The miners' express. (Dubuque, Iowa) 1849-1854, 1849-12-05
Advertising.

Y
Newspaper advertising is benefit to the read
er and benefit to the professional man merchant
and all others who have services to offer for pay
or goods to sell for money The reader is bene-
flied by directing his attention to the store where
he may buy or sell his goods, to the tailor shoe
shop where he can have his clothes, boots and
shoes made or mended; to the Doctors or Law
yer's office, where advice for his bodily diseases
and pecuniary difficulties may save him from
premature death, or the horrors of the gloomy
vantages are the result of newspaper advertising,
to the reader. What must it be to the merchant,
mechanic, and professional man? In towns like
most of our western towns, the merchant is a
comparative stranger to the great mass of the
country people, on whom he depends in great
measure, for sale, trade, or market. Now the
advantage of advertising, to such man, will de-
pend upon the circulation of the medium through
which he chooses to communicate with the pub
lie. The use or benefit to him will be in proper
ton to the number of persons who read his adj
vertisement, for if he gains one customer out of
every five readers, he gains two hundred custom
ers in thousand readers. And what other OBJ
ject can the merchant have by advertising, than
ject. 1t is not to make a vain, but profitable,
display of his goods and name, that he tells the
public that he tells the public that he has such
and such goods for sale, and that he will sell them
on certain specified terms. His sole object is
gain, and to attain this object he spends few
dollars to secure the return of hundreds. Now
the experience of all men who advertise, proves
that this object is attained just in proportion to the
amount spent in advertising, and in proportion to
the number ofreaders who read the paper. Thus
if man gain one hundred dollars by five dollars
worth of advertising, he must gain two hundred
dollars by ten dollars worth ofadvertising. And
if he gains anything by the circulation of five
hundred papers, he must gain twice much by
the circulation of one thousand papers.
| 1t must be evident to the merchant, and to all
others who advertise, that it is their own interest,"
they advertise at all, and gain by so doing, that
they ought to advertise more and gain in proper
ton. And ifther Jet in Advertising is to draw
the attention ofthe public to their goods, &c, it
is equally their object and interest that the great
er, and not the less, number of the public should
read their advertisement. A paper Of large cir
culation must have more readers than paper of
smaller circulation; besides, paper of small cir
culation is never looked for with so much inter-
est one whose circulation extends to wider
range. The large circulation commands 4 more
extensive correspondence, and consequently
treats of greater variety Of subjects, therefore
it is more interesting to the reader. 1t is evident
that the paper which is most interesting to the
reader will be read by larger proportion of read
ers than one which is not so interesting; and
large proportion of readers is the medium by
which the merchant or other advertiser expects
to attain his primary object-gan.
We do not choose to institute any invidiuous
our neghbors; but we do say that it is both the
duty and the interest of the advertiser to make
that paper which has the largest circulation, the
medium through which his communications to
the public, should be directed. 1t is his duty to
do this because he will gain by so doing, and gain
is his object in advertising. IF merchants, me-
chanics and professional men be true to their own
interests, as they no doubt wish to be, we have
them, in affording medium through which they
may converse weekly with at least five thousand
readers.