The New York herald., 1850-09-20

vors, as they call them, on old newspapers OF small
circulation. The folly Of this course We have
ofien pointed out in the columns of the Herabf; but
as our remarks on the subject were supposed TO be
dictated solely by motives OF selfnteres time and
experience were required TO substantate the truth
of our assertions, and to dissipate the long che
riehed prejudices of the business classes, fostered
and encouraged by that portion OF the public PRESS
who were interested in continuing the Old order OF
things. TO perpetuate these abuses, by the vo-
luntary action ofadvertisers themselves, is begin
ming to be seen is about as wise as it would be TO
continue the transportation of the mails on horse
back, or in mail carriages, in preference to avail
ing ourselves OF the speed of steamboat; and loco
motives on railroads or 10 insist upon the obsolete
idea of expresses by horse steam power, in
preference to the communication By eleciric tele-
graph.
That the old system of advertising is destined to
a speedy downfall, as the independent and cheap
newspaper press advances in public favor, and that
the numbering concerns which were cotemporary
with the days Of mails on horseback and ship news
by low boats from Sandy Hook and the Narrows,
are gradually dwindng into insignifcance and for
getfulness, we have not the least doubt The
time mast soon come when the advertising, Of
papers, few hundreds only of which are daily
printed, must be transferred TO the papers having
the largest circulation; proper discrimination, of
course being made with regard to the character OF
that circulation 1t would be folly, certainly, to
place advertisements, connected with trade and
commerce in a paper not read or seen by mer-
cheRts, but where the patrons were principally of
the laboring classes or emgrants, looking out for
- anfa tar
occupations in humble life.
When we first knew editorial life in New York,
ary thirty ago. the limited circulation of the
newspapers puhlishedin in this city rendered adver!is
ing an object Of small interest with the business com
munity; and perhaps the most successful merchants
and other business men, were those who took a
sort of pride in not advertising at all. The time
referred to was more than quarter OF century
ago, when the daily papers were Lang " Turner'S
GQsette: Buffers Mercantile Adp0ti'y; the NJ
tionai -Adr0cQte, (for awhile edited by VI. NJ
Noah, afterwards by ourselves and otheTs) the Ecs-
Ming Post by Coleman X Burnham; the CONNER
cial Advertiser, by Hall 4 Stone; and the Anieri-
can, by Charles King. The three last were evening
papers. We should have mentioned, also, the
| Daily 4fdreytiser, morning paper, by Dwight,
| Townsend ~ Walker, which held out lingering
existence for ten or twelve years, until it swas
| finally swallowed up in the E1lress.
| These papers were all miserable concerns, as to
| circulation, averaging probably not more than
| eco to ,500each, daily morning business paper
| wae attempted about the time referred to, by Mr.
Silliman, now Postmaster of Brookyn-It was
called The Times, and for season sough. com
mercial patronage; but on the establishment of
the Journal If Commerce, about the year 1879,
the Times was abandoned, and the Journal of
CaimUcs took rank among the commercial pr
pers, enjoying fair share Cf advertising patron
age. The Courier and Enquirer was formed by
the union of two democratic papers ii: 1929.
The present daily circulation of the old establish
ed papers of this city (as claimed By themseyes)-
the relics of past age-may be stated fol-
lows;-
journal OF Commerce (uorningD. ......... $500
Courier and Enquirer, ........... .sDD
Commsrcisi Advertiser (ev vsning). .......... 5000
Evening Pcst. .......,......'... LOU
| Total. ................... .lsl0o
| /; therefore appears that all of the daily papers
of this city, together, conducted according to the
! old system, have circulation of but little more
than one half that Of the Heraa alone; as our
| average daily circulation is now about thirty t.0u.
sand, and il has on several occasions exceeded
hiJfy.sir thousand We emit from this statement
the Ercaiug Erprcss. which is said to have circu-
ls,ion on soue days, Of four thousand for the
son that il claims to he conducted on the new
plan, and is sold by the newboys at tro csa,s-the
same price as the Herald.
Advertisers cannot fail to perceive by this state
ment, that vast deal Of money is thrown away
by continuing the system OF advertising in the old
! papers, and on the old system. Probably the
amount paid annually for advertising in the five
| newspapers above named, cannot be less than
i,co hundred aud ffty thousand dollars, great pro-
| portion Of which may be considered as money
squandered for the benefit Of ndivduals more in-
tent on acquiring riches, building country sesr,
| drinking champagne, or being sent on foreign en-
bassier, and otherwise Gggrsndizing themselves
and their families than in promoting the interests
of the business community, Of which they claim
to be the exclusive organs and advocates.
| Who, we ask are the readers Of the old fashioa-
ed newspapers referred tot Ar, they not those who
generally see and read the Herald, or, perhaps one
other morning paper Of the cheap classl or not
the exclusive readers Of those papers, the super
annuated men and women Of former generations,
who still stick to old namesl II the femer, then
surely advertisements in the OLD papers are OF no
use; or il the latter class TO be consulted ~
what value are they 10 advertisers, removed as
those readers from the active business Of life,
in the ranks of which customers must b- sought
by all branches Of tradel
With regard TO the S1adsy papers, 81 called,
advertisements inserted in them can be Of but little
use, whatever may be their circulation as they
are consulted generally for emusemeni or recres-
ton, on the day set apart from business. Much
misrepresentation exists with regard to the crcu.
lation Of those papers, ard we learn that at least
one Of them Is to be prosecuted Tor obtaining mo-
ney under falee preiepees by exaggerating its cir
culation.
The above iemeIks We consider as constituting
the true philosophy Of advertising, aad show con-
clusively the advantages possessed by the New
York Herald as en- advertising medium. On ac.
,r, az H. oon.-enienpe pf ts Iiuensoos ia La rre