The Dickenson County herald. [volume] (Clintwood, Va.) 1927-1930, 1928-10-11
ADVERTISING CRAFTS.

PETTY advertising traits, designed to get the
business mems money, spring up daily and are
operated with apparently great deal of success
IN the cities and towns of the land.
Pamphlets with magazine names TANNED full of
advertisements and containing little or no con-
structive material of kind helpful to the up
building OF city are one means of getting the
money, while calendars, bulletin boards, pro-
grams, score cards, directories which direct no
one, come in for their share of the business
mems advertising appropriations.
The average person, when in need of a little
ready cash, seems to think that the proper thing
to do is to get out something with an ad on it and
raise the money regardless of the fact that his
scheme from an advertising standpoint is absol-
utely valueless Persons who find business a little
dull in their line Immediately launch themselves
into the advertising field. Job presses, nimeo-
graphs and typeWriters are pressed into service
in an effort to put across various advertising
CRAFTS.
Solicitors appeal to the merchant to patronize
these various schemes on the theory that they.
are cheap, but they are in reality the most ex-
pensive form of advertising. With uncertain cir
culaton and unorganized distribution, the var
ious pamphlets in which merchants are asked to
advertise reach relatively small proportion of
the city and county population compared to
the number of subscribers of the newspaper.
The advertising rate in these pamphlets in
proportion to their circulation, will in every in
stance be found to be much higher than the rates
in a newspaper and yet many merchants patron
ize them because they can get the same size ad
in pamphlet for little less money than they
can in a newspaper, dsregarding the fact that
circulation and quality are the principal factors
in determining the value Of an advertisement
Their publishers have little or nothing invested
and suffer no loss if publication is suspended. In
comparison, consider the newspaper 1t goes into
thousands of homes every day, not because it is
distributed free, but for the simple reason that
thousands of people buy it for enlightenment
The newspaper pays out thousands of dollars for
telegraph services, cartoons, news pictures, news
features and at all times employees a staff OF
trained people whose life work is to- gather news
and put it before the public in the most attract
i've form,
The newspaper is one of our countrys indust-
ries and has large weekly payroll
The newspaper have many thousands OF dollars
invested in equipment.
The newspaper at all times stands the de-
fender of the town or city in which it is printed
and always boosts the home town and it's people.
Mr. Business Man, the newspaper boosts your
town or city, your business and you always.
When you are solicited for advertising patronage
of the various schemes afOOt, IND out WnaC you
are getting for your money.
Consider your newspaper and Its services TO
YOU and your town. the amount it's propretors
have invested in it; the money they are expend-
ing in making it credit to your town and to en-
ployes who spend their money with YOU take
everything into consideration and we confidently
believe that you'll find newspaper advertising
the best and most successful way in the world OF
putting your messages before the people,
The newspaper man does not want your ad-
vertisement because he is trying to put some
thing over, attempting an experiment or work
ING graft. He is selling you commodity on the
same basis as you sell your merchandise TO hlm'
one hundred cents worth of advertising Tor ev-
cry dollar you spend.
THE FJTMRIE FAMILY