The Mt. Sterling advocate. (Mt. Sterling, Ky.) 1890-current, 1919-02-25
HEART TO HEART TALK ON
VALUE OF ADVERTISING

ed in an almanac issued by Mr.. Hal
lock, and mailed to the present and
potential advertisers of the city:
"The mission Of this letter is to
picture in its true light the local
newspaper to business men Of the
town. 1t will cost you nothing to
read it, win take but few minutes
Of your time, and we believe when
you have finished it you will be glad
for the time thus spent. And this
frank, heart to heart talk on adver-
Using should serve both the publish
er and you. Whether you are a per-
sonal friend Of your publisher mat
tiers not at all. We are selling adver-
Using space, and that is a product
every business man can use to adj
vantage and with profit.
"Co-operative and community de-
velopment movements are in progress
everywhere, but they are beneficial
only when business men are work
ing out their plans through local
newspapers. The local newspaper is
the spokesman of the community in
which it is published, and not until
the business men recognize and admit
this will they be able to successfully
combat the obstacles that modern
business conditions have brought
about.
every issue of the local news
paper is mirror in which is reflect
ed the business activity Of the town
in which it is published. 1t enters
the home and Preside of the only
people town business men can hope
to draw business from. It's mission
is to give the news of the community
and to act as messenger from local
markets to local consumers. The
publishers duty ends when he gath
ers and prints the news as it has oc-
Cured from one issue to another. If
his paper is not a creditable repre-
sentation Of the business being car
ried on in his town-if it carries no
message, no inducements from the
business men to his readers, the
fault is not the publishers. And, if
his paper goes into the homes of his
readers week after week with this
lack of store news, the readers of
that paper very naturally assume
their business men are not suf-
ficiently interested to bid for bust
ness and the better part of it goes
elsewhere.
"When man or woman on the
farm or in the town home sits down
to read the local paper in the even
ing, that paper should be represent
alive of every man engaged in bus
mess of any kind in the town where
the paper is published.
"The writer does not believe the
business man lives who does not be-
lieve in advertising. He may be
prejudiced against it and refuse to
use it, but we believe that his secret
opinion is favorable to it. Perhaps
you know of business house that
has succeeded without advertising.
That same house could and would
have succeeded in greater degree by
advertising.
"Some business men think they
cannot afford to advertise, but the
truth is, none of them can afford
not to advertise. Any business can
Use l per cent of its gross earnings
for advertising If a house is do
ing $4,000 year it should spend not
less than $50 year for advertising.
Let the gross business be as large as
it may, this per cent holds good.
Appropriated for newspaper space
and that space used with diligence
and backed up by good business me-
thods inside the house, any firm in
the world can make an appropriation
of / per cent paw handsome divi-