Newspaper Page Text
TIONOLULU STAIMirU.ETIN, PATTRDAY. .TAX. 4. 101?,.
Expert of New York College ot Journalism
Gives Conclusions Study of All Media
Ecch Has Its Place Magazine As Basis
For ComparisonWhat the Seller Seeks
Tl"- fol'r.- ii:g vs u r 1 ( ,f a ! -lure
(ii Tic Va!,:- of i)ai,y S'-.;a
'.cr rt 1 -i'.i:." r,iv r d ;r l.
Prti. in 01 .lo-trnji': -ri. N. V-ik
I ' !. v. r.-il . nc, Ml- I.;. Mr. .!. Y
ill's. ma;.a;. r (I ii.e -J)ai'v N' w p'i
The his problem of the pro
dinr ami seller of po-.uh. is n,!"
ri men liandi.iin:;, which in ',;;!
"Tin? producer c men-Lai1, lis
cr 01' today adopts advertising
as a demonstrated business lac- :
tor an integral part nf the busi-
ne'ss machinery not merely a;
an outside aid r,r r'junc.
"He needs to lie shown neither
the desirability, nor thp neces- !
4 sity of advertising, but what me- '
diuji of advertising is best suit- j
ed for his purpose." i
"I. is, of course, manifestly impos-;
iblc in every case to predicate exnt ?
ly what, one medium will be most pro
.luctive. Generally there is one which1
is dinslinctly best for the achieve-j
ncnt of the advertiser's specific ob
jective. v '
"For the successful advertising of!
certain few commodities cirrulariza-'
lion is the. best; fa- that of certain
other commodities the" trade or voca
tional publication Id preferable; lor
advertising which oejiends for its ef
ficiency upon high excellence of color
work, or ot quality of paper on which
the imprint is carried, the magazine j
of general circulation is desirable. Fori
that of a commodity of which, from j
its very" nature, only a relatively few j
members of the general public would j
have tLe desire, the need or the fi-i
nancial ability to be counted as po-:
tential purchasers that is, for the!
skdvertising of a commodity designed !
lor sale to a special class to women i
alone, to men alone, to people of suf-
ficient wealth, for instance, to own
country estates, .or to those who would j
Tntfc; in Arriial WarfarP hnw'
i csis in Mciuai wariare onuw;
Great .Importance of Keen!
,, v , , ,J
neanng, dense 01 OCeni anU
By MAJ. E. H. RICHARDSON.
For. many years my work has been
that, of training dogs for military and
xdlcef purposes. Always having h&ci
Gix.ycar-c'd coceanut tree with crop 'cf over three, hundred nuts. From .
Sarncan seed. Growing in grove of over seven hundred trees near Lihue. j
Address. A. D. HILLS.
; . -. p"ii-
,e..i -'..r a
a 1 . . u ! ' 1-ui ii
1, J .,! r; a . ..."
,' i,- n.iisi likciv in
a: ion! s ii ii a . .1
1 orris . a ( ::i or! i . y
t : - u '1 :.!! t.i' a
0: !:, 1 hole g!i-.i;-.
c !.a!l da.-.-.
i' a '
' 1 P : : .
. - lit ' . (
v. o v. ' . . I
. to r.""I. 1.
'. In o - '
po . i:o '
ii!i!i: (I ua: '
'1' i a 1 :
'i ah. rt;-.lr-' dia an-
v :.( (),! )..r sj ia! j.iirjio.-es no
' ai f, ; is:;i' iiK-diiim is withou!
vrJiic; r 1 : t for Mh- advrtisement
d r n:n,y'iii ies of . idespread
cr;:isiin-;tuc-n- -"genera! runsiimcr
coteri'orjii ies" t he daily news-
paper is ovcrwhtlmingly the
bo? n.' -Jia; arid it is "general
cnr.s. .Tiier r or.unodit i"s" a!'ert'fir
ing that 1 wish in pait.iular to .
consider on this occasion.
