Honolulu Republican, Volume IV, Number 497, 15 January 1902 — Page 3 Advertisements Column 4 [ADVERTISEMENT]

: REMEMBER! | I i ! fWHto... A * A * A A A : TTTHE advertisers best frl-=nd !? the rr lium thrc :gh v I which he obtains the biggest returns for his money. J X One medium which is used by advert!-or* to a gr-’at w extent Is the circular or K kieL The circular or J booklet is always ineffective. unless it is verr handsome — w handsome enough to attract the eyo of the man to whom it * * is sent, no matter how busy he may be. A booklet hand- Z some enough to do this almost always costs from three to w four cents apiece. There is the nailing to count n two • cents a copy, of course); there is the trouble in getting a list w of names, and in addressing. Altogether the cost will figure w up to about seven cents a copy for a good booklet Twi * thousand circulation in a booklet is very large. Two th u- « sand circulation at s-ven cent* is $l4O. 1 propose to show w that you can invest 111' 1 in newspaper space and g-'t ret urns J five fold of what you would get through a booklet, w w Newspaper Space fs valuable : w In the first place, there is the cost. For $l4O y m can get w a good-sized space in a newspaper of good circulation (or J quite a long time. You know your newspaper rates; you can * figure it out to suit your own Instance much better than I w can. So much for cost. Z w Now for Effectiveness : w You must tell your customers how much your goods are * going to cost. An advertisement without a price la like meat * without salt —it will do you no good. How can you put Z prices in a booklet when you are doing a strictly retail bus! <* ness? You have competitors; you have to change your * prices constantly to meet theirs, and to meet oth'r esl- Z gencies. The first change of a price will kill the effective- w ness of a booklet, and where are you? Your advertisement * in a newspaper may be changed as many limes as you de- * sire. You are constantly up-to-date, w The Newspaper Is Effective ; Any kind of a newspaper has more circulation than you * can obtain through a booklet for $l4O. Newspapers reach * the heart of the home. Every one reads them, and they ar-' Z far more certain to obtain close attention than any printed w matter which you would send. If you sent printed matter w of your own accord to persons wl-o do not Know you. yon v would be putting yourself face to face with th- m with' ut a w guarantee. They have nothing to judg* the quality of your J goods by. and they can only take what you say on our own * paper and in your own way. Anybody can say as much as w they please. * When your matter appears in a new-paper of go d elreu- w lation and good standing the newspaper it a guarantee for w what you say. Newspapers are alvait parti liras to whom * their advertisers are. (I speak of good newspapers always.) v Yonr ads w ! ll gain a value besides their Inherent one. They w will be vouched for. and this Is not to b - despised. You J have a certain fluctuating trade, which l« always valuable. v and which needs s ra- 1 sort of an introduction to your store. v This introduction the newspaper gives you. Z « Good Paper Adds Dignity ; V You are k. ygra by the company you k- • ? you kr.- w « and if your ads appear in a paper which hold* itself up be- w fore the masses as a leader, you will be known as a patron J of what is good, and you will obtain trade fr m those whom w It is worth trading with J On all scores 1 consider newspaper advertising bv far v the best. On the score of cheapness; on the score of being w able to constantly change your announcements; on the score J of direct and immediate returns; and on the score of be;ng « introduced to people, to strangers, as a store which can af w ford to announce its news to every one in a dignified and JJ straightforward manner, and this is the manner which hr ngs trade that pays. Z FRANKLIN BURNHAM, JJ w New York City. * The above article, wrtten by one of the best-tnform* 4 advertising men in the country. Is In line with the business policy advocated and maintained by THE HONOLULU RE" PUBLICAN. His description of a good newspaper and | superior merits as zr advertising medium is distinctly applicable to an eseent'ally re'iable and digni'-ed fam iy pap-r of targe circulation, such as THE REPUBLICAN. Mtcrtm «<c« < « «< r< < <«« <<««««««<

The Union Express Go., Office with Evening Bulletin. H) King Street •> Telephone* We move ?afe«. pi anew and fnrnitora. tVe baal freight and lumber. We kD black and whit* sand. We meet all incoming coast steamens We check baggage on all oatgoing t earners. W. LARSEN. Manager Board, $4.50 per week Meals, 25c Each HIWTE 8001 FOB UOIES. EVERYTHING NEW, CLEAN and FRESH. J!?e popular f^estaurai)tj B the! Street, hack o' Postofllce. I