Honolulu Republican, Volume IV, Number 505, 24 January 1902 — Page 3 Advertisements Column 3 [ADVERTISEMENT]

REMEMBER! REMEMBER! I m l MWumsw's s * A THE advertiser’s best friend Is the medium 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 rerv 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 cents is 5140. 1 propose to show that you can invest $140 in newspaper space and get returns five fold of what you would get through a booklet. A * * H A a a ■ * A A A Newspaper Space Is Valuable : In the first place, there Is the cost. For $140 you can get w a good-sized space in a newspaper of good circulation for J quite a long time. You know your newspaper rates; you can w figure it out to suit your own instance much better than I w can. So much for cost. £ Now for Effectiveness : You must tell your customers how much your goods are w going to cost. An advertisement without a price is like meat without salt—it will do you no good. How can you put prices in a booklet when you are doing a strictly retail busl- w ness? You have competitors; you have to change your prices constantly to meet theirs, and to meet other exl- « gencles. 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 times as you de- w sire. You are constantly up-to-date. • The Newspaper Is Effective \ Any kind of a newspaper has more circulation than you w can obtain through a booklet for $140. Newspapers reach the heart of the home. Every one reads them, and they are v far more certain to obtain close attention than any printed w matter which you would send. If you sent printed matter of your own accord to persons who do not know you. you v would be putting yourself face to face with tb» m without 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 own * paper and in your own way. Anybody can say as much as w they please. J When your matter appears in a newspaper of go d circa- « lation and good standing the newspaper is a guarantee for w what you say. Newspapers are always particular as to whom J their advertisers are. d speak of good newspapers always.) w Your ads will gain a value besides their inherent one. They • will be vouched for, and this is not to be despised. You J have a certain fluctuating trade, which is always valuable, w and which needs some sort of an Introduction to vour store. Jf This introduction the newspaper gives yon. * Good Paper Adds Dignity ; You are kv 7 sra by the i-ompany you k«* p, you know » and if your ads appear in a paper which : >id- itself up b * fore the masses as a leader you will be known as a patron * of what is good, and you will obtain trad- fri m th 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 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 • ford to announce its news to every on» in a dignified and J straightforward manner, and this is the manner which bring* w trade that pays. * FRANKLIN BURNHAM. J New York City, m Th® above article, written by one of the best-informed advertising men in the country, is in line with the basin**** policy advocated and maintained bv THE HONOLULU RE’ PUBLICAN. H § descripti-.n of a good newspaper asuperior merits a.*> Cr advertising m* dlam !s distinctly applicable to an essentially reliable anl dignified family paper of large circulation, such as THE REPUBLICAN. «<<<*<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<K<X

The Union Express Co., Office with Evening Bulletin. lb Sin* Street Telephonb 8k We more safes, pianos and furniture. We haul freight and 1 amber. We sell black and white sand. We meet all incoming coast steamers. We check baggage on all outgoing •earners. W. LARSEN. Manager Board, $4.50 per week Meals, - - - • 26c Each PRIVATE ROOM FOR LADIES. EVERYTHING NEW, CLEAN and FRESH. Jl?e popular l^estaurarjt Ik the! Strait sack o' Postofßce.