A word to the wise and a word for ourselves.
We need not remind our friends engaged in mercantile pursuits of the importance of advertising as a means of insuring success in business. But for our mutual profit, we will remind our friends of the business community of the superior advantages that our columns afford for a large class of advertisements.
In the first place we will notice a fact, with which, owing to our past reticence, probably but few even of our best friends are acquainted, namely, that our weekly circulation and regular subscription list, is three times that of any other paper printed in the land, with the single exception of the Child’s Monthly Hawaiian Pictorial, the “Alaula.”
Our weekly issue is now twenty-seven hundred copies, and as the Hawaiian is the most accommodating neighbor in the world, it is not reasonable to allow that at least four thousand families have the weekly benefit of a perusal of our columns. The subscribers and readers of our paper include all the Hawaiian ministers, very nearly all the lawyers and judges, and with rare exceptions, all the most enterprising and leading Hawaiians of every parish and hamlet in the land. Besides these there is a large and increasing class of foreign settlers who have made these favored islands their home, and who are the bone and sinew of every enterprise, who have acquired the Hawaiian language and who are among our best subscribers.
Started in 1862 by the wonted energy of our townsman Henry M. Whitney, conducted entirely from its first issue as a private enterprise, the growth of the paper in influence and paying subscriptions has been slow but steady. It is now four years and a half since the editing of this journal passed into the present hands, and as it enters upon its eighth year its continued success may be considered assured. Through our columns the Hawaiian of today gains an acquaintance with the ancient and modern history of his country. He is treated to glimpses as well as to graphic pictures of foreign lands through the letters of Hawaiian travellers.
He become informed through our news columns of all the general political, civil, and religious matters that interest the rest of the world. Letters from travellers in the home lands render him familiar with every surf washed beach, every blooming valley, every dashing waterfall, and every hoary mountain of his island home. On the return of the “Morning Star,” with eagerness he turns our pages to the letters of his missionary in the heathen lands beyond, to learn whether his monthly concert contribution is being profitably expended. In short the Hawaiian reader of the “Kuokoa” is quite a citizen of the world.
Those no intimately acquainted with the Hawaiian would be surprised at the thorough and intelligent manner with which every item, and advertisement is read by thousands of those whom they may have considered as illiterate.
The eagerness with which every morsel of literature is devoured by the Hawaiian is one of the most cheering features of this era of our history, and we may say from our own experience makes every literary service rendered them a pleasure.The imperative and prompt demand of the country resident, for his weekly paper, is truly encouraging, indicating that mental stagnation is not to be our form of decay. This renders the berth of private mail carrier and “Kuokoa” newspaper agent anything but a sinecure.
Here we will remark that the liberal policy which characterizes the management of the Postal department and the prompt and accommodating spirit of the Postmaster General are among the causes that have contributed to the success of this paper.
We thank the many kind friends throughout the land who have rendered the cause of popular education, the people, and ourselves their invaluable assistance by acting as agents for the circulation of the “Kuokoa.”
To the many who would find it for their interest to advertise in our columns we will say, that any advertisements that may be handed in, if in English, will be translated, free of charge, into the best of Hawaiian, and will if desired be inserted in English, by which they will reach the eyes of our many English readers more certainly than they can in any other paper of the land.
(Kuokoa, 2/6/1869, p. 2)