Free trader-journal. (Ottawa, Ill.) 1916-1920, 1919-12-05
FARMERS TURN TO
NEWSPAPER SPACE
FOR SALE NOTICES
PASSING or TIME HONORED Gus.
: tom OF POSTING BILLS is
STEADILY BEING RECORDED AS
MODERN PUBLICITY METHODS
ARE EMPLOYED.

The passing OF the safe Dilf ana It's
me.nonored traditions seem lmmt
nent. lnroads mad&upon The lalned
old practice OF ilarlug posters an
nOuncing John Smith would sell so
many cattle, sneep, horses, swine, q,
Ia destined to customs scrap heap
and the newspaper II coming 10 the
lore as ITS successor. Eacn year sees
steady leaning toward the advertia-
ing mediums by farmers intending 10
dispose OF their farm eQuiLment ana
Ave stock, until now tie famous o.e
NH Is becoming a rare Thing TO Sc
This condition Is more prono"p ei
al the present than ever. FARMERS are
!esorting 10 newspaper space 20 sccui q
publicity Tor their aa.es and the ten
dency appears TO be toward pc. M
anent adoption Oh this policy, which Is
strongly urged by agricultural COT
Ieges and leaders In farmers orsani-
cations, VINO advise II as sound bus
mess method
h has only been during fine last tea
years that the farmers nave tanen ~
looking to the newspapers As an al
yertlsfng medium. hey Used 10 te'
ly upon sale bills which they posttn
about on fence corners, at the village
poStoflice and In the bQnks. some vi
them supplemented the bills with g
short reading notfce In the nome
paper,
Automobile Changes Things.
Perhaps one of the leading factors
in bringing about the change has
been the automobile. In the Old days,
a bill posted at the cross roads gen
orally attracted attention and receiv-
ed close scrutiny by the paSser.by,
who needed but to pull up the rein8
on odd DoDbin' stopped and patient
lyeswaited until the farmer finished
reading and clicked" "a "A signal 10
amDle along.
The advent OF the automobile did
not entirely supplant old Doboin bnt
1t certainly dld play hops with the
value OF sale bills as far as postiti /,
them In the country is concerned
Nearly everyone VINO lives on a faiin
nowadays drives an automobile and
= there Is no time to waste on wayside
stops to read sale bills posted aioh1
the roadside.
Newspapers More Effective.
Sale bills still have their place--for
!. FASTING AT the market place. in tae
BANKS, the postoftce and places Wht,
farmers cOngregate in their leisure
time. but considering their cost ana
their limited scope. they cannot com
pete with newspaper publicity, which
is far cheaper and more effective,
Ordinarily the man conducting
sale orders from ZOE to 800 bAls an"
xssttfey cost fim from $500 to $s.hn
few OF them posted in conspicuous
b places are read by quite few person.
II ---mhybe a hundred or so, Many Oh
the bfIls are scarcely seen by anyone
who Is In the habit OF attending pub
lie sales.
For a trifle more than the SAFE pl!lH
cost on ad of respectable size can ne
inserted in a newspaper OF general c'f
culation. where it will be read In hun
dreds or even thousands or hopIef
Enlaroes Sale Territory.
The newspaper ad will be read bS
the farmer when he is at leisure ah'
can give ii more thorough attention
Furthermore he has 1t handy for refer
cnce In case he is interestd in some
article offered for sale, The news
paper ad reaches out farther ah'
brings to sale the extra buyers
who inject competition into the san
anu consequently better prices Tor 'a'
stnfY sold. Here again the au'oIho
bile becomes a factor LOT II ehialhe'
the territory from which q ieali!
worth white sale may attract buyers
A. big hog and cattle saes in this "
entity this year buyers have been cor"
ing as TAR as 50 and even 100 mile'
TO purchase pure bred stock for whic'
they are always willing to pay goo'
price. ..,
Farmers who have watched thel
sale advertising and the results oh
tanned are strong in their endorsement
of the use OF newspaper space ana oe
clare 1t to be the most reliable me'ho'
> OF gathering buyers.