Page 4 Advertisements Column 3

Gisborne Times, Volume XXV, Issue 2222, 28 October 1907, Page 4

THE WHY OF NEWSPAPER ADVERTISING. SOUND REASONS FOR ITS USE. (Tl. H. Humphrey, in “Fro&tnUlo Advertising.”) Tlio vast amount of advertising in tho newspapers of the country endorses most eloquently the fact that j.t pays. “The newspaper,” remarks tho publislher-of' a standard cyclopedia - “by general consent and custom is the receptacle and recognised organ of advertising.” The amazing progress that newspaper advertising has mado Can be understood best, pcrimps, by examining the old files of any newspaper. Where formerly thero was only a small part of a four or oiglrt-page paper devoted to advertising, to-day newspapers of fourteen to fifty-six pages containing from 50 to 200 columns are quite common. It seems as though to a person or concern who has something to sell or bring to the notice of tho buying public, tlio daily is an unbounded blessing. At any rate, as a medium of speedy and short communication between the advertiser and tho buyer tho newspaper is unrivalled. Many who have never sought publicity for .their goods or products, and arc almost ready to make a start, hesitate bemuse of their uncertainty as to tlio methods or mediums to use. They can safely resort to tho leading daily newspapers to give them the right start. Why? First: .Because the intelligent, .well-to-do, or buying class in general, read one or more of their favourite newspapers. In fact, refuse to do without them.

Second: Because the public has contracted the sensible habit of looking into the daily newspapers to learn the current prices and what new products or novelties have been placed upon the market. These papers are daily visitors to every family.. Everybody must have the nows who lives in -any sort of a civilised community, and it is not the news alone that is of real importance to the reader; the advertisements are also well read, especially by women who are the buyers of the household. Hence, advertising has become an iutegit.il part of the daily newspaper, and is sought after and read with the same controlling interest as the news. Third: Tllie advertiser makes no mistake in using the daily newspaper for lies initial campaign, because ho can choose the territory or population best suited for his goods or requirements, and avoid a needless money expenditure in trying to attract the attention of the whole people at once, and, moreover, because he is able with a minimum’ expenditure tio determine in a short space of time a policy for the expansion and increase of his business. The last and strongest reason is because the circulations of 'newspapers are now so largo and constantly growing that tho merchant or advertiser is obtaining new customers in a far-distant territory that tho' press n'ow covers. Action is something. (Results are everything an these modern times. Conequently, if an advertiser desires to feel the buying pulse of a certain community, or country cat large, or, in. other words, find out the saleable merit of his goods, there is no medium he c,m use to such good advantage as .the newspaper. You can get- action right away. You do something. Your advertisement appears to-morrow (not next month for the first time), somewhere or anywhere, just as you dictate, and, best of all, you get results immediately. Your store is filled with eager buyers, or your mail increases in volume wonderfully. There is usually something doing—if not, you know why, or can find out why iat once. Any newspaper advertiser can accomplish results, if he has “the goods to deliver,” by using just the right tools—proper mediums, copy well displayed. But on the use made of these tools greatly depend' the results. It is not hard to find good newspapers to utilise for your purpose, but to secure good copy and the night display is quite a different matter. ‘•'Collier’s Weekly” recently arid', editorially, in, speaking of Mr. Lawson ns a writer of advertising, “The relation of typo to white space in Mr. Lawson’s advertisements is used with a skill that nobody can surpass.” This is a very pretty compliment to Mr Lawson’s ability as an advertisement writer, Ibut let it serve as a guide .to the sensible advertiser .to follow in preparing his announcement for the daily newspaper. Study the "rela'tiioui of type to white space.” If this is carefully done, no matter what position is given your advertisement in the newspaper, it will surely ho eeen, read, and the desired results will follow. The “typo and white space” can/ be made just as forceful’ as an illustration, but it is permissible to use an illustration wheat it will express distinctly an advertiser’s idea. Not many years ago the use of illustrations in' advortienient for newspapers was ignored and scoffed ait Kolely because satisfactory results could not be procured, but there have been advanced so m'any methods for the making of good illustrations, and the use of better paper by tho publishers, that the illustrated advertisement has been called into play-

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