"There are c'ghi (M essential pre
suppositions wh-di are the factors in
1 ho equation that will prouuee th
111 ax i,T . u !M of merchandising success
lor the producer or merchandiser ci'
tiiy cotiimunity whether one for gen
eral consumption, or for limited con
sumption. These presuppositions 01
lactors are as follows:
1. Honesty, economy, efficiency in
2. Excellence in quality of goods;.
3. Desirability of goods;
4. Adequate supply of goods;
". Proper distribution of goods;
. Excellence in style and method
of advertising the goods.
7. Adequacy of advertising appropri
ation. 8. Right choice of advertising me
dium. "There may be a measure of suc
cess even though some of these fac
tors have not attained their full
8irer.gth. If the third factor in this
equation is fully assured that is, if
the goods ave desirable the remain-
INVALUABLE I SCOOTING
r eal affection and admiration for
the tanjue race , began first as a niere
creation to test what use could be
made of those qualities which are so
remarkable in the dog. for the sei
of -no soldier and policeman.
To the Germans must be given the
credit for first having commenced this
work, and I therefore weht through
their military' fog-training establish
ment before starting investigations on
my own account. Tlfat was many years
LIHUE (Kauai) HAWAII
1 : :4 .ii-iS.?sJ
make tnem l-sir ti.
'' -' he i r.e 1 hat i!.---
i! i Ii t n i. Mi--a-i
vt-ri 1 s ; it meuium
::"-: ! made.
"'!':! fits seven fac'ifi's
be ;iscti:nri a- fixed, no mare
v-h..; ad ' r: i-inu medium !f rl.o--. n
on ti:'.- tail assumption, the::. 1 j;. .
t ; : s 1- she i:'d address birm-.r'lf to a
I'lOi.-r (! rmir.rtioii of this . iahi i.
? a ; t . 1 - i.uTely. th- "risht r '.o;- ci
..h a'h err is!ir; iiH diuiu." '1 iierel'oi ' .
it :- - v I I - -; ; ilia' this is the crux o.'
w !:olc iiroblem.
"hi s;;ijj:) t ot th.t assumption asu
i; si:pc-ri' r-iiy of th-- nt ws papers ovt-r
. ny , .f r 'i "(ii;ini for ad veri 1-i'r;
ir''.;t'ral eom-r:aer (KTimoditie-." pro-"
I'ati"'" ir.yter is nadily addwcible.
'It..- !i:a:r..facturer wishes to i'ui.H'
"ho grra:e.s; pc---.ib!e nuirber of -r.;:-sun
i rs ( e.se Lis commodity, if his
uoods a'-o retailed in but few c.-jmi-;:
r.'iiiir s. ins crurs is obvious. Thr;
"i!! no quotifin in ihis a-:- b;:
1 1 -it r - l( 'iil advertising is demanded.
and i:e would have to choose be-
twer n such media as billboards.
esr-oarris and painted signs on
one hand passivo influencers
wh.icli the reader must go out to
find; and the daily newspapers
en the other active influencsrs
whicrr go into the readers' harjds
and !nto their homes, it the
verttser 1 as a truly national distribu
;ion he can, with a degree of profit,
advertise in the general magazines.
Assuming factor "five" of the equa
io: to mean thai the advertiser has
complete distribution in other words,
that every community carries his
goods then, and then only, can he
secure the maximum of the general
magazines' advertising efficiency.
Otherwise ho would be paying for
waste circulation, and the waste
would be in proportion as the distri
bution was incomplete. And even un
der the conditions most favorable to
the effective employment of the mag
azines for the advertising of a "gen
eral consumer commodity," magazine
advertising will not reach as many
prospective buyers as will the news
papers in communities where the ad
vertised goods are on sale.
"The ncwsirapers have as their
4- audience all classes. They are
daily and in general carefully
read by business and profession-
al men who have, in the main,
ago and from that time I have never
ceased to work in this connection. I
nave found that the extraordinary
hearing powers of the dog, so greatly
in excess of those of the Human be-
! ing, his sense of scent, his intense loy
alty and ardent faithfulness, his tire
less watchfulness, qualify him to be
Invaluable as an' aid to the soldier and
In this article I shall only deal with
the military dog. In' this connection
he may be used :
1. As an aid to the sentry.
2. As a scout.
3. As an auxiliary to the ambulance j
for searching the battlefielus for the i
missing and wounded.
