The extent of a paper's circulation bears
chiefly on the rates of advertising, which, other things being equal,
should have a direct ratio to it. The extent of circulation is a
matter of almost constant misrepresentation on the part of publishers
or their agents.
As a rule, the most prominent and costly part of the paper is the
best. In country weeklies the "local items," or next to them, is
preferable. In city journals containing a large amount of reading
matter, a well displayed advertisement on the outside pages is perhaps
the best for most classes of business.
Place the advertisement before the public at the proper time, just when
people are beginning to feel the need of such as the article advertised,
as furs, when winter sets in. An advertisement may, however, profitably
be kept before the public constantly, and increased or diminished as
occasion requires.
CIRCULARS.
There are many well established firms who will not advertise in the
newspapers at all. They believe that the same amount of money spent
in circulars, catalogues, etc., sent direct to the persons whom they
desire to reach, pays better than newspaper advertising. This is more
direct, and affords the advertiser the opportunity of setting forth
his claims more fully. Circulars, cards, catalogues, etc., also afford
a means for the display of taste in their typographical arrangement
and appearance, and often times this has as much to do in making
an impression on the person who receives it, as the reading matter
contained therein.
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