Evening Republican, Volume 18, Number 21, Rensselaer, Jasper County, 24 January 1914 — Page 4 Advertisements Column 5 [ADVERTISEMENT]

■ . ci • 1., . .■ x, . ■. • ~ * w Advertising. Newspaper advertising is the only way sjo get return from money invested in publicity. Nine-tenths of the big stores in the' cities nee no other means, and they spend millions of dollars annually to place their wares before the buying public. A handbill may be picked up, carelessly glanced over, and then thrown in the wastebasket or used for shaving paper. but before the local paper dies that death it is perused by every member of the family. No one throws away the paper as soon as he looks it over. . He leaves it for the rest of the family to read, and nearby relatives to tell tEem what is going on at home,. One never hears of a handbill being mailed in this manner. There is nothing on that which will interest an out of town person, but there is a lot in the local paper. The advertiser can never tell from where his business may come. It may coins from some one who passes his Btore every day, and who would not think of going into it if he had not read an advertisment, or it may come from back in the country. Lots of the merchants say they can see no return, from an advertisement. When they do get return, they do not tell the publisher- for fear that he will raise the rate. The real benefit of an advertisement is never realized. And yet we have examples quoted to us every day* of the benefits to be derived from advertising.