing attention i
the first thing that he who has some
thing to sell must do.
If people read anything they are
certain to read the home newspapers
And every country newspaper
worthy Of the name has as sub
scribers a good list Of former resi-
dents of the community who have
moved AWAY to distant pOints bu