The Holly chieftain., 1922-07-13
THE nGPoarANCx OF
NEwsPAPER ADVERTISING

such variety of opinions. TheI
IL the man who never advert s;as
his wares or his place of business
unless he can slip in something sur
TeptitiOusly under the guise Of
rews. The editor is very patient
with such a man for he is aware
that the man Is really believer
in advertising or else he would rot
care for such free notices as news
items give him. The editor may
even occasionly overstep the limits
of his newspaper policy so that he
may give a prospective customer
an inkling OF the value of advartis-
ing. Then there is the merchant
who advertises only occasionally
who does not want to drop out
of the public eye altogether, yet
who wants to save the expense of
continuous advertising. He does
not realize that every week he fails
to advertise lie is like the hare who
stopped at frequent intervals to
rest, serene in his own prowess, but
was beaten by the tortoise who
kept everlastingly at it. 1t is the
constant drip. drip drip that wears
away the stone.
Then there is the every week ad-
yertiser whose timely and well-writ-
ten ad appears in every issue of
his home paper. chang gcdan d varied
from time to time. kept fresh and
attractive. This is the man who
wins out in the end. His firm be-
comes a household word. People
become accustomed to turning to
his ad each week. II his ad drops
out for week people wonder
what has happened to their favor
tie merchant. He is missed as one
misses a familiar face in the home
when a member has gone away.
Nor will the circular sent out by
the merchant take the place OF
newspaper advertising. 1t has its
place and very valuable one But
the circular does not come with the
authority nor with the appeal OF
the ad in the Home Paper. People
come to consider whatever is said
in the home paper, even the ads, as
coming with the stamp OF approval
OF we'll established house. viz. the
printing firm, whose reputation, is
too highly esteemed for the editor
or publisher to lend his. name OF
influence to any shady transaction
or questionable promise. Besides
the newspaper is held more Valu-
able than the mere circular or
dodger since the receiver has actu-
ally paid to have the ad OF the mer-
chant come into his house. Since
paid for, it is almost religiously
read since we do not easily cast
eside what costs us something.
And then there is the news interest
that pulls one to the home sheet
and hold him there till he has read
both news and ads.
True the circular usually gives
more space and larger circulation
perhaps, yet this is u busy age and
one can usually cOndenss all he
needs to say in as big a space as
people have time and patience to
read. As to the circulation-the
people who buy and who buy in
i -lligently, are the thoughtful, we'll
rad eople who almost inyari-
ably take their home paper. 1t is
not quantity but quality that
counts.
There grows up in the hearts OF
many people q sort OF affection for
the home paper that no other peri,
odical possesses for the reader. This
affection come to include after
time not only the paper in general
but the steady and persisentadyer-
tiser. He may come in at first as
q stranger but he remains to be
come one of the family. Sometimes
advertisers of patent medicines
bank on this and win more merit
for their wares than they may de-
serve. But 1t shows the worldly
wisdom of the big advertiser
Said William II. Rankin recently
before a great convention OF news
paper men, Sometimes we allow
advertisers and others to think ad.
vertising is expensive, while as
matter of fact it is the most econo
mical wayt reach man Or woman
in his home. Comparatively speak
ing, newspaper advertising Is sold
at one.fifth of its real value. service
considered. The best sort Of adver-