Honolulu Republican, Volume IV, Number 503, 22 January 1902 — Page 3 Advertisements Column 3 [ADVERTISEMENT]

REMEMBER! REMEMBER ! E. I. Jordan’s BIG Dimr m Is Still On. REMEMBER i. REMEMBER! >»»>*»»>»»>>» »>>>>>»>>>>>>>>>>>>> I THE I | MfIIW\SWS I i I THE advertisers best friend is the medium through Z which he obtains the biggest returns for his 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 rerv handsome— Z handsome enough to attract the eye of the man to whom it w 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 mailing to count in (two v cents a copy, of course); there is the trouble in getting a list Z of names, and in addressing. Altogether the cost will figure w up to about seven cents a copy for a good booklet Two * thousand circulation in a booklet is very large. Two thou- Z sand circulation at seven cents is $l4O. I propose to show w that you can invest $l4O in newspaper space and got returns * five fold of what you would get through a booklet w w Newspaper Space Valuable i In the first place, there is the cost. For $l4O you 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 « figure it out to suit your own instance much better than I w can. So much for cost w v Now for Effectiveness : * You must tell your customers how much your goods are Z going to cost. Ap advertisement without a price is like meat v 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? You have competitors; you have to change your v prices constantly to meet theirs, and to meet other exl- Z gencles. The first change of a price will kill the effective- v ness of a bo klet. and where are you? Your advertisement ** in a newspaper may be changed as many times as you de- Z sire. You are constantly up-to-date. w The Newspaper Is Effective I V Any kind of a newspaper has more circulation than you w can obtain through a booklet for $l4O. Newspapers reach w the heart of the home. Every one reads them, and thev ar- * far more certain to obta n close attention than any printed w matter which you would send. If you sent printed matter w of your own accord to persons who do not know you. voa JJ would be putting yourself fa~e to face with them without a w guarantee. They have nothing to Judge the quality of your * 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. w Wh»n your matter appears in a new spaper of go'd clrcu- Z lation and good standing, the newspaper is a guarantee for w what you say. Newspapers a-e always particular as to whom v their advertiser* are. <1 of good newspapers always.) v ads will gain a value besides their Inherent one. They w will be vouched for, and this is not to b • despised. Y u v have a certain fluctuating trade, which is always valuable, y and which needs s< me sort of an introduction to your store! w This introduction the newspaper gives you. * : Good Paper Adds Dignity I You are ki by the company you keep, you know, v and if your ads appear in a paper which hold- it fup b- » fore the masses as a leader, yon will be known as a patron £ of what is good, and you will obtain trade fr m those whom w it is worth trading with. • On all scores I consider newspaper advertising by far * the best. On the score of cheapness; on the scor of b* ing w able to constantly change your announcements; on the score '* of direct and immediate returns: and on the score of b eg introduced to people, to strangers, as a store which can af- w ford to announce its news to every one in a dignified and v straightforward manner, and this Is the manner which brngs Z trade that pays. v FRANKLIN BURNHAM. * New York City, w * The above article, written by one of the best-inform d a advertising men in the country, is in line with th<> business a policy advocated and maintained b- THE HONOLULU RE * PUBLICAN. His descript; a of a good newspaper an I its a superior merits a.-, advertising m dium Is distinctly appil- * cable to an essentially reliable ar. 1 d gnlfled 'an; ly pep'r of JJ large circulation, snob THE REPUBLICAN. '..««<««<««<«<««<<<<<<<<<«<<<<«<<<<<««<<<<<,

The Union ExpressGe,, Office with Evening BalWia. 10 £mg Street Telephont * X-» more safes. pianos and fnrnitare. vT« haul freight and I'imber. Te sell black and white sand. We meet ail incoming coast steamers, '.Ve check baggage on all outgoing '■earners. W. LARSEN. Manager Board, $4.50 per week Meals. - - - -25 c Each PHiYiTE H33M FOR UDiES. EVESTTHIXG KEW, CL£AX and FRSSH. |!/e popular f^taurapt B tht. Street, oack o' Postofflce.

EXCORE SALOOX Choice Wines, Liquors and Cigar RYAN & DEMENT. Northwest corner Hotel «ad Ntwmi Street*. DEPOT SALOOX Honolulu Brewing and Malttcf Draught and Bottled Beer. King street, opp. O. R * L. Ca Depot. • RYAN A DEMENT. Prep. Z. T4JSTA.&JS* Xanana Street. Back of Club Stables. Fine Bath House. Fla? Barber House. Fine Imported Clear*. Fine Boot Polish Stand