Image 5 of Cut Bank pioneer press (Cut Bank, Mont.), July 18, 1913
The Advertising Value of Circulation It is Always Found in the Home Going HomeStaying Newspaper The value of newspaper circulation cannot be gaug ed by the yardstick of quantity any more than a mans brain can be measured by the size of his head There are many ways to estimate the value of newspaper circulation to advertisers but only one way to PROVE it The proof is found on the merchant s balance sheet at the end of the year Thats the one true test of returns on any advertising investment The onetimeonly special sale adver tisement is seldom satisfactory An advertiser may by chance succeed with onetime advertising aiid this may lead him to the conclusion that this kind of advertising is permanently resultful But he doesnt count the cost and will never get much further in an advertising way by clinging to the onetime method Those influenced by such methods are not likely to repeat their purchases un less he continues to tempt them with extravagant price concessions Nor is a single advertisement a true test of the resultproducing power of any newspaper What an advertiser really wants to know about a medium is How do its subscribers