ADVERTISING TESTS.

Dominion, Volume 1, Issue 46, 18 November 1907, Page 11

ADVERTISING TESTS.

( '_: i- ,\ ; ... ,-. .:■ SUPREMACY. OF EVERY-DAY . PUBLICATION/ ihere is'a manufacturer.'in New England whose business ■in the last ten years has amounted to. 79,454,400 dollars, estimated upon the wholesale price of the products of his, factories.: This manufacturer is Mr. William L,-Doughis, who, in addition to tho success which he has achieved as a captain of industry, has"also~'served a term as Governor of Massachusetts, and is recognised as a man of force and ability, with a thorough knowledge" of'economic questions. In the'last: ten years this'manufacturer says he has Spent 2,000,000 dollars in advertising, "; He has given • the subject the practical consideration which" might he expected from a man'of his excellent business qualifications.,. He has tried; various.forms of advertising,' giving' a fair trial to thtj mediums through which the man .who has something "to sell, brings his to the attention;.of._the"p'ublic. In' 1883 he began to advertise in newspapers. ' NEWSPAPERS PRODUCE RESULTS. i'The'results," he states,, "wero ■so good that later I also advertised in magazines. The. returns did not warrant me in continuing. I withdrew my, advertisement from magazines, but.later on tried the experiment again. Once more I took out my advertisements, and..since then I havo used only newspapers to bring my goods before tho publio. eye.'.' This is the testimony of a manufacturer who spends ',200,000 dollars a year, in advertising, and rjudges the value of the advertising medium by, the simple test of.results. Ho • has, .found that newspapers produce abundant.results. Magazine advertising did not swell the volume of his sales to such an', extent; that it was profitable, and therefore good business policy, to solicit business jthroughjhis medium. The reason which this successful manufacturer gives for preferring newspapers to the monthly magazines' are practical and conclusive.'; Ho says:-"- - "A newspaper, advertisement .strikes tho eyo the'moment tho sheet is opened. The same advertisement'would lie hidden among the pages'' of- a" magazine' until the reader found his-awy to it,' if he ever did. Practically every man rends"a newspaper; every man does not'read magazines." PHILOSOPHY OF.' ADVERTISING. It would ba'difficult'to explain tho philosophy of advertising more, lucidly and convincingly, than ( in the Jariguage of this clearheaded'and practical' New England manufacturer. As lie is absolutely disinterested, his words carry great,.-weight. His experience is probably that erf every very large advertiser. The supremacy,of the daily newspaper as an-advertising .medium cannot bo challenged successfully. In tho very, nature of the case, as this New, England manufacturer shows, it is the,bqs't medium, because it., has-an influence, in its, own community and a hold upon .its readers which no magazine published elsewhere and appearing at intervals of thirty, days can possibly acquire. The daily newspaper is a record not only of happenings in all..parts of the world, but it gives special, attention to its own field—to the events.in the city in whioh I't is puhw lished. yflt voiccs;tJfieisentinicnt of tho community .in which„it .is, an influence. It spreads;before its ireaders every twenty-four hours a complete records of the life of that community. It .jis read because- it is a necessity.,. Intelligent-men and women cannot do without it; When, in addition, it possesses influence and'high standing, thoso qualities give special value to its advoi'tisoments. . For this Reason it is the most desirable of advertising- mediums. The magazine is in nonsense <n- necessity. It-is a luxury. .: The advertising columns of a newspaper, of - high character are immeasurably superior for purposes of publicity' to any other form of advertising. And in these days, when "newspaper advertisements aro. considered in a' Certain sense a part of the news, when tfaey are read more widely thitu ever before/the merchant who presents the "nows" Tr of ! his business every day in the advertising columns of a first-class newspaper has-an immense advantage over the magazino advertiser, .