REACHING THE PUBLIC.

Stratford Evening Post, Volume XXXIX, Issue 91, 22 August 1923, Page 8

REACHING THE PUBLIC.

HOW TO DO IT. Many people who have nevei sought publicity for their goods or products, and vare almost ready torn ake a start, liesitate because of their uncertainty as to the methods or mediums to use. An authority on the question gives the following reasons why these people can safely resort to the daily newspaper. FI RST. Because the intelligent, well-to-do, or buying class in general, read one or more of their favourite newspapers, in fact, refute to do without them. SECOND. Because the public has contracted the habit of reading the daily newspapers to learn the current novelties that have been p.ared upon the market. These papers are laily visitors to every family. Everybody must have the news who lives in any sort of a civilizecj 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 buyers of the household. luhce, advertising has become an integral part of the daily newspaper, and is sought after and read with the same contyblling interest as the news THIRD.

Tlio advertiser makes no mistake in using the daily newspaper for his initial campaign, because he .-an choose tho 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 to determine in a short space of time a policy for the expansion and increase of his business. FOIJRTfI, Tlie last -ind strongest reason is because the circulation t of newspapers are now so large «nd constantly growing, that the merchant or advertiser c obtaining new tustomors choose tho territory -or population in a far-distant territory that the press now covers. Action is something—results are everything in these modern times. Consequently, if an advertiser desires to feel the buying pulse of a certain community., or country at large, «r. in other words, find nit the saleable merit of his good.*, there i? no medium he can use to such good advantage as the newspaper. You can get action right away.