The silver state. [volume] (Winnemucca, Nev.) 1909-1925, 1919-02-27
Rudyard Kipling Wanted to Read the Ads

EHIHM HERE still exist a few merchants who feel that when they put
kU an advertisement in the local newspaper they commit a act of
charity, says IN exchange They say it does not pay and they
MH4G%S15M4H are right; charity. a a business proposition, does OF ay The
USSN advertiser who has IN idea that the local newspaper is a sort
N0WX@ of necessary evil, and exists only by charity, is sure to have a
- CORRESPONDENCE poor opinion of his fellow citizens and OF his
community; he is not a publc-spirited, helpful citizen, and his store is no
ralying point for the trade of the surrounding country.
Lots of good money is squandered in futile dabs a advertising. The
periodic shouter. h advertiser who falls for catch-penny devices. he who
goes in for propositions that his common sense condemns, because he is
afraid of offending a possible customer by having backbone enough to say
"No"-al such throw money away when they do what they all "adver-
tise" The merchant who is there with his advertisement every day, rain or
shine good times or hard, who uses his gray matter and plans his adverhs-
ing as a general plans a battle. who has the goods to back up his words
he is not wasting money; he is really and truly advertising; and he finds
it pays.
There is no question but the best advertisement is the n that costs the
merchant nothing but time and nteigence-his window display. To attract
the buyer who is o. the street, n method rel a better, or al be- But
the next best method takes't time and intelligence and persistence and money
and that is advertising space in the local newspaper.
1t is al interesting subject. this advertising. With study it becomes still
morein interesting. The possibilities involved are endless Whether you are
a Observation-Disclosures o a prospective customer, the Tor you look into the
advertising subject the better your reward No less a literary luminary than
Rudyard Kiprng, when a friend began sending him American magazines with
the advertising pages delded, $50 as not to cumber him with an undressing
mass of printed matter" Indignantly demanded that, if the magazines were
to be sent Ito him, they be delivered in their entirety. And he said something
rather cutting about there having beer lore thought and intelligence put mt
advertising pages than other sections of the magazines could boast Of And
he declared he found delight in reading good ads.
1t is sad to admit that the country newspaper has oftentimes allowed its
standing ads to become IN eyesore 70 the reader. However, the time is
pretty much past when eve the smallest merchant fails o realize the fact
that he must SAY something both intelligent and interesting in his ad in
order to make it pay. and to meet the competition of alert dealers And SO
it comes about that reading ads becomes a more and nor interesting and
profitable employment. wen a Kiphng indicated. Not only Ia money often
be saved by consulting advertisements in the local newspaper, but there is
another effect which is more and more found to be valuable these days-that
of getting you ut of a rut" Silver State advertisers are telling OF things
in every issue of this newspaper, which citizens in general might probably
consider Ads are the live news" of any town.
1t now becomes apparent that a large proportion of those who bought
War Savings stamps-a shamefuly large proporton-did not buy them from
pure patriotic motives at all. but merely % escape tn odum Of the publicity
that might come upon them through the system of reporting and checking
that a pursued in the sale drives. The number of such slackers is indi
Gated by the fact that in many sections Of. the country the cashing Of War
Savings stamps is exceeding the sales-[cark County Review.
"snugly hidden in the kneepad of n ariheialleg brace worn by t. G.
Nicholson, editor of a Placer county newspaper, who died recently, was a
gold note for $1,000" says a dispatch from Marysvfle, Cal Which reminds
us that a artifca[leg brace is n piece of equipment which is lacking in
the Office Of The Silver State!
In view of the mass of purely class legislation proposed in the Nevada
Legislature. We wonder if a appropriate motto to be framed upon the walls
Of the classic halls Of Carson would not be an excerpt from a tolerably we'll
known document of the United States of Amerca-"An men yer created
free and equal"
The wal has been over three months. In that time no progress has been
made toward perfectng a peace with Germany settling the causes fol- which
the ar fought 1t is evident that 1t is going to take the administration
about al long to get out Of war as it did to get into it,
1t going to be pretty tough o the desert when the new tax o. soda
fountains goes into effect. May l. Talk about a dry State! Begins tt look
now IS though the ranchers would be the only M o have moisture enough!
Mrs. Wilson has placed her order for Ter spring dresses with a Paris
producer, AVS a Creeled cablegram. Made in the USA clothes will
continue to be good enough for most folk who bought War Savings stamps.
War stories now fltering to the light are surely o thrilling than any
thing which came across during the late unpleasantness