Milford chronicle., 1928-11-02
MERCHANTS VICTIMS OF
ADVERTISING CRAFTS

Petty advertising gratis, designed
to get the business mems money,
spring up daily and are operated
with apparently great deal of sue
cess in the cities and towns of the
| land.
Pamphlets with magazine names
jammed full of advertisements and
containing little or no constructive
material of a kind helpful to the
upbuilding of a city are one means
of getting the money, while calen-
dars, bulletin boards, programs,
score cards, directories which direct
no one, come in for their share of
the business mems advertising ap-
preparations.
The average person, when in need
of 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 absolute
ly valueless. Persons who find busi-
ness a little dull in their own line
Immediately launch themselves into
the advertising field. Job presses,
monographs 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
expensive form of advertising. With
uncertain circulation and unorgan-
lied distribution, the various pamph-
lets in which merchants are asked
to advertise reach a relatively small
proportion of the city and county
population as compared to the num-
ber Of subscribers of the news
paper.
The advertising rate in these
pamphlets in proportion to their |
will in every instance be
found to be much higher than the |
rates in a newspaper, and yet many |
merchants patronize them because |
they can get the same size ad in a |
pamphlet for a little less money
than they can in a newspaper, dis
regarding the fact that circulation
and quality are the principal factors
in determining the value of an adver-
tisement.
Their publishers have little or
nothing invested and suffer no loss
if publication is suspended. In COM
parison, consider the newspaper. 1t
goes into thousands of homes every
week, not because it is distributed
free, but for the simple reason that
thousands of people buy it for en-
lghtenment. The newspaper pays
)ut thousands of dollars for tele-
graph services, cartoons, news pic
.ures, news features and at all times.
employees a staff of trained people
whose life work is to gather news i
and put it before the public in the
most attractive form.
The newspaper is one of the city's
Industries and has a large weekly
)ayrool
The newspaper has many thous-
lnds of dollars invested in equip
nent.
The newspaper at all times stands
Is the defender of the city in which
t is printed and always boosts the
home town and its people.
Mr.. Business Man, the newspaper
boosts your city, your business and
1ou always. When you are solicited
or advertising patronage of the var
GUS schemes afoot, lind out what
7ou are getting for your money.
Consider your newspaper and it's
service to you and your city; the
amount its proprietors have invest
I'd in it; the money they are ex-
pending in making it credit to
your city and its employees who
spend their money with you; take
into consideration and
We confidently believe that you'll
ind newspaper advertising the best
md most successful way in the
world of putting your messages be-
ore the people.
The newspaper man does not
want your advertisement because he
S trying to put something over, at
empting an experiment or working
graft. He is selling you a com
modify on the same basis as you sell
1our merchandise to him; one hun
ired cents worth of advertising for
Every dollar you spend.