LIFE OF ADVERTISING.

Pahiatua Herald, Volume XXVII, Issue 31384, 13 February 1923, Page 7

LIFE OF ADVERTISING.

BONG AFTER PUBLICATION. The question of how long an advertisement lives has often been debated and a well-known writer has submitted figures to show that an advertisement continues to return replies long after its publication. This is true, as every subscriber knows. A news-paper ten years old :s sometimes read and an inquiry comes in from it. But the bulk of the replies are received within a short time of publication. Eighty per cent of inquiries from a newspaper come in within eight days, says the article referred to, and practicallv all within a month; local weeklies bring from 50 to 60 per cent, in a week, weekly magazines about half their replies in two weeks, and monthlies about half in one month, while the other half straggles in during six months. Winch brings us to the question; If one contractor offers to complete a piece of work in six months, and another to do it in two weeks, and do it cheaper and better, to whom would the contract ordinarily be awarded ? The newspaper delivers results immediately and finishes up tho job. Tho claims for long life of magazine advertising recall the country man who complained that the city dentist (barged for extracting his tooth without any trouble, “while Old Doe Squills pulled me all over the floor for half an hour and most killed me. He gives me my money’s w OTtll.” The Pahiatna Herald gives its advertisers their money s worth.