Honolulu Republican, Volume IV, Number 495, 12 January 1902 — Page 3 Advertisements Column 3 [ADVERTISEMENT]

REMEMBER! REMEMBER ! E. I. Jordan's 6I& DISCOUNT SALE Is Still On. REMEMBER! REMEMBER! , : : m Mrtw\sws * * : : : : THE advertiser’s best friend is th n m- dium through which he obtains the biggest returns for his money. One medium which Is used by advertisers to a great extent is the circular or booklet. The circular or booklet is always ineffective, unless it is verv handsome — handsome enough to attract the eye of the man to whom it is sent, no matter how busy he may be. A booklet handsome enough to do this almost always costs from three to four cents apiece. There is the mailing to count in (two cents a copy, of course*; there is the trouble in getting a list of names, and in addressing. Altogether the cost will figure up to about seven cents a copy for a good booklet Two thousand circulation in a booklet is very large. Two thousand circulation at seven cent* is sl4'). I propose to show that you can invest $l4O in newspaper space and get returns five fold of what you would g- 1 through a booklet. : Newspaper Space /s Valuable : 5 w In the first place, there i< the cost. For $l4O you can get w £ a good sixed space in a newspaper of good clrculatlv'n for J A quite a ioru time. You know your newspaper rates; you can « * figure it out to suit your own instance much bett-'r than I v * caa. So mqch for cost 1 Now for Effectiveness ; A v A You must tell your customers how much your goods are v Jf going to cost. An advertisement without a prl< e is like meat "* 2 without salt —it will do you n.i good. How can you put w A prices in a booklet when you are doing a strictly retail busl- w 5 ness? You have competitors; you have to change your JJ prices constantly to meet theirs, and to meet other exi- * gencles. The first change of a price will kill the effectiveness of a booklet, and where are you? Your advertisement in a newspaper may be changed as many times as you desire. Y'ou are constantly up-to-date. I i 5 A A A A % A 8 A A A : A A A The Newspaper Is Effective Any kind of a newspaper has more circulation than you can obtain through a booklet for $l4O. Newspapers r-'ach the heart of the home. Every one reads them, and they are far more certain to obtain close attention than any printed matter which you would send. If you sent printed matter of your own accord to persons w>o do net know you. you would be putting yourself face to face with them without a guarantee. They have nothing to judge the quality of your goods by. and they ran only take what you say on our own paper and in your own way. Anybody can say as much aa they please. When your matter appears in a newspaper of go- d c|rcdilation and good standing, the newspaper is a guarantee for what you say. Newspapers are alwavs partl< lar as to whom their advertisers are. (I speak of good newspapers always ) Your ads will gain a value Ni-M'-s their Inherent on- They will be vouched for, acd this Is not to b You have a certain fluctuating trade, which is always valuable, and which needs s me sort of an Introduction to your store. This introduction the newspaper gives you. Good Paper Adds Dignity Y'ou are known by the company you keep, you know and if your ads appear in a paper wh : ch holds itself up before the masses as a leader, you will be known as a patron of what is good, and you will obtain trade from those whom it is worth trading with. On all scores 1 consider newspaper advert sing by far * the best On the score of cheapness; on the score of being w able to constantly change your announcem* nts: on the score of direct and immediate returns: and on the score of being * introduced to people, to strangers, as a store which can af- * ford to announce its news to every one in a dignified and ?? straightforward manner, and this is the manner which brings v trade that pays. w FRANKLIN BURNHAM, J w New York City. • * « The above article, wrtten by one of the best Informed w advertising men in the country, is In line with the business w policy advocated and maintained b- THE HONOLULU RE’ J a PUBLICAN. His descripti- n of a good newspap-r and Its « * superior merits aa .tr advertising m- dium is distinctly appli- w a cable to an essentially reliable aed -!ignif>d family pap- r of A large circulation, such as THE REPUBLICAN. , < «r< mu« «cc <«««« c ««<««« * The Union Express Go,, excore saloon Office with Emia; Biliatii. Wl0 "- ’ I l .* King Street Telephone Northwest corner Hotel and Nuuanu We move safes, pianos and furniture Streets. We haul freight and lumber, We sell black and white sand. W* meet ail incoming coast steamers. We check baggage on all outgoing Learners. W. LARSEN. Board. $4.50 per week Meals. - - - • 25c Each HIIITE 1061 FIB LAKES. EVERYTHING NEW. CLEAN and FRESH. Jt)e popular Bethel Street, back o' Postofflce DEPOT SALOO.Y Honolulu Brewing and Malting Draught and Bottled Be King street, opp. O. R. ft L. C Depot RYAN ft DEMENT, Pn X. TAXTAKA. Nuuanu Street. Back of Club Stabl Pine Bath House. Fln» Barber House, Fine Imported Cigars. Fine Boot Polish Sta