REACHING THE PUBLIC.

Stratford Evening Post, Volume XXXIX, Issue 95, 27 August 1923, Page 8

REACHING THE PUBLIC.

HOW TO DO IT. Many people who have neve* 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. 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 withoui them. SECOND. Because the public has contracted the habit of reading the daily newspapers to learn the current novelties that.have been p.aced up o " ,the market. These papers are 3aily 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 readei ; the advertisements are also well' read, especially by women who are buyers of the household. rLnc<s advertising has hecome an integral part of the daily newspaper, and is sought after and read with the same controlling interest as the uews THIRD. The advertiser makes "o mistake in using the daily newspaper for *m initial campaign, because he jan 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;, bwcause -he is able with a minimum expenditure to determine in a short apace of time a policy for the expansion and increase of his business.

FOURTH The last <»nd strongest reason is .'because the circulations, «f newspapers, are now so large and constantly [ growing, that* the merchant or adi <erttser « obtaining i>pw customers { choose tho territory or population lin a far-distant territory that the 1 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, or. in other words, find >ut the saleable merft of his good*, there i> no medium he can use to such good advantage as the newspaper. You can get action right away.