The Miller press. [volume] (Miller, S.D.) 190?-current, 1917-03-15

Watertown Herald-The announce
ment by the editor OF n OF our ex-
changes a week or two ago to the eff
feet that one of the merchants I'm his
town had signed up with him for a
half page adv. every week for a year,
once more brings us to the point of
asking whether or not advertising
pays. More so because of the fact that
in this case the merchant lives in a
small town Of not more than three or
four hundred people. The odds" are
a little against the merchant in this
case in only one respect--he has only
a comparatively few people to talk to
each week whereas, II he lived in a
city Of ten or twelve thousand he could
talk to many more at only a trifing
advance in price for the space he will
use.
There are a number of instances
| right in our own state which show
that advertising does pay. A mercan-
tile firm at Clear Lake has carried a
whole page adv. In one Of the papers
there for the past two or three years.;
a Condo hardware man uses a half
page each week to tell the readers of
his town paper what he has to sell;
and at Centerville two business firms
use a quarter page adv. every week to
"get the business" These are only a
few which we noticed while running
through our exchanges last week, and
we could find many more These adj
vertisers do not use these spaces once
in six months, but every week. and to
our positive knowledge have been do
ing SO for years past. Now the ques-
ton arises: Do you think these mer-
chants have money to burn" and
simply want to give 1t away, o. do you
think they are getting increased bust
ness to more than pay them for the
money expended? The chances are
that the latter explanation hits the
mark, Isn't 1t?
Take some of the big city dailies.
Those of you who take the Minneapolis
Journal, land there are a lot of them
in watertown.)e-w when do you remem-
Der that you didn't see q page adver-
tisement OF a certain clothing store
on one of its pages? Many o in
stances OF city daily advertising could
be quoted. wherein advertisers r
taking pages to tell the people Of the
bargains to be found at their stores.
II advertising did not pay, do you
think that certain breakfast food
manufacturers. Touring mills, and the
good Lord knows what all, would
tumble over themselves in order to
get their advs. run in papers and ma
sazines nj prices up to $4,000 q page,
and in a bargain employ an advertis-
ing man at q salary OF $4,000 q year?
Too many advertisers think that by
inserting a page adv. once q year in
their local paper 1t ought to bring
them all the trade in the vicinity. II
doesn't pay, when It is done in that
manner.--it couldn't be expected to.
One might just as well believe that he
could get along by only eating once
a month.-one good big meal. There's
Just about a. much logic in one as
the other.-and who wants to miss
planting his number tens under the
table at z q. IA. IL m. and 8 p. m. each
and every day?
Advertising pays.-there IS no quee.
ton about that. But the trouble II
that only . comparatively few arr
able to pee Il. Those "boys" who run
their page and half page advs. ever,
week are taking IN dollars where thsll
competitors are taking IN pennies. {
we could only SHOW the latter fel
lows-~but sometimes We set horribl,
disgusted ana mutter something