REACHING THE PUBLIC.

Stratford Evening Post, Volume XXXIX, Issue 94, 25 August 1923, Page 8

REACHING THE PUBLIC.

HOW TO BO IT. Many people who have never sought publicity for their goods or products, and are almost ready to make a start, hesitate 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 1 more of their favourite newspapers, in fact, refuse 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.acod upon the market. These papers are daily Visitors to every family. Everybody must have the news who lives in any sort of a civilized community, and it is not the news alone that is of real importance to the reader ; the 'advertisements are also welll read, especially by women who are buyers of the household. Home, advertising has become an integral part of the daily newspaper, and is sought after and read with the same controlling interest as the news THIRD. Tile advertiser makes no mistake in using the daily uowspaper 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 tho 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.

FOURTH The last and strongest reason is because the circulation of newspapers are now bo large and constantly growing, that the merchant or advertiser '« obtaining new customers choose the 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 desiros to feel the buying pulse of a, certain community, or country at largo, or. in other words, find out the saleable merrt, of his goods, there ip no medium he can use to such good advantage as the newspaper. You can get action right away.