Ooas Hear Better
After countless experiments I have
demonstrated that dogs can hear 200
I',.; ; Tot 'ill l :
i I i ' '
'!':- t .
: ' i : ' i .!( ( ot
to 400 yards further than a man, and ""' rtUCU" U1 'KU'
when the wind and atmosphere- are er,s an'J ,S( e,nt 3 Kout any lndden woul
tavorable for scenting as well, 'for anil Ji-ads the s.retc-her bearers .fo
,-nr., rMt,r .'.ivtannoe Thorofnro ir
Jo r)- i- ti- t o- 1 t n r In t li r Contrv tr aniil
such a companion is exceptionally val-
,.r,T5,ttn,,c otta tU nlnoo r.irh0r?
v. ..T-r: :.. :::
during the night, or troops are moved ,
into position for the attack under
cover of darkness.
When the darkness is surdi a handi
cap to the human sentry, to the dog
it presents no difficulties, but on the
contrary all his senses are then motU
on the alert, and the increased damp
ness in the atmosphere makes scent
ing all the easier for him. Aiso after
the arduous campaign or long march
the sentry may be dulled by fatigue,
ihe dog on the other hand will always
be found on the alert and ready for.
wcrk. My him will be heard the
stealthy approach of the patrols of the.
enemy long before the sentry is aware
of any one being in the neighborhcrJ j
at all- - !
A. pair of dogs tiained by me ac- j
cotrpanied the eighth Gurkhas in the
lAbor expedition in India last autumn.
Uur troops naa to march tnrougn very
dangerous and enclosed country. One
cf the dispatches continad this:
'information had been received to
r effect that a stockaue mjulif tie
! met with, and the Gurkha scouts, who,t;m. ,,f I!lv rjogs, but thr basis of mv :
were accompanied by Major Rir hard
son's war dogs, were accorutiigly or
riererl to keep a sharj) lookotit.
dogs auain proved their eft ichmk y
:liy g.ive wanmii.g o the outposts nfito-) rxpri.sie
inie nivsence ci ' imj eu?;:M s sr'".i
( , ... V I
beNMe no were .cen n tne a a ;a
coolis." t :
j Value Proved in War.
l a mr.are letter to inr- the ollir
under '.. hose c'ia: :e the rings .vere
writt s: ;
yi Dgs nc. er once failed ; giv i
j notice of i.n enr u.y on the path. wit'u
: th" ics'.ilt t'vat the adviir.c-' guar-: or
niain lio .y v. : s nevr-r ' st miiuscarle-'."
Durinu the seeenr Turko-'taliaa '
. ;ir tin re were la rue numbers ot (loas
us. d le the Italian army for uuard-
ing i!.- ,r t : en-dies. and : i : ; 1 1 : - disas-
l is v ;.veit", b :his means in, ; ' s'- ( -:n atid ! s'p.uli
'.j.'at '-he'end I'-'t-Vr ; Mi't' i-Sn ei )' J!,u'--c,r.y.'l.
;,, ,jOLs V,.-e iloiug aty j ' ' ;' i:'r-t ;,s-eited. .; w. i-i'-g,
tkis" tiooi,. It is m tiint be-; ?"" ;t '- s?' - us ::i.,' u.r.-:'iv '
;- t);(I ,,.. ..!ii-iv.;;cy rit seoars audit's; ; i -at. rl ( i u ' a t ion ; lii.'-i -
S e 1 . ' 1 ! e
oui i be eiiormouslv 11.-
!,;: ed v.el" tie'. ;i!wa p:o i'ied i'
:, o'u 1 " a!!!"d ioz.-. a:s! the ,
i-.-.s In .Is.' to i ushes and
. ,, 1. 1,-,..! to a '
-. . e i ' '
J ( iw iU ! tile deadh Mat life o' lie "I
Advertising In Media
Other Than The
Newspaper Is Not
!:"!. it.ai.o:; r.u.j !t--- tint"
tor lepuazr-.o i.:li;i". ill"
im."i;- !.; i: !.:.::i ar-l ar i-
an 'r. - ' he : .
