New-York daily tribune. [volume] (New-York [N.Y.]) 1842-1866, 1851-04-26
The Philosophy OF Advert,s,ps.

u should be discounten Anced. Money should \.
taken from no one unless al equivalent Do rsn.
dered.
In the view of the writer. the advantage, q,
Advertising are more important thsn has ia,
usually supported. They are, TO bis mind, .hres.
fold:
FIRST: They benefit the person Adver.i.iaz
Second To the purchaser.
Tkrd: To the community at large.
lst. That the business Of Advertising exssorv.
IL, as is Row conducted. is not 10 psca,i,,v
sense advantageous TO the owner OF good, o.
wishes 70 dispose Of them, and awaits hinssS ~
this medium to make il known. is indeed rss.s'
tion upon the shre~dness OF the business word
which results in other respects will not iQs,ify
The writer does not doubt that the busines, of IA
yertising in this country land particularly in Nex
England and the Middle Ssates) has nearly. n
not quite doubled in the last ten years Tnere.on
is obvious. Those who have done il have found
their account in so doing IL has yielded an "a.
ditional profit, by widening the circle OF custom.
ers aHd thus enabling them to run OF q larger
Quantity Of goods in given time. Thus point II
worthy of q moments consideration
A merchant may say, have fresh lot Of
soOd,-my run of custom is estsblished-I sAsl
certainly sell them-why should ADVERTISED
There are some who reason thus. But they stand
ss certainly in their own light az though they
kept their stores open bat half the ousine" hosrs
with them but every new customer tnn "a
drawn in by the Advertisement issued, assists 70
DISPOSE of the stock in so much less time THAI be-.
fore-so that If by ayailing themselves the al.
vertising medium they sell their stock In half OF
three fourths the time they otherwise would the
additional profit 10 increased on the lncressedsLe
in q much larger ration. The sale OF the hrf bali
was attended with certain necessary expenses Of
rents. clerks. &c but the portion sold Ia addition
had to bear bat small per centage Of the neces.
sary expenses of the store. The rents, the clerks
the incideutsls were nearly the same as formerly
bat the goods were sold in half the time, aud the
profits thus increased. That Airertinsg makes
business, is fact 50 rcl established as 10 teave no
room for doubt IL 10 the testimony of all exper
ence How are the advantages offered by the al.
vertiser, to be extensively known, except through
the universal medium, now consulted by sll-the
NEWSPAPER
iudicious system OF Advertising has given
that large class of business men who have been
so sensible as 10 avail themselves OF IL, an advsn
tase over those who do not follow It, that canno.
be surmounted except by the adoption OF the
same mode OF tactics. This system enables the
business man 20 proclaim what ne mas % dispose
Of throughout the land, and OF consequence to
dispose Of il more rapidly than his neighoor who
is not up 20 the times 10 this respect Aud thus
selling rapidly, he turns his money Oitener, aud
csn sell lower than that neighbor, and yet make
as much money-BECAUSE HE SELLS MORE GOODS
in the same time. The maxim of "nimble 't
pence being worth more than sluggish shilling
is never more clearly illustrated than In the oens
fits as shown in Advertising. These adv antsges
are becoming msre and more apparent, AN hap-
Nv 20 saw. under the excellent system OF Adver'
tispg now well perfected by Mr.. PALhER-in his
Agencies for that purpose In several prlnciPn
cities in the Union--by which merchants traders,
aud all others wishing the public ear, may nave
their Advertising done at established rates, with
but slight trouble to themselves system TOO,
which is fast gaining the confidence OF the paouc
and which must ultimately do En- immense oasf
ness. 49,,
now come to my second proposition, that Nd
vertising benefits the purchaser-the great con
suming public. 1t needs not many words 10 COZ
vince the candid mind of this truth. Tho news
paper at the present day is not consulted only 10Y
events that are Transporting all over the worin U
for interesting essays or Instructive or P'easn
reading It is consulted as eagerly IN regard
buying and selling, in regard to the wants OF TIE
community or its redundancy, as Tor any on~
matter of information The advantage 10 recip
rocal have an article TO seIl-somo one, per
haps many are in want OF that very srIlcle.-
They patiently await the issue OF that map Of
knowing incidents by flood and held, the news
paper, and there find, what weeks oil persona,
anxious inquiry might have otherwise failed 70
disclose, and the article they want, the ship, the
house. the goods are with me. hall dozen
lines, a triling sum expended, have saved that
purchaser the trouble that otherwise would nave
ensued, and OF days time lost Both parties are
pleased ard benehted-the medium OF exchaoge
passes from one to the other, and new enterprises
go on. Indeed, so indispensable has tbs system
become that business community OF the most
modest size would be almost thrown into chaos
if it were broken up. Men consult the morning
sheet and more business Is done through hints
gathered from that, than by all other hints pat TO-
gether That sheet has become as indlspenstoe
as the ledger, and is now as implicitly studied
and needed, by the mercantile community
The third proposition, that Advertising 10 OF ad
vantage 20 the community at large, Irrespective
Of buyer or seller is one which, II sustained oy
proof, will much commend the business 70 Tue
public APPRECIATION, ia a higher sense than |" "a"
often been viewed and give dignity 70 so9
transaction above the mere sum OF dollars saD
cents involved.
To sustain the important position | ASSUME,
must allude, for moment. to the yalde |" 20.
community Of a well conducted newspaper
is too late to question this-and few do so. me
fact is admitted in It's broadcast sense In this ian1
of newspapers and readers Who does DOT sgsH
himself OF this medium Of intelligence The ~
borer and the employ er-the mechanic and 'ne
capitslist-the merchant and the man who ives
on bis interest-nll acknowledge the power
tue pIcssg Us
from day TO day with increased zeal. The inh'
ence Of the newspaper is immense in this coua'
try, and no one who is lover OF rational lioerI
and a republican form Of government, cao wishE
less While the press Is free as now, tyranDyS
oppression can never overcome our national MAJ
hood. The glory OF this land, which is irradiati4
the whole earth, cannot be dimmed. And rs
few newspapers in this country can live and %
come strong, without deyotng portion OF thsS
columns TO advertisements. The rate OF nesF
papers is 90 low among US, that the mere sabsnr
tion price, without some other aid, will nossa'
tain them. The ablest, most permanent ana
most influential papers in this country are those
that are enabled, by yielding portion OF thsf
columns to advertisements, TO put quota Of sns
income from thar source on 10 the paper itseh iCI
its mproyement-devoting that expense 70
which its mere subscription price will nor Ia'tuy
The writer's observation in this respect nI'
been Of long continuance, and the fact ns GOV.
mended Itself 10 him very many times He