Honolulu Republican, Volume IV, Number 494, 11 January 1902 — Page 3 Advertisements Column 4 [ADVERTISEMENT]

* * % % j THt | I MWWT\SW’S I I FWttto...- | THE advertiser’s best friend is the m iiutn through v which he obtains the biggest returns for hi* money. * One medium which Is used by advertisers to a great w extent is the circular or booklet The circular or booklet is always ineffective, unless it is v< tv handsome — v handsome enough to attract the eye of the man to whom it * is sent, no matter how busy he may be. A booklet hand « some enough to do this almost always costs from three to w four cents apiece. There is the nailing to count in (two J cents a copy, of course); there Is th- 5 trouble in getting a list v of names, and in addressing Altogether the cost will figure w up to about seven cents a copy for a good book*--! Two J thousand circulation in a booklet Is very large. Two thou- w sand circulation at seven centa is f!4O. I propose to show w that you ran invest 1140 in newspaper spare and get returns five fold of what you would get through a booklet. w w a 10 Newspaper Space Is Valuable ; w In the first place, there is the cost. For s!4f> u can get w a good-sized space in a newspaper of good circulation for * quite a long time. You know your newspaper rates; you ran v figure it out to suit your own instance much better than I J can. So much for cost. « v Now for Effectiveness I V You must tell your customers how much your goods are w going to cost. An advertisement without a price is like meat J without salt —it will do you no good. How can you put * prices in a booklet when you are doing a strictly retail bust- w ness? Y'ou have competitors; you have to change your prices constantly to meet theirs, and to meet other exl- w gencies. The first change of a price will kill the effective- w ness of a booklet, and where are you? Your advertisement J in a newspaper may be changed as many times as you de- w sire. Y’ou are constantly up-to-date. J The Newspaper Is Effective : w Any kind of a newspaper has more circulation than you w can obtain through a booklet for |I4O. Newspapers reach J the heart of the home. Every one reads them, and they are v far more certain to i bta ; n close attention than anv pr nted w matter which you would send, if you sent printed matter J of your own accord to persons who do not know you. you « would be putting yourself face to face with them with at a w guarantee. They have nothing to judge the quality of your J goods by. and they can only take what you say on our ow-n w paper and in your own way. Anybody can say as much as * they please. * When your matter appear- in a newspaper of co .1 r<-u- v lation and good standing the newsoaper is a guarantee for w what ycu say. X* wspspors are alw i rnlowh M their advertisers a>e. II speak of good newspapers always.) w Y*our ads will gain a value besides their inherent one. They will be vouched for. and this is not to b despised Y> u v have a certain fluctuating trade, which is always valuable, w and which needs <u me sort of an introduction to your store. J This introduction the newspaper gives you. w « Good Paper Adds Dignity : w Y’ou are known by the company you keep yon know w and if your ads appear In a paper wh'ch holds Itself up be- • fore the masses as a leader, you will be known as a patron * of what is good, and you will obtain trade fr m those whom * It is worth trading with. * On ail scores I consider newspaper advertising by far w the best. On the score of cheapness; on the score of being * able to constantly change your announcem> nts: on the score of direct and immediate returns; and < n the score of being w Introduced to people, to stranger*, as a store which ran af- * ford to announce Its news to every one in a dignified and straightforward manner, and this is the manner which brings w trade that pays. T FRANKLIN BURNHAM. Z w New York City. * A Af A A s A A A a The above article, by one of the Jv»st-informed w a advertising men in the country Is In line with the business * * policy advocated and maintained b j THE HONOLULU RE" J a PUBLICAN. His descripti n of a good newspaper and its w • superior merits a» r advertising m-dlum is distinctly appll- • a cable to an essentially reliable and dtznl«ed family pap- rof v a large circulation, such as THE REPUBLICAN. w «<murc« erect c« c < «««<« «mm< c«««« mt «tt* The Union Express Cs., Offiea with Evening Bulletin. 10 Kmg Street Telephone S». We move safes, piano* and furniture i We haul freight and lumber. We sell black and white sand. We meet all incoming coast steamers. We check baggage on all outgo ng •earners. W. LARSEN. • Manager Board, $4.60 per week Meals, - - - • 25c Each PIIVITE ROOM FOR UOfES. EVERYTHING NEW. CLEAN and FRESH. J!?e popular Bethel Street, back o' Post office. EXCORE SALOO: Choice Wine*. Liquors and Clga RYAN 4 DEMENT Northwest corner Hotel and Nuaa Streeta DEPOT SALOOX Honolulu Brewing and Malting Draught and Bottled Beer. Kin* street, opp O. R A L, Co. Depot. RYAN 4 DEMENT, Prop. I. TAITJUS Nuuanu Street. Back of Club Stables. Fine Bath More. Fine Barber House. Fine Imported Cigars. Fine Boot Polish Sta