1 hrni:. i; p"t '..;v.is a ;r.e . ':at
sii a'b r dr-iie -. T!,- !.; arm
cf he iii!',;!u''':! .rk .-u
i.;id ,!'( el.-' ita:i .;e oaii
p w ..& :.
a:i audie!!' '
"il r. . 1
;i'a 'isi ivs-
a :o it-1. 1 .
1 ! 1 ' I
'! a tree na'i n tl
lias bet i: a loti? r on-
tinued ami v. id .-.uread belief thaf to
ttar h t his . nat ional audience a pub
lication wifh a so-called national cir
rulaiioti is t!ie effertive medium in
other words, the magazine.
"I have endeavored to demonstrate
this superiority of the newspaper
over the magazines as a medium for
advertising commodities to the gen
eral public ; ha is. "general consum
er commodities." In this crmsidcra
iion I htfve singled oui magazine ad
vertising in comparison with news
paper advertising neither through hos
tility to iragazlne advertising, nor
through any lack of appreciation of
its great value for certain advert'sru
of a class appeal, or which depends
ior its efficiency on high excellence
of color work or quality of paper on
whkh the imprint is carried.
"I remind you t hat I have previous
ly paid this tribute to magazine .ad
vertising. Furthermore. I have sing
led out magazine advertising for the
comparison with newspaper advertis
ing inasmuch as magazine advertising
offers a nearer approach, although far
from a close one, to newspaper adver
tising in point of efficiency and of
economy than does any other medium,
euch as car-card or outdoor advertis
"1 shall now briefly enumerate some
ol the. points 1 have adduced to dem
onstrate this overwhelming superior
ity of the newspaper over the maga
zine for the local, general or national
advertising of 'general consumer com
modities'." 1. Newspapers reach more readers
than do the magazines.
Jem firearms it is necessary that the
soldier should take cover as much as
possible. Therefore the difficulties of j
finding the wounded are greatly in-1
creased, especially as during recent !
wars it has been found only possible !
to send out the searchers under cover !
Of night, when the fil ing has stopped. !
Even then searchlights have often j
been useless, as drawing the enemy's'
fire, and wounded men lying some- ,
times quite close to their would be :
rescuers, may Lc unable to cry out j
while hearing the footsteps of the
succoring party fade away into the i
Wounded Are Found,
Here again ;o.gs can be of immense
service. Undeterred bv the dtirkness.
on the contrary aided thereby, owing 1
to the damper atmosphere, the unbu-!
i !l Wlft . I i . r r n r. 1 1 ..!..... 1 . C a 1. ... L
apo... O.JUie I'U.S OI mill!' II P. I !H 11
for this work
went all throwgli tlu-
A staff oIHcr-i
1 !1 finding the miFSlng SI 111 WOUIld
which the millet fir Iris were '
strewn, nothing succeeded IiUr our;
pack of seven dogs. The English onej J
are especially intelligent. In o.ir !
n:e:i were found in un
As regards tli" breed that imike:
th: best military dog, 1 have found i
after experiment in very many direr-'
tictts tnat the Airedak makes about!
the best all-aiound workman. Me is!
not ;in expensive r'og to buy in the
raw, which is a vrv import:i::t point!
where large quantitb-s of drms are re-'
lOUlierl. aiso he has iii t'at r ;iM'iriti!s
f faithfulness and intelligence, pos-
messes great endurance jM anv , -jj- j
mate, has ' an excellent nose sind a:
wm weather-resisting jacket without;
being too heavilv coate 1. To r-o!lirs :
a!:-0 apidv m.uiv of ;hese i-haracfr-r- '.
i3fic. hut i have found them unsuit- j
able for hot climates owing to their i
; thtcl: .-oats, and if attached to anv!
a, 5ny like that of Hr-itain it is esseti- '
jtial tha the r!t?gs inust ! aljle to j
; work in tropical climates.
somr-times use a littlr cross in!
lirr-erl is thr Aairedale. H'oodhound.- i
iiK!'f trrxid anil 'ilaive liocs. thejr (mic '
t.-e'nt:;-L ,u'opei:sit i--s beit;-.: e" (
valuable for :h,
S''I V lC II
bv el in':-
' t '.) i
' "'a :n
,!.' (ii:e i
. , an i i i'
: e js ; bar .
