Rensselaer Semi-Weekly Republican, Volume 40, Number 93, Rensselaer, Jasper County, 31 July 1908 — TALK TO THE ADVERTISER. [ARTICLE]

TALK TO THE ADVERTISER.

The newspaper, that is the legitimate newspaper, the one that is read in the town and country and by aft members of the family, has long been regarded as the advertising medium. It is fresh, and bright with each issog and the ideas that the merchant! exploits in its columns are up-to-datg and worthy the consideration of thg reader. The old fence signs, the sign boards and the various “hats, caps and shoes’’ form of advertising have become somewhat of a recollection and the advertiser that gets his money’s worth employs the newspaper, and gets the cream of business as his result. Of course, the advertiser is willing to experiment occasionally and many a dollar he sinks in some scheme that has no

merit except that 'the promoter of It wants to make a living at the expense of the merchant and does not care whether he gives any value for what he gets or not, The Republican has an extensive circulation among the best classes of people and twice each week 1,900 copies of the paper go to readers that are able to buy and that are thrifty enough to consult its advertising columns for bargains and to reason with the merchant about what he offers.. The rates of advertising are less in the Republican than in any town of ltg size in this section of the state. Then the Daily Republican goes to almost; all of the best homes in Rensselaer, and is read by the buyer and passed on to the neighbor and not a thing escapes the reader. No business man can afford to be out of its columns, and it has helped to make the succsh of the leading merchants of today in Rensselaer. There is no experiment in advertising in it And then another thing, it Is the direct support of three families, and the partial support of two others, all of whom are employed constantly on this paper, and every dollar disbursed among its proprietors and employees is spent right with the merchants of Rensselaer. The advertising is only one of the avenues of money getting in n newspaper, but it is the one of the most vital importance to the merchant, who is often a bit skeptical about results, but he has as his adviser the successful merchants of aU cities and all modern times and many of them will advise that the newspaper be the exclusive style of advertising. The advertiser has a right to investigate with the greatest precaution any scheme that he is tempted to employ and he should make every proposition meet up to the high ideal of value set by the newspaper.