Richmond daily Whig. [volume] (Richmond, Va.) 1842-1861, 1843-04-25
THE PHILOSOPHY OF ADVERTISING.


The philosophy OF advertising does not sppear 10 he m
hccnuy understood IN this country. Many traders and
business men do not keep pace with the progress Of the
times They fancy that the world has changed very htte
within the last twenty 1--WE vears and hence fi
selves pursuing the example ct their fathers they SUD
pose mat tlerc are no more newspapers than 10
1870, and hathe readers Of public journals have not ncrea
sed to any considerable extent Never did men labouf un
der greater mistake The schoomascr has been abroad
o late years, and where there one reader Gin the c
time, there now Not only have the old and s,e
10 nctense their papers found necessary dimensions but
m order 20 satisfy the craving appetite OF the public
We have journals Of the smaller class and AZ chem,
rates Inc change u an important one, and u in.
ulchtcs inc onward progress Of the age. The world
D. mirrored from day day through the news
paper press Authors seek publicity for their productions
inoughihe means urpcodicatoture tha,in large
sheet like the Inquirer commerce, manufactures and the
h1e arts are not duly attended o., but we daily serve no
huno sketches Of travel extracts from new publication
every hing DO short calculated put readers IN posses
SION q" correct Information o. the progress Of the family
4" mnn Under these circumstance because ncylpapsra
ana newspaper readers far more numerous now than
''oie 'nc kconeycd children Of trade and the active
sE '' enterprise, pay attention 10 Advertisements
% present their goods 10 the minds Of the niui.
uudc thro he medium Of our pubIic journals TIN. !.
c uu' Poncy The present. astoate 10 this couutry ot
e'sl 'nphaucuy reading nrc and ID seems Co ne oi.s
o. essential Tor mefchnt trader or vto,,L,,oo, .'.
anew beginner tp kccpa good advertisement m 49,
paP'i omuHy "day' o. 90 place hs good. boz the window u
on bis shelves or iu any other
biahmcnt.-lno majority uf our pYt,.I, Il, 49,. - y. III.
habit OF looking ever the newspaper before tf.y f,t ~
make inrr purchases. Inc system save. urs t, ,,. 3D..
di,idua couvcrsant with such maters may b, rgr, t
eve over the advertising columns Of a Wi, filled sheet n,
quirc as much information 90 goods aud prces and t
locality of stores, by wandering hours no ono t,,
ni ooNn mother. Tho policy Of advertising whthese fac
mind aud state them facts may bc seen n ganc
Fortunate. moreover, D. the individual who possesses
kua,k Of skctchng happy account NJ his own Nh,
aud boz goods. writer Of Gntratc advertisements.
uo common genius Dozens of instances could be- quot,
evonin our own county 0fhandaOmc fortunes mado hrou
tbs talent let ne not De mi-undopiJJd. The cOn-ta
system OF eNuvagant pulling, which b. resorrd 10 by
pcrsous b. calculated rather disgust thsn 10 interest
convince Nv this plan on individual may soon rcud
nm'eu h't''us Tor oNaggoration, not 10 say iaschoo
me eucct n such cases D. 90 induce readers turn
way With incredibly aud loathng. The real art OF q
sktnl advertiser 90 the first place to attract the attcnu,
ohe roadof aud thccc md ~ and convince by
fank and truthful nature his statement OF course hoi
are sr connected with the business which when ompo
81 9Th docacy aud tact be- regarded A. exception
bic w. however, On advertiser promise constantly mo
an be able perform, and thus 70 on dccciving from