Honolulu Republican, Volume IV, Number 504, 23 Ianuali 1902 — Page 3 Advertisements Column 3 [ADVERTISEMENT]

REMEMBER! E. ». Jordan's BIS DISCOUIif m Is Still On. REMEMBER !. REMEMBER! I m I mWw\sw s THIS advertiser’ll best friend is the medium through which he obtains the biggest returns for his money. One medium which la used by advertisers to a great extent is the circular or booklet. The circular or booklet is always ineffective, unlees It Is r*>rv handsomo—handsome enough to attract the eye of the man to whom it le sent, no matter how busy he may be. A booklet hand some enough to do this almost always costs from three to four rents apiece. There is the mailing to count In (two cents a copy, of course); there is th“ trouble la getting a list of names, and in addressing. Altogether the coat will figure up to about seven cents a copy for a gi>cd booklet Two thousand circulation in a booklet is very large. Two thousand circulation at seven cents is 1140. I propose to show that you ran invest 1140 in newspaper space and get returns five fold of what you would get through a booklet A : Newspaper Space /s Valuable In the first place, there is the cost. For $l4O you can get a good-sized space In ant wspaper of good circulation for quite a long time. You know your newspaper rates; you can figure it out to suit your own instance much better than i can. So much for cost i Now for Effectiveness : * * A : You must tell your customers how much your good* are going to cost. An advertisement without a prlee Is Ilk* meat without salt —it will do you no good. How can you put prices In a booklet when you are doing a strictly retail business? You have competitors; you have to change your prices constantly to meet theirs, and to meet other exigencies. 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. You are constantly up to-date. The Newspaper Is Effective Any kind of a newspaper has more ctrculation than you can obtain through a booklet for JI4O. Newspapers reach 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 who do not know you. you would be putting yourself face to face with them with ut a 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 aa they please. When your matter app-ars in a newspaper of go'-l circulation and good standing the newspaper is a guarantee tor what you say. Newspapers are always particular as to whom their advertisers are. (I speak of good newspapers always.) Your ads will gain a value besides their Inherent one. They will be vouched for, and this Is not to b“ despised. Too have a certain fluctuating trade, which Is always valuable, and which needs srme sort of an introduction to yotr store. This introduction the newspaper gives you. Good Paper Adds Dignity You are ki WJ fty the company you keep, yon 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 th- se whom It is worth trading with. On all scores I consider newspaper advertising by far the bec-t. On the score of cheapness; on the score of being able to constantly change your announcements; 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 trade that pays. FRANKLIN BURNHAM. The above article, written by one of the best Informed advertising men in the country. Is in line with the business policy advocated and mainta THE HONOLULU RE PUBLICAN. His description of a good new-paper and its superior merits a.- advertising m dium la distinctly applicable to an essentially reliable and dignified family paper of large circulation, such as THE REPUBLICAN. M M New York CUy. r.

The Union Express Co., Office with Evening Bulletin. 10 King Street Telephone We move safes, piano* and farnltare We haul freight and lumber. We sell black and white sand. We meet all incoming coast steamers, We check baggage on all oatgoing ‘earner*. W. LARSEN. Manager Board, $4.50 per week Meals, - - - • 25c Each PBIIITE ROOM FOR UQiES. EVEBYTHING MEW. CLEAN and FBESH. J!?e popular F}estaurapt B> the! oack o' Postofßce.

EXCORE SALOOX Choice Wines. Liquors and Cigar RYAN A DEMENT. , Northwest comer Hotel Street*. DEPOT SALOOX Honolulu Brewing and Maittng Draught and Bottled Beer. King street, opp. O. R. A L. Ca Depot. RYAN A DEMENT. Prop. 1 • X. TAXTASSA, Nuuanu Street. Back of Club Stables. .1 1 I Fine Bath House. Fine Barber House. Fine Imported Cigars. Fine Boot Polish Stand