1 ( O'
1 . er e)'
in. i 1!:
t h '
ST0CKiriGS AMD GARTERS
'Ms. i. ..ru - a us. 'Is- ( i . or.' t Uav
j, ' :': '" '
' - '!'-
: -r : n t
; ; ! 1 ;
, . , 1
1 I ;e,:
; o - . . 1 ve
a 1 v e
s' U '
. 1 l 1 V.'
' e i:;s, MO. I t
1 ho rn . 1,
.rau-ii e 1 i.;
' : mi
7. evs""cr advertising v...
pi. td in r;st those eon uruii' it s
where ;he advertiser has dist riLt'on,
ecui! occasion for advertis-
n Magr.xir.e i.heitisinu cannot lv
thus regulated ac rudinu to an adver
tifer's disti ibiition or special ner ds.
Thus there is waste circulation in
magazine ad vet tisir.g.
Newspaper advertising covers
each section thoroughly and inten
sively it is like a general downpour
1". Magazine advertising is circulat
ed in many localities, but only slight
Iv in any cn It is like a little scat
tering sprinl.le of rain.
11. Newspaper advertising reduces
waste circulation to a minimum; (a.)
through concentration, in accordance
with distribution or special need; (bl
through non-duplication. Newspaper
advertising can be done in one locali
ty; in one section or zone; in any
number of localities of one or of all
sections of the country; nationally
that is, in every locality of America,
in accordance v.Kh the advertiser's
distribution, needs or requirements.
It is flexible and selective.
12. Advertising is subject, in the
magazine, to waste circulation, (a)
through its impossibility for concen
tration in accordance with distribu
tion or special needs, and (b) through
its great duplication. Magazine ad
vertising is inflexible and arbitrary,
and carries the advertisement -of, for
instance, fur robes, into communities
where the advertiser has no immedi
ate distillation, and into others
where he never would have it.
13. Newspaper advertising enables
the advertisers to secure local co
operation in advertising and merchan
dising, through the good-will and ser
vice of the local newspaper and of
the local dealer.
Some very good peoples in the tropic
al regions have rejected the decree,
even when missionaries have advised
the calico of art rather than the gowns
of Eden. Init the inevitable ha3 been
accepted, and there v.e are. We must
accept the stocking, long or short,
feminine and masculine, and as night
follows day so the garter followed the
stocking. There never would have
been the blood-obstructing garter had
not the stocking, , at some unknown
age, come to be a corollary of the leg.
The Order of the darter was an in
signia of knighthood established ia
the reign of Edward 111; but that is
another storv. The modern garter is
utilitarian, and, like many uji'.ifcarian
things, is xicsaaitarlan,.-., J.I waa-said
Cannot be made without great heat.
at too low a temperature, lard a little
the new .vegetable oil cooking compound, vi)l not
smoke at 455 F. Crisco gets so hot that it cooks the
outside of the food at once, and the grease cannot soak
in. This is the secret of the deliciously crisp food it
Your Grocer Sells Crisco
Newspaper Most Effective for Advertiser
Who Wishes To Reach All Buyers of
Consumers' Commodities Newspaper
Goes Into Home
ci" r.i-at s : rc ui ;!
!.':::.. at-oti r.ith-r Mr
p"!:': itieU n tlo .
.ies. ha ti"' th.' po
n;;a; ot.ii" 0!
a tro'n cjtfieos of
. t . a l oii. t'.uni
r ot !o il orta!'.-
j'ati..:is ..ill presiigi to -nvotrplisli
or tue advr-'T.scr tb.s i-yon! cr-opera-!
t;ve s; : iee ia ausertisir.g and mer-
1 !". Ncv.scapcr advertising can be
i published with the- delay of but a few
1 . Magazitu
. . . 1. ' .- . i, . . .
a.! veii-ising can be
the dei-.'v of hardlv
' less than two or three weeks, under
! the most fuvorable conditions. It may
be of interest in passing to know
that, for instance, the forms of the
advertising section of the .January,
lyio. issue of Woman's Home Com
panion closed on November 1, 1912;
and that those ot the January issue
of the American Magazine closed on
J 17. Newspapers are regularly and in
general carefully read by all profes
sional men, by the intelligent mechan
ic and artisan class, ana also cy trie
large people, who are. nevertheless,
large consumers worth reaching.
