Deming graphic. (Deming, N.M.) 1903-1948, 1920-03-30
TRY HOME ADVERTISING

II the local papers of Deming should
cease publication tomorrow there
would he a great "howr ON the part
Of the business men for the establish
ment OF other newspapers. why.
they would say, 1--WE must have some
local medium for the dissemination OF
information. 1t isn't much OF town
without newspaper" They would
bold meeting and readily pledge their
support In the way OF advertising TO
encourage some blooming IDIOT of an ed
itor to undertake the task OF re-estab-
fishing communication. Perhaps they
would get better editors and better
newspapers than Deming has at pres
ent; then, again, they might get darn
sight worse-they have had worse In
the past.
But ut the present time only such
merchants as have the good OF the city
ut heart and understand what legiti-
mae advertising means In boosting
their own business can be induced to
enter into an advertising contract with
the local publications. A number OF
them will spend more money and time
looking for something cheap and
catchy" that will take their advertis-
ing away from the local sheets, than
they could be induced to spend on
newspaper advertising, the only kind
that is recognized as Legitimate by
the big business Of the country.
Staunchly as the local newspaper
stands by local commerce, the average
village storekeeper can see nothing
more dignified in IL than he does In
the handblll which he can get out Tor
few cents to "muss up" the front
Yards and streets. Yet he comes run
ming the minute he Is up for alderman
or his daughter runs away with the
"slick drummer" from the city. Usu-
ally he has large sized crouch against
the local editors, because they don
allow him to edit such portions OF the
paper as suits his tickle fancy. He
thinks he Is the only one In the town
that would read such a rotten little rag
he saws: Nobody reads the local
papers." He is right, according to his
lights. a.,
The winning merchant writes his
"copy" and delivers II to his local
newspaper for disposition In regular
wey. His advertising appears along
side OF items Of interest to every
member of the small community; he
doesn't EXPECT to hear loud explosion
whom his advertisement Is read or 10
have people run into his store, hatless
and breathless, with copies OF the local
naper clutched In nervous fingers, de-
manding the goods which he has Of
fered-for the same reason that he
doesn't buy gold bricks or lottery tick
cts Nor does he feel that the space
he has bought and paid for Is an en-
dorsement OF all the fool notions. the
editor becomes possessed of. All he
asks is that people read the STUFF
and incidentally his advertisement. He
depends on the cumulative effect OF
constant advertising. He wants people
TO know that his offering Is always
going to be there, just as his goods are
always exposed for sale. He doesn't
have to chase around with "kids" ped
ding bills nor 20 TO the trouble and
expense OF mailing out circulars to
clutter up" the waste baskets OF the
city. He lends dignity to merch4 hdis-
ing.
II the advertiser would spend the
time which many a one wastes in
"schemes" that can't pan OUT In
studying advertising, beth newspaper
and the legitimate aids Of direct ad-
vertising he would get somewhere and
stop the drain on limited resources.
Given an understanding Of stock, the
writing OF good copy will come with
practice. Put the punch" into the
message or don't expect results from
any form Of advertising. And that's
lust what the average village store
keeper fails TO do. Hence he says !:
advertising doesn't pay" And he is
right, according to his lights.