IT CERTAINLY PAYS TO ADVERTISE.

Temuka Leader, Issue 7523, 4 January 1917, Page 1

IT CERTAINLY PAYS TO ADVERTISE.

(Now York Evening Recorder.) (5) It certainly pays to advertise. Nearly everybody advertises in one way or another. There may be exceptions, but they, do not affect the soundness of the This is the beginning of the Golden Age of advertising. We say the beginning, because it is only of late years that the possibilities of advertising have been understood. We buy the articles that are advertised ; we go to the play that uses the most newspaper space. The lawyer whose name appears in the. Press in connection with an important suit is doing the same thing. The merchants who believe this and act accordingly are the merchants who are making money. Take the public into your confidence. Let them know something about your business as well as your products. Some firms are so- afraid of doing this .tftai nobody hears of them or the things they have to sell. There is no sense in being soared about competitors learning your business secrets. If competitors want to do that they will do it without your assistance. On the other hand, because people like to “mind other people’s business” they take an interest in you if you encourage them, and that is so much very valuable goodwill. All the big and the enterprising firms know this. They have learned and profited by experience. Even advertising specialists do it—■ up to a point. There are thousands of methods of advertising. The one method which may never bo neglected is that of newspaper advertising. Posters, handbills, tram tickets, and so on and so forth have all their varying methods. But all the great advertisers, the men who advertise for the purpose of making money out of their businesses, place the newspaper first and foremost. The people may see a fine poster, and many of it, so to speak. ißut if they do not see in their 'mvourito newspapers advertisements bearing on the subject with which that poster deals, that poster will lose a great deal of its persuasive power. Again, think of what happens to the handbills put through your letter box—and think of what happens to the newspaper—especially newspapers like the ‘Tomuka Leader” and “Geraldine Guardian.” Those papers are read and reI read and treasured by every member of the family circle, and for economy’s sake are afterwards “swopped” with the next door neighbour, and ~finally.. s-a.ot• 4o- dislnt ..relat;vea 4- the hand bills help to light the kitchen lire. The way to get what you want,” said a successful man, “is to find out the man who’s got it, and then go after him, and hung on.”