Newspapers are daily and welcome
factors in all American hollies, and
the adwrtising therein gathers a
news flavor from the news columns.
The newspaper published in the city
in wnich the reader dwells, and which
is a quasi-public Institution therein,
gives to the advertising which it con
tains a home or intimate touch which
advertising can receive in no other
way. It lends its own prestige to the
advertising which it contains.
IS. Magazine advertising possesses
none of these qualities.
19. General or national newspaper
advertising costs approximately one
fourth that of magazine advertising.
20. In ether words, magazine adver
tising costs four times that of general
jor national newspaper advertising.
J "In conclusion I frankly state my
i belief that the national advertiser of
j the general consumer commodity may
(derive benefit from circularization,
from novelty souvenir, from window
'display, from car card, from outdoor
and from magazine, advertising, as
by the physicians who had in hand the
remarkable case referred to that the
support of feminine stockings should
be from the corsets. But what about
the sanitary thought of tne' corsets?
And what shall b said of the mascu
line garter, which stops circulation
below the calf of the leg, and ha3 been
charged with producing varicose veins
and other ills? And vhat shall be
said of the binding belt, which has so
far usurped the function of the dear
old "suspenders" a3 support for trous
ers or "pants?"
While we are in the throes of re
form of all kinds, let us give, sublime
rrntrWntinn to the reallv crave anes-
wt 11 evi 11 tluil.l Hot SI Cllicb JISV.'
! (Mil r.ev. -piper arher'islng. ThrcURU
.1 or rl:nMi;:i an; tno of ttwse media '
ins i.a'PMiai advert tfing win secure,,
mi! licit;, Th. dcrno of publicity 8er
e,;nd witf vary ;-vcrd'ng l th medi
um employed fo:n publicKy-SikrurltuT
power, oi to the least desirable- ot
tilts.." mcri.ii. with Us small amouBV
of publicity-securing per er. '
Turtiiermorv the ac::m! ctjfctg of
the publicity ami th relative costs .
teiative in respect to results l&ainei!
per unit of expenditure also tary, ac
conling to the medium employed:
from the newspaper, with its minimurh
of costs, actual and relative, tip to
the most costly of these media.: It Is.
however, not mere publicity that5 the
advertiser needs. He needs advertis
ing that will, through the medium In
which it is placed, in vitejiad com
pel merchandising service and co
operation through the retail dealers,
as well as produce the greatest ' ret
ponses from the buying public Thus
he must be discriminating In order In
telligently and JuJiclocsly to select
that medium best for his needs ana
his purposes. ' rI
"This means the daily, newspaper.
"In addition to his local newspaper
advertising, the local advertiser, may
with profit use, for Instance, cae
card or out-door advertising. Cl ad
dition to his local newspaper adver
tising in the various communities, tr
national advertiser-may with protit
use car-card .and out-door advertis
ing, and also, if he has thorough
national distribution, may wlta pror.c
use magazine advertising. , ';: v'
However, advertising In' these me
dia, other than the newspaper, Is not
necessary. It is supplementary; arJ
Increases the advertising i cost 1 with
out commensurate return In sales ef
fected. t.: . ' - ' y -
"Finally, I reassert tny belief th:?
all advertising media are of some val
ue; but that for -the--. advertiser, of .a
commodity of general consumption th
medium which ensures most Intensive
effective and economical: advertitln.
local and national fa: the daily
newspaper."'.. ?:.j- .
of the garter and the belt. Pittsburg
j Dispatch. J : ' ' '. ,"'
Bacon Somebody ...said there "Was ,
something stunning about your wife
new dresi. f don't see it; "Egbert
Of course you don't You 'dont sup
pose she'd leave the price mark on it,
A wealthy rancher of Saa Gregorio,
iCal., is guarding hte 18-year old
daughter with shot-guns s to prevent
her man-jage with a youn poetl ot .
the county. .
1 read U Jn tfcei.SUr-Kttllctiiu Jit
most he so. tt Ii-5 -c I .